The Ten
.comMandments
Jim Brady
Poynter Institute
June 6, 2011
The Ten
.comMandments
1. You shall not whine
– The old business model is dying.
– Resistance is futile. And not
smart.
– Y...
The Ten
.comMandments
2. You shall be OF the web,
not just on the web
– Taking your publication and
plopping it on the web...
The Ten
.comMandments
3. You shall take risks
– What bigger risk is there right
now than doing nothing?
– Try new things &...
The Ten
.comMandments
4. You shall not be
‘platform-agnostic’
– All platforms are not created
equal.
– Do you want the sam...
The Ten
.comMandments
5. You shall embrace new
tools
– tools themselves are not good
or bad. It’s what you make of
them.
–...
The Ten
.comMandments
6. You shall understand the
business side
– This doesn’t mean doing business
work, just merely
under...
The Ten
.comMandments
7. You shall have tangible
goals
– Decide what metrics are
important.
– Communicate them widely and
...
The Ten
.comMandments
8. You shall pick your spots
– The Web is niche. Most
newspapers and TV stations are
not good at nic...
The Ten
.comMandments
9. You shall embrace your
community
• Engagement As viewed by many news orgs:
The Ten
.comMandments…
9. You shall embrace your
community
• Engagement As it should be viewed by all news
organizations.
The Ten
.comMandments
9. You shall embrace your
community
– Journalism companies need more
than readers. They need engaged...
The Ten
.comMandments
10. You shall link to other
sites
– Don’t rely on traffic cops to
deliver you new readers. Become a
...
Thanks!
Questions
?
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The Ten .comMandments

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Presentation I gave at Poynter in June 2010 on the 10 things newsrooms need to do to succeed in our digital future.

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The Ten .comMandments

  1. 1. The Ten .comMandments Jim Brady Poynter Institute June 6, 2011
  2. 2. The Ten .comMandments 1. You shall not whine – The old business model is dying. – Resistance is futile. And not smart. – Your future readers/viewers have grown up in a totally different media environment. – We need to figure out how to survive in a disaggregated, open media ecosystem.
  3. 3. The Ten .comMandments 2. You shall be OF the web, not just on the web – Taking your publication and plopping it on the web is not a strategy. – Be educated on how the web is different – Add new sources to your media diet, i.e. mashable, PaidContent, Poynter, etc.
  4. 4. The Ten .comMandments 3. You shall take risks – What bigger risk is there right now than doing nothing? – Try new things & understand going in some will fail. Many others will not. – Being a fast follower is a losing strategy in digital.
  5. 5. The Ten .comMandments 4. You shall not be ‘platform-agnostic’ – All platforms are not created equal. – Do you want the same information on your desktop, iphone & Ipad? – Create original content that speaks to that platform. – But it’s not all about creating platform-specific content: it’s more about how info is assembled.
  6. 6. The Ten .comMandments 5. You shall embrace new tools – tools themselves are not good or bad. It’s what you make of them. – Stop thinking of them as technical tools. They’re journalistic tools. – Think not just of tool, but why it’s successful, and emulate those characteristics. – Examples: Social Media, Location-based services,
  7. 7. The Ten .comMandments 6. You shall understand the business side – This doesn’t mean doing business work, just merely understanding what your challenges are. – It means open communication. Sales teams can’t sell what they don’t know about. – Don’t say ‘It’s not my problem.’ It’s everybody’s problem. Pulitzer Prizes are not accepted in place of rent.
  8. 8. The Ten .comMandments 7. You shall have tangible goals – Decide what metrics are important. – Communicate them widely and frequently. – Have plans in place for when goals are met -- or not met. – So much of the new world is unsettled. Good metrics are a nice stabilizing force.
  9. 9. The Ten .comMandments 8. You shall pick your spots – The Web is niche. Most newspapers and TV stations are not good at niche. – Decide what you want to win at, and put the bulk of your resources behind those things. – Being mediocre at most things is not a good journalism or business model.
  10. 10. The Ten .comMandments 9. You shall embrace your community • Engagement As viewed by many news orgs:
  11. 11. The Ten .comMandments… 9. You shall embrace your community • Engagement As it should be viewed by all news organizations.
  12. 12. The Ten .comMandments 9. You shall embrace your community – Journalism companies need more than readers. They need engaged participants. – Involve the community in real journalism – not just pet photos and message boards. – Meet them – in person. – Convince them that your success is their success
  13. 13. The Ten .comMandments 10. You shall link to other sites – Don’t rely on traffic cops to deliver you new readers. Become a traffic cop. – Become the news hub for the subjects you cover. – Don’t fall into the ‘why would we send readers off our site?’ trap. They’re going to leave your site anyway. – Make your consumers happy, not your newsroom.
  14. 14. Thanks! Questions ?

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