1. Writing news
for small screens
@mattfrehner

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?

4. So, what does
‘mobile first’
mean?

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?

10. Know
your
reader
What does your
reader expect
from a news alert?

11. How do they read?
iPhone
Android
BlackBerry

12. What are they
reading?

13. Everything

14. Where
are they
coming
from?
• In short:
Social media.
• The long answer?
It’s complicated

15. Where your reader is

17. When are they reading?
Desktop
Mobile
Web
iPhone
app
iPad app

18. Morning
“What do I need
to know to start
my day?”
• Respect the
reader
• Be efficient
• Try to build a
habit

19. Evening commute
“What happened
today?”
• Catch me up
• What is everyone
talking about?
• Give me
something fun,
a distraction

20. Late evening / weekend
“Teach me something new.”
“Take me somewhere I’ve never been”
• Sharply written
• Narratives
• Explanatory
• Something fun,
whimsical,
sharable

21. Why are they
coming to you?
(Or, know what you offer that no one else does.)

22. Structuring a story
for mobile
• Think about the first screen.
Does your lede fit?
• With news, write for the reader who scrolls.

23. Readers will skim.
How do we keep
them engaged?

24. Keep them
on the page
• Clear payoff
• Crisp flow
• Conversational
tone
• Concise writing —
respect the
reader’s time

25. Practical
tips
• Summary bullets
• Conversational
subheads
• Linear progression

26. Practical
tips
Use images, charts,
tweets, etc., to add
pacing and break up
text.

27. No need to be fancy

28. Why headlines matter
They’re your reader’s only way into the story

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

32. For search:
Platform comparison: Where the parties
stand on the top campaign issues
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

34. Pick the winners

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?