Journalism in the Starbucks Era


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How blogging, YouTube, Twitter, iPhone and even Starbucks are changing journalism and the news media. Keynote presentation at JACC Norcal conference at SJSU on 10/11/08. (JACC=Journalism Association of Community Colleges of Northern California).

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Journalism in the Starbucks Era

  1. 1. Journalism in the Starbucks Era Cynthia A. McCune School of Journalism and Mass Communications, San Jose State
  2. 2. The Starbucks Era <ul><li>“ We have seen the future, and it is Starbucks.” </li></ul><ul><li>~ Steve Sloan, 10/1/08 </li></ul>Audio link: froth.mp3
  3. 3. Why Starbucks? Because we want our news like we want our coffee… <ul><li>When we want it (now!) </li></ul><ul><li>Where we want it </li></ul><ul><ul><li>In our e-mailbox, feed reader, twitter stream </li></ul></ul><ul><li>How we want it </li></ul><ul><ul><li>Reflecting our worldview </li></ul></ul>
  4. 4. Pushing the Starbucks era: <ul><li>Blogging and microblogging </li></ul><ul><li>Mobile devices </li></ul><ul><li>YouTube </li></ul><ul><li>Social media </li></ul>
  5. 5. Mobile devices <ul><li>Not just phones and texting </li></ul><ul><li>Post to blogs, upload pics </li></ul><ul><li>Send/receive tweets </li></ul><ul><li>Check email, surf the web </li></ul><ul><li>Get directions! </li></ul>
  6. 6. <ul><li>Social media in the palm of your hand! </li></ul>
  7. 7. You Tube vs. TV news <ul><li>Katie Couric’s interview with VP candidate Sarah Palin </li></ul><ul><li>I watched it on YouTube , not on CBS News </li></ul>
  8. 9. The SNL version
  9. 10. Social media <ul><li>Facebook, MySpace, LinkedIn, Friendfeed, etc. </li></ul><ul><li>Flickr, Picasa, Photobucket, SmugMug, etc. </li></ul><ul><li>, imeem, etc. </li></ul>
  10. 11. Blogs <ul><li>Free, accessible, easy as email </li></ul><ul><li>Now anyone can create a channel! </li></ul><ul><li>RSS feeds = makes it simple to subscribe and follow </li></ul>
  11. 12. A blog is just a channel <ul><li>A blog can be whatever its author(s) want it to be </li></ul><ul><ul><li>Personal journal </li></ul></ul><ul><ul><li>Industry trend tracker </li></ul></ul><ul><ul><li>PR/promotional tool </li></ul></ul><ul><ul><li>News source </li></ul></ul>
  12. 15. Microblogging <ul><li>Twitter , Jaiku , Pownce </li></ul><ul><li>Text, links </li></ul><ul><li>Shorter, faster (140 characters) </li></ul><ul><li>Free! </li></ul>
  13. 16. Say it in 140 characters <ul><li>Give a heads up! </li></ul><ul><li>Provide links/urls ( ) </li></ul><ul><li>Quick updates </li></ul><ul><li>Queries and requests </li></ul>
  14. 17. Twitter as a news source <ul><li>“ By ‘following’ Twitter feeds of news organizations, you can even get a pretty good overall view of the big-picture events of the day.” </li></ul><ul><ul><li>~ Jeff Jarvis , director, Interactive Journalism Program, City University of New York </li></ul></ul>
  15. 18. 21st century police scanner? <ul><li>Reporters are using Twitter to: </li></ul><ul><li>Keep up with their sources </li></ul><ul><li>Get quick feedback </li></ul><ul><li>Get referrals </li></ul><ul><li>Post live updates to sports scores </li></ul>
  16. 19. Twitter testimonial <ul><li>“ It’s so much easier to ask a question to my locals on Twitter than to call each and every one of them. I just wouldn’t have time to call that many people.” </li></ul><ul><ul><ul><li>~ Kate Martin , blogger and education reporter, Skagit Valley (Wash.) Herald </li></ul></ul></ul>
  17. 20. Other uses of Twitter
  18. 21. More uses of Twitter <ul><li>Alternative to want ads, Craigslist </li></ul><ul><li>Highly targeted audience </li></ul>
  19. 22. Experimenting with Twitter <ul><li>Hack the debate : Current + Twitter = compelling debate coverage </li></ul>
  20. 24. NPR’s Twitter feed
  21. 25. More news options = Less for MSM * <ul><li>“ The next year to 18 months may be ‘make or break’ for the newspapers.” </li></ul><ul><ul><li>~ David T. Clark , Deutsche Bank, NAA Retail Advertising Forum, 9/08 </li></ul></ul><ul><ul><li>* MSM = mainstream media </li></ul></ul>
  22. 26. <ul><li>Mapping newspaper layoffs </li></ul>
  23. 27. ~ Philip Meyer, on his book, The Vanishing Newspaper, in AJR (link to AJR article)
  24. 28. ~ Ryan Sholin , Gatehouse Media (posted 9/29/08 on his personal blog, Invisible Inkling )
  25. 29. Can newspapers survive? <ul><li>Core audience doesn’t want change </li></ul><ul><li>Most not investing in R&D, training </li></ul><ul><li>Money is still in print ads </li></ul><ul><li>Loss of social currency </li></ul><ul><ul><ul><ul><li>~ From “ 10 reasons why newspapers won’t reinvent news ,” XARK Blog, 10/10/08 </li></ul></ul></ul></ul>
  26. 30. <ul><li>“ Inertia, uncertainty and toxic paralysis rule most newspaper companies.” </li></ul><ul><ul><ul><li>~ Daniel Conover , Charleston, SC, in 10 reasons why newspapers won’t reinvent news on XARK Blog </li></ul></ul></ul>
  27. 31. <ul><li>“ The problem with the media industry is that we are stuck on stories, or packages.” </li></ul><ul><ul><li>~ Chuck Peters , CEO, The Gazette Company, Cedar Rapids, Iowa, writing in his C3 Blog </li></ul></ul>
  28. 32. <ul><li>“ I want to see current, relevant information, in context, anywhere and anytime.” </li></ul><ul><li>First create content as a post or “tweet,” then organize it. </li></ul><ul><ul><ul><li>~ Chuck Peters , CEO, The Gazette Company, writing in his C3 Blog </li></ul></ul></ul>
  29. 33. <ul><li>“ Articles perpetuate a Ground Hog Day kind of journalism.” </li></ul><ul><ul><ul><li>~ Jeff Jarvis in “ The building block of journalism is no longer the article ,” Buzz Machine blog </li></ul></ul></ul>
  30. 34. <ul><li>The “article/story” no longer works as the basic building block of journalism </li></ul><ul><li>We need to focus on topics, not one-time stories </li></ul><ul><ul><ul><li>~ Jeff Jarvis , writing in his Buzz Machine blog </li></ul></ul></ul>
  31. 35. <ul><li>“ I want a page, a site…that is created, curated, edited, and discussed.” </li></ul><ul><ul><ul><li>~ Jeff Jarvis in his Buzz Machine blog </li></ul></ul></ul>
  32. 36. <ul><li>Topic Focus: </li></ul><ul><li>Snapshot of the latest knowledge </li></ul><ul><li>Links to source material, perspectives </li></ul><ul><li>Collaborative and open, but organized </li></ul><ul><li>Ongoing process of learning, digging, correcting, asking, answering </li></ul><ul><ul><ul><li>~ Jeff Jarvis in his Buzz Machine blog </li></ul></ul></ul>
  33. 37. Some “old dogs” are learning new tricks
  34. 38. NPR is… <ul><li>Doubling its digital staffers </li></ul><ul><li>Asking its journalists to rethink how they tell stories </li></ul><ul><ul><li>Multiplatform, audience interaction </li></ul></ul><ul><li>Spending $2.5 million on retraining </li></ul>
  35. 39. <ul><li>&quot;We're going to get our stories and our storytelling and our journalism out to people…wherever they are and in whatever form they want to experience it.&quot; </li></ul><ul><li>~ Ellen Weiss, News VP, NPR </li></ul>
  36. 40. NPR goes mobile <ul><li>NPR launched mobile site last year </li></ul><ul><li>700,000 to 800,000 visitors per month </li></ul><ul><li>Half of visitors use iPhones </li></ul>
  37. 41. Some “new dogs” break in <ul><li>“ Mahalo = Wikipedia with a small group of paid editors, run by the guy who built Weblogs, Inc.” </li></ul><ul><ul><li>~ Ryan Sholin , Gatehouse Media , in “tweet” to McCune </li></ul></ul>
  38. 42. News organizations should: <ul><li>Become ‘news development shops’ </li></ul><ul><li>Let readers into the reporting process </li></ul><ul><li>Build evergreen content with legs </li></ul><ul><ul><ul><li>~ Ryan Sholin in “ Cross-Pollinate or Shrivel ” on his Invisible Inkling blog </li></ul></ul></ul>
  39. 43. News organizations should: <ul><li>“… Think in terms of permanent information stored online, rather than temporary news, flashing by as a headline on a page or a screen.” </li></ul><ul><ul><ul><li>~ Ryan Sholin in “ Cross-Pollinate or Shrivel ” on his Invisible Inkling blog </li></ul></ul></ul>
  40. 44. “Cross-pollinate or shrivel” <ul><li>“ *Every* piece of content…you create should be infected with two-way communication.” </li></ul><ul><ul><ul><li>~ Ryan Sholin in “ Cross-Pollinate or Shrivel ” on his Invisible Inkling blog </li></ul></ul></ul>
  41. 45. “ Cross-pollinate or shrivel” <ul><li>Ditto for J-Schools! </li></ul><ul><li>Ditto for J-School students! </li></ul><ul><li>That’s what it will take for journalism to survive and thrive in the Starbucks era </li></ul>
  42. 46. Resources <ul><li>For links to the articles/sources cited in this presentation, see my Diigo site: </li></ul><ul><ul><li>athttp://www. diigo .com/list/cynmccune/jacc </li></ul></ul><ul><li>Links to video clips used: </li></ul><ul><ul><li>video clip of Couric/Palin interview </li></ul></ul><ul><ul><li>video clip of SNL parody of interview </li></ul></ul><ul><ul><li>Hack the Debate on Current TV </li></ul></ul>
  43. 47. My thanks to… <ul><li>My SJSU colleagues Dona Nichols and Steve Sloan for their inspiration and support. </li></ul><ul><li>SJSU grad student Ryan Sholin for thinking deep thoughts on the future of the news media…and sharing them with the rest of us. </li></ul>
  44. 48. This presentation is protected under: <ul><li>Thanks for watching. </li></ul><ul><li>Cynthia A. McCune </li></ul><ul><li>[email_address] </li></ul><ul><li>mccunications . blogspot .com </li></ul>