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Become the Answer SourceDatabases help news organizationsbuild audience & generate revenue<br />Steve Buttry, Gazette Comm...
Read about using databases<br />Available at Newspapernext.org <br />
Building on our traditional role<br />Newspapers were always a database<br /><ul><li> Stock listings
 Sports results
 Obituaries
 Calendars
 Movie schedules
 Police blotters
 Lawmakers’ votes
 Job listings
 Service directories
 Homes for sale
 Garage sales
 Vehicles for sale
 Worship times</li></li></ul><li>How to develop databases<br />Acquire or gather data on a topic of interest<br />Organize...
Databases add value<br /><ul><li>Stories provide content today; databases provide evergreen content
Databases allow the user to personalize the content and the experience
Start with the question – the job</li></li></ul><li>Databases start with mega-jobs*<br />For consumers:<br /><ul><li> “Hel...
 “Help me connect, talk and share with others”
 “Help me find/choose things to do”
 “Help me get answers about my community”
 “Give me a one-stop answer place”</li></ul>* Newspaper Next 2.0<br />
Databases start with mega-jobs<br />For businesses:<br /><ul><li>“Help me reach exactly the type of customer I need to rea...
“Help me get considered when a customer is about to make a choice.”
“Help me show people the quality of my product/service/user experience.”
“Help me build and maintain customer loyalty.”
“Make advertising simple and cheap enough that I can actually do it.”
“Help me with the customer transaction.”</li></li></ul><li>Opportunities for revenue growth<br />Local search<br />Email, ...
Mega-jobs for everyone<br />For businesses: “Help me get considered when a customer is about to make a choice.”<br />For c...
Databases help tell news stories<br /><ul><li>Consider whether database can have value that outlives the story
Consider whether a database can tell a continuing story or place daily stories in context
Consider how audience might contribute answers</li></li></ul><li>
Databases help with mega jobs<br /><ul><li>“Help me find/choose things to do”</li></li></ul><li>
Don’t do all the work yourself<br />	Burlington Times-News in North Carolina includes invitation to post events in the cal...
Databases help with mega jobs<br />Mega-job: “Help me get answers about my community”<br />
Answer questions about …<br /><ul><li> Politics</li></li></ul><li>
Answer questions about …<br /><ul><li> Politics
 Government</li></li></ul><li>
Answer questions about …<br /><ul><li> Politics
 Government
 Crime</li></li></ul><li>
Answer questions about …<br /><ul><li> Politics
 Government
 Crime
 Education</li></li></ul><li>
Answer questions about …<br /><ul><li> Politics
 Government
 Crime
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Database Presentation for Siberian Journalists

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These are slides for my presentation on interactive databases for the Press Development Institute-Siberia, Dec. 3, 2009. Read my Newspaper Next report on interactive databases: http://bit.ly/d1D1GP

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Transcript of "Database Presentation for Siberian Journalists"

  1. 1. Become the Answer SourceDatabases help news organizationsbuild audience & generate revenue<br />Steve Buttry, Gazette Communications<br />Press Development Institute-Siberia<br />3 December 2009<br />steve.buttry@gazcomm.com, @stevebuttry on Twitter<br />Slideshare.net/stevebuttry<br />
  2. 2. Read about using databases<br />Available at Newspapernext.org <br />
  3. 3. Building on our traditional role<br />Newspapers were always a database<br /><ul><li> Stock listings
  4. 4. Sports results
  5. 5. Obituaries
  6. 6. Calendars
  7. 7. Movie schedules
  8. 8. Police blotters
  9. 9. Lawmakers’ votes
  10. 10. Job listings
  11. 11. Service directories
  12. 12. Homes for sale
  13. 13. Garage sales
  14. 14. Vehicles for sale
  15. 15. Worship times</li></li></ul><li>How to develop databases<br />Acquire or gather data on a topic of interest<br />Organize & present data (if no vendors offer data & web services in Russia, that might present another opportunity)<br />User asks question & database answers with relevant information <br />Graphics &flexibility enhance presentation<br />Simple user interface<br />
  16. 16. Databases add value<br /><ul><li>Stories provide content today; databases provide evergreen content
  17. 17. Databases allow the user to personalize the content and the experience
  18. 18. Start with the question – the job</li></li></ul><li>Databases start with mega-jobs*<br />For consumers:<br /><ul><li> “Help me make good spending decisions.”
  19. 19. “Help me connect, talk and share with others”
  20. 20. “Help me find/choose things to do”
  21. 21. “Help me get answers about my community”
  22. 22. “Give me a one-stop answer place”</li></ul>* Newspaper Next 2.0<br />
  23. 23. Databases start with mega-jobs<br />For businesses:<br /><ul><li>“Help me reach exactly the type of customer I need to reach.”
  24. 24. “Help me get considered when a customer is about to make a choice.”
  25. 25. “Help me show people the quality of my product/service/user experience.”
  26. 26. “Help me build and maintain customer loyalty.”
  27. 27. “Make advertising simple and cheap enough that I can actually do it.”
  28. 28. “Help me with the customer transaction.”</li></li></ul><li>Opportunities for revenue growth<br />Local search<br />Email, text advertising<br />Video advertising<br />Direct sales<br />Mobile<br />Calendars<br />Databases help with all of these<br />
  29. 29. Mega-jobs for everyone<br />For businesses: “Help me get considered when a customer is about to make a choice.”<br />For consumers: “Help me make good spending decisions.”<br />
  30. 30.
  31. 31.
  32. 32.
  33. 33.
  34. 34.
  35. 35.
  36. 36. Databases help tell news stories<br /><ul><li>Consider whether database can have value that outlives the story
  37. 37. Consider whether a database can tell a continuing story or place daily stories in context
  38. 38. Consider how audience might contribute answers</li></li></ul><li>
  39. 39.
  40. 40.
  41. 41. Databases help with mega jobs<br /><ul><li>“Help me find/choose things to do”</li></li></ul><li>
  42. 42.
  43. 43.
  44. 44.
  45. 45. Don’t do all the work yourself<br /> Burlington Times-News in North Carolina includes invitation to post events in the calendar in staff members’ email signatures.<br />
  46. 46. Databases help with mega jobs<br />Mega-job: “Help me get answers about my community”<br />
  47. 47.
  48. 48.
  49. 49.
  50. 50. Answer questions about …<br /><ul><li> Politics</li></li></ul><li>
  51. 51. Answer questions about …<br /><ul><li> Politics
  52. 52. Government</li></li></ul><li>
  53. 53.
  54. 54. Answer questions about …<br /><ul><li> Politics
  55. 55. Government
  56. 56. Crime</li></li></ul><li>
  57. 57.
  58. 58.
  59. 59. Answer questions about …<br /><ul><li> Politics
  60. 60. Government
  61. 61. Crime
  62. 62. Education</li></li></ul><li>
  63. 63. Answer questions about …<br /><ul><li> Politics
  64. 64. Government
  65. 65. Crime
  66. 66. Education
  67. 67. Sports</li></li></ul><li>
  68. 68. Answer questions about …<br /><ul><li> Politics
  69. 69. Government
  70. 70. Crime
  71. 71. Education
  72. 72. Sports
  73. 73. Recreation</li></li></ul><li>
  74. 74.
  75. 75. What else?<br /> What are some other kinds of answers you could provide for your community?<br />
  76. 76. Community answerbases<br />Multiple answers layered into one database:<br />EveryBlock<br />Local Explorer<br />CinciNavigator<br />
  77. 77.
  78. 78.
  79. 79.
  80. 80.
  81. 81.
  82. 82.
  83. 83.
  84. 84.
  85. 85.
  86. 86.
  87. 87.
  88. 88.
  89. 89. Promotion builds traffic<br /><ul><li>Promote databases in print product
  90. 90. Promote databases in blog(s)
  91. 91. Offer chance to sign up for emails notifying of new databases
  92. 92. TV, T-shirts
  93. 93. Use widgets to direct traffic to databases</li></li></ul><li>
  94. 94. How will you do it?<br /><ul><li>Data desk or team
  95. 95. Job descriptions
  96. 96. Training
  97. 97. Measuring traffic</li></li></ul><li>Building database skills<br /><ul><li>Get started with simple databases
  98. 98. Vendors (Caspio, Zvents, Planet Discover, LJWorld) provide plug-and-play solutions (not sure whether any work in Russian)
  99. 99. Start with the easy stuff (maps, simple queries)</li></li></ul><li>Building database skills<br /><ul><li>Build on computer-assisted reporting experience
  100. 100. Build on web development experience
  101. 101. Get started now and improve as you go
  102. 102. Hire for programming skills</li></li></ul><li>A great opportunity<br />U.S. news organizations moved too slowly on digital opportunities<br />Databases will help you seize the digital opportunity<br />Start working now to become your community’s answer source<br />
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