Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Digital News in a Distributed Environment

37,542 views

Published on

Platforms and Publishers: A Snapshot

Published in: News & Politics
  • DOWNLOAD FULL eBOOK INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF eBook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB eBook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc eBook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookeBOOK Crime, eeBOOK Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Njce! Thanks for sharing.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Digital News in a Distributed Environment

  1. 1. Digital News in a Distributed Environment Columbia Journalism School, June 21, 2016 #towpnp#dnp2016
  2. 2. Platforms and Publishers: A Snapshot Emily Bell, Pri Bengani, Pete Brown, Alex Gonçalves, Nushin Rashidian, Claire Wardle Tow Center for Digital Journalism June 21, 2016 #towpnp
  3. 3. Agenda for Today Background to the research Key findings from interviews with publishers Key findings from interviews with platforms Content analysis: who is posting what, where Conclusion and questions #towpnp
  4. 4. How we got here
  5. 5. Tow Center work has always focused on journalism and the social web
  6. 6. January Snapchat launches Discover April Google announces Digital News Initiative May Facebook launches Instant Articles 2015 June Launch of Google News Lab September Launch of Apple News October Twitter launches ‘Moments’ October Google announces Accelerated Mobile Pages February Google/Twitter launch AMP March Facebook Algorithm tweaked to favor live videos 2016 April Messenger bots introduced, including CNN April Facebook Live launched for all June Instagram’s feed becomes algorithmically driven June Snapchat Discover stories appear in ‘Updates’ feed June Snapchat rebrands Discover #towpnp
  7. 7. Today we’re announcing a two year research project 1. Policy exchange forums 2. Workshops 3. Focus groups 4. White papers Launching Fall 2016 #towpnp
  8. 8. Initial Research Findings
  9. 9. 1. One roundtable attended by fifteen social media and audience editors. 2. Interviews with more than forty journalists and executives at news organizations. 3. Interviews with eight platform executives from five companies. 4. Content analysis of nine publishers and their output on twelve platforms. 5. Analysis of the AMP carousel based on Google Trends keywords. #towpnp
  10. 10. Key Findings
  11. 11. #towpnp
  12. 12. Newsrooms are posting ever more journalism directly to platforms, but with little idea of the ultimate rewards. Platforms influence much more than distribution, e.g. format, story selection. Publisher strategies for platforms are dictated by business models and no one solution works for all. Publisher relationships with platforms are not all equal. Non-commercial but important civic issues unaddressed. Some platforms are now publishers, by design or default. #towpnp
  13. 13. #towpnp Newsroom Manager, Print Publisher Some publishers are focused on the opportunities “Platforms have given us way more creative freedom than we have in the past to tell a story. We're creating new forms of storytelling.” Newsroom Manager, Local Publisher “Our influence in the world has more impact because of the reach we’re able to get on these platforms.”
  14. 14. “They are publishers, they control the audience in many ways. They’re the gateway to the audience and they determine what they will allow and what they won’t. It’s their world. I see them as a partner, but we call them a frenemy...and I don’t even know if that’s totally accurate.” Digital Manager, National Print Publisher #towpnp “We are collateral damage in the war between platforms. They're fighting with each other …they will promise certain things to some, they’ll give [a publisher] a chance to play, but not to others.” Newsroom Manager, Local Publisher But some publishers feel powerless
  15. 15. “I think the New York Times and the Washington Post did a disservice for a lot of us by jumping into bed with Facebook on Instant Articles so quickly without really scrutinizing [the deal]. It really ends up hurting us in the long haul.” Some publishers worry that the industry is hurting itself Newsroom Manager, Local Publisher
  16. 16. #towpnp “It’s incredibly cut throat right now, and Snapchat plays it very close to their chest in terms of if they let you onto their platform. It’s like the Hunger Games, because you fight to get on it and you fight to stay on it.” Manager, Digital Native Publisher Some worry it’s getting brutal
  17. 17. Key findings from interviews with publishers
  18. 18. 1. Business models are driving platform strategies 2. Conflicting opinions exist at the local level too 3. Branding on platforms is a key concern for all publishers 4. Lack of consistent data and metrics is a major challenge for all publishers 5. Publishers are worried about who owns the audience 6. Some appetite for industry collaboration
  19. 19. 1. Business models are driving platform strategies #towpnp
  20. 20. “Everything that I’m doing with my social teams around the world is all about creating a CNN news habit. And I don’t care how or where that habit happens, and I don’t care where you’re a user. It can be on Snapchat and you’re coming back to us three times a week, or it can be on Facebook Messenger and you’re engaging with our content eight times a week. I care that you have a CNN news habit. And that makes us relevant going forward in the world of disrupted distribution.” Samantha Barry, CNN For many publishers reliant on advertising, it’s an all-in strategy
  21. 21. “It is still important to get people back to the site. We’re looking at distribution platforms as a space where we can build a new relationship with readers and engage with our current readers. There is an understanding that we need to meet the audience where the audience lives, and when that audience is an 18-34 year old audience, we understand that there are new habits… and this is really about educating a new audience about what value the Wall Street Journal brings.” Carla Zanoni, Wall Street Journal For publishers with a subscription model, it’s about getting people back to the site
  22. 22. #towpnp n=2,046
  23. 23. Apple News Facebook (posts) Facebook (native) Instagram LINE Li.st (List App) Messenger Snapchat Stories Snapchat Discover Twitter Vine YouTube #towpnp n=1,050
  24. 24. 2. Conflicting opinions exist at the local level too #towpnp
  25. 25. “The algorithms, because they favor scale and reach they're naturally going to favor national and international stories, and so local journalism gets de-prioritized. I think we do run the risk of selecting winners in this game.” Some local publishers feel particularly left out Newsroom Manager, Local Publisher #towpnp
  26. 26. “I would love to be in a place where we are thinking about engaging an audience via Snapchat Story or Facebook Instant Articles. But right now, we are just not there yet.” Some local publishers are bogged down in legacy issues Digital Manager, Local Publisher #towpnp
  27. 27. “Our very small local sites will close, but they will retain their social presence and they’ll be able to publish their Instant Articles. Actually, we think that that will probably generate more audience for them and probably better commercial than having an actual website. So we completely drank the Facebook Kool-Aid.” Other local newsrooms see platforms as a route to survival Digital Manager, Local Publisher #towpnp
  28. 28. 3. Branding on platforms is a key concern for all publishers #towpnp
  29. 29. Platforms offer brands the chance to reinvent themselves for new audiences.
  30. 30. "If we’re out here for branding but nobody even recognizes it, then that’s a problem, because if our brand is related to the Snapchat brand then maybe it’s not worth it.” But for some platforms, design obscures news brands Digital Manager, National Print Publisher #towpnp
  31. 31. “Instead of competing for the top spots on the homepage, what [reporters are] saying is: ‘When is my story going to go on the main Facebook page?’ It’s really competitive. It’s a bit like the old days of getting the splash.” It matters for individual journalist brands too Digital Manager, Local Publisher #towpnp
  32. 32. 4. Lack of consistent data and metrics is a major challenge for all publishers #towpnp
  33. 33. “Now you have to collect data from another source and be able to compare it to your site data. That’s not apples to apples because it’s measuring different things and different situations. It’s just another strain on your organization.” Different metrics make comparisons very difficult Digital Native Publisher #towpnp
  34. 34. “Facebook needs to give us access to [data] so we can better understand what the trade-offs are that we’re making.” Lack of data hinders strategy and product development for publishers “We just don’t have as rich of a story on Facebook as we do on our own site. We can’t connect the dots on time spent or reader engagement with an Instant Article as well as we can with articles on our site.” Senior Manager, Print Publisher Senior Manager, Print Publisher #towpnp
  35. 35. “There’s so much mystery to it that we have to stay so vigilant trying to get early reads on how the algorithm is treating everything that we’re pushing out. We get better at decoding it but they keep changing it.” Platforms are unpredictable Senior Manager, Print Publisher #towpnp
  36. 36. 5. Publishers are worried about who owns the audience #towpnp
  37. 37. “It all comes back to who owns the relationship with the user, is it Facebook or [us]? That informs everything in terms of what the advertising team can present, what are the different little conversion hooks that marketing and product can get in there. It all comes down who controls that relationship and that data.” Digital Manager, Print Publisher #towpnp Who ‘owns’ the audience?
  38. 38. “We think of our readers as the customers that we want to serve with great news, great experience.” Michael Reckhow, Facebook, November 2015
  39. 39. 6. Some appetite for industry collaboration #towpnp
  40. 40. "We as an industry are not proactively working together to set down equitable terms. There is strength in numbers and understanding what each other is going through.” “Publishers have more leverage than they think.” Senior Editor, Digital Native Publisher Newsroom Manager, Local Newsroom #towpnp Some interviewees called for more industry collaboration
  41. 41. Creative opportunity vastly expanded. For most publishers, a better experience for users. Platform teams and initiatives viewed positively. #towpnp Lack of transparency around the algorithms. Surrendering control for no net financial benefit (yet). Serving multiple platforms is very resource intensive.
  42. 42. Key findings from interviews with platforms
  43. 43. “As someone pointed out, there was Craigslist before, then it was Google, now it’s Facebook. It will be Snapchat next. The world is evolving and people are getting their news in different ways and as a complement to the way they’ve always got their news. We didn’t set out to do this. I wish we could all say we had a strategic vision. Instead it was, ‘Huh, people like news, let’s give them more news.” Platform representative
  44. 44. 1. The two mentalities and cultures are very different 2. Frustration at the way platforms are discussed in the media 3. All struggling with how to scale their partnerships 4. Platforms want to collaborate with the news industry to find solutions 5. No two platforms are the same 6. Frustration that publishers haven’t done more to innovate
  45. 45. 1. The two mentalities and cultures are very different “The news industry hasn’t caught up with the fact that we’re no longer in an era of editor choice, it’s user first. It’s all about news personalization.” Platform representative Interviewees at platform companies talked about having a culture of innovation and that there was less fear of failure compared with newsrooms.
  46. 46. Platform representative 2. Frustration at the way platforms are discussed in the media “The media are looking for the moonshot. The want every platform change to be the solution.” “How can we get the benefit of the doubt?” Platform representative
  47. 47. 3. All struggling with how to scale their partnerships “We want to give tools to people so that they can do things for themselves as opposed to us doing it for them.” “So, it’s my big bug-bear, right? If you want to ring us, who do you ring? So the emphasis is how do you deliver an ‘always on’ product support to a range of publishers well beyond the people you can actually actively hand hold?” Platform representative Platform representative
  48. 48. “It’s more about finding a path together…we need to use the opportunities when we are in the same room to show that there is more of a possibility for us to be productive together.” Platform representative 4. Platforms want to collaborate with the news industry to find solutions
  49. 49. Platform representative 5. No two platforms are the same “No two platforms are the same yet we are placed in the same ‘social media’ bucket. Researchers differentiate between network news and cable news, newspapers versus online news. We are all just labeled ‘social media’ .“ During interviews, platforms would compare themselves to one another, explaining the number of years since their launch, their different philosophies around the networked vs. native models, and their different levels of reliance on algorithms.
  50. 50. Who is posting what, where
  51. 51. Which publishers are on what platforms
  52. 52. Over one week, the news organizations we sampled published on average 1,178 posts across 7 platforms 603 posts 7 platforms 2,046 posts 8 platforms #towpnp
  53. 53. #towpnp Apple News Facebook Instagram LINE Li.st (List App) MessengerSnapchat Stories Snapchat Discover Twitter VineYouTube
  54. 54. #towpnp Key: Platforms 856 2,046 1,651 898 932 732 603 1,050 1,854 Posts
  55. 55. #towpnp
  56. 56. #towpnp (Apple News, Facebook [native], Instagram, Snapchat) (Facebook links, Line, Li.st, Messenger, Twitter, Vine, YouTube)
  57. 57. #towpnp n=2,046
  58. 58. Apple News Facebook (posts) Facebook (native) Instagram LINE Li.st (List App) Messenger Snapchat Stories Snapchat Discover Twitter Vine YouTube #towpnp n=1,050
  59. 59. #towpnp n=603
  60. 60. #towpnp n=1,854
  61. 61. 356 355 275 258 250 246 212 209 188 Key: Content Types #towpnp
  62. 62. #towpnp
  63. 63. Pilot Study (US only): Orlando shootings • June 12, 2016 • Data gathered at 45 minutes past every hour • 28 Carousels containing relevant stories (12 for “Florida”; 16 for “Orlando”) • 244 relevant stories in these carousels • 38 different publishers had stories in carousels #towpnp
  64. 64. Rank Publisher Appearances in Carousel Av. position in carousel 1 NBC News 19 4.4 2 USA Today 11 6.3 2 Time 11 6.0 4 NY Daily News 10 4.7 5 Yahoo 9 3.2 5 RT 9 6.4 5 ABC News 9 6.1 8 BBC 8 3.1 8 Slate 8 6.8 Rank Publisher Appearances in Carousel Av. position in carousel 10 CNN 7 3.9 11 CBS News 6 4.7 11 New York Times 6 2.3 13 Al Jazeera 5 8.0 13 Huffington Post 5 6.6 13 The Hill 5 8.4 16 Relay Media 4 3.3 16 People 4 8.0 #towpnp
  65. 65. Conclusions
  66. 66. The rise of the role of platforms in journalism mean social teams are increasingly making key strategic and editorial decisions. As with ‘legacy to Web 1.0’ twenty years ago, there is no uniformity about how publishers approach this. But in some newsrooms it is still under resourced, or seen as suspicious and peripheral.
  67. 67. Some non-commercial but important civic issues unaddressed #towpnp
  68. 68. Archive Public record at risk. The daily archive of news stories is increasingly contained on social platforms where deletion and ‘link rot’ are common. Platforms such as Snapchat are designed to erase material once posted for 24 hours. #towpnp
  69. 69. Ethics & Standards Standards for native advertising unclear. Transparency of distribution process and algorithms needed. #towpnp
  70. 70. Transparency is needed from publishers too No transparency over nature of financial relationships. Who is being paid for what? By incentivising publishers to use certain tools and create journalism in certain formats, platforms are changing dynamics inside newsrooms.
  71. 71. Landscape review published later in the year Four policy exchange forums around key questions over the next twelve months Content analysis expanded to include local publishers and to track changes Algorithmic analysis continued Focus groups carried out over the next 6-9 months Next Steps #towpnp
  72. 72. Any questions?
  73. 73. Thank You Please email towcenter@columbia.edu with any feedback or suggestions #towpnp

×