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Japan Presentation

Japan Presentation



This is the presentation I gave during my U.S. State Department speaker's series in Japan.

This is the presentation I gave during my U.S. State Department speaker's series in Japan.



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  • So it’s obvious digital is the platform of the future, be that web or mobile or whatever comes next. So what new models are emerging for media companies?
  • So looking at what’s happening in our business, how do we take what’s happening on the business front and unite that with the new opportunities for journalism?
  • We did this with the debates and State of the Unions as well

Japan Presentation Japan Presentation Presentation Transcript

  • The State of American Journalism Jim Brady / October 2011
  • Today’s Presenter
    • Jim Brady
    • Current
    • Editor-in-Chief, Journal Register Company
    • Vice President, Online News Association
    • Board Member, American Society of News Editors
    • Past
    • Former General Manager, TBD.com
    • Former Executive Editor, washingtonpost.com
    • Former AOL executive
    • Member of washingtonpost.com launch team
    • Former reporter & sportswriter, The Washington Post
    • Pulitzer Prize juror, 2010 & 2011
  • State of the Business State of the Journalism U.S. Strengths & Weaknesses March 11 Coverage by US Media 4 3 2 1 Today’s Agenda The State of American Journalism Questions & Discussion 5 5
  • Print Revenue Is Plummeting
  • Print Dropoff Has Been Steep
  • All Segments Are Down
  • Classifieds Revenue Disappearing
  • Circulation Trending Down
  • Newspaper Readership Down
  • Journalism Jobs Being Wiped Out
  • Fewer Reporters, More Work
  • Newspapers Going Out of Business
  • Cable TV Profits Still Strong
  • Network TV Audience Plummeting
  • Local TV Revenue Trends Shaky
  • News-Producing TV Struggling
  • Magazine Circulation Dropping
  • News Mag Circulation Distressed
  • News Mag Staffs Dropping Fast
  • Consumers Are Moving to Digital
  • Digital Revenue on the Rise
  • Newspapers Getting Bigger Share
  • Mobile Revenue Small, but Growing
  • Web Audience Larger Than Print
  • Users Spending More Time Online
  • Web Audience Is the Future Source: Pew Research Center
  • Web Audience Is the Future
    • Newspapers are wonderful general interest publications. But the web is all about niche.
    • There’s been a rise of niche web publications that are making money: Business Insider, WebMD, AutoTrader, Mint, Babycenter.com, POLITICO, Epicurious, countless others…
    • Strong revenue potential, as advertisers prefer subject-focused audiences.
    • Strong editorial focus keeps overall costs down.
    • Most verticals starting to get crowded.
    • Harder to expand when you’re focused on one subject.
    Emerging Models
    • Market is currently strong for non-profits in the United States.
    • Relatively new sites such as ProPublica, Texas Tribune, MinnPost, Voice of San Diego are making waves in the industry.
    • Non-profits are doing the type of journalism that for-profit companies have struggled to support financially.
    • Lack of intense revenue pressure provides editorial freedom
    • Non-profits willing to support investigative and enterprise journalism
    • Flow of money to support non-profits unpredictable
    • Non-profits have trouble building large, influential audiences
    Emerging Models
    • Many American news organizations are currently implementing -- or planning to implement – pay walls or other pay models.
    • New models are emerging, i.e. the New York Times’s metered model and CivilBeat’s membership model.
    • New revenue stream
    • More loyal, focused audience to monetize
    • Aids print circulation retention
    • Negative impact on traffic and ad revenue
    • Creates opportunity for free competitors
    • Blocking off content works against the ways of the Web
    Emerging Models
    • MOBILE
    • Morgan Stanley predicts that, by 2015, use of the mobile web will be greater than use of the desktop Web.
    • Many news organizations are hiring mobile editors, developers and product managers as new devices proliferate.
    • Consumers are already used to paying for mobile content, and will pay for things on mobile they won’t pay for on the web
    • Gives publishers the ability to reach consumers on a 24/7 basis
    • Location-based services open new doors for publishers and advertisers
    • Advertisers have not yet embraced mobile in any meaningful way
    • Large number of mobile device types means business not easily scalable
    • Mobile development expensive
    Emerging Models
    • The success of companies like Groupon and Living Social has created a wave of local deal programs, many created and run by newspapers.
    • Needham & Co. predict the daily deals market will be more than $10B in the U.S. by 2015.
    • Relatively low-tech and simple to launch
    • Good way to reach small local advertisers, traditionally a hard group to win over
    • Low barriers to entry for new competitors
    • Significant amount of administration required
    • Daily deals space already overrun, and still dominated by a few big dogs
    Emerging Models
  • Current Trends in Journalism
    • Community Engagement / Crowdsourcing
    • Social Media
    • Curation
    • Multimedia Storytelling
    • Mobile Journalism
    • Database Journalism
    • Location-Based Services
  • Community Engagement / Crowdsourcing
  • Community Engagement
      • This is how most news organizations view “engagement.”
  • Community Engagement
      • This is how news organizations should view engagement.
  • Why Engage?
    • Because news organizations always have…
      • Used experts as sources
      • Interviewed citizens for stories
      • Accepted tips from the community
      • Run photos & videos not taken by staffers
      • Run freelance pieces by citizens & experts
    • Because you need readers more than they need you
      • Collectively, the community knows a lot more about each subject area than you do
      • Consumers have a lot of choices & not a lot of time
      • They don’t need to come directly to you to access your content
      • Without committed readers, you have no business
    • Because working with consumers produces better journalism
      • Launched in 2006
      • More than 750,000 registered users
      • Received the seminal video from the Virginia Tech shootings
      • In 2011, held the first iReport Awards
  • Ushahidi: Japan Earthquake
  • SeeClickFix
      • In more than 25,000 cities and 8,000 neighborhoods
      • Has gathered more than 50,000 reports
      • SeeClickFix has relationships with local governments
  • Guardian: MP Expense Scandal
  • ProPublica: Network
      • 5,000 Reporting Network members
      • They’ve helped conducted spot checks on federal stimulus spending, unraveled loan modification stories, and tracked the oversight of a state nursing board, among other efforts
  • TBD: Complete This Story
    • The audience can help you find out things you couldn’t
    • It’s a tacit admission media companies can’t – and don’t – know everything
  • Register Citizen Newsroom Cafe
      • Audience invited to sit in on newsroom meeting, watch a live stream or participate in a live chat
      • Free public wi-fi access offered, as well as coffee and snacks
  • TBD Community Network
    • More than 225 sites joined
    • We sold advertising for about 75 blogs
    • We linked to them aggressively, and put them in our geo-coded feeds to expose them to relevant audiences
    • Provided training sessions for network members on blogging, SEO, social media, etc.
  • Don’t Forget the Human Touch
    • At TBD.com, we did public events with local bloggers and other interested parties.
    • We held public office hours at coffee houses in the region.
    • We offered free training to community members on social media, blogging, SEO, etc.
  • Benefits of Engagement
    • Improved news gathering capacity
      • On-the-spot reporting
      • Geographically-specific reports
    • Additional research bandwidth
    • More subject-area expertise
    • An expansion of your coverage area by building contributor network
    • Useful feedback & direction
    • Increased on-site participation in contests, polls, commenting, etc.
  • If You Do This Right…
    • The community will view you as a partner, not a rival. That means:
      • They will come to your site more often
      • They will link to you more from blogs, social media
      • They will send you tips
      • They will tell their friends about you
      • In short, they will root for your success
    • You will produce better, more relevant journalism
    • More relevance = more audience = more revenue = more jobs
  • Social Media
  • Social Media Usage
    • Facebook has over 800M active users, with half logging on daily.
      • More than 2B posts are liked and commented on per day.
      • More than 250M photos are posted per day.
    • Twitter recently announced it had 100M users logging in once a day, and 50M logging in daily.
    • In the U.S., in a survey done by the Ponemon Group showed:
      • Workers spent an average of 62 minutes each day using social media for personal reasons, compared with 37 minutes for business purposes.
      • Almost 60 percent of the organizations increased their Internet bandwidth to accommodate employees’ use of social media in the past 12 months.
      • Social media is essential or very important to meeting business objectives for 67 percent of respondents.
  • Social Media Source: Universal McCann Wave 4
  • Why Social Media?
    • You need to go where your readers are
    • Social networks are great for attracting new users
    • Great venue for starting conversations with and getting feedback from readers and/or viewers
    • More and more business being transacted via social networks
  • Social Media Tips
      • Dedicate staff to social media
      • Use a more conversational tone on social platforms
      • Use social tools not just to disseminate information, but to gather it as well
      • Leverage the audience already using social media for crowdsourcing projects
  • Curation
  • Curation
    • If you want to be the first stop for consumers interested in any topic, you should curate:
      • TBD linked out to all members of our community network
      • TBD linked out to local sites that were not part of the community network
      • We linked out to other local news organizations
      • We even linked to TV stations that were competitive with us
      • In short, we linked to EVERYONE
  • Why Curation?
    • Some of the Web’s largest news sites are based on the concept:
      • Drudge Report
      • Huffington Post
      • Yahoo News
      • Google News
    • Readers are looking for sites to serve not just as chefs, but maitre d’s.
    • If you are a fair arbiter of the best content out there, readers will start their day with you. If that happens, you’ve already won.
    • We drove traffic to the work of our community network members.
    TBD Community Network
  • Multimedia Storytelling
  • Why Multimedia?
    • Video usage on the web increasing dramatically
    • Photography remains one of the most popular types of content on the web
    • Radio usage on the web remains high
    • Interactive graphics becoming a story form all of its own
  • Why Multimedia?
    • Video usage on the web increasing dramatically
    • Photography remains one of the most popular types of content on the web
    • Radio usage on the web remains high
    • Interactive graphics becoming a story form all of its own
    • Remember, the first 15 years on TV were radio guys in front of a camera. The first 15 of the web were print, TV and radio guys trying to repeat their format on the web.
    • The web is evolving into something all its own; you have to evolve with it.
  • Before and After Imagery
  • Integrated Multimedia Stories
  • Old Media, New Platforms
  • Reporter-Shot Video
  • Mobile Journalism
  • Why Mobile?
    • Mobile devices are attached to consumers on a near 24/7 basis.
    • In most cases, you know exactly where your mobile users are, so you can provide geo-specific services
    • Consumers are in the habit of paying for mobile content in ways they never were on the web
    • Unlike the web, mobile payment systems are built-in, seamless and guilt-free (at least initially)
  • The Right Way to Think Mobile
    • Reject the “platform agnostic” mantra
    • Remember that mobile is a mindset of its own, with unique consumer needs and revenue opportunities
    • Remember that each mobile device is a product in and of itself: The iPhone, iPad, Droid and Kindle require different strategies
    • Dedicate people to building good mobile products
    • Make your mobile app and/or site complementary to your web site, not a mini version of it
  • The Right Way to Think Mobile
    • Remember what makes a mobile device unique: portability, location tracking and 24/7 access to the consumer.
    • Remember that mobile allows you to get content from the reader, not just send it out
    • Don’t just focus on your own mobile sites. Get into the streams of Twitter, Facebook, Foursquare, Instagram, etc.
      • Focus on utility: weather, stocks, alerts, traffic, public transportation data, sports scores, etc.
  • Typical News Mobile Apps
  • TBD Mobile Philosophy
  • Mobile Newsgathering
  • QR Codes
    • Many papers are starting to use QR codes in newspaper or via e-mail.
    • Lots of potential for these…
    • For example, why not QR codes on all your newspaper boxes that list places to eat, places to show, historical landmarks near that box?
  • Database Journalism
  • N.Y. Times Olympic Musical
  • ProPublica’s Recovery Tracker
  • N.Y. Times Netflix Mashup
  • Congressional Voting Database
  • Issues Coverage Tracker
  • Vote Mapping
  • Candidate Tracker
  • Local Explorer
  • Fixing D.C.’s Schools
  • Location-Based Services
  • Why Location-Based Services?
    • In an increasingly mobile world, where you are matters more and more every day
    • Consumers only sporadically care about regional, national or world news. They always care about what’s going on near where they live or work.
    • Being able to target location opens the door to significant editorial and revenue possibilities.
  • Geocoding
    • At TBD.com, we delivered geographically relevant news to users.
      • We had a team of real humans reading and adding geo-codes to stories from TBD, our blog network and other local news organizations.
      • TBD’s home page had a module that delivered news to up to five zip codes that a user signaled as important to them
      • TBD’s mobile app allowed you to see geographically-relevant stories
  • Augmented Reality
    • The combination of the phone’s GPS with use of the camera provides a near-virtual reality experience.
  • Foursquare / Gowalla
    • Knowing where consumers are offers major reporting opportunities:
      • Looking for sources
      • Communicating news to location-specific audiences
      • Distribution of your reviews and tips
  • The Future Journalist
  • The Future Journalist
    • Core Skills
      • Reporting
      • Writing
      • Interviewing
    • New Skills
      • Ability to shoot and edit video
      • Ability to take and edit photography
      • Willingness to engage with community
      • More business knowledge, stronger entrepreneurial instinct
    • Career Path
      • More Startups, Less Established Players
  • Strengths of U.S. Journalism
      • Freedom of the press remains a core value
      • Exciting new tools at our disposal
      • Entrepreneurial opportunities increasing, which means journalists are better able to pursue passions
      • New business models emerging
      • Stronger coverage of niche subjects
      • More voices being heard, not just the elite
  • Weaknesses of U.S. Journalism
    • Less accountability journalism
    • Coverage of local areas getting weaker
    • Too much overlapping coverage
    • Public opinion of journalists is poor
    • Still seeking working business models
    • Consumers seeking sites that affirm their views
    • The world has changed, and many news organizations are still acting as if it hasn’t
  • March 11 Coverage Weaknesses
      • The U.S. coverage was largely supplementary
        • Not nearly enough U.S. journalists on the ground
        • For most part, cable networks did not send top on-air talent
        • Too heavy an emphasis on visuals; not enough depth
        • Particularly weak explanatory reporting on Fukushima
      • The U.S. coverage was largely temporary
        • Cable TV talent didn’t stay long once immediate danger passed
        • Follow-up reporting – especially on Fukushima and its long-term effects – has been poor.
  • March 11 Coverage Strengths
      • Early coverage dominated all news cycles, and the front pages of all major U.S. print publications
      • U.S. media made good use of social media and other citizen-driven sources of information
  • U.S. Foreign Coverage Issues
    • High costs at time of severe budget cuts
    • Sporadic interest in foreign news from U.S. consumers
    • Most U.S. news organizations trying to refocus on coverage of local issues
    • Lack of money, people and sometimes widespread interest means sustaining focus on foreign news is difficult
  • Questions & Discussion