This document discusses how media organizations need to adapt to changing audience behaviors and new technologies. It notes that audiences, especially younger ones, are spending more time with digital/mobile devices rather than traditional TV. As a result, media companies need to create online offerings and engage audiences on multiple platforms. The document provides recommendations for media companies to follow, such as creating a minimal but high-quality website using existing resources, focusing online content for maximum value and shelf-life, and engaging audiences through interactivity and a community focus.

1. Media EvolutionAdapting to the challengeDavid Brewer's guest lecture for Ukrainian journalists in KyivNov 16-17, 2009 Organized by Internews Ukraine and the European Journalist Center within Medianext, a New media Initiative for Ukraine © Media Ideas International Ltd 2009

2. Media EvolutionChanging audience behaviour

3. The broadcast/publish at model

4. Traditional model

5. The engage with model

6. The participate in model

7. The participate in model

8. Nine hours looking at a screenOnly 1.5 of those hours are TVRemainder computer, games and mobile devices. Changing audience behaviour

9. Snacking on rumourFeeding on fact

10. Following the audienceEngaging and embrace

11. Gate crashing the party

17. Creating a content factoryPlatform neutral

18. What can media offer?

19. SourcesIntake & OutputResources ManagerIntake EditorRadio EditorAll key editorial decisions are taken hereNewsroom SecretaryTV EditorPrint EditorPlanning EditorInteractive Editor

20. SourcesProductionTVPrintRadioInteractiveIntake & OutputResourcesManagerWork FlowBack to Super deskIntakeEditorRadioEditorAll editorial decisions made hereSecretaryTVEditorWork FlowOut to production teamsI/AEditorPlanningEditorPrintEditorOutput

21. Roles and responsibilitiesWho does what and why

22. Intake editorThe eyes and ears of the news organisationAlerts all to external sourcesMonitors competition

23. Output editorQuality control of all output

24. Defender of the brand's reputation

25. Accuracy, impartiality, balance, fairness and truthForward planning editorOwns the forward planning scheduleEnsures stories are followed up responsibly

26. Resources managerEnsures there is no duplication of effort

27. Manages all resources for maximum impact. Intake & OutputResourcesManagerIntakeEditorRadioEditorSecretaryAll editorial decisions made hereTVEditorI/AEditorPlanningEditorPrintEditor

28. The challengeReaching new audiencesWith a compelling content offeringDealing with their concernsRespecting the values they hold dearCreated from existing resourcesDelivered to every platform/deviceIn a way that generates revenue.

29. Creating an online offeringFrom existing resources

30. Website measurementsBounce

31. Website measurementsChurn

32. Website measurementsRetention

33. Website measurementsDwell

34. Minimalist high-impact offeringLess is more

35. Media BusinessSales&MarketingEditorialPropositionTargetAudienceValues

36. A minimalist website

37. ImportantNot all stories need to go onlineOffer a minimalist but rich offering of only the top stories and featuresDon’t try to do everythingStart small and growIt’s all about sustainability.

38. WorkflowMorning meeting decides top stories for web based on Target audienceAbility to add valueOpportunity for interactivityPossibility of video

39. Work out a daily quotaOne top storyThree secondary storiesOne featureOne poll or voteThink value to the audience, shelf-life and whether the story makes excellent reference material.

40. Weekend coverSmall staff, perhaps just oneOnly the top storyNo videoNo clipsNo featuresA look back at the week’s top stories and a look ahead to events coming up.

41. Work out a daily quotaWork ‘as live’ for two weeks but do not display to the publicWhen the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public

42. After two weeks

43. Work out a daily quotaRemember, if you launch this way the stories you choose to do mustHave a long shelf-lifeBe stories you would want to archiveLikely to be revisited and referenced in future

44. Keep it simpleQuestion of the dayCall to actionInteractivityVote or PollStory 1Story 2Story 3Story 4Video of day

45. End of 2009 = 25m active usersEnd of 2010 = 100m active usersEnd of 2013 = 1bn active usersWired Magazine November 2009

47. Influencefind more followersmake a few more friendsengage others in conversationget others to engage you in conversation write more frequentlyconvey more "signal" in your updates

48. SignalReferences to other people - use of "@" followed by textLinks to URLs you can visitHashtags - "#" followed by textRetweets of other people, - the use of "rt", "r/t/", "retweet" or "via“

49. Generosity“Astonishingly high" based on retweeting other people 54 times in the last seven days.

50. Velocity“Low" based on your publishing 81 updates in the last seven days.

51. Clout“Very low" based on your being cited 90 times in the last seven days.

52. Changing audience behaviourAdapting to the challenge

53. SourcesProductionTVPrintRadioInteractiveIntake & OutputResourcesManagerWork FlowBack to Super deskIntakeEditorRadioEditorAll editorial decisions made hereSecretaryTVEditorWork FlowOut to production teamsI/AEditorPlanningEditorPrintEditorOutput

54. Keep it simpleQuestion of the dayCall to actionInteractivityVote or PollStory 1Story 2Story 3Story 4Video of day

55. The participate in model

56. Final thoughtsIs there a middle ground yet to be populatedMaking sense of the noiseStructured and focusedIssue-led, people-focussed journalismThat informs the public debateSo that people make educated choices