The document outlines strategies discussed at a media management conference on innovative strategies in print and online media. Key points discussed include:
1. Publishers worldwide face unprecedented disruption from social media, mobile shift, and ad blocking. Journalists face economic uncertainty and decreasing trust.
2. Print strategies discussed reinventing print for profit through product adjustments, brand diversification including educational projects, events, and supplements.
3. Online strategies must focus on video, newsletters, social media, and developing a mobile focus. Paid content strategies include freemium models and memberships.
4. Integrated newsrooms bring together print and online teams and may include new roles like social media editors. Organizational models vary
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
SEMPL20 - ANDRAŽ ZORKO, Partner and Director, Valicon ALEKSANDER BRATINA, D...Sempl 21
Media is dead. Long live the media!
A new Readership and readers survey clearly demonstrates that the reach of various media is quite different from the advertisers' opinion.
in this presentation I try to introduce the notion of online media. It is of course not exhaustive but it gives you an overview on the basic notions that could be helpful to understand a little bit more what it is all about
IAB Europe White Paper : Native Advertising and Content Marketing - December ...SCREENVIEW
Today’s consumers are bombarded with advertising messages which could mean up to 5,000 messages each day. Combine this fact with the increasing use of ad blocking tools and the challenge becomes even more real and indeed some audiences have become unreachable via advertising. These contemporary challenges have meant that engaging formats and creativity have become key in online advertising. The IAB Europe Native Advertising and Content Marketing white paper provides insight into how native advertising can build better advertising experiences for consumers and therefore more meaningful relationships. It also provides guidance on key considerations for creating and distribution native advertising.
The white paper addresses:
How native advertising enables meaningful consumer relationships
Native advertising format types
Key considerations for executing native advertising and content-based advertising
The European landscape – how native advertising is developing across the different European markets
SEMPL20 - ANDRAŽ ZORKO, Partner and Director, Valicon ALEKSANDER BRATINA, D...Sempl 21
Media is dead. Long live the media!
A new Readership and readers survey clearly demonstrates that the reach of various media is quite different from the advertisers' opinion.
in this presentation I try to introduce the notion of online media. It is of course not exhaustive but it gives you an overview on the basic notions that could be helpful to understand a little bit more what it is all about
IAB europe - Viewable Impressions - White Paper - Feb 2015Romain Fonnier
Livre blanc IAB sur la visibilité des impressions
L'IAB propose son dernier livre blanc sur le sujet de la visibilité des impressions publicitaires, avec pour but de favoriser la confiance des acteurs et donc les investissements média dans le digital.
Ce livre blanc aborde notamment:
- l'état de l'art sur le sujet visibilité en Europe
- la métrique visibilité dans un contexte de métriques élargi
- les perspectives et les évolutions prévisibles sur le sujet
- un récapitulatif des termes et concepts utilisés couramment
Although this is not the greatest presentation, but i have managed to include some of the basics of web marketing. Currently i am doing SEO for a service in India. A newest of initiative in India which can take this part of the world to new heights....
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
Overview of media sector of 'OOH sector'SAGAR JAISWAL
The project report contain all the information related to outdoor advertising. It contains key trends, challenges and opportunities, competition. How digital ooh has power to change the dynamics of media sectors in coming times. All the data is taken from relevant source.
YouTube is the premier destination for video consumption, with over 5B uniques on the platform each day! But, it’s a sobering fact that both informative and dangerously amateur content vie for your viewers’ attention every second.
EY Report: Impact of COVID-19 on the M&E sectorSocial Samosa
The Media & Entertainment sector is facing unprecedented challenges from the spread of COVID-19. This report by EY traces these changes and the impact of the pandemic on the sector.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Services marketing online
Week 11 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.
Masters in mass communication & media managementitft college
It will give the students an insight into the management business legal and financial aspects of media apart from imparting of mass communication like print, Electronic and other social media.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
IAB europe - Viewable Impressions - White Paper - Feb 2015Romain Fonnier
Livre blanc IAB sur la visibilité des impressions
L'IAB propose son dernier livre blanc sur le sujet de la visibilité des impressions publicitaires, avec pour but de favoriser la confiance des acteurs et donc les investissements média dans le digital.
Ce livre blanc aborde notamment:
- l'état de l'art sur le sujet visibilité en Europe
- la métrique visibilité dans un contexte de métriques élargi
- les perspectives et les évolutions prévisibles sur le sujet
- un récapitulatif des termes et concepts utilisés couramment
Although this is not the greatest presentation, but i have managed to include some of the basics of web marketing. Currently i am doing SEO for a service in India. A newest of initiative in India which can take this part of the world to new heights....
Solution Manual for Integrated Advertising, Promotion, and Marketing Communic...HenningEnoksen
https://www.book4me.xyz/solution-manual-integrated-advertising-promotion-and-marketing-communications-clow-baack/
Solution Manual (+ Test Bank) for Integrated Advertising, Promotion, and Marketing Communications - 8th Edition, Global Edition
Author(s) : Kenneth E. Clow, Donald Baack
This product include Solution Manual, Test Bank and Power Point slides for all chapters of textbook (chapters 1 to 15). Both of Solution Manual and Test Bank are available in PDF and Word format. Total Size of product is 64.7 MB
Overview of media sector of 'OOH sector'SAGAR JAISWAL
The project report contain all the information related to outdoor advertising. It contains key trends, challenges and opportunities, competition. How digital ooh has power to change the dynamics of media sectors in coming times. All the data is taken from relevant source.
YouTube is the premier destination for video consumption, with over 5B uniques on the platform each day! But, it’s a sobering fact that both informative and dangerously amateur content vie for your viewers’ attention every second.
EY Report: Impact of COVID-19 on the M&E sectorSocial Samosa
The Media & Entertainment sector is facing unprecedented challenges from the spread of COVID-19. This report by EY traces these changes and the impact of the pandemic on the sector.
Advertising Media Planning Course Georges Najm USEK School of BusinessGeorges Najm
Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic.
The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning.
Objectives & Learning Outcomes. This course allows students to:
• Understand the media planning process:
- How do ads and commercials go into the media?
- What do they do there?
- How do they get airtime on TV programs and Radio Stations
- How do they get published in magazines and newspapers?
- Why choosing “Medium A” rather than “Medium B”?
- What are the financial and money considerations?
- What are the Marketing stakes?
• Define the key terms in the media environment
• Outline the tools available to media plan with
• Outline the basic media concepts used by planners and buyers
• Explore the steps through which a media planner passes to:
- Elaborate advertising media recommendations.
- Book and buy media.
• Tackle real business problematic / advertising / media problematic.
This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to:
• Understand how the media market / industry globally (and locally) functions.
• Understand the terminology used in media planning.
• Be able to conduct a proper media briefing.
• Be able to lead a basic media strategy.
• Be able to build and pitch a true media planning.
• Be able to effectively buy media space.
Services marketing online
Week 11 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.
Masters in mass communication & media managementitft college
It will give the students an insight into the management business legal and financial aspects of media apart from imparting of mass communication like print, Electronic and other social media.
Major chunk of your advertising costs is consumed in acquiring media and therefore the decision to select right media vehicle for your voice becomes all the more crucial.
Understand the various viewpoints and key considerations involved with Media Acquisition.
How to Identify Successful Content Strategiesfcrehan
A short presentation on how Forrester can help define a successful digital content strategy. Whether you are a Brand or Media, Telco or Retail company, the Forrester Content Strategy could be for you.
The practice of PR has changed. This slideshow offers a view of the basics that every PR consultant should offer clients for 2012.
Probably the most exciting part of the presentation is the list of URL's at the end... Nice way to be very motivated.
The New York Times Paywall is a case study based on the business transition from the traditional to digital shift of e-newspapers. The launch of digital devices favoured the growth of The Times as well as the advantages of accessibility had escalated its demands and the viewership. They adopted the Paywall strategy for additional revenue generation through subscription plans. However, the dilemma was for the long term sustenance of the latest The New York Times business model.
Growing globalisation places greater demands on PR. How do you start expanding your PR efforts when you are only used to national PR. Andrew Arnold from Eye for Image explains how you can quickly and easily move into global PR.
the presentation shows how the world is consuming media. This report compares all categories of media advertising including audio, digital, mobile and OOH . The report also shows region wise media consumtion
Instructions for the Business Research Project OptionIf the stu.docxnormanibarber20063
Instructions for the Business Research Project Option:
If the student picks the Business Research Project option, the guidelines below outline the project's expectations:
The purpose of this project is to pick a current issue or force affecting businesses, important to many businesses, and to research it. Examples would include globalization, increased focus on diversity of the workforce, greater competition, etc.
The research performed should focus on history and background of the issue and how it is affecting businesses today.
The remainder of the paper will address the possible trends of the issue [such as increasing globalization or increasing competition] and alternatives business managers have to address the issue.
Required Major parts for paper:
I. Introduction [What is the topic, why it is important….to whom]
II. Review of existing literature [history, background, current company experiences]
III. Impact on business [in the past, now, going forward]
IV. Going forward [projected trends, pending legislation, likely regulation, political pressures]
V. Management options to address likely trends going forward; these could include actions to mitigate risks of the trends or actions to take advantage of the trends
VI. Conclusion
Topic
The issue chosen for research is the role of new media on marketing in 2017 and beyond. The research project will explore available figures to find out if businesses are still spending big on traditional media advertising, including radio, television, and print media. The data will be compared to spending on online advertising over the past half decade. If indeed businesses are changing their advertising strategies, it will be important to show the effectiveness of new media. According to Forbes, people are watching more videos online and thus businesses may have to take note and create not only interesting but also informative content for their consumers. Social media has already been embraced by most corporations as a form of communication to customers. However, the paper will try and see the importance of having an actual social media strategy and the importance of well trained persons to handle these accounts.
BUSINESS RESEARCH OUTLINE 2
Business Research Outline
I. Introduction
The topic of this research is new media marketing. This is a form of marketing that is anchored on promotion of brands and the sale of products through emerging online channels. New media marketing leverages on the elements of both established and emerging online channels to engage potential and current customers. This channels include display advertising, content marketing and social networking platforms (Calder, Malthouse, & Maslowska, 2016). New media marketing aims at getting the consumer to interact with the brand and engaging them in a way that increases awareness and ultimately product sales. New media marketing has become significantly vital in the digital era and huge a.
Native Advertising and Content Marketing - White Paper - IAB Europe - Decembr...Romain Fonnier
Dans un livre blanc sur le native advertising et le content marketing, l’IAB Europe livre un aperçu de la manière dont ce type de contenus contribue à fournir de meilleures expériences publicitaires. La publication revient également sur les nouveaux types de formats et fournit des conseils sur la création et la distribution de ces publicités.
Ont notamment contribué à ce livre blanc, Stéphane Hauser (IAB France), Charlotte Diemer (Teads), Mick Loizou Michail (Yahoo), Jean-Paul Edwards (OMD), Libby Wright (MediaCom)…
CES 2015: A No Gadget Report for Marketers & BrandsBen Grossman
A fresh, no gadget take on the 2015 International CES, this report covers the top trends marketers and brands need to know as they enter 2015. Based on the evolution of the CES show over the last several years, the report also documents the rising in notoriety and popularity of CES within the marketing and advertising industry, now rivaling events like the Cannes Lions International Festival of Creativity and SXSW Interactive.
After 48 years in existence, the event shows no signs of slowing down. 2015 marked the largest CES in history, with over 170,000 industry professionals in attendance and more than 2.2 million net square feet of exhibit space occupied by exhibitors. Today, the show sits comfortably at, as the Consumer Electronics Association (CEA) has dubbed it, “the center of convergence among content, services and products.”
NIDM (National Institute Of Digital Marketing) Bangalore Is One Of The Leading & best Digital Marketing Institute In Bangalore, India And We Have Brand Value For The Quality Of Education Which We Provide.
www.nidmindia.com
8. Who are you?
1. Medium?
2. Ownership
3. Bottom line?
4. Audience?
5. Sources of revenue?
6. Brand distinctions?
7. Editorial team(s) and roles?
8. Workflow?
9. Visuals (photos, videos, design)?
10.Objectives?
9. Main Topics
1. Overview of World Media and Tech Trends
2. Diversified Media Brands
3. Print Strategies: Education and Events
4. Print Strategies: Supplements, Specials,
Books, Newsletters, Client Publishing
5. Paid Content on the Internet
6. Online trends and strategies: video, mobile,
newsletters, social media, ad blocking, fake
news, etc.
7. Integrated Newsrooms
10. Business First
Only economically healthy media with clear
business goals can be free and trustworthy.
Do not build institutions, build enterprises.
Even if you depend on sponsors, behave like
entrepreneurs.
Fight for new revenue, but be tough on costs.
Do not spend a single hryvnia without a reason.
Careless investment kills media.
There are too many visionaries in the media. In
crisis, don’t be afraid of short-term thinking.
11.
12. 1. World Media and Tech Trends
World Press Trends 2016 by WAN-IFRA
Reuters Institute Digital News Report 2016
There are no universal recipes. What works in
one market, doesn't necessarily work in another.
13.
14. 1. Summary
Publishers across the world are facing
unprecedented levels of disruption to business
models from a combination of the rise of social
platforms, the move to mobile and growing
consumer rejection of online advertising.
Journalists are facing unprecedented level of
economic uncertainty and decrease of trust.
32. 1. Summary
Publishers across the world are facing
unprecedented levels of disruption to business
models from a combination of the rise of social
platforms, the move to mobile and growing
consumer rejection of online advertising.
Journalists are facing unprecedented level of
economic uncertainty and decrease of trust.
33. 1. Summary
Social Media
51% say they use social media as a source of
news each week. Around one in ten (12%) say
it is their main source. Facebook is by far the
most important network for news.
More than a quarter of 18–24s say social media
(28%) are their main source of news – more
than television (24%) for the first time.
34. 1. Summary
Ad Blocking
Business problems for many publishers have
worsened with the rise of ad-blocking, which is
running at between 10% (Japan) and 38%
(Poland) but higher amongst under-35s and
people who use news the most.
Only around 8% of smartphone users currently
use an ad-blocker but around a third say they
plan to install one on their mobile.
35. 1. Summary
Paying for news
Most consumers are reluctant to pay for
general news online, particularly in the highly
competitive English-speaking world (9%
average), but in some smaller countries
(Norway, Poland), protected by language,
people are twice as likely to pay.
Average payments tend to be highest in the UK,
the US, Australia, and in the Nordic countries –
where ongoing subscriptions are common.
36. 1. Summary
Trust in the news
Trust in news is highest in Finland (65%) and
lowest in Greece (20%). Almost everywhere,
editors and journalists are trusted less than
news organizations.
Consumers want automatically personalized
news and more algorithmic selection, even if
they worry this will mean missing out on
important information or challenging viewpoints.
37.
38.
39.
40.
41.
42.
43.
44. 2. Print Strategies
Michael Crichton wrote in Wired in 1993 that
printed newspapers will die out by 2003.
Prof. Philip Meyer Forecasted that the last
newspaper will be closed by 2043.
45. 2. Print Strategies
How to reinvent print for profit?
Product and Organizational Adjustment
review of all costs, costs allocation in favor of
more profitable activities
Synergies natural to the brand and the
consumer expectations
Brand Diversification New Revenues
46. 2. Print Strategies
Do Your Homework: Product and
Organizational Adjustment
Do not start with firing staff, esp. journalist
List detailed questions about the physical qualities of
the product (e. g. number of pages, quality of paper,
etc.), price, distribution channels, marketing
List detailed questions about the content (editions,
sections, authors, time spent, etc.)
Ask the readers (surveys, polls, focus groups)
Ask the advertisers
Check the adequacy of the editorial and sales teams
Apply merciless procurement
47. 2. Print Strategies
Use the revenue Potential: Brand
Diversification
Consider activities that match your brand
Consider activities that bring synergies
Consider in-house projects and acquisitions
48. 2. Print Strategies
Educational Projects: daily language courses,
legal courses, medical courses, preparatory
courses for high schools and universities,
historical series
EPs bring added value,
target groups across age and social strata,
originally drive newsstand and subscriptions sales,
later become source of new revenue through digital
sales, books and real life courses
51. TV Spot English Language Course
https://drive.google.com/file/d/0B_D2CmAHA4bkSXNrR
UZTVXJHZjQ/view?usp=sharing
TV Spot Monarchy Series
https://drive.google.com/file/d/0B57OtsF-
mcEIbGQ5a3VoMlZGd3M/view
Educational Projects
55. Events
Conferences, congresses, breakfasts, brunches,
dinners, talks, expos, video webchats
Topics that match your brand
Sources of revenue: sponsors and guests
Packages with adverts and other services
Media coverage
2. Print Strategies
56. Events
Next level: Become supplier offering tailored events to
clients: either brand-led or consumer facing ones
2. Print Strategies
57. 2. Print Strategies
Events: Examples
FINANCIAL TIMES LIVE https://live.ft.com
MAFRA EVENTS http://www.mafraevents.cz/
КОММЕРСАНТ БИЗНЕС-ФОРУМ http://kommersant.ru/doc/2525255
BAUER MEDIA EVENTS UK https://www.bauermedia.co.uk/more-from-
bauer/events
58. Supplements, magazines, bookmags, books
Specials are one of the main tools how to work with
advertising clients in times of distress
Be careful with of topics, costs, “cannibalization”
2. Print Strategies
59. Supplements, magazines, bookmags
Multitude of topics:
- Regulars: Education, Medicine, Women, TV, Business
Sector, Regions, Leisure, Sports, etc.
- Specials: Important Event, Anniversary
- Newsletters via e-mail
http://www.forbes.cz/espresso/
http://us9.campaign-archive2.com/?u=5b8c945a2a8bd4124bbe2c1cc&id=c7cf8b2682
Look for synergies: distribution, sales, content
2. Print Strategies
60. Lidové noviny: structure
2. Print Strategies
Mo - Friday
1 book, 20 pages
Sat
4 books, 36 pages
64. Client Publishing
Branded content is booming. Companies create their
own B2C or B2E magazines, websites, FB pages, etc.
Special unit dedicated to production of both commercial
specials (supplements, advertorials, ads) and separate
client publications.
Supports sales department. Improves customer
relations and closes 360 degree service circle
Brings new revenue
2. Print Strategies
67. 3. Paid Content
Readers are increasingly reluctant to pay for
general news online.
In the US the percentage paying for online
news has fallen from 11% to 9% as some paid
experiments reverted to free (NYT app) and
some paywalls have been abandoned. In the
UK, paywall strategies have been reversed
(e.g. The Sun), others started focusing on
membership/premium content (The Guardian).
Readers are more willing to pay for specialized
content with added value.
68.
69.
70.
71. 3. Paid Content: Examples
Paywalls and freemium
Q: How to charge readers without lowering traffic
and ads revenue.
A: Freemium. a pricing strategy coming from
gaming and software business by which a product
or service is provided free of charge, but
money (premium) is charged for special features,
functionality, or sections.
72. 3. Paid Content: Examples
Paywalls and freemium
FT
https://next.ft.com/
THE TIMES
http://www.thetimes.co.uk/
73. 3. Paid Content: Examples
Coexistence of strong free web and paid site
under one brand
GAZETA WBORCZA
http://www.gazeta.pl/
http://wyborcza.pl/
LIDOVE NOVINY
http://www.lidovky.cz/
http://www.lidovenoviny.cz/
74. 3. Paid Content: Examples
Digital subscription and packages
FT
https://next.ft.com/products
HOSPODARSKE NOVINY
https://predplatne.ihned.cz/
MF DNES
http://www.mfdnes.cz/
75. 3. Paid Content: Examples
Memberships and clubs
THE TIMES
http://www.mytimesplus.co.uk/
THE GUARDIAN
https://membership.theguardian.com/
iDNES.cz
http://icka.idnes.cz/
76. 3. Paid Content
Marketing
The key: readers’ database, collect date,
especially e-mails, whenever possible
Registration
“Bombarding” with offers
Engagement: polls, games, sharing information
83. 4. Online Strategies
Think mobile
When redesigning,
design your mobile
page first
When preparing
content, think of mobile
users first
Offline verison for
metro, etc.
85. 4. Online Strategies
Video, video, video
But what kind of video?
Exclusive https://www.facebook.com/Channel4News/videos/10153587782856939/?pnref=story
Emotional https://www.facebook.com/ajplusenglish/videos/681614471980063/
Engaging http://www.nytimes.com/video/dining/100000004469317/banana-
pudding.html?playlistId=1194820411913
Useful http://www.playtvak.cz/dcera-politicky-v-pornu-mama-to-dela-taky-ff7-
/telebrity.aspx?c=A161202_163132_telebrity_kuko
Expensive? Not necessarily.
https://www.facebook.com/NowThisNews/videos/1700393340174045/
https://www.facebook.com/Lidov%C3%A9-noviny-231702800367893/videos
https://www.theguardian.com/football/video/2016/jun/16/euro-2016-match-preview-ukraine-northern-ireland-video
86. 4. Online Strategies
Video, video, video
But what kind of video?
Short: http://expresso.sapo.pt/multimedia/259
But also slow: http://slowtv.playtvak.cz/
87. 4. Online Strategies
Video, video, video
Create a media hub that concentrates all your
production. You can brand it a web TV and it
actually is the first step in this direction:
http://video.aktualne.cz/
https://charlierose.com/
https://www.stream.cz/porady
88. 4. Online Strategies
Newsletters
Big driver of direct traffic, but also big data
collector and advertising tool. Moves your thinking
from “clicks to clocks”.
http://www.nytimes.com/newsletters
Podcasts
Much cheaper, used mostly in cars,
91. 4. Online Strategies
Social Media “The stories that come
through are usually the
breaking stories that I
would otherwise have to go
to NewYorkTimes.com.
Now I don’t.”
(35–54 year old, US Focus Group)
“A lot of the breaking news I
find through Facebook or
Twitter now. It’s really crazy.
Like when David Bowie
died.”
(35–54 year old, US Focus Group)
92. 4. Online Strategies
Social Media
Social Media Editor
- Manages your SM accounts, the worst account
is the dead one
- Selects social media content, not all content
you produce is suit for SM
- Creates SM engaging content
- Monitors SM and comes up with news
suggestions
- Monitors competitors
- Trains the rest of the editorial team
93. 4. Online Strategies
Social Media: Tips and Hints
- Do not push, but pull (engage)
- Measure engagement, e.g. Likealyzer.com
- Best Timing: In the Czech Republic it is Thursday
between 12:30 and 13:00
- Mobilize/Create SM personalities from your team
- Pix and of course videos
- Accounts for sub-brands (magazines, webs)
- Use the archive
- Repost
96. 5. Integrated Newsroom
Newsrooms are and will be different.
There is nothing like “one model fits all” even in
one country
My own experience with print-online integration:
- Universal reporters
- Platform specialized news producers (domestic,
foreign, business, sports)
- Universal supplements producers (lifestyle)
- New positions (social media editor, visual
editor)
97. 5. Integrated Newsroom
Do not scare people: Instead of “Look, you
have to go this way, otherwise you lose your
job” - ‘You are our best assets, this is a chance
for us.”
- Explain
- Train all the staff
- Measure their involvement