This document outlines 10 ways that content is changing: 1. Native advertising is becoming more common and sophisticated, such as a 1,500 word article by Netflix published in the New York Times. 2. Podcast popularity and audio content is surging, with some podcast audiences tripling in the past year. 3. Virtual reality and immersive multimedia experiences are emerging through technologies like Oculus Rift and Google Cardboard. 4. Video and visual journalism are expanding through tools like explainer videos, standalone videos, and video players that are larger and more prominent on sites.

1. Damian Radcliffe / @damianradcliffe
April 2016
10 ways content is changing

2. 1. Native Advertising
The New York Times published a 1,500 word
native advert for "Orange is the New Black"
featuring video, audio and charts to support
insights into female incarceration in the U.S.
“This page was produced by the T Brand
Studio, a unit of the advertising
department of The New York Times, in
collaboration with Netflix. The news and
editorial staffs of The New York Times
had no role in its preparation.”
http://paidpost.nytimes.com/netflix/women-
inmates-separate-but-not-equal.html

3. 2. The audio resurgence
The most popular podcast of 2014.
• Fastest to reach 5 million downloads/streams
• No 1 in: USA, Canada, UK and Australia.
• Top 10: Germany, South Africa and India.
Slate’s podcast audience has
tripled in a year, to 6 million
downloads a month.
Bucking the video trend, they
continue to invest in a new series
of podcasts.

4. 3. Next Generation Social (SoMo)

5. 4. Multimedia… here comes VR
Oculus Rift, the VR
headset acquired by
Facebook for $2bn last
year, hopes to be in stores
by the end of 2015.
A low-tech version,
Google Cardboard,
Cardboard is already
available, transforming a
phone into a basic VR
headset: g.co/cardboard.
Chris Milk, Spike Jonze, and VICE News
bring the First-Ever Virtual Reality Newscast
to Sundance on Milk’s VRSE virtual reality app
The film — "VICE News VR: Millions March" — takes viewers
into the December 13 rally where 60,000 protesters in
New York demanded greater police accountability:
https://news.vice.com/article/chris-milk-spike-jonze-and-vice-news-
bring-the-first-ever-virtual-reality-newscast-to-sundance

6. 5. Video experimentation
Explainer Journalism
Standalone and embedded
• New York Times’ new video
player launched in October, 4 x
the size of its predecessor.
• NYT video team doubled in size
over the past 18 months to nearly
60 total employees (c.50 on the
editorial side)
BBC News Video on Instagram

7. 6. Drones

10. 7. Eyewitness Media (the new UGC)
1. BBC i-Bar
2. CSV multi-media expansion + new progs
3. ictQATAR new regional research program

11. 8. Location Based Services
HypARlocal was a UK pilot
using augmented reality to
blend local media content
through Layar.
Geo-tagging content will
therefore become an important
They are divesting of
some title however, such
as their

12. Short form vs Long form
Why Quartz does not publish 500 - 800 word articles…
9. End of the 800 word article

13. Wibbitz
automatically
turns text into
video
10. Rise of the Robots