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The (Mobile) Readers we Ignore
Audience not Tech
Damon Kiesow
Head of Product @McClatchy
@dkiesow
INMA Mobile Strategies
M...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Frequently Asked Questions
• Do people read d...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Millennials say
• 85% Keeping up with the new...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
What is the problem?
• This is not a ‘millenn...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
What we cover
• People, places things - withi...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Digital natives
• Have hybrid lives
• Live lo...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Relevance
IRL Digital
What we cover
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Relevance
IRL Digital
Where digital natives l...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Worth coverage?
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Worth coverage?
• Local start-up
• High-tech ...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Worth coverage?
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Worth coverage?
• Local TV show
• Daily broad...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Worth coverage?
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
• Local highway
• Dashcam video
• Tractor tra...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
And more
• Netflix new releases
• Mobile apps ...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
What is the problem?
@sree social media prese...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Coverage for mobile
• Communities of interest...
@dkiesow	 	 	 	 	 	 	 	 	 	 	 	 	 	 INMA Mobile Strategies March 11-12, 2016
Thanks
Damon Kiesow
Head of Product @McClatch...
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The (Mobile) Readers We Ignore

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INMA Mobile Strategies conference March 11 - 12 at Microsoft

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The (Mobile) Readers We Ignore

  1. 1. The (Mobile) Readers we Ignore Audience not Tech Damon Kiesow Head of Product @McClatchy @dkiesow INMA Mobile Strategies March 11-12 2016
  2. 2. @dkiesow INMA Mobile Strategies March 11-12, 2016 Frequently Asked Questions • Do people read different content on mobile? • Do people avoid longer stories on mobile? • How do we get ‘young’ people to read news on mobile?
  3. 3. @dkiesow INMA Mobile Strategies March 11-12, 2016
  4. 4. @dkiesow INMA Mobile Strategies March 11-12, 2016 Millennials say • 85% Keeping up with the news is at least somewhat important to them • 69% Get news daily • 45% Regularly follow five or more "hard news" topics • 40% Pay for at least one news-specific service, app, or digital subscription How Millennials Get News: Inside the habits of America’s first digital generation Media Insight Project - API/AP:
  5. 5. @dkiesow INMA Mobile Strategies March 11-12, 2016 What is the problem? • This is not a ‘millennial’ problem • This is not a ‘mobile’ problem • This is not a ‘tech’ problem • It is a relevancy problem
  6. 6. @dkiesow INMA Mobile Strategies March 11-12, 2016 What we cover • People, places things - within a geographic area • Government, business, sport, entertainment Naotake Murayama / Flickr
  7. 7. @dkiesow INMA Mobile Strategies March 11-12, 2016 Digital natives • Have hybrid lives • Live locally but act & transact globally
  8. 8. @dkiesow INMA Mobile Strategies March 11-12, 2016 Relevance IRL Digital What we cover
  9. 9. @dkiesow INMA Mobile Strategies March 11-12, 2016 Relevance IRL Digital Where digital natives live
  10. 10. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage?
  11. 11. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage? • Local start-up • High-tech coffee cup • $300,000 in pre-orders
  12. 12. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage?
  13. 13. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage? • Local TV show • Daily broadcast • Up to 11 million viewers
  14. 14. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage?
  15. 15. @dkiesow INMA Mobile Strategies March 11-12, 2016 • Local highway • Dashcam video • Tractor trailer vs car Worth coverage?
  16. 16. @dkiesow INMA Mobile Strategies March 11-12, 2016 And more • Netflix new releases • Mobile apps / games • Uber, Airbnb • Nextdoor.com • Facebook • Twitter
  17. 17. @dkiesow INMA Mobile Strategies March 11-12, 2016 What is the problem? @sree social media presentation - photo from @LeinzCNN
  18. 18. @dkiesow INMA Mobile Strategies March 11-12, 2016 Coverage for mobile • Communities of interest • Local people doing local things • Local people doing digital things • Local people buying digital things
  19. 19. @dkiesow INMA Mobile Strategies March 11-12, 2016 Thanks Damon Kiesow Head of Product @McClatchy dkiesow@mcclatchy.com @dkiesow Original essay: http://bitly.com/readersfirst

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