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Why Blogs Matter

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An overview of the Courier-Post's blog publishing effort, and why blogs are important to the future of newspaper websites

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Why Blogs Matter

  1. 1. Thursday, February 26, 2009
  2. 2. WHY BLOGS MATTER Thursday, February 26, 2009
  3. 3. WHY BLOGS MATTER (Hint: It all begins with QWERTY) Thursday, February 26, 2009
  4. 4. HANSEN WRITING BALL, 1865 Thursday, February 26, 2009
  5. 5. HANSEN WRITING BALL, 1865 The first commercially produced typewriter Thursday, February 26, 2009
  6. 6. SHOLES TYPEWRITER, 1873 Thursday, February 26, 2009
  7. 7. SHOLES TYPEWRITER, 1873 The first commercially successful typewriter, featuring the first QWERTY keyboard layout Thursday, February 26, 2009
  8. 8. Thursday, February 26, 2009
  9. 9. Thursday, February 26, 2009
  10. 10. Thursday, February 26, 2009
  11. 11. Thursday, February 26, 2009
  12. 12. Invented circa 1994 Thursday, February 26, 2009
  13. 13. Invented circa 1994 THE QWERTY OF WEB PUBLISHING Thursday, February 26, 2009
  14. 14. Thursday, February 26, 2009
  15. 15. Thursday, February 26, 2009
  16. 16. Thursday, February 26, 2009
  17. 17. Thursday, February 26, 2009
  18. 18. BLOGGER, MOVABLE TYPE, WORDPRESS Thursday, February 26, 2009
  19. 19. BLOGGER, MOVABLE TYPE, WORDPRESS Content Management Systems for Dummies Thursday, February 26, 2009
  20. 20. Thursday, February 26, 2009
  21. 21. Thursday, February 26, 2009
  22. 22. Thursday, February 26, 2009
  23. 23. Thursday, February 26, 2009
  24. 24. Thursday, February 26, 2009
  25. 25. WHY WORDPRESS? Thursday, February 26, 2009
  26. 26. WHY WORDPRESS? Best-in-class UI with the ability to easily embed photos, • video, audio Thursday, February 26, 2009
  27. 27. WHY WORDPRESS? Best-in-class UI with the ability to easily embed photos, • video, audio Open-source software with one of the largest developer • communities on the web Thursday, February 26, 2009
  28. 28. WHY WORDPRESS? Best-in-class UI with the ability to easily embed photos, • video, audio Open-source software with one of the largest developer • communities on the web Robust library of plugins and widgets, including • everything from podcasts to polls Thursday, February 26, 2009
  29. 29. WHY WORDPRESS? Best-in-class UI with the ability to easily embed photos, • video, audio Open-source software with one of the largest developer • communities on the web Robust library of plugins and widgets, including • everything from podcasts to polls Search-engine friendly architecture, with • comprehensive RSS integration Thursday, February 26, 2009
  30. 30. WHO BLOGS ON WORDPRESS? Thursday, February 26, 2009
  31. 31. WHO BLOGS ON WORDPRESS? Thursday, February 26, 2009
  32. 32. OUR INSPIRATION Thursday, February 26, 2009
  33. 33. OUR INSPIRATION The New York Times Blogs Thursday, February 26, 2009
  34. 34. OUR INSPIRATION The New York Times Blogs Thursday, February 26, 2009
  35. 35. OUR INSPIRATION The New York Times Blogs Thursday, February 26, 2009
  36. 36. COURIER-POST BLOGS Thursday, February 26, 2009
  37. 37. Total Number of Blogs 30 23 15 8 0 September 2008 October 2008 November 2008 December 2008 January 2009 February 2009 COURIER-POST BLOGS Thursday, February 26, 2009
  38. 38. C-P BLOG FAMILY Thursday, February 26, 2009
  39. 39. C-P BLOG FAMILY New logo concept introduced in December Thursday, February 26, 2009
  40. 40. TOP C-P BLOGS 1. Varsity Insider 2. Fish Head 3. Into the Outside 4. World of Warcraft Wanderings 5. MoJo DoJo 6. Flyer Files Thursday, February 26, 2009
  41. 41. COURIER-POST BLOG TRAFFIC Thursday, February 26, 2009
  42. 42. October 2008 November 2008 December 2008 January 2009 COURIER-POST BLOG TRAFFIC Page views per month since launch Thursday, February 26, 2009
  43. 43. October 2008 November 2008 December 2008 January 2009 COURIER-POST BLOG TRAFFIC Page views per month since launch Source: Omniture/SiteCatalyst Thursday, February 26, 2009
  44. 44. October 2008 November 2008 December 2008 January 2009 36,000 27,000 18,000 9,000 0 2008 COURIER-POST BLOG TRAFFIC Page views per month since launch Source: Omniture/SiteCatalyst Thursday, February 26, 2009
  45. 45. Thursday, February 26, 2009
  46. 46. The Daily Journal Daily Record MyCentralJersey APP.com Courier-Post 300,000 225,000 150,000 75,000 0 October November December January GANNETT NEW JERSEY Source: Omniture/SiteCatalyst Thursday, February 26, 2009
  47. 47. The Daily Journal Daily Record MyCentralJersey APP.com Courier-Post 300,000 225,000 150,000 75,000 0 October November December January GANNETT NEW JERSEY Source: Omniture/SiteCatalyst Thursday, February 26, 2009
  48. 48. The Daily Journal Daily Record MyCentralJersey APP.com Courier-Post 300,000 225,000 150,000 75,000 0 October November December January GANNETT NEW JERSEY Source: Omniture/SiteCatalyst Thursday, February 26, 2009
  49. 49. Thursday, February 26, 2009
  50. 50. ROOM FOR GROWTH Thursday, February 26, 2009
  51. 51. BLOG TYPES Thursday, February 26, 2009
  52. 52. BLOG TYPES • Link Aggregator • Diary/Journal • Reporter Notebook Thursday, February 26, 2009
  53. 53. BLOG TYPES • Link Aggregator • Diary/Journal • Reporter Notebook Thursday, February 26, 2009
  54. 54. BLOG TYPES • Link Aggregator • Diary/Journal • Reporter Notebook Thursday, February 26, 2009
  55. 55. BLOG TYPES • Link Aggregator • Diary/Journal • Reporter Notebook Thursday, February 26, 2009
  56. 56. Thursday, February 26, 2009
  57. 57. THE BEST NEWSPAPER BLOGS ARE ALL THREE Thursday, February 26, 2009
  58. 58. VOCAB LESSON Thursday, February 26, 2009
  59. 59. VOCAB LESSON POST: A time-stamped entry written by the blog author • Thursday, February 26, 2009
  60. 60. VOCAB LESSON POST: A time-stamped entry written by the blog author • COMMENT: A response by a reader to a post • (or other comment already made on a post) Thursday, February 26, 2009
  61. 61. VOCAB LESSON POST: A time-stamped entry written by the blog author • COMMENT: A response by a reader to a post • (or other comment already made on a post) RSS (Really Simple Syndication): A stripped-down feed of • blog content that users and other sites can subscribe to Thursday, February 26, 2009
  62. 62. VOCAB LESSON POST: A time-stamped entry written by the blog author • COMMENT: A response by a reader to a post • (or other comment already made on a post) RSS (Really Simple Syndication): A stripped-down feed of • blog content that users and other sites can subscribe to TRACKBACK: A notification that another website • or blog has linked to a specific post Thursday, February 26, 2009
  63. 63. VOCAB LESSON POST: A time-stamped entry written by the blog author • COMMENT: A response by a reader to a post • (or other comment already made on a post) RSS (Really Simple Syndication): A stripped-down feed of • blog content that users and other sites can subscribe to TRACKBACK: A notification that another website • or blog has linked to a specific post SOCIAL BOOKMARK: A way to share blog posts using popular • social networking services like Facebook, Digg, and Yahoo Buzz Thursday, February 26, 2009
  64. 64. ANATOMY OF A GOOD BLOG Thursday, February 26, 2009
  65. 65. ANATOMY OF A GOOD BLOG Thursday, February 26, 2009
  66. 66. ANATOMY OF A GOOD BLOG Clear and concise topic • Thursday, February 26, 2009
  67. 67. ANATOMY OF A GOOD BLOG Clear and concise topic • 5+ posts per day • Thursday, February 26, 2009
  68. 68. ANATOMY OF A GOOD BLOG Clear and concise topic • 5+ posts per day • Lively comments with author • responses Thursday, February 26, 2009
  69. 69. ANATOMY OF A GOOD BLOG Clear and concise topic • 5+ posts per day • Lively comments with author • responses Photos with most posts • Thursday, February 26, 2009
  70. 70. ANATOMY OF A GOOD BLOG Clear and concise topic • 5+ posts per day • Lively comments with author • responses Photos with most posts • Occasional video, audio, and other • multimedia Thursday, February 26, 2009
  71. 71. BLOG DO’S AND DON’TS Thursday, February 26, 2009
  72. 72. BLOG DO’S AND DON’TS Do Thursday, February 26, 2009
  73. 73. BLOG DO’S AND DON’TS Do Use attention-grabbing headlines (“Man Bites Dog”) Thursday, February 26, 2009
  74. 74. BLOG DO’S AND DON’TS Do Use attention-grabbing headlines (“Man Bites Dog”) Post more than once a day Thursday, February 26, 2009
  75. 75. BLOG DO’S AND DON’TS Do Use attention-grabbing headlines (“Man Bites Dog”) Post more than once a day Respond to comments Thursday, February 26, 2009
  76. 76. BLOG DO’S AND DON’TS Do Use attention-grabbing headlines (“Man Bites Dog”) Post more than once a day Respond to comments Add 5 tags to every post Thursday, February 26, 2009
  77. 77. BLOG DO’S AND DON’TS Do Use attention-grabbing headlines (“Man Bites Dog”) Post more than once a day Respond to comments Add 5 tags to every post Tell everyone about your blog Thursday, February 26, 2009
  78. 78. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing headlines (“Man Bites Dog”) Post more than once a day Respond to comments Add 5 tags to every post Tell everyone about your blog Thursday, February 26, 2009
  79. 79. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing Cut and paste your story headlines (“Man Bites Dog”) from today’s paper Post more than once a day Respond to comments Add 5 tags to every post Tell everyone about your blog Thursday, February 26, 2009
  80. 80. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing Cut and paste your story headlines (“Man Bites Dog”) from today’s paper Post more than once a day Post a lengthy quote without any context or spin Respond to comments Add 5 tags to every post Tell everyone about your blog Thursday, February 26, 2009
  81. 81. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing Cut and paste your story headlines (“Man Bites Dog”) from today’s paper Post more than once a day Post a lengthy quote without any context or spin Respond to comments Strip out all voice or attitude Add 5 tags to every post from your writing Tell everyone about your blog Thursday, February 26, 2009
  82. 82. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing Cut and paste your story headlines (“Man Bites Dog”) from today’s paper Post more than once a day Post a lengthy quote without any context or spin Respond to comments Strip out all voice or attitude Add 5 tags to every post from your writing Tell everyone about your blog Let your blog go fallow Thursday, February 26, 2009
  83. 83. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing Cut and paste your story headlines (“Man Bites Dog”) from today’s paper Post more than once a day Post a lengthy quote without any context or spin Respond to comments Strip out all voice or attitude Add 5 tags to every post from your writing Tell everyone about your blog Let your blog go fallow Thursday, February 26, 2009
  84. 84. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing Cut and paste your story headlines (“Man Bites Dog”) from today’s paper Post more than once a day Post a lengthy quote without any context or spin Respond to comments Strip out all voice or attitude Add 5 tags to every post from your writing Tell everyone about your blog Let your blog go fallow Thursday, February 26, 2009
  85. 85. BLOG DO’S AND DON’TS Do Don’t Use attention-grabbing Cut and paste your story headlines (“Man Bites Dog”) from today’s paper Post more than once a day Post a lengthy quote without any context or spin Respond to comments Strip out all voice or attitude Add 5 tags to every post from your writing Tell everyone about your blog Let your blog go fallow Thursday, February 26, 2009
  86. 86. BIONIC BLOGGING Thursday, February 26, 2009
  87. 87. BIONIC BLOGGING CoverItLive For live blogging events and hosting interactive chats Already being used by Varsity Insider Thursday, February 26, 2009
  88. 88. BIONIC BLOGGING CoverItLive For live blogging events and hosting interactive chats Already being used by Varsity Insider Thursday, February 26, 2009
  89. 89. BIONIC BLOGGING Thursday, February 26, 2009
  90. 90. BIONIC BLOGGING Podcasts Regularly scheduled audio or video episodes that can be subscribed to and downloaded onto an iPod or other similar digital device Already being used by Into the Inside, Eagle Perch, and The Skinny Thursday, February 26, 2009
  91. 91. BIONIC BLOGGING Podcasts Regularly scheduled audio or video episodes that can be subscribed to and downloaded onto an iPod or other similar digital device Already being used by Into the Inside, Eagle Perch, and The Skinny Thursday, February 26, 2009
  92. 92. BIONIC BLOGGING Thursday, February 26, 2009
  93. 93. BIONIC BLOGGING Event-Specific Blogs An alternative to time- consuming custom section fronts Tested out with Black Friday Blog concept Thursday, February 26, 2009
  94. 94. BIONIC BLOGGING Event-Specific Blogs An alternative to time- consuming custom section fronts Tested out with Black Friday Blog concept Thursday, February 26, 2009
  95. 95. THE GOAL Thursday, February 26, 2009
  96. 96. THE GOAL 20% 80% Traditional News Content Blog Content Thursday, February 26, 2009
  97. 97. WHERE WE ARE NOW Traditional News Content Blog Content Thursday, February 26, 2009
  98. 98. WHERE WE ARE NOW 1% 99% Traditional News Content Blog Content Thursday, February 26, 2009
  99. 99. Thursday, February 26, 2009
  100. 100. WHY 20%? Thursday, February 26, 2009
  101. 101. WHY 20%? 20% 80% nytimes.com blogs.nytimes.com Source: Compete.com Thursday, February 26, 2009
  102. 102. WHY 20%? 20% 24% 76% 80% nytimes.com blogs.nytimes.com lohud.com lohudblogs.com Traffic measured in unique visitors Source: Compete.com Thursday, February 26, 2009
  103. 103. BEEFING UP OUR BLOGS 5 things editors can do to help grow our blog program Thursday, February 26, 2009
  104. 104. BEEFING UP OUR BLOGS 5 things editors can do to help grow our blog program 1. Read your reporters’ blog(s) and leave a comment 2. Promote the blogs in print 3. Feature the blogs in the carousel, and in the sidebar of online articles 4. Reverse publish from the blogs to one (or more) print products 5. Encourage experimentation (live video, live blogging, regular features) 6. Scout out the competition Thursday, February 26, 2009
  105. 105. PROMOTING THE BLOGS IN PRINT Thursday, February 26, 2009
  106. 106. PROMOTING THE BLOGS IN PRINT Thursday, February 26, 2009
  107. 107. REVERSE PUBLISHING Thursday, February 26, 2009
  108. 108. REVERSE PUBLISHING Thursday, February 26, 2009
  109. 109. HIGHLIGHTING THE BLOGS ONLINE Thursday, February 26, 2009
  110. 110. HIGHLIGHTING THE BLOGS ONLINE Thursday, February 26, 2009
  111. 111. HIGHLIGHTING THE BLOGS ONLINE Thursday, February 26, 2009
  112. 112. Thursday, February 26, 2009
  113. 113. “RELATED BLOG CONTENT” Thursday, February 26, 2009
  114. 114. “RELATED BLOG CONTENT” Adding the blogs to article page sidebars Thursday, February 26, 2009
  115. 115. “RELATED BLOG CONTENT” Adding the blogs to article page sidebars Thursday, February 26, 2009
  116. 116. “RELATED BLOG CONTENT” Adding the blogs to article page sidebars Thursday, February 26, 2009
  117. 117. SCOUTING THE COMPETITION Thursday, February 26, 2009
  118. 118. SCOUTING THE COMPETITION Local Blogs That Work Thursday, February 26, 2009
  119. 119. SCOUTING THE COMPETITION Local Blogs That Work Philebrity.com Phawker.com Attytood.com Beerleaguer.typepad.com BleedingGreenNation.com Thursday, February 26, 2009
  120. 120. Thursday, February 26, 2009
  121. 121. EMBRACE QWERTY Thursday, February 26, 2009

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