Print, Pixels & People 2009


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While the printed page has been the dominant medium in scholastic journalism, online publishing has started to take off. But keep in mind: It’s always about people.

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Print, Pixels & People 2009

  1. 1. Print, Pixels & People Ideas for today’s student journalist Logan Aimone, MJE, executive director National Scholastic Press Association
  2. 2. Print What’s working? Print, Pixels & People
  3. 3. Print • For generations, the printed page has been the dominant medium in scholastic journalism. • Although it has faced challenges from broadcast media, it remains the most common, widespread and portable form of mass media. Print, Pixels & People
  4. 4. Print: Benefits • It’s pretty inexpensive. • It’s relatively easy to produce in a basic form. • It’s portable. Print, Pixels & People
  5. 5. Print What’s not working? Print, Pixels & People
  6. 6. Print: Drawbacks • It’s more expensive than it used to be • It’s not easy to teach the skills necessary to produce quality. • It’s hard to get people to pick it up and read it. Print, Pixels & People
  7. 7. Pixels What’s new? Print, Pixels & People
  8. 8. Pixels • While the printed page has been the dominant medium in scholastic journalism, online publishing has started to take off. • More student newspapers — and even magazines and yearbooks — are turning to the Web for a variety of reasons. Print, Pixels & People
  9. 9. Pixels: Benefits • The Internet allows for instant publishing of content rather than the infrequent publication of print. • Compared to the expense of printing an edition of the newspaper, a Web site is dramatically less expensive — maybe even free. Print, Pixels & People
  10. 10. Pixels: Benefits • Online tools allow a media staff to combine multiple media to deliver content in the most appropriate format: text, audio, images or video. • Online networks like MySpace, Facebook, Delicious and Twitter allow users to build a community and to customize and share content. Print, Pixels & People
  11. 11. Pixels What’s not working? Print, Pixels & People
  12. 12. Pixels: Drawbacks • Students and advisers may not have the necessary skills beyond the basics of uploading text. • It’s easy to get caught up in the behind- the-scenes system administration. • Technology limitations: cost, availability, time to produce. Print, Pixels & People
  13. 13. People What’s it all about? Print, Pixels & People
  14. 14. People • Ultimately, it’s the content that matters. • You have to be in a position to deliver the content in the most appropriate format and platform. Print, Pixels & People
  15. 15. Putting it together What does today’s student journalist need to think about? Print, Pixels & People
  16. 16. Convergence! • The term convergence means a “coming together” — and that’s what you have available to you today. • Members of Generation Y (that’s you!) are comfortable with and operating in a converged media environment. Print, Pixels & People
  17. 17. Social Media • Because teens are comfortable in this environment, you need to shift your focus to take advantage of where your readers/ viewers are. • Engage your readers in a way that helps them (they get news) and helps you (you get tips for more news). Print, Pixels & People
  18. 18. Social Media • Do you have any idea how big of an impact social media are having on every aspect of our lives? • Let’s watch a short video and see… Print, Pixels & People
  19. 19. Social Media • A few highlights from the video: • Nearly all of you (96%) are on a social network. • That’s the #1 Web activity. • More than 300 million people are on Facebook. • Fastest-growing segment is women 55-65 (that’s your mom or grandma!). Print, Pixels & People
  20. 20. Social Media • More highlights from the video: • 80% of Twitter use is by mobile device. • That’s instant discussion, good or bad. • Studies show Wikipedia is more accurate than Encyclopedia Brittanica. • But that’s not an excuse for using it as your sole source. Print, Pixels & People
  21. 21. Social Media • More highlights from the video: • 78% of people trust peer recommendations. Only 14% trust ads. • 25% of Americans watched a short video in the last month on their phone. Print, Pixels & People
  22. 22. 13 Things you should be doing Improving your operation in 2009-2010 Print, Pixels & People
  23. 23. 1. Be excellent • It probably goes without saying, but I’ll say it anyway: Strive for excellence. • Excellence isn’t settling for pretty good. • Good enough is not good enough. • Set goals to improve with each edition or deadline. Print, Pixels & People
  24. 24. 2. Get out there • You can’t really get a story unless you get out and talk to people. In person. • Yes, in person! • You can always tell the difference when a writer has observed and interviewed in person. • E-mail or chat interviews fill a need, but they are not as effective as being there. Print, Pixels & People
  25. 25. 3. Find stories • Establish a solid beat system in place to gather the routine news. • Expect that each beat will yield some briefs and longer stories. • Demand enterprise from reporters (editors, too). That means digging around to find something newsworthy and writing it in a compelling, interesting and useful way. Print, Pixels & People
  26. 26. 4. Show us • Probably the most widely read (and most liked) stories are those that tell interesting stories about people. • Your school and community are full of these stories. • Localize national issues with the stories of people around you. Print, Pixels & People
  27. 27. 5. Get a Web site • There’s really no excuse today for not having at least a basic Web site • Basic: You could post a PDF version of the printed paper. • Advanced: You could update news throughout the school day. • An online presence opens up a new universe of multimedia opportunities. Print, Pixels & People
  28. 28. 6. Get social • MySpace and Facebook accounts are free. • You can use the pages to interact with your readers not just by posting links to stories but by getting tips from them. • Ask them to let you know about events occuring outside the school (or at school but not known). • Let them submit photos, letters, etc., to you through these pages. Print, Pixels & People
  29. 29. 7. Start Tweeting • Twitter is a free “microblogging” site that works in 140-character messages. • As you gather “followers” you will be able to pass along messages to a wide group of people. That means instantly informing your followers when news happens (sports scores, lockdown, free burritos at Chipotle). • Use hashtags (#word) to label and search. Print, Pixels & People
  30. 30. 8. Get Delicious • is a social bookmarking site that is, guess what, free. • You can post links there that will be useful to others. • The links can be labeled and sorted in a number of ways. • This is a way to enhance content beyond the printed page. • You can also see what others bookmarked. Print, Pixels & People
  31. 31. 9. Do multimedia • With a Web site, not only can you update news and information as frequently as you want, you can improve the content. • The newspaper can showcase one or two images from an event. Online, you can have dozens — with audio and captions. • Yearbook staffs can promote the book through “sneak peeks” or extras that are posted online. Print, Pixels & People
  32. 32. 10. Be the #1 source • Be serious about being the top information source for all things about your school. • If someone wants to know a fact, score, date, record, time or whatever — be the place they turn for that information. • Own sports stats, especially JV and lower squads. • Scoop the local paper. Doesn’t it feel good when that happens? Print, Pixels & People
  33. 33. 11. Do fewer… • Horoscopes and advice columns • Superficial columns (carpe diem, senioritis, slow drivers, etc.) that could be in any year • Double-truck stories on “hot topics” that aren’t tied to a news event. Make sure you have a news peg if you’re committing that much space. Print, Pixels & People
  34. 34. 12. Follow the law • Obey copyright. • Only use “fair use” images or get permission. • Use copyright-free music unless you pay a royalty. • Saying it’s “for education” doesn’t let you off the hook. • Know privacy rules. • Know your rights. In Kansas you have Print, Pixels & People more!
  35. 35. 13. Remember… • Your role on campus is to inform and enlighten your audience. • You have a responsibility — an obligation, even — to take that seriously and to do it well. • Your audience needs you to tell them the things no one else will tell them. Print, Pixels & People
  36. 36. Summary Time to wake up if you have been sleeping! Print, Pixels & People
  37. 37. Print Keep doing it. • It’s perfect for long stories. • People can pick it up and take it with them. • It’s permanent. (You can’t tape a Web page in your scrapbook.) Print, Pixels & People
  38. 38. Pixels Get more digital. • It’s instant. • You build a community. • Readers expect you to be online. • If you don’t someone else will. Print, Pixels & People
  39. 39. People It’s always about them. • Whether in print or online, it’s the story that matters most. • Find the platform that is most appropriate. • Converge multiple platforms to experiment. • Be excellent. Print, Pixels & People
  40. 40. Thanks! Twitter: @NSPA Facebook: National Scholastic Press Association Any questions? Print, Pixels & People