It was the worst of times, it was the best of times

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These are my slides for APME NewsTrain at Texas Christian University Oct. 12-13. I was asked to give an overview presentation on the opportunities facing front-line editors in these turbulent times in the news business.

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  • I will note the two major newspapers that died last year, the Rocky Mountain News …
  • … and the Seattle Post-Intelligencer
  • I’ll note that death has been part of the newspaper business my whole career. The newspaper I carried in Ohio as a boy folded in 1986.
  • The first newspaper I wrote for, the Evening Sentinel in Shenandoah, Iowa, died in 1993.
  • When I worked at the Des Moines Register in 1982, our sister paper, the Tribune, folded.
  • In 1990, when I worked for the Kansas City Times, we published our final edition.
  • When I worked in Kansas City, we covered the birth and death of the St. Louis Sun.
  • While I was in Kansas City, we also covered the birth and death of the Kansas City Evening News.
  • I’ll note the projected huge growth in local mobile advertising
  • I’ll quote Alan Mutter on how timid media executives tend to be.
  • I’ll tell editors they need to turn that attitude around.
  • I’ll tell editors they can read the full C3 blueprint (38 pages as a pdf) on my blog
  • I’ll tell the participants they can read the full Mobile-First Strategy on my blog
  • I’ll note the projected huge growth in local mobile advertising
  • This slide is based on this blog post: http://stevebuttry.wordpress.com/2010/04/13/a-mobile-first-project-for-your-community-on-the-go/
  • We’ll discuss how drivers present an opportunity for changing the business model and pursuing mobile opportunities.
  • I’ll discuss how TBD’s apps were developed to provide useful content to the mobile user.
  • We’ll start with some examples of why Twitter is a valuable breaking-news tool. Most will, of course, remember that Twitpic had the first shot of the Hudson landing.
  • We’ll also discuss the Denver plane crash that Mike Wilson survived and how the media missed an opportunity by not using Twitter.
  • The next several slides will illustrate points from my February case study of how @statesman used Twitter effectively in the story of the terrorist plane crash into the IRS building in Austin, using material from people in the community on mobile devices.
  • We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
  • We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
  • We’ll discuss the opportunities that location-based social media present for media, such as Foursquare and …
  • … Gowalla …
  • … and now Facebook
  • I’ll mention Ushahidi as a new tool with great possibilities for mobile engagement.
  • I’ll discuss how TBD’s Mandy Jenkins is developing Crowdmaps to gather information from our mobile community.
  • I will note that TBD has an amazing range of company in journalism innovation today.
  • I’ll end with a discussion of how the culture of newsroomsis one to get the job done on the big story (this photo is from the Cedar Rapids flood of 2008). We need to take the same no-excuses approach to these challenges of innovation.
  • It was the worst of times, it was the best of times

    1. 1. It was the worst of times,it was the best of times*<br />Steve Buttry<br />#NewsTrain<br />Texas Christian University<br />Oct. 12-13, 2010<br />sbuttry@tbd.com<br />* with apologies to Charles Dickens<br />
    2. 2. Read more about it<br />stevebuttry.wordpress.com<br />tbd.com<br />@stevebuttry on Twitter<br />#newstrain on Twitter<br />Slideshare.net/stevebuttry<br />
    3. 3. It was the worst of times<br />
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    12. 12. It was the worst of times<br />Newspaper newsroom employment fell by 14K (25%) from 2007 to 2010<br />Newsroom payroll spending, 2006: $6 B; newsroom payroll, 2009: $4.4 B (down 27%)<br />Newspapers’ annual print ad revenues fell by $17B (41%) from 2007 to 2009 (& still falling) <br />Newspapers’ daily circulation as % of population: 36% in 1950, <13% today<br />Sources: ASNE, NAA, Reflections of a Newsosaur, “State of the Media,” Project for Excellence in Journalism<br />
    13. 13. It was the best of times<br />Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”<br />
    14. 14. “Publishers can’t stand being the first to do anything innovative. … When confronted with a potentially game-changing idea, the first question publishers always ask is, ‘Who else is doing it?’ That phrase could well stand as the industry’s epitaph.”<br />
    15. 15. Your job as a newsroom leader should be to be a game-changer. When your publisher (or editor) asks, “Who else is doing it?” your answer should be: “We’ll show the way.”<br />
    16. 16. Pursue the best times*<br />Lead the pursuit of new business models<br />Be your organization’s mobile leader<br />Be a Twitter evangelist<br />Find location-based opportunities<br />Master live news coverage<br />Engage the community<br />* Ideally, for your newsroom, but at least for your career<br />
    17. 17. Why should journalists be involved in our business model?<br />
    18. 18.
    19. 19. C3’s new relationships<br />For the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need. <br />
    20. 20. C3’s new relationships<br />For businesses: We will be their essential connection to customers, often making the sale and collecting the money. <br />
    21. 21. Our current relationshipwith business customers<br />Huge expense line in budget<br />Lots of inefficiency<br />Ad rates dropping<br />Ad revenues dropping<br />Lots of digital competition<br />
    22. 22. C3’s digital marketplace<br />Move beyond advertising<br />Direct sales (tickets, reservations, gift registries, sports paraphernalia)<br />Lead generation,targeted ads, daily deals<br />Sponsorships, memberships & events<br />Mobile ads & applications<br />Handle multiple needs (yes, competing ads)<br />
    23. 23. The new relationshipwith business partners<br />Revenue line in budget (maybe still expense line, too)<br />Delivering high value, tailored to needs<br />One-stop shop for connecting with customers<br />
    24. 24. Aspects of C3 <br />Community content<br />Personal content<br />Business services<br />Entertainment<br />Enriched news content<br />
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    28. 28. Mobile opportunity<br />Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”<br />
    29. 29. Mobile opportunity<br />Local mobile ad opportunity is bigger than:<br />Newspapers’ 2009 ad revenue drop<br />Newspapers’ retail ad drop 2005-2009<br />Total 2008 newspaper classified revenue<br />Any newspaper classified vertical at peak<br />Sources: Borrell Associates & Newspaper Association of America<br />Details: stevebuttry.wordpress.com<br />
    30. 30. Mobile-first strategy<br />Text alerts<br />Email <br />Applications (phones & tablets)<br />Social media (tweets, check-ins, tips)<br />Location-based news, info & commerce<br />Easy-to-use mobile websites<br />Device-flexible (not device-agnostic)<br />Games (phones, iPads great for games)<br />
    31. 31. Mobile-first newsroom<br />Top editor stresses & shows mobile priority<br />Every staffer with smart phone<br />Mobile planning, emphasis in meetings<br />Designated mobile leader<br />Work closely w/ tech & sales staffs to pursue mobile opportunities<br />
    32. 32. What can you do?<br />Use Twitter on your phone. A lot.<br />Use Foursquare (don’t sync w/ Twitter) & check in regularly (yeah, become a mayor).<br />Use several apps (including yours) on your phone.<br />Offer to lead newsroom (or company) planning of mobile-first strategy.<br />Plan a mobile-first project<br />
    33. 33. A mobile-first project<br />Community going to distant event<br />Twitter hashtag<br />Photo contests<br />Text alerts<br />Liveblog<br />Crowdmap<br />Short code<br /><ul><li> User photos
    34. 34. Foursquare
    35. 35. Local ad sales
    36. 36. Mobile coupons
    37. 37. Collaborate w/ media in host city
    38. 38. Advance promotion</li></li></ul><li>Driving<br />How often do you buy a car?<br />How often do you drive, gas up, service car?<br />Databases, conversations, services focused on drivers’ everyday needs<br />Connect auto services with drivers (emergency repair services)<br />
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    44. 44. How (& how much) do you use Twitter?<br />
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    50. 50. Quakes show Twitter’s value<br />Indonesia<br />Twitter HQ<br />
    51. 51.
    52. 52. @statesman case study<br />
    53. 53. Crowdsource<br />
    54. 54. Crowdsource<br />
    55. 55. Say what you don’t know<br />
    56. 56. Converse w/ public<br />
    57. 57. Link to fresh content<br />
    58. 58. Use hashtags<br />
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    62. 62. Do you check in?Are you the mayor?<br />
    63. 63.
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    68. 68. Breaking news is always …<br />
    69. 69. Cover the unfolding story<br />Livetweeting<br />Twitter stream<br />Liveblogging<br />Live streaming video<br />
    70. 70. Community engagement<br />TBD approach:<br />185 community blogs & websites<br />Crowdmaps<br />User-submitted photos<br />#TBDnight<br />Social media<br />Live chats<br />
    71. 71.
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    76. 76. Pursue the best times<br />Lead the pursuit of new business models<br />Be your organization’s mobile leader<br />Be a Twitter evangelist<br />Find location-based opportunities<br />Master live news coverage<br />Engage the community<br />
    77. 77. It is the best of times<br />
    78. 78.
    79. 79. In innovation, as in news …<br />Don’t let obstacles become excuses<br />
    80. 80. Read more about it<br />stevebuttry.wordpress.com<br />tbd.com<br />@stevebuttry on Twitter<br />Slideshare.net/stevebuttry<br />

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