New Communications Presentation


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New Communications Presentation

  1. 2. Background: Where We Are <ul><li>Print circulation is declining for many publications </li></ul><ul><li>More and more people are starting to get news via the Internet </li></ul><ul><li>Blogs and social media are growing </li></ul><ul><li>How are newspapers and magazines reacting? </li></ul>
  2. 3. The Research: Sample Set <ul><li>We launched a study examining the web programs of the top 100 newspapers and top 50 magazines in the United States </li></ul><ul><ul><li>We looked at the publications with the largest print circulations </li></ul></ul>
  3. 4. The Research: Approach <ul><li>We examined the website of each publication to see which features they were using </li></ul><ul><li>Newspaper data is from August 2007, while magazine data is from October 2007 </li></ul>
  4. 5. <ul><li>48% of magazines used RSS to distribute news compared to 78% of newspapers </li></ul><ul><li>All feeds were partial feeds </li></ul><ul><li>No newspaper or magazine included ads in their feeds </li></ul>RSS
  5. 6. <ul><li>RSS currently being used to drive users back to the site (like email) </li></ul><ul><li>Other ideas: </li></ul><ul><ul><li>Full text feeds for subscribers or everyone </li></ul></ul><ul><ul><li>Ads within feeds </li></ul></ul><ul><ul><li>User-created RSS feeds </li></ul></ul>RSS
  6. 7. Most Popular <ul><li>Sites like Digg, Newsvine, Reddit and Propeller are growing in popularity by offering alternative ways to discover new stories </li></ul><ul><li>10% of magazines and 42% of newspapers provided a Most Popular view of content in some form </li></ul>
  7. 8. <ul><li>As a supplement to the more traditional “editorial” view, mainstream media websites should consider providing alternative views of content: </li></ul><ul><ul><li>Most commented, emailed, viewed </li></ul></ul><ul><ul><li>Most discussed in the blogosphere </li></ul></ul><ul><ul><li>Allow user voting </li></ul></ul>Most Popular: Alternative Content Views
  8. 11. <ul><li>34% of magazines included video compared to 78% of newspapers </li></ul><ul><li>14% of magazines produced podcasts compared to 36% of newspapers </li></ul>Video and Podcasting
  9. 12. <ul><li>Use multimedia to supplement content: </li></ul><ul><ul><li>Include source materials </li></ul></ul><ul><ul><li>Solicit videos from users (CNN) on breaking news </li></ul></ul><ul><ul><li>Request video/audio comments from users </li></ul></ul><ul><ul><li>Create podcasts and video blogs </li></ul></ul>Video and Podcasting: The Future
  10. 14. Tags <ul><li>6% of magazine and 5% of newspaper websites used tags to organize traditional content </li></ul><ul><li>Use tags to: </li></ul><ul><ul><li>Group related content; </li></ul></ul><ul><ul><li>Provide easier navigation through site; </li></ul></ul><ul><ul><li>Facilitate site searching. </li></ul></ul>
  11. 17. Mobile Version <ul><li>53% of newspapers and 12% of magazines offered mobile-friendly versions of their content </li></ul><ul><li>Will iPhone change the way we think about mobile friendly content? </li></ul>
  12. 18. Blogs <ul><li>40% of magazines had blogs compared to 92% of newspapers </li></ul><ul><li>34% of magazines allowed blog comments compared to 78% of newspapers </li></ul><ul><li>16% of magazines linked to blogs compared to 32% of newspapers </li></ul>
  13. 19. Blogs: Best Uses <ul><li>Have reporters blog to supplement/complement the articles they write </li></ul><ul><li>Blog as a way to </li></ul><ul><ul><li>Further the conversation about your print issues </li></ul></ul><ul><ul><li>Break news and provide real-time updates on popular stories </li></ul></ul><ul><ul><li>Provide in depth coverage of topics only touched on in print edition </li></ul></ul>
  14. 21. Article Comments <ul><li>8% of magazines allowed comments on articles compared to 16% of newspapers </li></ul><ul><li>Use comments to: </li></ul><ul><ul><li>Build community </li></ul></ul><ul><ul><li>Encourage discussion </li></ul></ul><ul><ul><li>Generate feedback </li></ul></ul>
  15. 23. Registration Requirement <ul><li>38% of magazines required registration to view free content compared to 24% of newspapers </li></ul><ul><li>Trade off between attracting large audience and getting better data about your users (advertising) </li></ul>
  16. 24. Bookmarking <ul><li>14% of magazines had a social bookmarking feature compared to 12% of newspapers </li></ul><ul><li>These bookmarking tools are an easy way to make your content “travel” beyond your own site </li></ul>
  17. 25. Message Boards <ul><li>46% of magazines had message boards compared to 64% of newspapers </li></ul><ul><li>Good way to build community and further the discussion </li></ul>
  18. 26. Other Ideas: Story Format <ul><li>Online versions of articles too often mimic print version, creating a flat reading experience </li></ul><ul><li>They should: </li></ul><ul><ul><li>Include source materials </li></ul></ul><ul><ul><li>Link to blog discussion about the story </li></ul></ul><ul><ul><li>Link to related articles </li></ul></ul><ul><ul><li>Provide a different experience than print edition </li></ul></ul>
  19. 27. Other Ideas: Interactive Features and Mashups <ul><li>Experiment – try to come up with more interesting ways to display flat data </li></ul><ul><ul><li>Google Map Mashups </li></ul></ul><ul><ul><li>Flash pieces </li></ul></ul><ul><ul><li>Databases </li></ul></ul>
  20. 29. Other Ideas: Reader Feedback <ul><li>Provide more ways to get reader feedback: </li></ul><ul><ul><li>Solicit corrections </li></ul></ul><ul><ul><li>Publish every letter-to-the-editor on site </li></ul></ul><ul><ul><li>Surveys </li></ul></ul>
  21. 31. Other Ideas: Embrace user-generated content <ul><li>Ask readers to submit their own news stories, ideas for stories or supplementary information </li></ul><ul><li>Accept news in all formats </li></ul>
  22. 33. Other Ideas: Social Networking <ul><li>Some publications are playing with the introduction of social networking features into their websites </li></ul><ul><ul><li>User profiles </li></ul></ul><ul><ul><li>“ Friending” </li></ul></ul><ul><ul><li>User blogs and photos </li></ul></ul>
  23. 34. Questions? [email_address]