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How can Editors & Writers be Retrained
to Optimize Multimedia Engagement?
2.30pm – 4pm, July 12, 2013
Presented by
Anita D...
1
2
3
4
New roles in journalism/publishing
• Web editor
• Community developer
• Search engine optimizer
• Multimedia producer
• Di...
“The Roman Empire that was mass media
is breaking up, and we are entering an
almost feudal period where there will be
many...
Signs the empire is crumbling
• Little or no innovation, R & D
• Shackled to sticking to the knitting
mentality, managemen...
People “formerly known as readers”
• Spoilt for choice
• Media agnostic: No single product/brand
loyalty (destination site...
Challenges
• Fear of change.
• Individualistic nature of journalists, editors.
• Silo thinking in editorial/sections/ad de...
Feed the shark, before it feeds on you
Opportunities
• Multimedia-skilled, multi-taskers will
thrive.
• Greater community participation in the
journalism process...
7 Lessons from Training
• Begin with end in mind: Skill sets to be integrated with
workflow immediately, incentives and re...
“Technology is nothing. What's
important is that you have a faith
in people, that they're basically
good and smart, and if...
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Asian Publishing Convention 2013

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  • Specs: How can Editors & Writers be Retrained to Optimize Multimedia Engagement? July 12, Friday, 2:30-4:00 PM Overview of multimedia engagement and key trends in the media industry. Challenges faced by media organisations in embracing multimedia. Case studies from regional publications Interactive exercise on how to manage issues faced and steps to manage transition from print to multimedia.
  • Trinetizen Media has been involved in training for 10 years training and retraining journalists, editors, advertising execs, corp comms, pr execs, management on smartphones, iPads, iPhones, apps, multimedia, social media, etc. We were first to introduce video training on Motorola Razr 8 years ago and using smartphones iPhone./Android/Tablets to shoot and edit video, search, learn how to blog, Twitter, Facebook, crowdsourcing, live blogging, conducting live forums Cover It Live
  • Signs: 1. Closure of major print newspapers like Christian Science Monitor
  • Transcript of "Asian Publishing Convention 2013"

    1. 1. How can Editors & Writers be Retrained to Optimize Multimedia Engagement? 2.30pm – 4pm, July 12, 2013 Presented by Anita Devasahayam, Trinetizen Media, trinetizen.com
    2. 2. 1 2 3 4
    3. 3. New roles in journalism/publishing • Web editor • Community developer • Search engine optimizer • Multimedia producer • Digital content producer • Database programmer • Data visualization programmer • Content aggregator or curator • Director of audience engagement or development • “Seeking nerdy journalist or journalism nerd” * * Actual advert for a new publication
    4. 4. “The Roman Empire that was mass media is breaking up, and we are entering an almost feudal period where there will be many more centers of power and influence.” Orville Schell, Dean, UC-Berkeley journalism school
    5. 5. Signs the empire is crumbling • Little or no innovation, R & D • Shackled to sticking to the knitting mentality, management have lost touch with customers/readers/audience, do not fully embrace change of any kind • A frenzy of redundancy, producing more of the same, no bias for creativity or technology • Active inertia* – Relying on the past and taking small measures which aren’t focused, measurable, and internalized by whole organization * Ref: Don Sull, Revival of the Fittest
    6. 6. People “formerly known as readers” • Spoilt for choice • Media agnostic: No single product/brand loyalty (destination sites/portals waning) • Frustrated with all-in-one package, want customized media • Want to be part of process, more engagement • Increasingly media-savvy and empowered • Emerging as new generation of video producers, creative class of their own
    7. 7. Challenges • Fear of change. • Individualistic nature of journalists, editors. • Silo thinking in editorial/sections/ad depts • Online and mobile news sites not generating enough revenue as print. • A few big media turning away from search engines and setting up paywalls (may fail). • Print still regarded as priority – online/mobile not fully embraced by management or developed as independent entity. • Competition from unlikely competitors continues to grow.
    8. 8. Feed the shark, before it feeds on you
    9. 9. Opportunities • Multimedia-skilled, multi-taskers will thrive. • Greater community participation in the journalism process by engaging with public. • More accountability and transparency by tapping into public’s experience, knowledge and creativity. • Individual journalists/editors may be able to break out on their own and create new ventures for the company or themselves. • Experiments in media innovation (eg: hyperlocalism, crowdsourcing) may create new business models to replace outdated models.
    10. 10. 7 Lessons from Training • Begin with end in mind: Skill sets to be integrated with workflow immediately, incentives and rewards in place. • Flexibility of trainer is crucial: online, face-to-face, hands-on, longterm: basic, intermediate, advanced • There are no shortcuts. Building online communities surrounding multimedia content takes time, there are no shortcuts, your entire team AND all your “former readers” need to be behind you. • The good news: It’s early days yet, so your competitors aren't too far in the distance. • It is still a period of experimentation so try, fail, try, fail, try, fail, try again. • You will get better at it, so just do it! • People will care, if you care.
    11. 11. “Technology is nothing. What's important is that you have a faith in people, that they're basically good and smart, and if you give them tools, they'll do wonderful things with them,” Steve Jobs
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