Quinta parte de seis.

2. Adolph Ochs y el Times

3. La ruta informa8va
• El lema de Ochs era “Entregar las noticias con
imparcialidad, sin temor ni favoritismo".
• El lema que aun mantiene el diario es "All the
news that fit to print".

4. Las ventajas del Times
• Cuando bajó el precio el mercado apostó que a sus lectores
les daba igual y que perdería atractivo para los avisadores
que valoraban su exclusiva clientela.
• La circulación pasó de 25 mil a 75 mil, algo que le aseguró
un puesto firme en el periodismo de Nueva York.
• El Times quedaba como un diario de calidad pero asequible
a más lectores, con los meses se convirtió en el secreto del
éxito.

5. Modelo de negocio
• Ingresos publicitarios (70
a 80%)
• Pagos directos de los
lectores (por ejemplares
o suscripciones) (20 a
30%)

6. Imagen del primer web

7. Programa TimeSelect
• Started
in
September
2005
• Exclusive
access
to:
• Op-­‐Ed
Columns
• The
Archive
• Web
Tools
• And
more.
• SubscripAon-­‐based
service
for
daily
columns
• $7,95
per
month
• $49,95
per
year
• Free
for
print
subscribers
and
University
students
and
faculty
• Ended
in
2007

8. La crisis

13. Best Practices for Experimentation
1. Launch efforts quickly, then iterate
2. Set goals and track progress
3. Reward experimentation
4. Communicate goals, and share what is known about best
practice to achieve them
5. Kill off mediocre efforts
6. Plan for version 2.0
7. Make it easier to launch an experiment that to block one
p.33

15. How Not to Structure Social Media at a
Publisher
Our Twitter account is run by the newsroom. Our Facebook
account is run by the business side. This unwieldy structure
highlights a problem that has bedevilled our promotion
efforts.
Even though audience development is the kind of work that
should be shared across the company, it instead falls into
silos, with marketing, public relations, search, and social all
answering to different bosses and rarely collaborating.
p.46

22. “At The New York Times, far too often for writers
and editors the story is done when you hit publish,”
said Paul Berry, who helped found The Huffington
Post. “At Huffington Post, the article begins its life
when you hit publish.”
p.25
The Life of an Article

25. The realities of a cluttered Internet and distracted mobile
world now require us to make even more of an effort to
get our journalism to readers. Perhaps because the path
forward is not clear and requires very different skills, we
are putting less effort into reaching readers’ digital
doorsteps than we ever did in reaching their physical
doorsteps.
p.24
Print Companies Don’t Distribute Online
as Well as They Did Print

26. Traffic to the home page has been declining,
month after month, for years. Traffic to section
fronts is negligible. Traffic on our mobile apps,
which are mostly downstream replicas of our
home page and section fronts, has declined as
well.
p.28
Death of the Homepage(s)?

27. “Journalists are better than ever at telling people what’s
happening, but not nearly good enough at giving them
the crucial contextual information necessary to
understand what’s happened,” said Ezra Klein, in
announcing his new venture at Vox Media.
“We treat the emphasis on the newness of information as
an important virtue rather than a painful compromise.”
p.29
Vox: Understanding the News

29. Applica8ons
• Times
Reader
à
2006
• 2.0
à
2009
• Digital
Version
of
The
New
Tork
Times
• iPhone
and
iPod
Touch
à2008
• iPad
à
2010
• To
march
6,
2011
more
than
1,6
million
downloads.
(Source:
iTunes)
• Android
Smartphones
à
2010