The (Mobile) Readers We Ignore

The (Mobile) Readers we Ignore

Audience not Tech

Damon Kiesow Head of Product @McClatchy @dkiesow

INMA Mobile Strategies March 11-12 2016

@dkiesow INMA Mobile Strategies March 11-12, 2016

Frequently Asked Questions

• Do people read different content on mobile?

• Do people avoid longer stories on mobile?

• How do we get ‘young’ people to read news on mobile?

@dkiesow INMA Mobile Strategies March 11-12, 2016

@dkiesow INMA Mobile Strategies March 11-12, 2016

Millennials say

• 85% Keeping up with the news is at least somewhat important to them

• 69% Get news daily

• 45% Regularly follow five or more "hard news" topics

• 40% Pay for at least one news-specific service, app, or digital subscriptionHow Millennials Get News: Inside the habits of America’s first digital generation Media Insight Project - API/AP:

@dkiesow INMA Mobile Strategies March 11-12, 2016

What is the problem?

• This is not a ‘millennial’ problem

• This is not a ‘mobile’ problem

• This is not a ‘tech’ problem

• It is a relevancy problem

@dkiesow INMA Mobile Strategies March 11-12, 2016

What we cover

• People, places things - within a geographic area

• Government, business, sport, entertainment

Naotake Murayama / Flickr

@dkiesow INMA Mobile Strategies March 11-12, 2016

Digital natives

• Have hybrid lives

• Live locally but act & transact globally

@dkiesow INMA Mobile Strategies March 11-12, 2016

Relevance

IRL Digital

What we cover

@dkiesow INMA Mobile Strategies March 11-12, 2016

Relevance

IRL Digital

Where digital natives live

@dkiesow INMA Mobile Strategies March 11-12, 2016

Worth coverage?

@dkiesow INMA Mobile Strategies March 11-12, 2016

Worth coverage?

• Local start-up

• High-tech coffee cup

• $300,000 in pre-orders

@dkiesow INMA Mobile Strategies March 11-12, 2016

Worth coverage?

@dkiesow INMA Mobile Strategies March 11-12, 2016

Worth coverage?

• Local TV show

• Daily broadcast

• Up to 11 million viewers

@dkiesow INMA Mobile Strategies March 11-12, 2016

Worth coverage?

@dkiesow INMA Mobile Strategies March 11-12, 2016

• Local highway

• Dashcam video

• Tractor trailer vs car

Worth coverage?

@dkiesow INMA Mobile Strategies March 11-12, 2016

And more

• Netflix new releases

• Mobile apps / games

• Uber, Airbnb

• Nextdoor.com

• Facebook

• Twitter

@dkiesow INMA Mobile Strategies March 11-12, 2016

What is the problem?

@sree social media presentation - photo from @LeinzCNN

@dkiesow INMA Mobile Strategies March 11-12, 2016

Coverage for mobile

• Communities of interest

• Local people doing local things

• Local people doing digital things

• Local people buying digital things

@dkiesow INMA Mobile Strategies March 11-12, 2016

Thanks

Damon Kiesow Head of Product @McClatchy dkiesow@mcclatchy.com @dkiesow

Original essay: http://bitly.com/readersfirst