Dark Arts for PBS Producers

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Dark Arts for PBS Producers

  1. 1. Dark secrets online overlords of the
  2. 2. very important things I won’t dwell on: •  social media •  news judgment •  technology •  SEO •  cat photos
  3. 3. what I will dwell on: sensibility & desire
  4. 4. Package, repackage, repeat. Flickr photo courtesy of user scmgee.
  5. 5. lifehacker.com I. Package, repackage, repeat
  6. 6. lifehacker.com I. Package, repackage, repeat
  7. 7. lifehacker.com I. Package, repackage, repeat
  8. 8. lifehacker.com I. Package, repackage, repeat
  9. 9. lifehacker.com I. Package, repackage, repeat
  10. 10. packaging reinforces
  11. 11. packaging extends reach
  12. 12. stock and flow
  13. 13. N Umbering is narrative. Flickr photo courtesy of user svenwerk.
  14. 14. popurls.com II. Numbering is narrative.
  15. 15. popurls.com II. Numbering is narrative.
  16. 16. theatlantic.com II. Numbering is narrative.
  17. 17. lists promise specifics
  18. 18. lists promise limits
  19. 19. lists promise hierarchy
  20. 20. examples of guides from different sites II. Numbering is narrative.
  21. 21. HEadlines are hooks. Flickr photo courtesy of user minifig.
  22. 22. ““Imagine youre writing aheadline for a magazine… rather than a newspaper. source: Gawker founder/CEO Nick Denton
  23. 23. Vs.wired.com vs. gawker.com III. Headlines are hooks.
  24. 24. focus on implications, not events
  25. 25. Vs. Vs.nytimes.com vs. google news vs. gawker.com III. Headlines are hooks
  26. 26. parsability and authority
  27. 27. 1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You12 most profit-producing words III. Headlines are hooks
  28. 28. 1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future12 most arresting headline words III. Headlines are hooks
  29. 29. COmments are content. Flickr photo courtesy of user
  30. 30. ta-nehisicoates.theatlantic.com IV. Comments are content.
  31. 31. ta-nehisicoates.theatlantic.com IV. Comments are content.
  32. 32. ta-nehisicoates.theatlantic.com IV. Comments are content.
  33. 33. ta-nehisicoates.theatlantic.com IV. Comments are content.
  34. 34. content gets assigned
  35. 35. content gets curated
  36. 36. content gets edited
  37. 37. content gets promoted
  38. 38. EXplain, explain, explain. Flickr photo courtesy of user Pip R. Lagenta.
  39. 39. ““ When remotely possible,turn news into explanation. source: Gawker founder/CEO Nick Denton
  40. 40. slate.com V. Explain, explain, explain.
  41. 41. voices.washingtonpost.com/ezra-klein V. Explain, explain, explain.
  42. 42. voices.washingtonpost.com/ezra-klein V. Explain, explain, explain.
  43. 43. I Llustrate everything. Flickr photo courtesy of user movimente.
  44. 44. huffingtonpost.com VI. Illustrate everything.
  45. 45. A transportation blog?! Really?
  46. 46. *actual transportation blog headlines VI. Illustrate everything.
  47. 47. “The word that came to mind was ‘brazen.’”blogs.startribune.com/roadguy VI. Illustrate everything.
  48. 48. images courtesy of roadguy VI. Illustrate everything.
  49. 49. Compete through co-optation. Photo courtesy of the U.S. military.
  50. 50. andrewsullivan.theatlantic.com VII. Compete through co-optation.
  51. 51. andrewsullivan.theatlantic.com VII. Compete through co-optation.
  52. 52. npr.org VII. Compete through co-optation.
  53. 53. huffingtonpost.com VII. Compete through co-optation.
  54. 54. F irehoses beat front doors. Flickr photo courtesy of user Mr. T in DC.
  55. 55. huffingtonpost.com VIII. Firehoses beat front doors.
  56. 56. wbur.org in 2009 VIII. Firehoses beat front doors.
  57. 57. wbur.org VIII. Firehoses beat front doors.
  58. 58. content is king
  59. 59. Streams beat stories. Flickr photo courtesy of user Mr. T in DC.
  60. 60. city room and l.a.now IX. Streams beat stories.
  61. 61. gothamist network IX. Streams beat stories.
  62. 62. city room vs. gothamist IX. Streams beat stories.
  63. 63. feed > post
  64. 64. subscriber > visitor
  65. 65. nytimes.com IX. Streams beat stories.
  66. 66. talkingpointsmemo.com IX. Streams beat stories
  67. 67. M inimal is magical. Flickr photo courtesy of user Stuck In Customs.
  68. 68. [Noun] [verb]:[Blockquote]
  69. 69. A reader writes:[Blockquote]
  70. 70. marginalrevolution.com X. Minimal is magical.
  71. 71. marginalrevolution.com X. Minimal is magical.
  72. 72. slate.com X. Minimal is magical.
  73. 73. nytimes.com X. Minimal is magical.
  74. 74. it’s quick
  75. 75. it suggests ubiquity
  76. 76. it demands listening
  77. 77. it evokes a conversation
  78. 78. it triggers awareness
  79. 79. I have so many fascinating things to tell you.I must hurry.
  80. 80. speedy visual fun explanatory focusedstraightforward authoritativehierarchical conversational engagingcontinuous simple efficientcomprehensive concise adaptablecollaborative ubiquitous socialeconomical arresting networked creativeaggressive engaged serial bi-directionalebullient forceful filtered digressive boldcathartic curatorial steady data-driven

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