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How People Consume The News


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The NEWs Cycle

There used to be something called a “news cycle” in which any story had a beginning and an end. But in this age of instant communication, citizen journalism and social technologies, media is being created, distributed and consumed in ways never imagined.

Learn how people get, create and distribute news,
and how people interact with media, from breaking
TV news to Google search to Facebook. Learn how
personal brand-driven journalism is changing audience loyalty and how Foursquare and augmented reality will shape the future of journalism.

This presentation was given by David Erickson & Natalie Wires of Tunheim Partners ( ) for the Associated Collegiate Press' National College Summer Journalism Workshops held at the University of Minnesota on July 23, 2010.

David Erickson blogs at and can be found on Twitter at

Natalie Wires blogs at and can be found on Twitter at

Published in: News & Politics
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How People Consume The News

  1. 1. The NEWs Cycle: How People Consume The News Associated Collegiate Press Summer Journalism Workshop July 23, 2010
  2. 2. Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.
  3. 3. Presenters <ul><li>David Erickson , director e-Strategy, Tunheim Partners </li></ul><ul><ul><li>Gen X </li></ul></ul><ul><ul><li>Uncle to Millennials </li></ul></ul><ul><ul><li>14 years Internet marketing experience </li></ul></ul><ul><ul><li>Twitter: @ derickson </li></ul></ul><ul><ul><li>e-Strategy Internet Marketing Blog – </li></ul></ul><ul><li>Natalie Wires , account executive, Tunheim Partners </li></ul><ul><ul><li>Millennial </li></ul></ul><ul><ul><li>Experience in online marketing and communications </li></ul></ul><ul><ul><li>Twitter: @ nataliewires </li></ul></ul><ul><ul><li>Natalie’s Wire – </li></ul></ul>
  4. 4. The NEWs Cycle <ul><li>Traditional Methods of News Consumption </li></ul><ul><li>Online Methods of News Consumption </li></ul><ul><li>What it means for journalists </li></ul><ul><ul><li>How to promote your work </li></ul></ul><ul><ul><li>How to promote your career </li></ul></ul>Image courtesy of WCN 24/7
  5. 5. Old School: People Digest News/React To It <ul><li>Read news </li></ul><ul><ul><li>Face-to-Face </li></ul></ul><ul><ul><li>Letter </li></ul></ul><ul><ul><li>Phone </li></ul></ul><ul><li>Watch news </li></ul><ul><ul><li>Face-to-Face </li></ul></ul><ul><ul><li>Letter </li></ul></ul><ul><ul><li>Phone </li></ul></ul><ul><li>Hear News </li></ul><ul><ul><li>Face-to-Face </li></ul></ul><ul><ul><li>Letter </li></ul></ul><ul><ul><li>Phone </li></ul></ul>Image courtesy tylerdurden1
  6. 6. Newspaper <ul><li>Where do people read a newspaper? </li></ul><ul><ul><li>Home </li></ul></ul><ul><ul><li>Work </li></ul></ul><ul><ul><li>Coffee shop </li></ul></ul><ul><ul><li>Commuting (plane, bus, lightrail) </li></ul></ul><ul><ul><li>Outside (park) </li></ul></ul><ul><li>What devices do they have readily available to share what they read? </li></ul><ul><ul><li>Desktop computer </li></ul></ul><ul><ul><li>Laptop </li></ul></ul><ul><ul><li>Tablet </li></ul></ul><ul><ul><li>Phone </li></ul></ul>
  7. 7. <ul><li>Similar elements as newspapers </li></ul><ul><li>Encourage readers to interact with the content </li></ul><ul><ul><li>QR Codes </li></ul></ul><ul><ul><li>Take pictures of article to share </li></ul></ul>Magazine
  8. 8. Television Broadcast <ul><li>Broadcast news drives search </li></ul><ul><li>Social media interaction </li></ul><ul><li>DVR </li></ul><ul><ul><li>Coming soon – record a segment, share via YouTube </li></ul></ul>
  9. 9. Radio News <ul><li>Fireside chats </li></ul><ul><li>Largely listened to while people are in their cars </li></ul><ul><li>Drives search, especially mobile </li></ul><ul><li>Rewindable radio </li></ul><ul><li>Tag content through your radio – bookmarking system </li></ul><ul><li>Integrating social media into cars </li></ul><ul><ul><li>Ford example </li></ul></ul>Image courtesy uncgspecial <ul><li>Fireside chats </li></ul><ul><li>Largely listened to while people are in their cars </li></ul><ul><li>Drives search, especially mobile </li></ul><ul><li>Rewindable radio </li></ul><ul><li>Tag content through your radio – bookmarking system </li></ul><ul><li>Integrating social media into cars </li></ul><ul><ul><li>Ford example </li></ul></ul>
  10. 10. <ul><li>Search for keywords, names, topics </li></ul><ul><li>Search different venues depending on type of media </li></ul><ul><ul><li>i.e. if it’s video, people go to YouTube to search </li></ul></ul>Word-of-Mouth Photo courtesy of Akuppa
  11. 11. Online Changes the Game
  12. 12. News Websites <ul><li>Very popular way to receive news </li></ul><ul><li>Model is changing </li></ul><ul><ul><li>Some require subscription </li></ul></ul><ul><ul><li>Most are free and rely on advertising </li></ul></ul><ul><li>Easy sharing with networks </li></ul>
  13. 13. Email <ul><li>People forward interesting articles to friends and family. </li></ul><ul><li>Newsletters </li></ul><ul><li>News Alerts </li></ul>
  14. 14. News Portals <ul><li>Yahoo! & Google News </li></ul><ul><li>Show trending topics </li></ul><ul><li>One-stop-shops </li></ul>
  15. 15. Facebook Feeds <ul><li>“ Like” favorite news outlets, magazines and blogs </li></ul><ul><li>Making news consumption easier </li></ul><ul><li>Comment/Like Content </li></ul><ul><li>News organizations partnering with Facebook </li></ul>
  16. 16. Facebook Feeds (cont.) <ul><li>Most newspapers use fan pages to push out links to content </li></ul><ul><li>Magazines are using as an extension of content </li></ul>
  17. 17. Twitter Feeds <ul><li>News breaks on Twitter </li></ul><ul><li>Journalists have to think how they want to break a story </li></ul><ul><li>Choose between being first and ensuring accuracy </li></ul><ul><li>Citizen journalism </li></ul>
  18. 18. YouTube <ul><li>2 nd most popular search engine </li></ul><ul><li>Search for news segments to send to friends </li></ul><ul><li>Watching TV on YouTube </li></ul><ul><ul><li>Google TV </li></ul></ul><ul><ul><li>YouTube Leanback </li></ul></ul><ul><li>Customizable channels </li></ul>
  19. 19. RSS Feeds <ul><li>Google Reader, Friend Feed, Feedly, My Yahoo!, iGoogle, etc. </li></ul><ul><li>Easily keep up-to-date on phones </li></ul>
  20. 20. Phone Apps <ul><li>News on the go </li></ul><ul><li>People read snippets of articles </li></ul>
  21. 21. Blogs <ul><li>Industry specific </li></ul><ul><li>Soft (entertainment) news </li></ul><ul><li>Traditional news outlets including blogs </li></ul><ul><li>Blog news outlets </li></ul>
  22. 22. Wikipedia <ul><li>Go-to Source for Breaking news </li></ul><ul><li>High search visibility </li></ul><ul><li>Community editing </li></ul><ul><li>Crowd sourced fact checking </li></ul><ul><li>Add the facts from your story </li></ul><ul><li>Journalists should add relevant facts from their stories with citation </li></ul>
  23. 23. What does it mean for journalists? <ul><li>Need to understand SEO </li></ul><ul><li>Knowing how to conduct keyword research </li></ul><ul><li>Integration with social media within (or around) the story </li></ul><ul><li>Understanding of how people consume media on various devices </li></ul><ul><li>Competition includes MSM, Citizen Journalism, Bloggers, Owned media </li></ul><ul><li>Age of personal journalism brands </li></ul>
  24. 24. Photo © Adrian van Leen for CC:PublicDomain SEO For Journalists <ul><li>What Are Search Engines? </li></ul><ul><ul><li>Databases of Desires </li></ul></ul><ul><ul><li>Answer Machines </li></ul></ul><ul><ul><li>On-Demand Content </li></ul></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><ul><li>What is it? </li></ul></ul><ul><ul><li>How does it work? </li></ul></ul>
  25. 25. <ul><li>84% </li></ul>Why Does SEO Matter? Photo: Wikipedia Search
  26. 26. Surf The Search Tide Photo by thelastminute <ul><li>Waves Of Search </li></ul><ul><ul><li>Breaking News </li></ul></ul><ul><ul><li>Event-based Search </li></ul></ul><ul><ul><li>Seasonal Search </li></ul></ul><ul><ul><li>Personality Search </li></ul></ul><ul><ul><li>Pop Culture Search </li></ul></ul>Surf The Search Tide
  27. 27. Keyword Research <ul><li>What are people asking for? </li></ul><ul><li>Tools: </li></ul><ul><ul><li>Google Trends </li></ul></ul><ul><ul><li>Google Insights for Search </li></ul></ul><ul><ul><li>AdWords Keyword Tool </li></ul></ul><ul><ul><li>YouTube Keyword Tool </li></ul></ul><ul><ul><li>WordTracker </li></ul></ul><ul><ul><li>KeywordDiscovery </li></ul></ul>
  28. 28. Seasonal Search Traffic Photo by zircon3035
  29. 29. Seasonal Search Traffic <ul><li>Prom searches </li></ul><ul><ul><li>2004-2009 </li></ul></ul><ul><li>Begins in January </li></ul><ul><li>Peaks in April </li></ul>
  30. 30. Personality Search Traffic Photo by Bjorn Hanson
  31. 31. Brett Favre Searches <ul><li>May: Asks Jets for release </li></ul><ul><li>Late July: Vikings flirtation </li></ul><ul><li>August: Signs </li></ul><ul><li>October & November: Vs. Packers </li></ul><ul><li>January: Playoffs </li></ul>
  32. 32. SEO In The Wild <ul><li>Newspapers Online </li></ul><ul><ul><li>New York Times </li></ul></ul><ul><ul><li>Washington Post </li></ul></ul><ul><li>Online Only News </li></ul><ul><ul><li>Huffington Post </li></ul></ul><ul><ul><li> </li></ul></ul>Source:
  33. 33. Anatomy Of SEO’ed News
  34. 40. Huffington Post Search Results Huffington Post SEO - Google
  35. 41. Huffington Post SEO – Google News
  36. 42. Huffington Post SEO – Yahoo!
  37. 43. Huffington Post SEO – Yahoo! News
  38. 44. Huffington Post SEO - Bing
  39. 45. Huffington Post SEO – Bing News
  40. 46. “ iPad Tablet” Search Surge
  41. 47. News Behavior <ul><li>News snacking throughout the day </li></ul><ul><li>Favorite sources on the decline </li></ul><ul><li>Known people are most credible source </li></ul><ul><li>Social network is also a trusted source </li></ul><ul><li>Rely on known “experts” to curate the news </li></ul><ul><li>Headline scanning </li></ul><ul><ul><li>Don’t read story until have to </li></ul></ul><ul><ul><li>Then search to find more </li></ul></ul><ul><li>Video watching until main point is understood </li></ul><ul><ul><li>Background sound </li></ul></ul><ul><li>Podcasts can be skipped through </li></ul><ul><ul><li>DVR skipping </li></ul></ul>
  42. 48. Consuming The News <ul><li>92% of Americans use multiple platforms </li></ul><ul><li>46% use 4-6 platforms on typical day </li></ul><ul><li>Only local & national TV news are more popular source than Internet </li></ul><ul><li>60% get news from both offline & online sources </li></ul><ul><li>65% don’t have a favorite news website </li></ul><ul><li>28% of Internet users added news to custom home page </li></ul><ul><li>80% of online news consumers get or share email links </li></ul><ul><li>80% of Americans have cell phones; 37% of them go online with them </li></ul><ul><li>33% of cell phone owners get news on phone </li></ul><ul><li>55% of Americans say it is easier to keep up with the news…but </li></ul><ul><li>70% also say the amount of news/information is overwhelming </li></ul>Source: Pew Research Center’s Project for Excellence in Journalism
  43. 49. Interacting With The News <ul><li>72% of Americans follow the news as a conversation technique </li></ul><ul><li>69% keep up as a social or civic obligation </li></ul><ul><li>50% say they rely to some degree on people around them to tell them the news they need to know </li></ul><ul><li>75% get news forwarded through email or social networking sites </li></ul><ul><li>52% share links to news with others those ways </li></ul><ul><li>51% of social networking users who are also online news consumers get news items from people they follow </li></ul><ul><ul><li>Another 23% of this cohort follow news organizations/journalists on social media </li></ul></ul><ul><li>37% have participated : Created, Commented or Disseminated </li></ul><ul><ul><li>25% commented on a news story </li></ul></ul><ul><ul><li>17% posted a link </li></ul></ul><ul><ul><li>11% tagged content </li></ul></ul><ul><ul><li>9% created their own original news/opinion piece </li></ul></ul><ul><ul><li>3% Tweeted about the news </li></ul></ul>Source: Pew Research Center’s Project for Excellence in Journalism
  44. 50. My Daily Media Diet <ul><li>Awake to news radio </li></ul><ul><li>Morning TV news </li></ul><ul><li>Online </li></ul><ul><ul><li>Read/Search/Scan/Share </li></ul></ul><ul><li>In transit </li></ul><ul><li>At work </li></ul><ul><li>In transit </li></ul><ul><li>At home </li></ul><ul><ul><li>Online </li></ul></ul><ul><ul><li>Live TV </li></ul></ul><ul><ul><li>DVR </li></ul></ul><ul><ul><li>XBOX Live </li></ul></ul>
  45. 51. Your Competition <ul><li>Traditional media </li></ul><ul><ul><li>Television </li></ul></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>Newspapers/Magazines </li></ul></ul><ul><li>Online only news </li></ul><ul><ul><li>Politico </li></ul></ul><ul><ul><li>Salon </li></ul></ul><ul><ul><li>Slate </li></ul></ul><ul><li>Aggregators </li></ul><ul><ul><li>Yahoo!/Google News </li></ul></ul><ul><ul><li>Topix </li></ul></ul><ul><ul><li>AllTop </li></ul></ul><ul><ul><li>Huffington Post </li></ul></ul><ul><li>Bloggers </li></ul><ul><li>Citizen Journalists </li></ul><ul><li>ATTENTION Economy </li></ul>
  46. 52. Personal Journalist Brands <ul><li>TV News has always been personality-driven </li></ul><ul><li>Talk radio is personality-driven </li></ul><ul><li>Not everyone can be Bob Woodward </li></ul><ul><li>Or Edward R. Murrow </li></ul><ul><li>Or Walter Cronkite </li></ul><ul><li>Or Dan Rather </li></ul><ul><li>Or Diane Sawyer </li></ul><ul><li>Or Katie Couric </li></ul><ul><li>But all journalists have the tools to build personal brands </li></ul><ul><ul><li>David Brauer </li></ul></ul><ul><ul><li>Jason DeRusha </li></ul></ul><ul><li>Social media = Sense of intimacy </li></ul><ul><li>Building audiences </li></ul><ul><li>Building sources </li></ul><ul><li>Building brand </li></ul>
  47. 53. The Future <ul><li>Crowd-sourcing news </li></ul><ul><ul><li>Fact checking </li></ul></ul><ul><ul><li>Sourcing </li></ul></ul><ul><ul><li>Story ideas </li></ul></ul><ul><li>Mashups </li></ul><ul><ul><li>Datasets/APIs </li></ul></ul><ul><li>Location-based services </li></ul><ul><ul><li>Geotagging stories </li></ul></ul><ul><li>Convergence </li></ul><ul><ul><li>RSS TV </li></ul></ul><ul><li>Augmented Reality </li></ul><ul><li>Video game reenactments </li></ul><ul><ul><li>Tiger Woods </li></ul></ul>
  48. 54. Thank you <ul><li>For a copy of this presentation go to: </li></ul><ul><li>http:// </li></ul><ul><li>For more information contact: </li></ul><ul><li>David Erickson </li></ul><ul><li>952-851-7242 </li></ul><ul><li>[email_address] </li></ul><ul><li>Natalie Wires </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul>