3. I’ve been there
High school newspaper editor
Executive publisher, Duke University
Undergraduate Publishing Board
Custom publishing for UNC
D Magazine
Texas Lawyer
4.
5.
6. Differentiators,
circa 2006
The Daily You™
Customized content and advertising for
each user
Small staff to cover full metro
Content partner model
Open comment system
Social media / profiles
Emphasis on databases
Focused on one metro
7. Differentiators,
circa 2010
The Daily You™
Customized content and advertising for
each user
Small staff to cover full metro
Content partner model
Open comment system Starting to use
news site to
Social media / profiles drive
(Emphasis on databases) commerce
Focused on one metro
8. Where we were wrong
Very hard to sell local advertising as a new
brand
Citizen journalism is mostly a myth.
Can’t replace daily newspaper ... yet
We didn’t know the role so-called social
media would play
The average reader isn’t as web-savvy as we
thought.
People said we were too pessimistic about
the prospects of traditional media.
Compared to what’s happened, we weren’t
pessimistic enough.
9.
10. 2.) Help me
understand
Print vs. online readership
Where read?
Student usage of email, Twitter, SMS, etc.
Advertising?
How much currently web-only?
Alumni / community audience?
Goals?
12. Key questions
How to get more traffic
How to engage community
How to maximize resources
How to make money
13. Doing a lot right
Open-source
Social media
YouTube etc.
14. The new rules
Content matters
Distribution matters, but original
source does not
Commodity is death
Be more local AND niche
The industrial age is over
The widget builder must sell, market,
plan
There are no experts
“Compromised coverage” better than
none
15. Print ≠ Web ≠ Mobile
Different tools for
different jobs
24/7
Interact
Wear many hats
16. “News is what somebody somewhere wants
to suppress; all the rest is advertising.”
- Lord Northcliffe
Done right, advertising
is a reader service.
20. “Do what you do best and link the rest”
- Jeff Jarvis
Who are your
content partners?
Who is blogging?
Tweeting?
Twitter List of UTA
students /
departments?
UTA FB Wall posts
feed?
29. Links and reading
This preso: http://bit.ly/shorthornintro
Trendsmap: http://trendsmap.com/local/us/arlington
Mobile joomla plugins: http://extensions.joomla.org/
extensions/core-enhancements/mobile
Chonicle of Higher Ed article: http://chronicle.com/
article/For-College-Newspapers/123750/
Rebuttal: http://wpjourno.com/2010/08/04/for-college-
newspapers-the-importance-of-platform-is-often-
overrated/
How to overcome college paper challenges: http://
www.pbs.org/mediashift/2009/02/5-challenges-for-
small-college-media-and-how-to-overcome-
them049.html
Easy animated videos: http://www.xtranormal.com/
Advice for 2010 journalism students: http://www.ojr.org/
ojr/people/robert/201008/1878/
Great ongoing reading: http://www.google.com/reader/
bundle/user/06939217921768702876/bundle/MediaBiz
Remember, your job is not to produce a newspaper. It is to inform your audience BY ANY MEANS NECESSARY.
These are rules I share with old media folks, but they apply here too.
Don’t use the shelter of academia as crutch for being dogmatic and married to The Old Ways. You’ll get out and find yourself kvetching with the dinosaurs.
I know you’re news people, but your readers are being done a disservice. A service guide without a database AND without ads is pretty useless.
SEO.
Different headlines for print and online.
Apply to be in Google News.
Your audience isn’t going to your site, they’re going to Google. (And Twitter, and Facebook)
Natural language URLs
You need to pay attention to what your readers want. DAILY. At least.
Top stories. Top searches. Referrers. Twitter trends.
Who is responsible for social engagement?
Without overspending in time and $, must be friendly to all formats. For instance, there are several simple Joomla plugs to mobile-ize your site.
Every student organization is a potential content partner. You don’t need an investigative reporter to cover the engineering club meeting -- let them.
But, if a good writer can find a good story at the engineering club, run it.
Open comments cure all.
More than half of PN, Texas Tribune Traffic are databases. They are sticky, SEO friendly and useful.
There’s a void to fill. And it can be done without a big tech investment.
Does your audience watch The Daily Show or CNN? Or Both?
You need to understand that your every piece of content is now its own publication. How can you make that useful, connective, additive and valuable?
How can you rebundle in new ways that are useful?
You are not a newspaper.
Nothing is too mundane. The more niche (staying within your mission), the more engagement it can bring.