Balancing Online+Print


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A presentation at CCMA Editorial and Advertising Training Day, presented by Melissa Lalum, Lilianna Oustinovskaya and Jacky Guerrero.

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  • Feeding two beasts but w/ the 930 deadline loomingYour challengeProduce original content – photos, stories, graphics on a regular basis Edit contentDesign and produce pagesMeet deadlineProduce interactive content: map, video, audio slideshowPublish content onlineUpdate Web site through dayBlogShare content via social mediaWorry about the next day and the next hourCollaborate on new projectsWork with staffGeneral site maintenanceNot to mention, ethical questions, coverage questions
  • Why can’t we just focus on the Web?Because of revenues – often 90% of revenue made in printWe have an audience Students are still picking up the print edition – we are niche pubsAlloy stats of readershipConduct your own readership survey to find out what matters to your audience
  • Simple as using Google analyticsHelp you set daily goals on how many updates should be done throughout the day
  • Top sitesGoogle analyticsHow are people getting to your content… through search or are they going there?How many new visitors do you get? KeepWhat time of day should you be updating your siteWe start at 9-3 busiest w/ spikes:112Somewhat again at 11 p.m.
  • Weekend guides, how-tos, restaurant review, fashion
  • Use print to feed your online news content, and use online tools to make better print. But make sure both products are distinct so they can be sold separately for advertisers while still finding a way to be "web first" in mentality.Listen to your audience online using social media tools. Converse with them and let them help you create better news stories. Learn about new source ideas, and bounce angles off of them.Asking questions
  • Balancing Online+Print

    1. 1. Print+Online<br />Balancing both worlds<br />Melissa Lalum + Lilianna Oustinovskaya + Jacky Guerrero<br />
    2. 2. Feeding the beasts<br />
    3. 3. Print isn’t dead<br />76 percent of college students have read their college newspaper in the past month<br />92 percent for those campus papers that publish on a daily basis<br />76 percent of faculty members have read their publication in the last month<br />51 percent have read it in the last week<br />Source: Alloy Media + Marketing, College Newspaper Audience study, MORI Research<br />
    4. 4. Who is going online?<br /><ul><li>Traditional print on campus still garners the most views, with just less than 20 percent stating they accessed their campus newspaper online in the past 30 days</li></ul>Source: Alloy Media + Marketing, College Newspaper Audience study, MORI Research<br />
    5. 5. Study your Web traffic<br />
    6. 6. Study your Web traffic<br />Identify peak traffic times<br />Days<br />Hourly<br />Adjust time of updates<br />Create a daily plan, not including breaking news<br />Identify top stories, origination of traffic<br />Share traffic with staff<br />
    7. 7. Time management<br />Get on a schedule<br />Set aside specific times each day to update online content<br />Posting earlier is as good, if not better than, later<br />Eases nightly/weekly print deadlines, too<br />
    8. 8. Reconsider workflow<br />Stagger deadlines<br />Enter stories directly into CMS<br />Give staff online accounts to enter content there first<br />Adjust copy editing schedule<br />Avoid the online news dump once a day/week<br />
    9. 9. Before & After<br />Source: News Journal, American Press Institute<br />
    10. 10. Rethink newsroom jobs<br />Source: Arizona Republic, American Press Institute<br />
    11. 11. Change newsroom layout <br />Open newsroom = Better communication<br />Walls down • Online in the center <br />One assignment desk<br />Source: American Press Institute<br />
    12. 12. Rethink assignments, deadlines<br />Assign newsroom shifts for staff members<br />Require that every assignment have unique print, online component<br />Post online stories immediately — make traditional deadlines disappear<br />Move to assignment desk with rolling deadlines<br />
    13. 13. Make content distinct<br />Online should not mirror print<br />Play up the appropriate medium<br />Rotate online content… you have everything to choose from on homepage<br />Experiment to see what your audience is interested in<br />
    14. 14. Easy ways to freshen your Web site<br />Rotate content<br />Repurpose, repackage popular, evergreen content<br />Play up blog posts/RSS feed<br />Consider a Twitter feed on homepage<br />Consider plan during breaks; move up blogs<br />
    15. 15. Listen to your audience<br />Converse with audience all day<br />Use social media tools<br />Read comments carefully<br />Follow traffic<br />Search for sources using Facebook, Twitter, etc.<br />Take advantage of real-time search<br />
    16. 16. Redefine jobs<br />Make section editors responsible for posting content in real-time<br />Online editor manages daily update schedule (weekends, too)<br />Automate evergreen content updates<br />Be competitive: Celebrate being first<br />
    17. 17. Print tips<br />Set up templates for common pages<br />Save creative resources for open pages: Page 1, Sports cover, etc.<br />Always have evergreen content ready to go<br />Adopt a nightly checklist<br />
    18. 18. Communicate<br />BRUCE SERETA<br />
    19. 19. “Journalistic quality has always involved a combination of <br />speed,<br /> thoroughness,<br /> authority,<br /> discovery,<br /> seriousness,<br /> humor <br />and many other things that sometimes conflict with each other. The trick is to find the right balance.”<br />— Jonathan Landman, New York Times deputy managing editor in charge of Web operations<br />Source:<br />