Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Adapting To Change David Brewer Nov16


Published on

Guest lecture for Ukrainian journalists by David Brewer (UK) on Nov 16-17 in Kyiv

Published in: Technology, Business
  • Be the first to comment

Adapting To Change David Brewer Nov16

  1. 1. Media Evolution<br />Adapting to the challenge<br />David Brewer&apos;s guest lecture for Ukrainian journalists in Kyiv<br />Nov 16-17, 2009 <br /> <br />Organized by Internews Ukraine and the European Journalist Center within Medianext, a New media Initiative for Ukraine<br /> <br />© Media Ideas International Ltd 2009<br />
  2. 2. Media Evolution<br />Changing audience behaviour<br />
  3. 3. The broadcast/publish at model<br />
  4. 4. Traditional model<br />
  5. 5. The engage with model<br />
  6. 6. The participate in model<br />
  7. 7. The participate in model<br />
  8. 8. Nine hours looking at a screen<br />Only 1.5 of those hours are TV<br />Remainder computer, games and mobile devices. <br />Changing audience behaviour<br />
  9. 9. Snacking on rumourFeeding on fact<br />
  10. 10. Following the audience<br />Engaging and embrace<br />
  11. 11. Gate crashing the party<br />
  12. 12.
  13. 13.
  14. 14.
  15. 15.
  16. 16.
  17. 17. Creating a content factory<br />Platform neutral<br />
  18. 18. What can media offer?<br />
  19. 19. Sources<br />Intake & Output<br />Resources Manager<br />Intake Editor<br />Radio Editor<br />All key editorial decisions are taken here<br />Newsroom Secretary<br />TV Editor<br />Print Editor<br />Planning Editor<br />Interactive Editor<br />
  20. 20. Sources<br />Production<br />TV<br />Print<br />Radio<br />Interactive<br />Intake & Output<br />Resources<br />Manager<br />Work Flow<br />Back to Super desk<br />IntakeEditor<br />Radio<br />Editor<br />All editorial decisions made here<br />Secretary<br />TV<br />Editor<br />Work Flow<br />Out to production teams<br />I/A<br />Editor<br />Planning<br />Editor<br />Print<br />Editor<br />Output<br />
  21. 21. Roles and responsibilities<br />Who does what and why<br />
  22. 22. Intake editor<br />The eyes and ears of the news organisation<br />Alerts all to external sources<br />Monitors competition<br />
  23. 23. Output editor<br /><ul><li>Quality control of all output
  24. 24. Defender of the brand's reputation
  25. 25. Accuracy, impartiality, balance, fairness and truth</li></li></ul><li>Forward planning editor<br />Owns the forward planning schedule<br />Ensures stories are followed up responsibly<br />
  26. 26. Resources manager<br /><ul><li>Ensures there is no duplication of effort
  27. 27. Manages all resources for maximum impact. </li></li></ul><li>Intake & Output<br />Resources<br />Manager<br />IntakeEditor<br />Radio<br />Editor<br />Secretary<br />All editorial decisions made here<br />TV<br />Editor<br />I/A<br />Editor<br />Planning<br />Editor<br />Print<br />Editor<br />
  28. 28. The challenge<br />Reaching new audiences<br />With a compelling content offering<br />Dealing with their concerns<br />Respecting the values they hold dear<br />Created from existing resources<br />Delivered to every platform/device<br />In a way that generates revenue.<br />
  29. 29. Creating an online offering<br />From existing resources<br />
  30. 30. Website measurements<br />Bounce<br />
  31. 31. Website measurements<br />Churn<br />
  32. 32. Website measurements<br />Retention<br />
  33. 33. Website measurements<br />Dwell<br />
  34. 34. Minimalist high-impact offering<br />Less is more<br />
  35. 35. Media Business<br />Sales<br />&<br />Marketing<br />Editorial<br />Proposition<br />Target<br />Audience<br />Values<br />
  36. 36. A minimalist website<br />
  37. 37. Important<br />Not all stories need to go online<br />Offer a minimalist but rich offering of only the top stories and features<br />Don’t try to do everything<br />Start small and grow<br />It’s all about sustainability.<br />
  38. 38. Workflow<br />Morning meeting decides top stories for web based on <br />Target audience<br />Ability to add value<br />Opportunity for interactivity<br />Possibility of video<br />
  39. 39. Work out a daily quota<br />One top story<br />Three secondary stories<br />One feature<br />One poll or vote<br />Think value to the audience, shelf-life and whether the story makes excellent reference material.<br />
  40. 40. Weekend cover<br />Small staff, perhaps just one<br />Only the top story<br />No video<br />No clips<br />No features<br />A look back at the week’s top stories and a look ahead to events coming up.<br />
  41. 41. Work out a daily quota<br />Work ‘as live’ for two weeks but do not display to the public<br />When the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public<br />
  42. 42. After two weeks<br />
  43. 43. Work out a daily quota<br />Remember, if you launch this way the stories you choose to do must<br />Have a long shelf-life<br />Be stories you would want to archive<br />Likely to be revisited and referenced in future<br />
  44. 44. Keep it simple<br />Question of the day<br />Call to action<br />Interactivity<br />Vote or Poll<br />Story 1<br />Story 2<br />Story 3<br />Story 4<br />Video of day<br />
  45. 45. End of 2009 = 25m active users<br />End of 2010 = 100m active users<br />End of 2013 = 1bn active users<br />Wired Magazine November 2009<br />
  46. 46.
  47. 47. Influence<br />find more followers<br />make a few more friends<br />engage others in conversation<br />get others to engage you in conversation <br />write more frequently<br />convey more &quot;signal&quot; in your updates<br />
  48. 48. Signal<br />References to other people - use of &quot;@&quot; followed by text<br />Links to URLs you can visit<br />Hashtags - &quot;#&quot; followed by text<br />Retweets of other people, - the use of &quot;rt&quot;, &quot;r/t/&quot;, &quot;retweet&quot; or &quot;via“<br />
  49. 49. Generosity<br />“Astonishingly high&quot; based on retweeting other people 54 times in the last seven days. <br />
  50. 50. Velocity<br />“Low&quot; based on your publishing 81 updates in the last seven days. <br />
  51. 51. Clout<br />“Very low&quot; based on your being cited 90 times in the last seven days. <br />
  52. 52. Changing audience behaviour<br />Adapting to the challenge<br />
  53. 53. Sources<br />Production<br />TV<br />Print<br />Radio<br />Interactive<br />Intake & Output<br />Resources<br />Manager<br />Work Flow<br />Back to Super desk<br />IntakeEditor<br />Radio<br />Editor<br />All editorial decisions made here<br />Secretary<br />TV<br />Editor<br />Work Flow<br />Out to production teams<br />I/A<br />Editor<br />Planning<br />Editor<br />Print<br />Editor<br />Output<br />
  54. 54. Keep it simple<br />Question of the day<br />Call to action<br />Interactivity<br />Vote or Poll<br />Story 1<br />Story 2<br />Story 3<br />Story 4<br />Video of day<br />
  55. 55. The participate in model<br />
  56. 56. Final thoughts<br />Is there a middle ground yet to be populated<br />Making sense of the noise<br />Structured and focused<br />Issue-led, people-focussed journalism<br />That informs the public debate<br />So that people make educated choices<br />
  57. 57. Contact details<br />Media Helping Media & Media Ideas International Ltd<br />David Brewer runs Media Helping Media to help media in transition and post-conflict countries and areas where freedom of expression is threatened.<br />His business site is Media Ideas International<br />He tweets @helpingmedia and @mediaidas.<br />MediaNext<br />MediaNext has a blog on LiveJournal - medianext_ua<br />And is on Twitter - @medianext_ua<br />