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How People Consume The News


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The NEWs Cycle …

The NEWs Cycle

There used to be something called a “news cycle” in which any story had a beginning and an end. But in this age of instant communication, citizen journalism and social technologies, media is being created, distributed and consumed in ways never imagined.

Learn how people get, create and distribute news,
and how people interact with media, from breaking
TV news to Google search to Facebook. Learn how
personal brand-driven journalism is changing audience loyalty and how Foursquare and augmented reality will shape the future of journalism.

This presentation was given by David Erickson & Natalie Wires of Tunheim Partners ( ) for the Associated Collegiate Press' National College Summer Journalism Workshops held at the University of Minnesota on July 23, 2010.

David Erickson blogs at and can be found on Twitter at

Natalie Wires blogs at and can be found on Twitter at

Published in: News & Politics

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  • -People easily switch between offline and online reading. If they read something interesting, they will go online to share it with their friends and social networks or simply look up more information on the topic. -Therefore, the article must be easily findable by search online -Optimize for what is the most likely topic people will remember from the article peoples names, group names, main subject
  • - Magazine’s have a lot of the same elements as newspapers (people read them in similar locations, search for similar types of keywords), but there are added elements. QR Codes – Minneapolis Saint Paul Magazine’s recent issue that included QR codes linking to recipes, contest entry forms, et cetera. Example links people to a gallery with party pictures Getting people to easily move from the hard cover off-line magazine online to the website – extenstion of content
  • Conan O’Brien TV hit resulted in 568% increase in unique visitors to No Name website While people are watching TV they are playing with their laptops, iPads and phones
  • Hands free tweeting Voice command Pandora
  • People talk about articles they’ve read or news stories they’ve seen.
  • Changes how people receive their news
  • -Newsletters from organizations or content sources -Email link directly from their inbox or use the “forward this message” option -Forward newsletters -Set up news alerts – Google alerts
  • Sites that collect stories from other sources and compile them on one site. Shows trending topics and aims to be one-stop shops for people to get their daily news. Yahoo! has new, Shine (magazine format)
  • -People fan their favorite news outlets, magazines and blogs to get their news directly into their Facebook feeds. -Makes their days easier by bringing their news to a site that they are already checking and hanging out at. -People will comment/like content -CNN’s partnership with Facebook during inauguration and MJ’s funeral
  • -News increasingly breaks on Twitter. -Journalists are having to think about how they want to break a story (wait for the paper/TV broadcast with the chance of being scooped or send a short tweet without all the details). -Also, there is less time to ensure a stories accuracy. Have to think about what is more important, being first or being accurate -Anyone can break news via Twitter, might an on looker Ex. Iran elections, Kevin Love Timberwolves basketball player broke the story of his coach getting fired before an office announcement -News makers are increasingly breaking their own news -Both Facebook and Twitter are driving more traffic to news websites -NY Times tweets headlines -Other examples -News spreads like wildfire on Twitter – as do rumors -Rumors tend to be squashed just as quickly, people will respond to inaccuracy with accuracy
  • -YouTube is now the 2 nd most popular search engine, behind Google. -People looking for news segments to send to friends -People are watching more TV on YouTube -More and more YouTube will be watched on TV (Google TV, YouTube Leanback) -YouTube is getting more customizable -CNN town hall forum solicited video questions from YouTubers -A lot of videos are being watched on mobile -YouTube has in its back pocket a live streaming functionality that it has not launched yet.
  • -People subscribe to their favorite news sites, blogs, even comments sections of articles have RSS feeds. -All about making news consumption quicker and easier – one stop shop to get news from multiple sources. -People can share what’s on their Google reader with their friends. -Can catch up with it on their phones -Google and Yahoo! Have customizable home pages where people can subscribe to RSS feeds
  • News on the go -Importance of headline writing -Becoming a primary media consumption device -Increasingly a tool in which people create news
  • -Blogs are an increasingly important way people consume news. Particularly soft news and industry specific news. -Traditional news outlets should be paying attention to if blogs are linking to them. -Industry specific – TechCrunch, Mashable, Politico -Soft News – Perez, OMG -Traditional outlets -Online blog – MinnPost, Huffingtion Post -Blogs set the agenda for what type of content is shared -Buzz over a given media story is driven by blog commentary
  • At work: Email from people Email newsletters Aggregators From specific news organizations Social networks Facebook & Twitter Search: For my own benefit For clients Mobile Throughout the day Walking down the hall In meetings At lunch Search Sharing Commute home Same After work Evening news Search Share Out & about Search Share
  • Why does SEO matter? Everyone uses search engines 2004 Pew Internet: 84% of online Americans use search engines Second only to email as most popular online activity ComScore Average Internet user performs 33 searches a month The primary means by which people find news Google/Yahoo!/Bing set expectations Internal search must be as good Drives traffic Impressions Registrations
  • Certain types of search traffic is predictable Breaking news Event-based search Seasonal search Personality search Pop culture search
  • Research keywords What search terms to people use to find your site What are people searching for generally Google Insights for Search WordTracker KeywordDiscovery Editorial calendar synchronization
  • Familiar with the prom season Either because you’ve got teens Or because you publish prom content Aware that proms take place in April
  • Seasonal traffic Prom Fashions example 2004 Mall of America microsite Begins to rise in January Peaks in April, during prom season Bill Tancer, author of Click Magazine prom fashion features in January Extend the advertising runs
  • Celebrity Searches Brett Favre search traffic
  • Track searches News coverage Events
  • Huffington Post Low labor costs Aggregates content SEO to maximize page views Low labor costs Local content Quantity, not necessarily quality SEO to maximize page views
  • Graphic appeal Front page devoted to one story Photo commands attention Content teases below
  • Related content teases in photos Headline: Apple iPad Tablet Release Update stamp Social sharing tools RSS Feed Interactive features encourage registration Content tagging Ask visitors to share story Aggregated news updates Email signups, share, comment Most popular content encourages deep visits
  • Incorporates social content Mid story advertising Promo popular bloggers Trending tags Email signup again “ Breaking News”
  • Huffington Post Apps & Feeds Creating lasting connections More distribution channels Big News pages Topic aggregation Follow on Facebook & Twitter Related HuffPo content Bing search Content syndication deal?
  • Real-time Twitter feed Links to other related news Your Reaction? Encourage interaction Registration More in Technology Encourage deeper visits
  • Google AdSense Ads About popular comments section At the bottom Scroll through content to get to feature Robust comment system Moderation Ratings Fans Favorites Abuse Promo iPhone App
  • HuffPo Article Optimized for Apple iPad Tablet Release Combination Apple iPad Tablet Apple iPad Release
  • Google Web Search Top link
  • Google News Search Top link
  • Yahoo Web Search Second link
  • Yahoo News Search Second link
  • Bing Web Search Fifth link Above the scroll
  • Bing News Search Second link
  • Interest begins at 9 a.m. Peaks at 10 a.m. Then sharply declines By that time, a new front page story Anticipated traffic
  • Transcript

    • 1. The NEWs Cycle: How People Consume The News Associated Collegiate Press Summer Journalism Workshop July 23, 2010
    • 2. Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
    • 3. Presenters
      • David Erickson , director e-Strategy, Tunheim Partners
        • Gen X
        • Uncle to Millennials
        • 14 years Internet marketing experience
        • Twitter: @ derickson
        • e-Strategy Internet Marketing Blog –
      • Natalie Wires , account executive, Tunheim Partners
        • Millennial
        • Experience in online marketing and communications
        • Twitter: @ nataliewires
        • Natalie’s Wire –
    • 4. The NEWs Cycle
      • Traditional Methods of News Consumption
      • Online Methods of News Consumption
      • What it means for journalists
        • How to promote your work
        • How to promote your career
      Image courtesy of WCN 24/7
    • 5. Old School: People Digest News/React To It
      • Read news
        • Face-to-Face
        • Letter
        • Phone
      • Watch news
        • Face-to-Face
        • Letter
        • Phone
      • Hear News
        • Face-to-Face
        • Letter
        • Phone
      Image courtesy tylerdurden1
    • 6. Newspaper
      • Where do people read a newspaper?
        • Home
        • Work
        • Coffee shop
        • Commuting (plane, bus, lightrail)
        • Outside (park)
      • What devices do they have readily available to share what they read?
        • Desktop computer
        • Laptop
        • Tablet
        • Phone
    • 7.
      • Similar elements as newspapers
      • Encourage readers to interact with the content
        • QR Codes
        • Take pictures of article to share
    • 8. Television Broadcast
      • Broadcast news drives search
      • Social media interaction
      • DVR
        • Coming soon – record a segment, share via YouTube
    • 9. Radio News
      • Fireside chats
      • Largely listened to while people are in their cars
      • Drives search, especially mobile
      • Rewindable radio
      • Tag content through your radio – bookmarking system
      • Integrating social media into cars
        • Ford example
      Image courtesy uncgspecial
      • Fireside chats
      • Largely listened to while people are in their cars
      • Drives search, especially mobile
      • Rewindable radio
      • Tag content through your radio – bookmarking system
      • Integrating social media into cars
        • Ford example
    • 10.
      • Search for keywords, names, topics
      • Search different venues depending on type of media
        • i.e. if it’s video, people go to YouTube to search
      Word-of-Mouth Photo courtesy of Akuppa
    • 11. Online Changes the Game
    • 12. News Websites
      • Very popular way to receive news
      • Model is changing
        • Some require subscription
        • Most are free and rely on advertising
      • Easy sharing with networks
    • 13. Email
      • People forward interesting articles to friends and family.
      • Newsletters
      • News Alerts
    • 14. News Portals
      • Yahoo! & Google News
      • Show trending topics
      • One-stop-shops
    • 15. Facebook Feeds
      • “ Like” favorite news outlets, magazines and blogs
      • Making news consumption easier
      • Comment/Like Content
      • News organizations partnering with Facebook
    • 16. Facebook Feeds (cont.)
      • Most newspapers use fan pages to push out links to content
      • Magazines are using as an extension of content
    • 17. Twitter Feeds
      • News breaks on Twitter
      • Journalists have to think how they want to break a story
      • Choose between being first and ensuring accuracy
      • Citizen journalism
    • 18. YouTube
      • 2 nd most popular search engine
      • Search for news segments to send to friends
      • Watching TV on YouTube
        • Google TV
        • YouTube Leanback
      • Customizable channels
    • 19. RSS Feeds
      • Google Reader, Friend Feed, Feedly, My Yahoo!, iGoogle, etc.
      • Easily keep up-to-date on phones
    • 20. Phone Apps
      • News on the go
      • People read snippets of articles
    • 21. Blogs
      • Industry specific
      • Soft (entertainment) news
      • Traditional news outlets including blogs
      • Blog news outlets
    • 22. Wikipedia
      • Go-to Source for Breaking news
      • High search visibility
      • Community editing
      • Crowd sourced fact checking
      • Add the facts from your story
      • Journalists should add relevant facts from their stories with citation
    • 23. What does it mean for journalists?
      • Need to understand SEO
      • Knowing how to conduct keyword research
      • Integration with social media within (or around) the story
      • Understanding of how people consume media on various devices
      • Competition includes MSM, Citizen Journalism, Bloggers, Owned media
      • Age of personal journalism brands
    • 24. Photo © Adrian van Leen for CC:PublicDomain SEO For Journalists
      • What Are Search Engines?
        • Databases of Desires
        • Answer Machines
        • On-Demand Content
      • Search Engine Optimization (SEO)
        • What is it?
        • How does it work?
    • 25.
      • 84%
      Why Does SEO Matter? Photo: Wikipedia Search
    • 26. Surf The Search Tide Photo by thelastminute
      • Waves Of Search
        • Breaking News
        • Event-based Search
        • Seasonal Search
        • Personality Search
        • Pop Culture Search
      Surf The Search Tide
    • 27. Keyword Research
      • What are people asking for?
      • Tools:
        • Google Trends
        • Google Insights for Search
        • AdWords Keyword Tool
        • YouTube Keyword Tool
        • WordTracker
        • KeywordDiscovery
    • 28. Seasonal Search Traffic Photo by zircon3035
    • 29. Seasonal Search Traffic
      • Prom searches
        • 2004-2009
      • Begins in January
      • Peaks in April
    • 30. Personality Search Traffic Photo by Bjorn Hanson
    • 31. Brett Favre Searches
      • May: Asks Jets for release
      • Late July: Vikings flirtation
      • August: Signs
      • October & November: Vs. Packers
      • January: Playoffs
    • 32. SEO In The Wild
      • Newspapers Online
        • New York Times
        • Washington Post
      • Online Only News
        • Huffington Post
    • 33. Anatomy Of SEO’ed News
    • 34.  
    • 35.  
    • 36.  
    • 37.  
    • 38.  
    • 39.  
    • 40. Huffington Post Search Results Huffington Post SEO - Google
    • 41. Huffington Post SEO – Google News
    • 42. Huffington Post SEO – Yahoo!
    • 43. Huffington Post SEO – Yahoo! News
    • 44. Huffington Post SEO - Bing
    • 45. Huffington Post SEO – Bing News
    • 46. “ iPad Tablet” Search Surge
    • 47. News Behavior
      • News snacking throughout the day
      • Favorite sources on the decline
      • Known people are most credible source
      • Social network is also a trusted source
      • Rely on known “experts” to curate the news
      • Headline scanning
        • Don’t read story until have to
        • Then search to find more
      • Video watching until main point is understood
        • Background sound
      • Podcasts can be skipped through
        • DVR skipping
    • 48. Consuming The News
      • 92% of Americans use multiple platforms
      • 46% use 4-6 platforms on typical day
      • Only local & national TV news are more popular source than Internet
      • 60% get news from both offline & online sources
      • 65% don’t have a favorite news website
      • 28% of Internet users added news to custom home page
      • 80% of online news consumers get or share email links
      • 80% of Americans have cell phones; 37% of them go online with them
      • 33% of cell phone owners get news on phone
      • 55% of Americans say it is easier to keep up with the news…but
      • 70% also say the amount of news/information is overwhelming
      Source: Pew Research Center’s Project for Excellence in Journalism
    • 49. Interacting With The News
      • 72% of Americans follow the news as a conversation technique
      • 69% keep up as a social or civic obligation
      • 50% say they rely to some degree on people around them to tell them the news they need to know
      • 75% get news forwarded through email or social networking sites
      • 52% share links to news with others those ways
      • 51% of social networking users who are also online news consumers get news items from people they follow
        • Another 23% of this cohort follow news organizations/journalists on social media
      • 37% have participated : Created, Commented or Disseminated
        • 25% commented on a news story
        • 17% posted a link
        • 11% tagged content
        • 9% created their own original news/opinion piece
        • 3% Tweeted about the news
      Source: Pew Research Center’s Project for Excellence in Journalism
    • 50. My Daily Media Diet
      • Awake to news radio
      • Morning TV news
      • Online
        • Read/Search/Scan/Share
      • In transit
      • At work
      • In transit
      • At home
        • Online
        • Live TV
        • DVR
        • XBOX Live
    • 51. Your Competition
      • Traditional media
        • Television
        • Radio
        • Newspapers/Magazines
      • Online only news
        • Politico
        • Salon
        • Slate
      • Aggregators
        • Yahoo!/Google News
        • Topix
        • AllTop
        • Huffington Post
      • Bloggers
      • Citizen Journalists
      • ATTENTION Economy
    • 52. Personal Journalist Brands
      • TV News has always been personality-driven
      • Talk radio is personality-driven
      • Not everyone can be Bob Woodward
      • Or Edward R. Murrow
      • Or Walter Cronkite
      • Or Dan Rather
      • Or Diane Sawyer
      • Or Katie Couric
      • But all journalists have the tools to build personal brands
        • David Brauer
        • Jason DeRusha
      • Social media = Sense of intimacy
      • Building audiences
      • Building sources
      • Building brand
    • 53. The Future
      • Crowd-sourcing news
        • Fact checking
        • Sourcing
        • Story ideas
      • Mashups
        • Datasets/APIs
      • Location-based services
        • Geotagging stories
      • Convergence
        • RSS TV
      • Augmented Reality
      • Video game reenactments
        • Tiger Woods
    • 54. Thank you
      • For a copy of this presentation go to:
      • http://
      • For more information contact:
      • David Erickson
      • 952-851-7242
      • [email_address]
      • Natalie Wires
      • [email_address]