1. INNER CIRCLE
2013
GATEHOUSE NEWS & INTERACTIVE DIVISION

2. Today’s agenda
• Overview of changes to Inner Circle
• GateHouse growth in digital
• Web Cube
- What stays the same
- Photo galleries
- Facebook
- Twitter
- Platform-appropriate publishing
• News Cube
- Platform-appropriate publishing
• Resources
Additional information:
• Videos that get the most views
• Facebook “evergreen” posts
• Twitter best practices

3. Changes to Inner Circle
Web Cube
• Facebook: Weekend posting,
additional posts for larger
newsrooms
• Twitter: Every reporter
tweeting twice daily
• Photo galleries: “Seen on
scene” galleries
• Platform-appropriate
publishing: Changing “Only in
Print” to “Coming in Print”

4. Changes to Inner Circle
News Cube
• Platform-appropriate
publishing: Changing “Only in
Print” to “Coming in Print”
• Reader involvement (callouts):
No longer required
• Community partner, public
service ASFs: No longer
required

5. Changes to Inner Circle
Why are reader involvement and ASFs no longer
required?
• As we transition to Design House, callouts will be
added by designers. If you would like a local callout,
include it on your Note to Design House.
• Nearly all of our newsrooms have incorporated ASFs
into their daily or weekly coverage plans. We still
encourage newsrooms to run them.

6. GateHouse growth in digital
As our digital audience grows, expectations for Inner
Circle are increasingly web-focused.
From January through November, GateHouse sites
saw impressive increases from 2011 to 2012.
• 18% Increase in overall pageviews
789M in 2011 to 932M in 2012
• 22% Increase in pages per visit
2.9 in 2011 to 3.5 in 2012
• 86% Increase in average time on site
2:19 in 2011 to 4:18 in 2012

7. GateHouse growth in digital
Social media referrals and mobile traffic also saw
impressive gains.
• 17% Increase in Facebook referrals
8.7M in 2011 to 10M in 2012
• 109% Increase in mobile Facebook referrals
365K in 2011 to 765K in 2012
• 256% Increase in mobile pageviews
12.5M in 2011 to 40.7M in 2012

8. Changing audience
Why such an emphasis
on social media?
• 19% of Americans viewed
news on social media
within the last day - up
from 9% in 2010
• 33% of adults younger than
age 30 viewed news on a
social networking site
within the last day. Only
13% read a newspaper in
print OR digital form.
- Pew Research Center, Sept. 2012

9. Changing audience
• 23% read a print newspaper
within the last day, about
half since 2000 (47%).
• 23% of adults in their 40s
viewed news within the
last day on social
networks - up from only
8% in 2010.
- Pew Research Center, Sept. 2012

10. Web Cube - Staying the same
• Updates
1-2 staff: 2 or more daily
3-5 staff: 5 or more daily
6-19 staff: 10 or more daily
20 or more staff: 15 or more daily
• Blogs
1-2 staff: 2 bloggers
3-5 staff: 2 bloggers
6-19 staff: 3 bloggers
20 or more staff: 6 bloggers
Bloggers should be posting at least twice weekly

11. Web Cube - staying the same
• Video
1-2 staff: 1 per week
3-5 staff: 2 per week
6-19 staff: 3 per week
20 or more staff: 5 per week

12. Web Cube - photo galleries
Starting in 2013, newsrooms will be asked to
produce “seen on scene” galleries
• Galleries consist of photos taken of people at
community events: photographers ask for
permission to take photos and set up the frame.
• Galleries would be similar to those often found in
the back of a city magazine: two or three people
per shot.
GOAL Get lots of photos with local people on our
websites and in some cases, our print products.

13. Web Cube - photo galleries
Why are seen-on-scene galleries now required?
These galleries generate large numbers of page
views, unique visitors and increases time on site.
Should we differentiate between a regular news
photo gallery and a seen-on-scene gallery?
Yes. News galleries are spontaneously generated,
mostly candid shots, and cutline information is
specific in identifying the subjects and giving the
reader information regarding the event. Seen-on-
scene galleries are posed shots, and cutlines are
very broad, generally just event-identifying
information.

14. Web Cube - photo galleries
Whose responsibility is it to shoot these
galleries?
It is ultimately the editor’s call, but everyone in the
newsroom should be trained and capable of
shooting this type of gallery: photographers,
reporters, editors.
What type of events work best?
Any event where there is a high concentration of
people. Examples include: festivals, shows, county
fairs, competitions, fundraisers, sporting events
and school functions.

15. Web Cube - photo galleries
How many people should typically be in a seen-
on-scene photo?
Two or three. The goal is to make the faces easily
identifiable.
How do I write a cutline for a seen-on-scene
gallery?
Only the event is identified in these galleries. For
example: The fourth annual Rotary Club
Oktoberfest was held on Oct. 6 at Heritage Hall in
Ardmore, and was attended by more than 2,000
people.

16. Web Cube - photo galleries
How can we use these photos in print if we
aren’t naming everyone in them?
Newspapers already run photos without naming
everyone in them. During a perp walk, the officers
in the shot are rarely identified. In sports
photography, referees are never named. Running
photos with unidentified people isn’t unusual.
Seen-on-scene photos can be largely promotional
– include a callout for reader-submitted photos
from that event or others. Ultimately, editors and
publishers can make their own decision on whether
to include seen-on-scene photos in print. Only
online publication will be required.

17. Web Cube - photo galleries
How many seen-on-scene photos are required
to qualify for a gallery?
In this type of gallery, more is better. A gallery should
have a minimum of 15 photos in it.
Where will these galleries be hosted on our
website?
There will be a new bucket and tab created within the
“Our Photos” section. To publish to this bucket,
select the “Seen on scene” taxonomy. Publishing
the galleries to your carousel will promote them
and result in more pageviews.

18. Web Cube - photo galleries
Can community groups and individuals
contribute to these galleries?
Yes. If community members have taken seen-on-
scene style photos, you can upload them to your
site just like a gallery a staff member shot.
Can subjects purchase the photos?
Yes, they would use the same process that is used to
purchase news photos.

19. Web Cube - photo galleries
Are there examples
of newsrooms
doing this well?
The Utica Observer-
Dispatch has been
posting these
galleries with great
success. Visit
www.uticaod.com
and click on the iSpy
tab under the photo
bucket to see
examples.

20. Web Cube - Facebook
Starting in 2013, newsrooms will be asked to
post to Facebook every day of the week.
Larger newsrooms will also have increased
posting expectations
• Readers are typically more active on Facebook
during the weekends, and we need to reach our
audience then.
• Posting more than twice daily gives more
opportunity to promote your brand and content.
GOAL Increase our website referral traffic from
Facebook for more pageviews

21. Web Cube - Facebook
Why are we increasing the number of Facebook
posts each day for some papers?
According to industry best practices and many
studies, newsrooms should post 4-6 times a day.
A greater frequency of posts drives more page
referrals and fan engagement.
We encourage even our smallest newsrooms to post
more than twice a day as often as they can.
Why are we posting on weekends?
Studies have shown fan engagement – in terms of
clicks, comments and likes – is greater on
weekends, and outside of normal working hours
during the week.

22. Web Cube - Facebook
How do I post to Facebook when I’m not at
work?
You can use Facebook’s scheduling tool, or free
online tools such as Hootsuite or Tweetdeck.
Here’s how you schedule posts right on Facebook:
From your Page's sharing tool:
• Choose the type of post you want to add to your
page
• Click the clock icon in the lower-left of the sharing
tool
• Choose the future year, month, day

23. Web Cube - Facebook
What times should I post to Facebook?
Post as soon as you get into the office, to hit the
early Facebook traffic, and schedule a post once
in the evening after 6 p.m. If you are posting
more than twice a day, spread your posts out
during the day and schedule posts to run between
6 – 10 p.m. Studies have shown users engage
most with content after work hours.

24. Web Cube - Twitter
Starting in 2013, all reporters will be asked to
tweet from a professional account
• News consumers are increasingly turning to Twitter
for headlines, updates and interaction
• Reporters should be tweeting at least twice each
working day, and multiple times during breaking
news coverage
GOAL Increase reach, community interaction and
potentially find stories and sources via Twitter

25. Web Cube - Twitter
Why should I have a Twitter account that is
separate from the newspaper’s account?
A reporter’s Twitter account is a place for the
reporter to tweet color and background on
stories, to live-tweet a big story, sporting event
or breaking news as it happens and to engage
with followers on a more personal level.
However, it is important to show your personal side
on Twitter. So, you could tweet something like
this: “Had breakfast downtown this morning;
amazing progress being made on 3rd Street.” Or
“Had breakfast downtown; they have a ways to
go before 3rd Street will be up and running.”

26. Web Cube - Twitter
What should my Twitter handle be?
A reporter’s Twitter handle should be some
combination of the reporter’s name and the
newspaper Twitter handle.
For example, the State Journal-Register’s Twitter
handle is @SJ-R. Reporter Molly Beck’s Twitter
handle is @MollyBeckSJR
How often should I tweet?
You should tweet at least two scheduled Twitter
posts each day, more if you are tweeting live
from a big story or breaking news event.

27. Web Cube - Twitter
How much tweeting is too much?
Unless you are live tweeting, you shouldn’t tweet
more than four times in one day. Studies have
shown this is the maximum number for the best
engagement. When you are live tweeting, your
followers will expect you to keep them
continuously updated throughout the event.
When should I tweet?
For scheduled tweets, tweet once in the morning (as
soon as you get to work), and once in the late
afternoon, between 2 and 5 p.m. Those are the
times your followers are more likely to see and
respond to your tweets.

28. Web Cube - Twitter
Will I get in trouble if I tweet an opinion?
You should consider carefully the impact of posting
an opinion on Twitter from your professional
account. If it isn’t about something you cover,
consider the necessity of sharing that opinion. If
unsure, ask your editor.
I'm an editor without a reporter. I have a
newspaper Twitter account - do I also have
to have an account in my name?
We strongly encourage editors without reporters to
set up personal, professional Twitter accounts in
order to reap all the same benefits reporters
would: the ability to engage with fans on a more
personal level, find news and tips.

29. Web Cube - Platform publishing
Starting in 2013, the “Only in Print” strategy is
being replaced with “Coming in Print”
• The current print version of Only in Print refer has
become forced in its appearance and in what it
represents. It also has run its course with the
advent of premium content.
• “Coming in Print” should be featured on your
homepage as often as you publish.
GOAL Promote future print content and continue to
differentiate our content on multiple platforms

30. Web Cube - Platform publishing
How is the platform-appropriate publishing
requirement changing for Inner Circle 2013?
In 2012, newsrooms teased several items online
each day that were appearing exclusively in that
day’s print edition. In 2013, newsroom should
tease one or more items that will be published
exclusively in an upcoming print edition - “Coming
in Print.”
The “Coming in Print” promotion should appear on
your homepage as often as you publish.

31. Web Cube - Platform publishing
I can’t predict the news, and don’t know what’s
coming in my next edition. How can I meet
this requirement?
We all need to improve planning and budgeting to
accomplish this initiative. You don’t have to tease
hard news coverage, but rather, standing features
or other planned pieces. Some examples of
content to tease are:
• Enterprise, topics stories and ongoing coverage
• Special sections
• Sports feature or special coverage
• Column or editorial on a high-interest topic

32. Web Cube - Platform publishing
Is there a specific way to write the promotion?
The promos should be written in an engaging way,
and be more than a simple description of the
story such as: School board meets Friday; or
Catch all of the prep football scores. Examples:
• COMING IN PRINT: Who gets the drug money?
There are advantages for local law enforcement to
making busts beyond taking dealers off streets.
• COMING IN PRINT: Are state workers entitled to
free health coverage? Our edit board takes on the
contentious topic stirring at the Statehouse.
• COMING IN PRINT: 3,000 yards and counting.
Rochester quarterback Wes Lunt is surpassing
records. For the senior, however, there is one
accomplishment that outweighs all.

33. News Cube - Platform publishing
How should “Coming in Print”
be featured in print?
“Coming in Print” should appear in
every issue you publish, on the
front-page rail or, if your
newspaper is a tab, another
prominent area.
Do we still need to promote
“Only Online” in print?
Yes. The requirement for “Only
Online” remains the same -
tease at least two online
exclusive items in every
issue you publish.

34. Recap, your questions
Web Cube News Cube
• Facebook posts on • “Only in Print” to
weekends, more posts “Coming in Print”
for bigger papers • “Only Online” stays
• Daily tweeting for every the same
reporter • Reader involvement
• “Seen on scene” (callouts): No longer
galleries part of photo required
gallery requirement • Community partner,
• “Only in Print” to public service ASFs: No
“Coming in Print” longer required
• Updates, video and
blogs are the same

35. Resources
• More detailed information and expanded Q&As can
be found in the 2013 Inner Circle Handbook.
Download the handbook at www.ghnewsroom.com
• Contact your content team manager:
Mike Turley
mturley@corp.gatehousemedia.com
Sarah Corbit
scorbitt@corp.gatehousemedia.com
Carlene Cox
ccox@corp.gatehousemedia.com

36. Tips, ideas and suggestions
If you have everything you need, feel free to
sign off. Thanks for joining.
Additional information:
• Videos that get the most views
• Facebook “evergreen” posts
• Twitter best practices

37. Video ideas
After more than a year of having our newsrooms
shooting video, we are able to gain an
understanding of what kinds of videos get the
most views using Google Analytics.
Using this information, as
well as researching what
kinds of videos get the
best views on other news
sites, we are now able to
give our newsrooms
specific recommendations.

38. Videos that get the most views
Breaking news Crime-related videos (court
appearances, crime scenes), as well as fire and
crash scene videos. Other kinds of breaking
news-related videos do well, too – funeral
processions (soldier, police, firefighter) as well as
vigils, impromptu memorial sites, and
remembrances by family and friends of victims.
Weather videos Severe weather as it occurs –
such as hail, high waves, flooding – as well as
storm or flood aftermath – crews clearing roads
after a blizzard, neighbors clearing limbs after a
severe wind, residents talking about their
experiences in the aftermath of a tornado.

39. Videos that get the most views
Feature videos Business-related videos were
among the top feature videos. Profiles of existing
local businesses or tours of new business got
good views.
Events Parades, festivals, holiday strolls, public
performances - as well as big school events such
as the pre-prom promenade or a spelling bee.
Beginnings and endings of projects Tours of
newly completed or renovated schools, YMCAs,
tourism centers, highways and bridges.
Demolitions were view-getters as well – schools,
old stores, bridges, restaurants.

40. Videos that get the most views
Celebrities Make sure the celebrity’s name is in the
title of the video.
Sports Area football preview videos do well, as do
previews of upcoming tournament games.
For additional video ideas, see the 2013 Inner Circle
Handbook.

41. More on Facebook
The Facebook “Mom, I’m bored” list
A roundup of 30 any-time posts to liven up your page
1- Group shots for tagging
2- Vote on online poll
3- Every video you ever post
4- Every photo gallery you ever post
5- Something upcoming from events calendar

42. More on Facebook
6- New blog post
7- Weather updates
8- Random pictures around
town
9- Online only canned
content
10- Questions about
national stories

43. More on Facebook
11- Stuff your newsroom is doing
12- Comments on national sports
13- Sweet deals, freebies
14- Gratuitous cute kid photos
15- Historical photos

44. More on Facebook
16- Cool story quotes
17- Political cartoons
18- Entertainment-driven
commentary
19- Local editorials,
columns
20- Local sports
predictions

45. More on Facebook
21- Gratuitous pet photos
22- PDF of cool print design
23- Local athlete stats
24- Popular on our site
25- From the archives

46. More on Facebook
26- Newsroom poll
(keep it clean)
27- In case you
missed it
28- Share a fan’s
post
29- Random “It’s
(blank) day!”
30- Shameless
Twitter
promotion

47. Twitter best practices
Start a conversation
Twitter accounts that only feature headlines are not
engaging. Followers want to know that there’s a
person behind a Twitter account, and they want
to hear that person’s voice. Instead of always
tweeting headlines, try starting a conversation
about your stories. Tweet about your favorite
part of a story, share a detail about the reporting
process, or pose a question. When someone
answers the question, respond to them. Starting
conversations about our work on Twitter — and
adding to the ones already taking place — helps
strengthen our voices as journalists.

48. Twitter best practices
Give your audience a behind-the-scenes look
at the reporting process
What is happening at the scene, who are you
photographing, what was said at the end of an
interview?
Keep up with sources, find ideas
Twitter can be a powerful tool for finding story ideas
and keeping up with news about your beat. If
you’re a food critic, follow food bloggers and
restaurants in your area. If you’re a sports
reporter, follow local coaches and athletes.

49. Twitter best practices
Find local sources
You can search for people locally who have tweeted
about a topic you are covering or ask your
followers if they have knowledge of the topic. If
you find local people you want to interview, ask
them to send you a Direct Message with their
contact information. Twitter is a solid starting
point. It doesn’t replace traditional shoe-leather
reporting; it just helps you find sources you may
not have otherwise come across. It’s up to you
to follow up with the sources you find and, when
appropriate, interview them.

50. Twitter best practices
Find and capture reaction
Twitter is a great tool for seeing how people are
reacting to news.
Help your audience keep track of an ongoing
story
When reporting on an ongoing story, some news
sites create separate Twitter accounts. The
Orlando Sentinel created a Casey Anthony
account that amassed nearly 42,000 followers.
Reporters used the account to live tweet from
the trial.

51. Twitter best practices
Build your credibility
Misinformation can spread quickly on Twitter,
especially during breaking news situations. Show
credibility by debunking bad information and
only tweeting information you’ve verified.
This doesn’t mean you shouldn’t tweet during
breaking news situations. You can phrase your
tweets by saying something along the lines of,
“X is reporting Y, but we haven’t been able to
confirm this information yet.” Or send a couple
of tweets saying: “We are working on this story
and will tweet updates as soon as we have them.
Here’s what we do know…”

52. Twitter best practices
Make sure you have a good, clear bio for
yourself
“Joe Reporter, covering all things cops and courts in
Peoria, Ill.”
Use hashtags for topics and towns you cover
“Think #mayorjones will run again in #Peoria?”
Make sure the hashtags are consistent with your
newspaper’s hashtags and with the way others in
the community use them. Hashtags are
important for joining and guiding community
conversation on Twitter.

53. Twitter best practices
Keep your tweets under 140 characters
Keep it short so other Twitter users can retweet
your posts easily with their own comments.
Retweet valuable tweets
When you retweet someone else, always put RT at
the beginning of your tweet, and included the
original tweeter’s name, with the @ symbol:
“RT @jtweeter is right. Tonight’s game is most
important of season.”

54. INNER CIRCLE
2013
GATEHOUSE NEWS & INTERACTIVE DIVISION