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hownewsorganizationscancreateamobile-firststrategypoynter-101215181339-phpapp01.pdf

  1. 1. How News Organizations Can Create a Mobile-First Strategy | ... http://www.poynter.org/how-tos/digital-strategies/e-media-tidbit... How Tos Digital Strategies E-Media Tidbits How News Organizations Can Create a Mobile-First Strategy by Steve Buttry Published Dec. 10, 2009 3:43 pm I used to watch the crowds in airport lounges when I traveled, studying how people read newspapers. Even with circulation declining, you could see people reading newspapers intently. Especially after 9/11, people would have plenty of time to read while waiting for flights, and newsstands stocked a variety of papers to choose from. Look around an airport lounge now. You’ll see more people looking at their phones than holding newspapers. When I see people in the airport lounge, I know time is only accelerating with each tap of their thumbs. My concern over this acceleration pushed me last month to call for news companies to pursue a mobile-first strategy. New York University journalism professor Jay Rosen asked me to “describe what a ‘mobile first’ newsroom would do differently.” That’s what I’m trying to do here, start the difficult but important job of answering the question: How do we need to work differently (not just in the newsroom, Jay) to command the attention of those people reading and tapping small screens? A successful mobile-first strategy will require effective work by reporters, photojournalists, designers, technologists, sales and marketing people, and management. The mobile-first strategy needs to embrace new relationships with the community, as described in my blueprint for the Complete Community Connection. That principle is fundamental to mobile-first success. As with Web operations, a crucial question will be whether mobile opportunities should be the responsibility of a separate operation focused exclusively on mobile or whether the full operation needs to share mobile1 of 1 12/6/10 2:52 PM

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