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The (Mobile) Readers We Ignore

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Damon Kiesow
Damon Kiesow

INMA Mobile Strategies conference March 11 - 12 at Microsoft

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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 subscription How 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

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The (Mobile) Readers We Ignore

  • 1. The (Mobile) Readers we Ignore Audience not Tech Damon Kiesow Head of Product @McClatchy @dkiesow INMA Mobile Strategies March 11-12 2016
  • 2. @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?
  • 3. @dkiesow INMA Mobile Strategies March 11-12, 2016
  • 4. @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 subscription How Millennials Get News: Inside the habits of America’s first digital generation Media Insight Project - API/AP:
  • 5. @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
  • 6. @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
  • 7. @dkiesow INMA Mobile Strategies March 11-12, 2016 Digital natives • Have hybrid lives • Live locally but act & transact globally
  • 8. @dkiesow INMA Mobile Strategies March 11-12, 2016 Relevance IRL Digital What we cover
  • 9. @dkiesow INMA Mobile Strategies March 11-12, 2016 Relevance IRL Digital Where digital natives live
  • 10. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage?
  • 11. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage? • Local start-up • High-tech coffee cup • $300,000 in pre-orders
  • 12. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage?
  • 13. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage? • Local TV show • Daily broadcast • Up to 11 million viewers
  • 14. @dkiesow INMA Mobile Strategies March 11-12, 2016 Worth coverage?
  • 15. @dkiesow INMA Mobile Strategies March 11-12, 2016 • Local highway • Dashcam video • Tractor trailer vs car Worth coverage?
  • 16. @dkiesow INMA Mobile Strategies March 11-12, 2016 And more • Netflix new releases • Mobile apps / games • Uber, Airbnb • Nextdoor.com • Facebook • Twitter
  • 17. @dkiesow INMA Mobile Strategies March 11-12, 2016 What is the problem? @sree social media presentation - photo from @LeinzCNN
  • 18. @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
  • 19. @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