This presentation for journalists, "Writing News for Small Screens," is by Matt Frehner, senior editor for mobile and interactive news at The Globe and Mail. It includes:
-- Who is the ‘mobile reader,’ and what do they want?
-- What does ‘mobile first’ mean, anyway?
-- How should a story be structured for mobile?
-- What makes a good headline for mobile?
He prepared the presentation for Halifax NewsTrain in Nova Scotia on May 6-7, 2016. It is accompanied by a handout, "Writing News for Small Screens," by Frehner. NewsTrain is a training initiative of Associated Press Media Editors (APME). More info: http://bit.ly/NewsTrain
3. What we’ll discuss
• Who is the ‘mobile reader,’
and what do they want?
• What does ‘mobile first’ mean, anyway?
• How should a story be structured mobile?
• What makes a good headline for mobile?
5. It doesn’t mean doing
everything twice.
And it doesn’t mean that every
story needs to be a Top 10 list.
6. It means thinking about what
type of reader you’re trying to
attract, and tailoring your
approach to suit their needs
and device.
7. Open your website
on your phone
• Open your top story.
• How is the experience for your
audience?
• How could it be better?
8. 5 tips for mobile
journalism
• Know your audience
• Mobile is social,
social is mobile
• Do one thing,
and do it well
• Plan for mobile
from the beginning
• Breaking news is
mobile
9. Know your reader
• Who is your reader?
• Where are they coming from?
• When are they reading?
• Why are they coming to you at all?
29. A headline is a
contract
with the reader.
Deliver
what they expect.
30. Good headlines are
• Clear and concise
• Able to stand alone
• Deliver on their promise
• For social: personal and relatable
• For search: have the right keywords
31. For social:
Nine ways your family finances will change
under a Liberal government
Headlines that work
33. For a long read:
How BlackBerry blew it: The inside story
For an opinion piece:
Fifty years in Canada, and now I feel like a
second-class citizen
Headlines that work
35. A: Police say testosterone,
needles found in Pistorius
bedroom
B: Witness heard 'non-stop
shouting' at Pistorius' home
before girlfriend's death
36. A: Police say testosterone,
needles found in Pistorius
bedroom
B: Witness heard 'non-stop
shouting' at Pistorius'
home before girlfriend's
death +14%
37. A: Which car was named
Canadian Car of the Year?
B: Honda Accord, Hyundai
Santa Fe named top
vehicles of the year
38. A: Which car was named
Canadian Car of the Year?
+53%
B: Honda Accord, Hyundai
Santa Fe named top
vehicles of the year
39. A: How kinky are Globe
readers? Take your best
guess
B: We asked. You more
than answered. The results
of The Globe's sex survey
40. A: How kinky are Globe
readers? Take your best
guess
B: We asked. You more
than answered. The results
of The Globe's sex survey
+150%
41. A: The duchess, the
novelist and the baby bump
B: Hilary Mantel vs. 'plastic'
Kate Middleton: We missed
the point - and Mantel was
right
42. A: The duchess, the
novelist and the baby bump
B: Hilary Mantel vs.
'plastic' Kate Middleton:
We missed the point - and
Mantel was right +67%
43. A: 5 minutes, 8 robbers, a
$50-million haul in
diamonds
B: How 8 robbers stole
$50-million in diamonds - in
5 minutes
44. A: 5 minutes, 8 robbers, a
$50-million haul in
diamonds
B: How 8 robbers stole
$50-million in diamonds -
in 5 minutes +38%
45. A: The new old-age security?
A job
B: 75% of Canadians expect
to work past 65: survey
46. A: The new old-age security? A
job
B: 75% of Canadians expect
to work past 65: survey
+31%
47. A: Why organic produce
may be worth the money
B: Organic produce may be
smaller, but it’s mightier in
nutrients
48. A: Why organic produce
may be worth the money
+353%
B: Organic produce may be
smaller, but it’s mightier in
nutrients
49. A: Lying to avoid ICBC
premiums after collision
costs B.C. couple more than
$200,000
B: BC couple lied to save
$800; now owe insurance
company $200,000
50. A: Lying to avoid ICBC
premiums after collision
costs B.C. couple more than
$200,000
B: B.C. couple lied to save
$800; now owe insurance
company $200,000 +67%
51. A: From sports cars to the
Volkswagen Beetle: What to
see at the Auto Show
B: 6 cars you need to see at
the Auto Show (including
the surprising new Beetle)
52. A: From sports cars to the
Volkswagen Beetle: What to
see at the Auto Show
B: 6 cars you need to see
at the Auto Show
(including the surprising
new Beetle) +182%
53. A: What's ahead for the
housing market?
B: How much further will
home prices drop?
54. A: What's ahead for the
housing market?
B: How much further will
home prices drop? +53%
55. A: Canadians back to
borrowing as average
consumer debt hits new
high
B: Do you have $27,485 in
consumer debt? That's now
the average debt load
56. A: Canadians back to
borrowing as average
consumer debt hits new
high
B: Do you have $27,485 in
consumer debt? That's
now the average debt load
+60%
57. A: A look at the top cars to
buy when money isn't an
issue
B: 5 jaw-dropping cars to
buy if money isn't an issue
58. A: A look at the top cars to
buy when money isn't an issue
B: 5 jaw-dropping cars to
buy if money isn't an issue
+62%
59. Let’s try it out
Exercise:
• What’s a good headline for this story?
• Should it be different for social and search?
• Should the lede change for mobile?
• Could the story be structured differently?
Editor's Notes
What is your demographic?
What devices are they using?
(remember: we are not our reader)
Facebook: 1.59 billion (1.44 billion on mobile)
WhatsApp: 1 billion
QQ Messenger: 860 million
Facebook Messenger: 800 million
WeChat: 650 million
Instagram: 400 million
Twitter: About 320 million
Snapchat: 100–200 million