ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news
•Descargar como PPTX, PDF•
0 recomendaciones•812 vistas
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (18)
Destacado
Destacado (6)
Similar a ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news
Similar a ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news (20)
Más de Reynolds Journalism Institute (RJI)
Más de Reynolds Journalism Institute (RJI) (20)
Último
Último (20)
ASNE 2013: Tom Rosenstiel: What the audience is telling us about the future of news
- 8. “FACT”
- 10. 6 Lessons
- 11. 1. Audiences Are Consuming More News, Not Less
- 14. 2. Technology has likely increased your audience…
- 17. 59% of adults 18-24 read newspaper content regularly on some device The majority do it digitally • Scarborough Research ( print and online weekly, mobile monthly)
- 18. “Total” Newspaper Audience Dropped 10% 2006-2012 Print fell 16% 69% of all adults consume newspaper content regularly • Scarborough Research ( print and online weekly, mobile monthly)
- 19. 3. Understand the Cycle of News Discovery People move across platforms, based on time of day, the questions they want to know, where they are.
- 24. News consumers are loyal across platforms Use the same brands across platforms 67% Source: New York Times
- 25. Leverage the ‘synergy of screens’ Users “gravitate to whatever device is most appropriate or convenient given the context they find themselves in.” • Business Insider Intelligence
- 26. Ads Work Better Across Screens
- 27. Smartphone and Tablet owners • Are Twice As Likely in the U.S. to pay for news online as other adults. • Reuters Institute Digital News Report 2013
- 28. 4. Your Future is Mobile ….and Social
- 29. Mobile will be your pimary digital platform in 3-5 years
- 31. Design Mobile First? • Then back to the web. • ESPN does. And grew mobile by over 59% traffic last year, even with web. NPR does… • Buzzfeed is 45% mobile • Mobile is VERY local. It is about walking around, here and now.
- 32. DO NOT WAIT FOR REVENUE • Design for mobile • The revenue will come El Nuevo Dia doubled mobile revenue in a year to 9% simply by creating mobile products.
- 35. 5. There is no such thing as “the online experience”
- 36. Behavior Changes with Time of Day
- 37. By Device Smart phones v. Tablet
- 38. By Place and Context “Bored at Work” is Different Than “Stuck in Line” Or double screening a game…
- 39. And by audience group • “Mobile Only” users are a growing cohort • Power Users (across platforms) • Casual but loyal users (“a lower meter price point.”
- 40. Weekday Reading Patterns By Device
- 41. Source: 2011 Scarborough Rel 2, Boston DMA What is your audience % by generation? Gen X 40% Golden Gen 16% Boomers 27% Gen Y 17%
- 47. 6. The future is Responsive AND Apps
- 48. Apps account for 4 out of every 5 mobile phone minutes Tablets are a 50-50 web and app world • comScore
- 49. Smartphoners Like “Task Specific” Apps •Top 5 iPhone Apps: i-Tunes, Facebook, YahooSports, GoogleMaps, YahooWeather • Top 5 Droid Apps: GoogleMaps, GooglePlay, GoogleSearch, Gmail, YouTube
- 50. Think smartphone “Tasks” • Garage Sales • Local and prep Sports Teams • Open Houses • Local Traffic • Restaurants • Neighborhoods • Etc. • Maybe Hackathon these?
- 51. Yes to “responsive design” but… • Short videos on small screens (and daytime use) • Evening tablet products that are long-form • Social apps for tasks on the go • Be “platform orthodox,” not “platform agnostic”
- 52. Thriving = Understanding Your Audience Deeply Research, test, ask, respect, don’t underestimate
- 53. Once Your Audience Has Seen Something Better • Better becomes their expectation • Something more convenient, that makes life easier • Watch ESPN or HBO Go – Why not on CBS?
- 54. Do what you do best • Be Great At Certain Things • ESPN: “We Serve the Fan” • Deseret: World Class at 6 Core Topics • The Web Rewards Specialization • It Punishes the Adequate Generalist • Mobile Reward Convenience and Simplicity
- 55. News will be less a static product • Our stories • our site
- 56. And More A Service • That makes the lives of citizens better • Helps them do tasks, save money, etc.
- 57. Before: Trust = Brand The news spoke for itself
- 58. Now: Trust = Transparency Evidence, Convenience, Meeting Expectations
- 60. Journalism as Collaborative Intelligence • Machines Can Count • Citizens bring experience, expertise, multiple vantages • Journalists organize, triangulate, verify, translate, with discipline of dispassion
- 62. “Is there something that I need to know?”
Notas del editor
- What is the research telling us about the new audience? I want to offer six lessons I see in the data. Almost every piece of data I am going to refer to today is something that can be found in more than one source.
- First, technology is adding to news consumption.
- Let me put that on a slide for emphasis
- Your print circulation dropped by 16% during that time
- And most of them go to established trusted familiar traditional news brands.
- This deepens your engagement with them, makes you more useful
- Iresearch also shows it makes your advertising more effective and valuable.
- And most of of all it means mobile. Mobile is the real web. 2..0. it is your second chance in digital..
- You also must be social…This year 163.5 million Americans are on social networks now. well over half the U.S. population, and it is expected to grow to 183 million, up 17% since 2012.
- What we used to think of as behavior on screens was a crude over simplification. People wouldn’tread long-form. The average time per page was 30 seconds. Wewerewrong. That wasjustbehavior on computers in the office.
- Print reading spikes around breakfast, but picks up again after the commute. People us computers at work before lunch. Smart phone usage occurs all day, tablet consumption spikes after dinner….but there are different audiences here.
- Here is the breakdown of one paper that is pioneering mobile and making its audience younger.
- It will not be enough to put the same content on every screen.
- Smartphones are an app driven worldTablets are not.
- On smartphones, the most popular apps help people with jobs to be done—they are not necessarily portals
- This is a huge opportunity for local publishers that is still largely untapped.
- This means research
- How you present the news must also change. In the old era, the brand was imagined to speak for itself.
- Today, people need to know why should trust any piece of content. Why should I believe this. How do you know? Evidence based presentation. Show Your Work.
- Journalists bring: Vetting, Translation, Organizing Info, Curating Discussion, VerifyingCommunity brings: Experience, Expertise, Multiple Sentinels, Passion, Solutions