Comprehensive and Proportional~18~0329211~Final

8/7/2019 Comprehensive and Proportional~18~0329211~Final

1/18

Comprehensive and Proportional

M A K E T H E N E W S

H a r r i s o n C o l l i e r , M e l i s s a O g d e n , a n d M a r i e R i c k s


2/18

Targeted Demographics

Journalism is Subjective


The Pressure to Hype

Marketing vs. Marketing

New Market Research

M e l i s s a O g d e n

H a r r i s o n C o l l i e r

M a r i e R i c k s


3/18

Fallacy ofTargeted Demographics


M e l i s s a O g d e n


4/18



In the name of efficiency and profitmargins, we did nothing to help create a

new generation interested in news.

(Kovach and Rosenstiel, p. 211)


5/18



What problems come with targeting

demographics?


6/18



Stations that cover a wider range of topics

were more likely to be building or holding

onto their audience than those that did not.

(Project for Excellence in Journalism Local TV project,

Quality brings Higher Ratings.)


7/18

Journalism is not a Science, it is Subjective


People do not expect perfection.

They do expect good intentions.(Kovach and Rosenstiel p. 213)

. . . . .


8/18



Churning the crowdprinciple

Do something unusual and get

immediate attention, which is easily

lost.

Do something intriguing/diverse and

grow the crowd.



9/18



Depending on how good you

are how diverse and intriguingyour repertoire, and audience

might grow each day.

You would not, if you were good,have to keep churning the crowd.

(Kovach and Rosenstiel p. 214)

. . . . .


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New Market Research

M a r i e R i c k s


11/18



New YorkTimes

Background:

of revenue from online advertising

New pay model March 28, 2011

Increase revenue or face cutbacks

(New YorkTimes, March 21, 2011, Section B, p. 1)


12/18



NYTimes tiered plan:

20 articles for free, then

$15/month for web site

$20/month for web access/iPad app

$35/month for all-access plan

What are the positives and negatives of such a model?



13/18



Thrillist marketing model: Melding of commerce and content

Advertising and editorial used as bridge, not a wall

Reviews, ads, and sales = allied email

News feeds, Facebook and Twitter serve as editors



14/18

New Market Research for Journalists


How are we going to be tomorrows journalists?


15/18




We must be really good!

. . . . .


16/18




We must be really good!How a story is gathered and reported

number, balance, and expertise of sources

its relevancy to audience,

are twice as important as topic in determiningaudience ratings.

(Kovach and Rosenstiel p. 221)

. . . . .


17/18

Targeted Demographics

Journalist is Subjective




New Market Research

Summary: Comprehensive and Proportional



18/18

Thanks for sharing your views


H a r r i s o n C o l l i e r , M e l i s s a O g d e n , a n d M a r i e R i c k s

. . . . .

Documents

Comprehensive and Proportional~18~0329211~Final