Developing a Newsroom Culture of InnovationSteve Buttry, Gazette CommunicationsSwift CommunicationsJune 23, 2009steve.buttry@gazcomm.com@stevebuttry on Twitter

Additional reading laterI’ll email links to:These slides at slideshare.net/stevebuttryTips on multimedia storytelling, Twitter, liveblogging

What are obstacles to innovation in your organization(Swift and/or locally)?

Think (and make a few notes)about a time when your teamexcelled in the faceof huge obstacles.

Using digital tools is a startInteractive databasesInteractive mapsBreaking news text alertsLivebloggingVideo, including webcamsSlideshows, photo galleriesFlash multimedia projectsCrowdsourcing, user contributionsSocial networks (Flickr, Twitter, Facebook …)

That isn’t enough

We need to transform:StructureCultureMindsetBusiness modelRelationships (community, businesses, competitors, vendors)

Complete Community ConnectionIdea born at API as part of Newspaper NextNot included in Newspaper Next 2.0Needed to find a place ready to make the leap

C3’s revenue approachMove beyond advertisingDirect sales (tickets, reservations, gift registries, sports paraphernalia)Lead generationTargeted adsSponsorships, eventsLocal search

Community ContentDrivingHomeConversationCalendarLocal knowledge

DrivingHow often do you buy a car?How often to you drive, gas up, service car, talk about cars, driving?Databases, conversations, services focused on drivers’ everyday needsConnect auto services with drivers (emergency repair services)

Personal contentBirthsYouth milestonesSchoolGraduationCollege lifeMilitary serviceWeddingsParenthoodDivorceJobs, pets, holidays, food, interests, healthIllnessEmpty nestersRetirementReunionsObituaries

Personal Content: GraduationMany newspapers gather mugs, names anyway for graduation sectionLaunch page for each graduateSenior, family fill in stories, photos, videosFill in school, target ads appearFill in career, sign up for email, text alertsGift registry

EntertainmentTraditional entertainment in digital formEntertainment newsUser-generated entertainment, eventsGames

Business servicesDirect salesLocal searchCommunication & marketing services

Enriched news contentWhat’s happening nowCommunity engagement in news, enterprise, sports coverageStorytelling (narrative, multimedia)Aggregation, curation

Why separate content from product?Packaged products come and goDemand for content is as strong as ever

Content RoomCombines print, online, broadcast content producers in one organizationOne breaking news teamOne visual teamOne watchdog teamOne sports teamOne weather team

Community relationshipRecruit contributors from community Independent and affiliated contributorsHelp staff engage better with community

Product Planning & DevelopmentProduct planners, editors, producers, anchors produce packaged products (newspaper, broadcasts, web sites), using our content & other sourcesThree primary verticals of products: print, broadcast, online

Production ServicesAd design & productionImagingCopy editingNews page design & pagination

Production ServicesServices don’t have to be done locallyRegional outsourcing to Gazette Communications may bring efficiency and still retain local knowledge

EthicsIndependence, integrity and credibility remain crucial to successJournalism ethics haven’t changed, but we have to pay attention to audience, revenue performanceAPI ethics seminar: Upholding & Updating Ethical Standards

Innovation in a small staffEngage the community (not free labor, but multiplying your labor)Yes, you lack resources, but you’re more nimbleUse resources across the companyWrite for web, edit for printConsider innovation “vacations”

About those war stories …How did your organization overcome obstacles?

In innovation as in news …Don’t let obstacles become excuses

A short break

Making innovation happenTake your approach from Nike:Just do it

Three examplesMultimediaLivebloggingTwitter

Why spend time with Twitter?It improves your journalismIt connects you with the communityIt changes your newsroom cultureYou can use it quicklyIt shows that you are learning and changing, too

How Twitter helps journalistsQuickly locate eyewitnesses & participants in breaking newsConnect with sources, journalistsMonitor community discussionPromote contentWrite tight (no lead longer than a tweet)

Twitter’s value in breaking newsnot happening in Iran, Mumbai DC Metro crash yesterday@jkrums on Hudson emergency landing@2drinksbehind on Denver plane crashFargo flooding@MissRFTC on California earthquake

Additional reading laterI’ll email links to you:These slides at slideshare.net/stevebuttryTips on multimedia storytelling, Twitter, liveblogging

Follow developmentschuckpeters.iowa.comstevebuttry.wordpress.com@stevebuttry on Twitter

Do we want to be the monks or Gutenberg?