State of the Industry

Prepared for AEJMC Chicago 2012

Jody Brannon, Ph.D.ONA Board Member & Treasurer ONA Education Committee ChairEditor, The Next America on National Journal nationaljournal.com/thenextamerica

bit.ly/ona-aej-12

This presentation posted to …

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Trends from ONA

• Mobile, mobile, mobile*• Partnerships*• Moderation/keeping to scale*• Wrestling with visualization & graphics*• “We really mean it this time!” Streamlining

workflow and embracing skillsets in newsrooms = maturation of digital processes

• Second screens (TV and tablets/phones)

* = on list from 2010 “State of the Industry” panel

Questions?• As news orgs seek to grow audience, what are

the best practices for allocating resources between mobile, online and legacy (newspaper/television) coverage? automate

• Best way to use social media to drive audience? speed/clone talents: Twitter, FB, YouTube, Tumblr, Pinterst…

• And if advertising is rapidly migrating from web to mobile, what does that mean for news orgs still struggling to monetize online? Rapid? hmm

• Who’s innovating? Size & $ (NYT, Y!, Daily)

State of the Media Online Findings Reputation matters: 2/3 of top 25 news

sites = traditional media companiesTop 25 news sites = 342M avg. monthly

uniques, up 17%Top 5 news sites = 7-11% of total traffic

from mobile8.6% of news site traffics from social, up

+56% since ’09 (google says it’s higher)Source: StateoftheMedia.org

“I feel newsrooms have to pivot from just focusing on creating amazing content to creating amazing experiences,” he said.

Narisetti said the user experience will determine success in digital news.

“The winners and losers are separated at the intersection of content and technology,” he said. “You need great content and to be managing technology to create an amazing experience for users who can go anywhere they want. The experience is what will make them stay and come back.”

Poynter

“The promiscuity of our audiences is only

going to dramatically increase”

Raju NarisettiWSJ.com

“The basic axiom of legacy media is that they are trading legacy dollars for digital dimes.”

Source: StateoftheMedia.org

75-85% of traffic from Search or Social15-15% from bookmarks/destination

“News organizations now find themselves both partnering with and competing against large technology-based organizations that are far better financed and boast greater engineering knowledge.”

Source: StateoftheMedia.org

Maximizing Social Reach

• Best time for Tweets is 5 p.m.• Improve CT% with 1 to 4 tweets per hour• 65% higher engagement before noon on FB• 3 hours is avg lifetime of a FB post• Only 30-40% of fans see any given FB post• <10% of FB fans see a page• CTR is higher on weekends • Best time to Tweet is noon-6 p.m. • Saturday is best day to share on FB• FB’s spikes are at noon and after 7 pm

Science of Social Timing

IMPROVEDENGAGEMENT

album > 180%picture > 120%video > 100%

WHEN A FACEBOOK POST INCLUDES VISUALS…CT% jumps

JeffBullas.com

VISUAL POWER

MDG Advertising

3 Content Types That Drive Most Interaction on Facebook

JeffBullas.com

•Photos•Quotes• Infographics

“Upworthy, a news aggregation site that … is serious news built for a spreadable age, with super clicky headlines and a visually oriented user interface.”

David Carr, NYT, July 9

Neiman Labs

1. Addressing content architecture

2. Evolving the narrative form

3. Creating the Reporter’s Notebook 2.0

4. Rethinking organizational workflow

5. Exploring computational journalism

6. Leveraging search and social

7. Rethinking site design

8. Shifting to a culture of constant product innovation

8 Questions helping to define

the future of journalism

Richard GingrasHead of News Products

Google

Acquisitions & Evolution

• Turner/CNN/SI buy Bleacher Report: 4 founders > $175M

• FB buys Instragram for $1B• WashPost buys Digg• WebMedia Brands buys Lost Remote• Digital First’s Central Curation Team

(Project Thunderdome)• Gannett doing something similar

Miscellaneous Tools & Such• AnMap.com: States and countries: quickly indicating particulars• Measure of America: demographics• Media Bistro’s 10,000 Words: 7 Innovate Online Maps• If It Were My Home.com: compare New England to other nation• Visual.ly: Make complex graphics• The Daily Viz: Good for exploring ideas• Offerings from tool session: sync.in/unity12• Net Magazine: 50 Free Web Design Tools• More offered frequently at ONA FB group for educators

Sample Digital/J- Job Titles*• Digital Team Leader• Digital Media Project Manager• Digital Content Producer• Website Editor• Social Media Specialist • Backpack Journalist• Print and Online Reporters• Mobile Product Manager

* Not all entry level

Digitizing Is Getting Easier

resumes•re.vu•flavors.me•doid.com•chi.mp•visualize.me•visualcv.com

websites•weebly.com•jigsy.com•google sites•wordpress•typepad•codiqa “insanely fast mobile prototyping”

Whatcha Readin’?• NeimanLab.org*• PaidContent.org > moco.org• TechCrunch.com• MediaShift.org• JimRomenesko.com and MediaWire.org• IWantMedia.com• Trove* > better than reader.google.com• Zite* > favored over Flipboard

* favorites

Questions?

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jbrannon <at> journalists.org