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Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
Developing a Newsroom Culture of Innovation
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Developing a Newsroom Culture of Innovation

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These are slides I am using for a presentation to Swift Communications editors today, discussing newsroom innovation.

These are slides I am using for a presentation to Swift Communications editors today, discussing newsroom innovation.

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  • 1. Developing a Newsroom Culture of Innovation
    Steve Buttry, Gazette Communications
    Swift Communications
    June 23, 2009
    steve.buttry@gazcomm.com
    @stevebuttry on Twitter
  • 2. Additional reading later
    I’ll email links to:
    These slides at slideshare.net/stevebuttry
    Tips on multimedia storytelling, Twitter, liveblogging
  • 3. What are obstacles
    to innovation in your organization
    (Swift and/or locally)?
  • 4. Think (and make a few notes)
    about a time when your team
    excelled in the face
    of huge obstacles.
  • 5. Using digital tools is a start
    Interactive databases
    Interactive maps
    Breaking news text alerts
    Liveblogging
    Video, including webcams
    Slideshows, photo galleries
    Flash multimedia projects
    Crowdsourcing, user contributions
    Social networks (Flickr, Twitter, Facebook …)
  • 6. That isn’t enough
  • 7. We need to transform:
    Structure
    Culture
    Mindset
    Business model
    Relationships (community, businesses, competitors, vendors)
  • 8. Complete Community Connection
    Idea born at API as part of Newspaper Next
    Not included in Newspaper Next 2.0
    Needed to find a place ready to make the leap
  • 9.
  • 10.
  • 11. C3’s revenue approach
    Move beyond advertising
    Direct sales (tickets, reservations, gift registries, sports paraphernalia)
    Lead generation
    Targeted ads
    Sponsorships, events
    Local search
  • 12. Community Content
    Driving
    Home
    Conversation
    Calendar
    Local knowledge
  • 13. Driving
    How 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 needs
    Connect auto services with drivers (emergency repair services)
  • 14.
  • 15. Personal content
    Births
    Youth milestones
    School
    Graduation
    College life
    Military service
    Weddings
    Parenthood
    Divorce
    Jobs, pets, holidays, food, interests, health
    Illness
    Empty nesters
    Retirement
    Reunions
    Obituaries
  • 16. Personal Content: Graduation
    Many newspapers gather mugs, names anyway for graduation section
    Launch page for each graduate
    Senior, family fill in stories, photos, videos
    Fill in school, target ads appear
    Fill in career, sign up for email, text alerts
    Gift registry
  • 17. Entertainment
    Traditional entertainment in digital form
    Entertainment news
    User-generated entertainment, events
    Games
  • 18. Business services
    Direct sales
    Local search
    Communication & marketing services
  • 19. Enriched news content
    What’s happening now
    Community engagement in news, enterprise, sports coverage
    Storytelling (narrative, multimedia)
    Aggregation, curation
  • 20. Why separate content from product?
    Packaged products come and go
    Demand for content is as strong as ever
  • 21. Content Room
    Combines print, online, broadcast content producers in one organization
    One breaking news team
    One visual team
    One watchdog team
    One sports team
    One weather team
  • 22. Community relationship
    Recruit contributors from community
    Independent and affiliated contributors
    Help staff engage better with community
  • 23. Product Planning & Development
    Product planners, editors, producers, anchors produce packaged products (newspaper, broadcasts, web sites), using our content & other sources
    Three primary verticals of products: print, broadcast, online
  • 24. Production Services
    Ad design & production
    Imaging
    Copy editing
    News page design & pagination
  • 25. Production Services
    Services don’t have to be done locally
    Regional outsourcing to Gazette Communications may bring efficiency and still retain local knowledge
  • 26. Ethics
    Independence, integrity and credibility remain crucial to success
    Journalism ethics haven’t changed, but we have to pay attention to audience, revenue performance
    API ethics seminar: Upholding & Updating Ethical Standards
  • 27. Innovation in a small staff
    Engage the community (not free labor, but multiplying your labor)
    Yes, you lack resources, but you’re more nimble
    Use resources across the company
    Write for web, edit for print
    Consider innovation “vacations”
  • 28. About those war stories …
    How did your organization overcome obstacles?
  • 29.
  • 30.
  • 31.
  • 32.
  • 33.
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39.
  • 40.
  • 41. In innovation as in news …
    Don’t let obstacles become excuses
  • 42. A short break
  • 43. Making innovation happen
    Take your approach from Nike:
    Just do it
  • 44. Three examples
    Multimedia
    Liveblogging
    Twitter
  • 45. Why spend time with Twitter?
    It improves your journalism
    It connects you with the community
    It changes your newsroom culture
    You can use it quickly
    It shows that you are learning and changing, too
  • 46. How Twitter helps journalists
    Quickly locate eyewitnesses & participants in breaking news
    Connect with sources, journalists
    Monitor community discussion
    Promote content
    Write tight (no lead longer than a tweet)
  • 47.
  • 48. Twitter’s value in breaking newsnot happening in Iran, Mumbai
    DC Metro crash yesterday
    @jkrums on Hudson emergency landing
    @2drinksbehind on Denver plane crash
    Fargo flooding
    @MissRFTC on California earthquake
  • 49.
  • 50.
  • 51.
  • 52.
  • 53.
  • 54.
  • 55.
  • 56.
  • 57.
  • 58. Additional reading later
    I’ll email links to you:
    These slides at slideshare.net/stevebuttry
    Tips on multimedia storytelling, Twitter, liveblogging
  • 59. Follow developments
    chuckpeters.iowa.com
    stevebuttry.wordpress.com
    @stevebuttry on Twitter
  • 60. Do we want to be the monks or Gutenberg?

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