A recent profile piece on Victor Hernandez began with the following statement, "With what he’s wearing, Victor Hernandez seems to be part human and part robot." And while all human cyborg rumors can neither be confirmed or denied, Hernandez has developed a reputation for infusing traditional journalism leadership with new media applications. Hernandez is the Director of Media Innovation at Banjo, a fast­growth startup specializing in event detection used everyday by thousands of journalists. He recently concluded a year­long academic fellowship with the Reynolds Journalism Institute at University of Missouri focused on the opportunities and challenges of Apple Watch for newsrooms.

1. 50 THINGS WE LEARNED DURING
RJI SPRING SYMPOSIUM: DISTRIBUTION

2. @ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ

3. @ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ

4. @ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ

5. @ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ

6. @ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ

8. Combining emergency and social data by location to power newsrooms
with breaking event details, as they happen.
2/25/17 - Car Drives into Crowd During Endymion Parade in New Orleans, LA
6:58 PM 8:00 PM

9. 2014 2015 2016
#RJIdistribution

10. IT’S A TRAP!
SUMMARIZE
SYNTHESIZE
GALVANIZE
MOBILIZE
VAPORIZE

11. SO WHAT DID WE LEARN?

12. 1.5 INTENSE DAYS

13. DISTRIBUTION
IS COMPLEX
#RJIdistribution

14. Source: Tweetroot

15. ➡ APPLE NEWS
➡ WHATSAPP
➡ LINE
➡ FB MESSENGER
➡ PERISCOPE & MOMENTS
➡ IG STORIES
➡ SLIDESHARE
➡ KYLO REN
➡ DEATH STAR
WHAT WASN’T
MENTIONED…
#RJIdistribution

16. LEGO ELEPHANT
(not) IN THE ROOM

17. “Social media and platform companies
took over what publishers couldn’t have
built even if they wanted to.”
– Emily Bell, writing for CJR
http://www.cjr.org/analysis/facebook_and_media.php

18. ANSWERING THE WHY?
Just because we can doesn’t mean we should

19. Publishers made only
14 percent of revenue
from distributed
content
Distributed Content Revenue Benchmark Report
“The majority of publishers’ distributed revenue came from YouTube,
as newer platforms and features have failed to turn into meaningful
revenue streams.”
#RJIdistribution

20. “It’s more important for us to create habits.To get
people in the habit of coming back to CNN for news on
whatever platform they are on,” said Samantha Barry.
“We want to create a CNN news habit for every
generation.That’s our mission.”
http://digiday.com/media/cnn-international-catering-4-7-million-video-hungry-followers-line/

21. INSIGHTS SHARED
#RJIdistribution

22. Journalism isn’t easy, that’s the point.
That’s why we do it. It’s hard work.
@NicoleYoung60 Forget ‘brand’ — what do people think?
@tcurwin
Audience mapping: how do storytellers use data
to more effectively target core audiences?
@aelacallan
Tell a great story and tell it right
for the platform.
@RXahra
Journalists, both freelance and full time, need to
pay attention to metrics.
@kari_paul

23. Participatory Spaces: make sure people feel welcome!
@bennorksov @helloantidote
VR as the TSUNAMI of content for producers and
distributors
@thornton_archie
Tips for keeping pace in the modern content universe
(quality over quantity, unique voice)
@nathangiannini
Distribution: Learning to own
@amfalk Working hard to grow the 3 Rs: reach,
relevance, revenue
@timroesler

24. What can publishers do to promote quality journalism,
mitigate fake content?
@davegehring Lessons from better half: organic distribution, 100%
audience centric, importance of trust
@johnhall
How Success created organic growth
through digital distribution
@jessicakrampe @ceciliameis Experiments in UGC + TC open to
your pitches!
@jschieberTake full advantage of other publishing platforms
(Medium) to extend your reach, grow engagement
@johnrampton

25. Undefined format: VR headsets still pretty limited,
scale not there yet
Sarah Springer
Tale of two startups: Stitcher + AJ Plus
@tsar
Gen Z isn’t on just one platform; not all about Snap
@realdeeppatel
Taking a 95 year-old publication
into modern digital era
@katherineabell Reporters have ‘sources’ with The Bachelor show too
@laurenzima @bricesander

26. Distribution is about how we build a community of readers
(not just the clicks)
@VenturesAfrica Challenges and constraints of operating an independent
digital news site in highly restrictive Cuba
@14ymedio
Hope and pray: consumer demand
and competition between platforms
@VenturesAfrica
Media co’s hope and pray for: 1) consumer demand
2) competition between platforms
@JasonAbbruzzese

27. WHAT ELSE STOOD OUT

28. "R2 says the chances of survival are 725... to one" - A New Hope
COMMON DISTRIBUTION THEMES:
•TECH PLATFORMS IN DRIVER’S SEAT
•MUST GO TO WHERE AUDIENCES ARE ONLINE
•TARGETING OF YOUNGER AUDIENCES
•DATA-DRIVEN DECISIONS / METRICS
•AR/VR IS HOTTER THAN A JEDI LIGHTSABER

29. STILL FEELS LIKE:
A GALAXY FAR,
FAR AWAY
VR
[ IMHO ]

32. RICOH THETA S
360 Camera
HD Photos + Vid
Immersive
Storytelling
Take viewers
there
Easily embed
online
#RJIdistribution

33. #RJIdistribution

34. #RJIdistribution

35. ALSO WORTH NOTING

36. ‘content-everywhere’

37. Post Cards: Smart Branded Content
https://www.washingtonpost.com/pr/wp/2017/02/07/post-cards-smart-branded-content/
Breaks down an immersive piece of branded content into
its multimedia components —
Creates promotional assets for each component and then
delivers the particular form of media that readers enjoy
engaging with most.
Each Post Card creates a customized user experience that
allows readers to consume their preferred multimedia
format directly on the page, then drives to the longer
immersive feature.

38. REALITY
STINKS

39. The competition for attention is fierce.The “four horsemen of the apocalypse”–
Google, Facebook,Apple, and Amazon–are engaged in a prolonged and torrid
war over whose technologies, platforms, and even ideologies will win.
In truth, we have little or no insight into how each company is sorting its
news.This is an unregulated field.There is no transparency into the
internal working of these systems.
“
—Emily Bell,
Facebook is Eating the World, CJR
http://www.cjr.org/analysis/facebook_and_media.php

40. The Rise of Distributed Content:
Building Sustainable Platform Strategies
https://www.americanpressinstitute.org/publications/reports/strategy-studies/distributed-content-strategies/single-page/
Choose the right platform for you — and set goals
Integrate distributed content into newsroom processes
Build relationships with platform companies
Launch platform-first sub brands
Leverage community and partnerships to boost effectiveness
Be pragmatic
Remember: We’re all in this together

41. @ToTheVictor
victorh@teambanjo.com