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Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
Dark Arts for PBS Producers
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Dark Arts for PBS Producers

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Transcript

  • 1. Dark secrets online overlords of the
  • 2. very important things I won’t dwell on: •  social media •  news judgment •  technology •  SEO •  cat photos
  • 3. what I will dwell on: sensibility & desire
  • 4. Package, repackage, repeat. Flickr photo courtesy of user scmgee.
  • 5. lifehacker.com I. Package, repackage, repeat
  • 6. lifehacker.com I. Package, repackage, repeat
  • 7. lifehacker.com I. Package, repackage, repeat
  • 8. lifehacker.com I. Package, repackage, repeat
  • 9. lifehacker.com I. Package, repackage, repeat
  • 10. packaging reinforces
  • 11. packaging extends reach
  • 12. stock and flow
  • 13. N Umbering is narrative. Flickr photo courtesy of user svenwerk.
  • 14. popurls.com II. Numbering is narrative.
  • 15. popurls.com II. Numbering is narrative.
  • 16. theatlantic.com II. Numbering is narrative.
  • 17. lists promise specifics
  • 18. lists promise limits
  • 19. lists promise hierarchy
  • 20. examples of guides from different sites II. Numbering is narrative.
  • 21. HEadlines are hooks. Flickr photo courtesy of user minifig.
  • 22. ““Imagine youre writing aheadline for a magazine… rather than a newspaper. source: Gawker founder/CEO Nick Denton
  • 23. Vs.wired.com vs. gawker.com III. Headlines are hooks.
  • 24. focus on implications, not events
  • 25. Vs. Vs.nytimes.com vs. google news vs. gawker.com III. Headlines are hooks
  • 26. parsability and authority
  • 27. 1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You12 most profit-producing words III. Headlines are hooks
  • 28. 1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future12 most arresting headline words III. Headlines are hooks
  • 29. COmments are content. Flickr photo courtesy of user
  • 30. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 31. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 32. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 33. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 34. content gets assigned
  • 35. content gets curated
  • 36. content gets edited
  • 37. content gets promoted
  • 38. EXplain, explain, explain. Flickr photo courtesy of user Pip R. Lagenta.
  • 39. ““ When remotely possible,turn news into explanation. source: Gawker founder/CEO Nick Denton
  • 40. slate.com V. Explain, explain, explain.
  • 41. voices.washingtonpost.com/ezra-klein V. Explain, explain, explain.
  • 42. voices.washingtonpost.com/ezra-klein V. Explain, explain, explain.
  • 43. I Llustrate everything. Flickr photo courtesy of user movimente.
  • 44. huffingtonpost.com VI. Illustrate everything.
  • 45. A transportation blog?! Really?
  • 46. *actual transportation blog headlines VI. Illustrate everything.
  • 47. “The word that came to mind was ‘brazen.’”blogs.startribune.com/roadguy VI. Illustrate everything.
  • 48. images courtesy of roadguy VI. Illustrate everything.
  • 49. Compete through co-optation. Photo courtesy of the U.S. military.
  • 50. andrewsullivan.theatlantic.com VII. Compete through co-optation.
  • 51. andrewsullivan.theatlantic.com VII. Compete through co-optation.
  • 52. npr.org VII. Compete through co-optation.
  • 53. huffingtonpost.com VII. Compete through co-optation.
  • 54. F irehoses beat front doors. Flickr photo courtesy of user Mr. T in DC.
  • 55. huffingtonpost.com VIII. Firehoses beat front doors.
  • 56. wbur.org in 2009 VIII. Firehoses beat front doors.
  • 57. wbur.org VIII. Firehoses beat front doors.
  • 58. content is king
  • 59. Streams beat stories. Flickr photo courtesy of user Mr. T in DC.
  • 60. city room and l.a.now IX. Streams beat stories.
  • 61. gothamist network IX. Streams beat stories.
  • 62. city room vs. gothamist IX. Streams beat stories.
  • 63. feed > post
  • 64. subscriber > visitor
  • 65. nytimes.com IX. Streams beat stories.
  • 66. talkingpointsmemo.com IX. Streams beat stories
  • 67. M inimal is magical. Flickr photo courtesy of user Stuck In Customs.
  • 68. [Noun] [verb]:[Blockquote]
  • 69. A reader writes:[Blockquote]
  • 70. marginalrevolution.com X. Minimal is magical.
  • 71. marginalrevolution.com X. Minimal is magical.
  • 72. slate.com X. Minimal is magical.
  • 73. nytimes.com X. Minimal is magical.
  • 74. it’s quick
  • 75. it suggests ubiquity
  • 76. it demands listening
  • 77. it evokes a conversation
  • 78. it triggers awareness
  • 79. I have so many fascinating things to tell you.I must hurry.
  • 80. speedy visual fun explanatory focusedstraightforward authoritativehierarchical conversational engagingcontinuous simple efficientcomprehensive concise adaptablecollaborative ubiquitous socialeconomical arresting networked creativeaggressive engaged serial bi-directionalebullient forceful filtered digressive boldcathartic curatorial steady data-driven

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