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ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news


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ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news

  2. 2. “FACT”
  3. 3. 6 Lessons
  4. 4. 1. Audiences Are ConsumingMore News, Not Less
  5. 5. 2. Technology has likelyincreased your audience…
  6. 6. 59% of adults 18-24 read newspapercontent regularly on some deviceThe majority do it digitally• Scarborough Research ( print and online weekly, mobile monthly)
  7. 7. “Total” Newspaper AudienceDropped 10% 2006-2012 Print fell 16%69% of all adults consume newspaper contentregularly• Scarborough Research ( print and online weekly, mobile monthly)
  8. 8. 3. Understand the Cycleof News DiscoveryPeople move across platforms, based on time ofday, the questions they want to know, wherethey are.
  9. 9. News consumers are loyalacross platformsUse the samebrands acrossplatforms67%Source: New York Times
  10. 10. Leverage the ‘synergy ofscreens’Users “gravitate to whatever device is mostappropriate or convenient given the context theyfind themselves in.”• Business Insider Intelligence
  11. 11. Ads Work Better Across Screens
  12. 12. Smartphone and Tablet owners• Are Twice As Likely in the U.S. to pay for newsonline as other adults.• Reuters Institute Digital News Report 2013
  13. 13. 4. Your Future is Mobile….and Social
  14. 14. Mobile will be your pimary digitalplatform in 3-5 years
  15. 15. Design Mobile First?• Then back to the web.• ESPN does. And grew mobile by over 59% trafficlast year, even with web. NPR does…• Buzzfeed is 45% mobile• Mobile is VERY local. It is about walking around,here and now.
  16. 16. DO NOT WAIT FOR REVENUE• Design for mobile• The revenue will comeEl Nuevo Dia doubled mobile revenue in a yearto 9% simply by creating mobile products.
  17. 17. 5. There is no such thing as“the online experience”
  18. 18. Behavior Changes with Time ofDay
  19. 19. By DeviceSmart phones v. Tablet
  20. 20. By Place and Context“Bored at Work” is DifferentThan “Stuck in Line”Or double screening a game…
  21. 21. And by audience group• “Mobile Only” users are a growing cohort• Power Users (across platforms)• Casual but loyal users (“a lower meter pricepoint.”
  22. 22. Weekday Reading Patterns By Device
  23. 23. Source: 2011 Scarborough Rel 2, Boston DMAWhat is your audience % by generation?Gen X40%GoldenGen16%Boomers27%Gen Y17%
  24. 24. 6. The future is ResponsiveAND Apps
  25. 25. Apps account for 4 out of every 5mobile phone minutesTablets are a 50-50 web and app world• comScore
  26. 26. Smartphoners Like “Task Specific”Apps•Top 5 iPhone Apps: i-Tunes, Facebook,YahooSports, GoogleMaps, YahooWeather• Top 5 Droid Apps: GoogleMaps, GooglePlay,GoogleSearch, Gmail, YouTube
  27. 27. Think smartphone “Tasks”• Garage Sales• Local and prep Sports Teams• Open Houses• Local Traffic• Restaurants• Neighborhoods• Etc.• Maybe Hackathon these?
  28. 28. Yes to “responsive design” but…• Short videos on small screens (and daytimeuse)• Evening tablet products that are long-form• Social apps for tasks on the go• Be “platform orthodox,” not “platformagnostic”
  29. 29. Thriving = UnderstandingYour Audience DeeplyResearch, test, ask, respect, don’tunderestimate
  30. 30. Once Your Audience Has SeenSomething Better• Better becomes their expectation• Something more convenient, that makes lifeeasier• Watch ESPN or HBO Go – Why not on CBS?
  31. 31. Do what you do best• Be Great At Certain Things• ESPN: “We Serve the Fan”• Deseret: World Class at 6 Core Topics• The Web Rewards Specialization• It Punishes the Adequate Generalist• Mobile Reward Convenience and Simplicity
  32. 32. News will be less a static product• Our stories• our site
  33. 33. And More A Service• That makes the lives of citizens better• Helps them do tasks, save money, etc.
  34. 34. Before: Trust = BrandThe news spoke for itself
  35. 35. Now:Trust = TransparencyEvidence,Convenience,Meeting Expectations
  36. 36. Journalism as CollaborativeIntelligence• Machines Can Count• Citizens bring experience, expertise, multiple vantages• Journalists organize, triangulate, verify, translate, withdiscipline of dispassion
  37. 37. “Is there somethingthat I need to know?”