Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog Web strategy for magazines

3 Rules A service, not a product Community and conversation Your readers are your distributors – go where they are

A service, not a product

Community and conversation

Your readers are your distributors – go where they are

Service, not product It’s interactive, stupid Users, not just readers Database-driven (e.g Future, What Car?) Platforms Personalisation Multimedia – video, podcasts, animation

It’s interactive, stupid

Users, not just readers

Database-driven (e.g Future, What Car?)

Platforms

Personalisation

Multimedia – video, podcasts, animation

Community Always at the heart of a successful magazine Members’ club Forums Events (Eventbrite) User blogs (Wordpress, Blogger) UGC Blog comments Social networks (Ning, Crowdvine) Video (YouTube etc.) But not without…

Always at the heart of a successful magazine

Members’ club

Forums

Events (Eventbrite)

User blogs (Wordpress, Blogger)

UGC

Blog comments

Social networks (Ning, Crowdvine)

Video (YouTube etc.)

But not without…

Conversation – party host or party guest? Blogs Linking Informal transparent Open Inclusive Responsive (e.g. answer comments) Post comments on other blogs Guest post on other blogs Invite bloggers to guest post on yours

Blogs

Linking

Informal

transparent

Open

Inclusive

Responsive (e.g. answer comments)

Post comments on other blogs

Guest post on other blogs

Invite bloggers to guest post on yours

More conversation Twitter Video conversation (Seesmic, etc.) Blip.fm, Last.fm Social networking (FB, Bebo, MySpace, LinkedIn) Social bookmarking (Digg, Delicious, Stumbleupon) Tagging Voting Virtual worlds (Second Life etc.) Games (WoW etc.)

Twitter

Video conversation (Seesmic, etc.)

Blip.fm, Last.fm

Social networking (FB, Bebo, MySpace, LinkedIn)

Social bookmarking (Digg, Delicious, Stumbleupon)

Tagging

Voting

Virtual worlds (Second Life etc.)

Games (WoW etc.)

Multimedia

Conversation = Distribution

Readers are distributors Sharing (email/SMS to a friend; bookmark; digg) Widgets RSS feeds Embeddable video and audio Wallpapers, themes, etc. Creative Commons licensed images? Open APIs Posting on video sharing sites (YouTube etc.) Posting on image sharing sites (Flickr etc.) Facebook apps (Dapper) mobile apps (Widsets)

Sharing (email/SMS to a friend; bookmark; digg)

Widgets

RSS feeds

Embeddable video and audio

Wallpapers, themes, etc.

Creative Commons licensed images?

Open APIs

Posting on video sharing sites (YouTube etc.)

Posting on image sharing sites (Flickr etc.)

Facebook apps (Dapper)

mobile apps (Widsets)

The Google factor What makes Google rank a webpage higher? Incoming links Outgoing links Frequently updated (including user activity, e.g. comments, uploads) URL, page title, headings, clean code Content

What makes Google rank a webpage higher?

Incoming links

Outgoing links

Frequently updated (including user activity, e.g. comments, uploads)

URL, page title, headings, clean code

Content

Measuring success % of visitors coming from links PageRank Technorati: blog reactions (incoming links) Time spent on site

% of visitors coming from links

PageRank

Technorati: blog reactions (incoming links)

Time spent on site

Monetisation Advertising – including on partner blogs Syndication Sell things (Mixmag downloads; NME tickets) Affiliate schemes Merchandising Broker models (middleman) Sell services (gambling, dating, adverts) Mobile downloads (…But basically, no one knows)

Advertising – including on partner blogs

Syndication

Sell things (Mixmag downloads; NME tickets)

Affiliate schemes

Merchandising

Broker models (middleman)

Sell services (gambling, dating, adverts)

Mobile downloads

(…But basically, no one knows)

Once again… A service, not a product Community and conversation Your readers are your distributors – go where they are

A service, not a product

Community and conversation

Your readers are your distributors – go where they are

Do something now You will need: 1 idea for a magazine a community it is intended for 3 ideas for how to serve/contribute to that community 4 ideas for how to create content that people will want to distribute 5 ideas for how to bring people to your content/platforms

You will need:

1 idea for a magazine

a community it is intended for

3 ideas for how to serve/contribute to that community

4 ideas for how to create content that people will want to distribute

5 ideas for how to bring people to your content/platforms

Play Social network Sign up to Delicious, bookmark pages, create network Comment on blogs and forums Start conversations on Twitter Join groups on Flickr, YouTube Sign up to Facebook groups Create your own social network on Ning or Crowdvine

Social network

Sign up to Delicious, bookmark pages, create network

Comment on blogs and forums

Start conversations on Twitter

Join groups on Flickr, YouTube

Sign up to Facebook groups

Create your own social network on Ning or Crowdvine

Further reading Clay Shirky – Here Comes Everybody David Weinberger – Everything is Miscellaneous Charles Leadbeater – We Think Making money from journalism: http://bit.ly/1fZZ3k News distribution in a new media world: http://bit.ly/2p7vNV C is for Community: http://bit.ly/yc4gF

Clay Shirky – Here Comes Everybody

David Weinberger – Everything is Miscellaneous

Charles Leadbeater – We Think

Making money from journalism: http://bit.ly/1fZZ3k

News distribution in a new media world: http://bit.ly/2p7vNV

C is for Community: http://bit.ly/yc4gF

Paul Bradshaw Senior Lecturer, Online Journalism, Magazines and New Media, School of Media, Birmingham City University, UK (mediacourses.com) Blogger, Online Journalism Blog [email_address]