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Reinventing the Newspaper


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The future of dead tree isn't dead yet from Cincinnati Enquirer's Dave Holthaus at the Enquirer Media News 2.0 Forum with Cincinnati Social Media and Cincinnati Society of Professional Journalists.

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Reinventing the Newspaper

  1. 1. Reinventing the Newspaper<br />Back to the Future<br />
  2. 2. Why newspapers?<br />Major revenue producer<br />They support new products and platforms<br />Deep brand equity or identity<br />83 % say newspapers still relevant (Feb. 2009, The Rosen Group) <br />
  3. 3. How to reinvent?<br />Top to bottom<br />Paper<br />Printing<br />Content<br />Design<br />
  4. 4. Better paper<br />Display excellent photography<br />Present advertising displays better<br />Get rid of the mess<br />An idea: Work with the paper industry to develop new technology and new products<br />
  5. 5. San Francisco’s remake<br />State-of-the-art presses<br />Vivid color<br />Sharper reproduction<br />Compete with imagery of the ‘Net<br />
  6. 6. A bolder look<br />Stunning photography<br />Played across five columns<br />Top third of paper<br />Vivid reproduction<br />
  7. 7. Rethink the content<br />Still institutional-oriented (courts, cops, etc.)<br />Are we the prime source of yesterday’s news?<br />
  8. 8. What to cover?<br />What matters to readers?<br />Use the experience, knowledge and skill of the staff<br />They provide narrative, analysis, perspective<br />One idea: go deep on page one with a Story of the Day<br />
  9. 9. Rethink the writing<br />Do away with arm’s length tone<br />Too cold and conventional<br />Engage readers in a more direct way<br />
  10. 10. The Traditional Paper<br />Arm’s length writing<br />Traditional tone<br />
  11. 11. The Reinvented Paper<br />Engaging headline<br />Engaging lead<br />
  12. 12. Readers as customers<br />Explain the implications of the news<br />Headlines should reflect that<br />Create a lively personality and voice<br />
  13. 13. Some examples<br />