2. The question:
Can journalism survive and thrive
in a media ecosystem where
publishers don’t control their
distribution channels?
3. My Question:
Can LOCAL journalism survive and thrive
in a media ecosystem where publishers
have a multitude of distribution channels?
Opportunities
Challenges
4. > The economics
of digital media
reward scale
> Local journalism
does not generally
scale well
6. Test and learn - @dallasnews
Apple News: Full-text feed. Very low usage. No monetization
yet.
Facebook Videos: One native FB video each day, with link to
related story. Also hosting 1-3 Facebook Live videos/wk
Snapchat: GuideLive (entertainment brand) uses extensively.
Reverse publishes “snaps” in stories.
Instagram: DallasNews, GuideLive, SportsDayDFW
Facebook Instant Articles: Launching in the next few days --
testing begins with 10 articles a day.
Google AMP: Planning to launch after summer redesign,
focused on improving mobile page speed, improving content
API.
{
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NowSoon
11. Challenges
> Algorithms favor scale - national
brands and/or viral content
> Monetization opportunities are limited
> Requires dedicated editorial staff to
develop and sustain brand “voice”
> Technical implementation can take
significant time/resources
> Platforms become the new
gatekeeper
Opportunities
> Native social distribution expands
reach and brings more into the “pipeline”
> Helps you to target audiences you
might not normally reach
> Your content is the best marketing for
your brand
> Helps staff improve social and mobile
storytelling skills
