Top Banner
10 Trends That Could Make (or Break) Our Editorial Careers Jim Sulecki Director, eMedia Meister Media Worldwide
61

10 Trends That Could Make (or Break) Our Editorial Careers

Nov 17, 2014

Download

Documents

Jim Sulecki

Webinar presentation to membership of the American Society of Business Publication Editors, April 29, 2010.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: 10 Trends That Could Make (or Break) Our Editorial Careers

10 Trends That Could Make (or Break) Our

Editorial Careers

Jim SuleckiDirector, eMedia

Meister Media Worldwide

Page 2: 10 Trends That Could Make (or Break) Our Editorial Careers

Jim Sulecki

• Daily / weekly newspapers, essays, op-eds

• B2B writer and editor

• Editorial management

• Publishing management

• TV writing, audio production

eMedia management

• Web developers

• Studio M video / audio

• Content / graphics

• Advertising / marketing

• Audience development

Page 3: 10 Trends That Could Make (or Break) Our Editorial Careers

Unprecedented Transition

Page 4: 10 Trends That Could Make (or Break) Our Editorial Careers

TV Is Not Just Radio Before a Camera

Page 5: 10 Trends That Could Make (or Break) Our Editorial Careers

Likewise…the Internet Not Just Print on a Screen

• Interactivity

• Multimedia

• Immediate access to deeper data

Page 6: 10 Trends That Could Make (or Break) Our Editorial Careers

Few media ever go away. They just step sideways to accommodate new ones.

Page 7: 10 Trends That Could Make (or Break) Our Editorial Careers
Page 8: 10 Trends That Could Make (or Break) Our Editorial Careers
Page 9: 10 Trends That Could Make (or Break) Our Editorial Careers

Potential for Best of All Worlds• Incisive text• Brilliant images• Direct paths to deeper data• Audio / video• Animation

If…we prove our value through the transition.

Page 10: 10 Trends That Could Make (or Break) Our Editorial Careers

So how do we remain relevant?

Page 11: 10 Trends That Could Make (or Break) Our Editorial Careers

(1)Know that we will be

measured.

Page 12: 10 Trends That Could Make (or Break) Our Editorial Careers

“There are no lies / When you see that look in their eyes” - Fastball, “Warm, Fuzzy Feeling” (1998)

Page 13: 10 Trends That Could Make (or Break) Our Editorial Careers
Page 14: 10 Trends That Could Make (or Break) Our Editorial Careers

Watch Metrics

• Many editors now check visitor and pageview reports every day

• Some as much as every 15 minutes (!)

• On-the-fly testing: multivariate testing on heds

• Leeway given to editorial-mission coverage

Page 15: 10 Trends That Could Make (or Break) Our Editorial Careers

Set Targets• Shoot for continuing growtho E.g., MMW: 52% YOY growth in UVs, 83% in PVs,

41% in time spent

• Performance integrated into annual reviews, even financial incentiveso Use this FOR you! E.g., in pay raise discussions

o You = content = more web traffic = more $

Page 16: 10 Trends That Could Make (or Break) Our Editorial Careers

More PVs, UVs (1) Check our egos

(2) Become fastidious number-checkers

(3) Learn from the monster number-gatherers- e.g., if your own tradeshow is gathering the most PVs, maybe there’s an editorial idea there

Page 17: 10 Trends That Could Make (or Break) Our Editorial Careers

More PVs, UVs (4) Clarity over cute – write heds that could be translated into another language and still be meaningful

(5) Use numerals

(6) Get to the point – quick

(7) Link out. Try to get links in.

Page 18: 10 Trends That Could Make (or Break) Our Editorial Careers

(2)Our content will become

“co-creative” with our audiences’.

Page 19: 10 Trends That Could Make (or Break) Our Editorial Careers

One-to-Many Many-to-Many

Page 20: 10 Trends That Could Make (or Break) Our Editorial Careers

Content not with a megaphone, but as a conversation-starter.

Page 21: 10 Trends That Could Make (or Break) Our Editorial Careers

I Am Audience, Hear Me Roar

Page 22: 10 Trends That Could Make (or Break) Our Editorial Careers

I Am Audience, Hear Me Roar

Page 23: 10 Trends That Could Make (or Break) Our Editorial Careers

Audience-Generated Content(1) Article comments

(2) Polls

(3) Message boards

(4) Online communities

(5) Blogs by experts (heirs to magazine columns)

(6) User-contributed images/video: e.g., Magnify.net

Page 24: 10 Trends That Could Make (or Break) Our Editorial Careers

Audience-Generated

Content

(7) Crowdsourcing / wikis

Page 25: 10 Trends That Could Make (or Break) Our Editorial Careers

Now, for the sake of print...How do we circle this type of

engagement back into our magazines?

Page 26: 10 Trends That Could Make (or Break) Our Editorial Careers

Re-Engagement in Print(1) Re-purpose online comments as ‘letters’

(2) Photo pages / contests

(3) First-person stories (‘as told to…’)

(4) Any kind of ‘roundup’ stories

Page 27: 10 Trends That Could Make (or Break) Our Editorial Careers

(3)Content produced by editors will focus predominantly on

analysis and exclusives.

Page 28: 10 Trends That Could Make (or Break) Our Editorial Careers

So Much Information…

2:37 pm

1:32 pm

12:46 pm

Fri, April 16

Page 29: 10 Trends That Could Make (or Break) Our Editorial Careers

So Much Information…

Page 30: 10 Trends That Could Make (or Break) Our Editorial Careers

So Much Need for Analysis

RBI CEO Says Sky is Not Falling

Analyst: News Foretells More Closings

Editorial: Media Must Stop the Bleeding

Page 31: 10 Trends That Could Make (or Break) Our Editorial Careers

400 Words of Analysis…

Page 32: 10 Trends That Could Make (or Break) Our Editorial Careers

…4400 Wordsof Audience Comment

Page 33: 10 Trends That Could Make (or Break) Our Editorial Careers

The Power of Exclusives

(1) State-of-the-industry reports

(2) Rankings

(3) Own-event coverage

(4) Own-award coverage

(5) Webinar coverage

Page 34: 10 Trends That Could Make (or Break) Our Editorial Careers

(4)We are in the

entertainment – as well as information – business.

Page 35: 10 Trends That Could Make (or Break) Our Editorial Careers

Business ≠ Boring‘Will It Blend?: 83 Million Views on YouTube

Page 36: 10 Trends That Could Make (or Break) Our Editorial Careers

Animated Presentations of Content

Page 37: 10 Trends That Could Make (or Break) Our Editorial Careers

Let Us Entertain Them

Page 38: 10 Trends That Could Make (or Break) Our Editorial Careers
Page 39: 10 Trends That Could Make (or Break) Our Editorial Careers

Don’t Work Without a Script

Page 40: 10 Trends That Could Make (or Break) Our Editorial Careers

(5)We (not publishers)will be the primary

marketers of our content.

Page 41: 10 Trends That Could Make (or Break) Our Editorial Careers

• Social media

et etc.

• Monitor PVs. Adjust heds, angles, etc.

• Check no. ofinbound links

Our Job to Make Stories Go Viral

Page 42: 10 Trends That Could Make (or Break) Our Editorial Careers

(6)No one will pay usor our publishers

directly for our content.

Page 43: 10 Trends That Could Make (or Break) Our Editorial Careers

• Estimate: As few as 5% of online users will pay for content.

• Good news: Most B2B has operated in this environment for decades.

• Editors may have to work more with publishers than ever.

Page 44: 10 Trends That Could Make (or Break) Our Editorial Careers

(7)The fading “bright line”

between editorial and sales will get even dimmer.

Page 45: 10 Trends That Could Make (or Break) Our Editorial Careers

• “Print dollars to digital dimes.”

• Audience engagement = more UVs/PVs = better ad environment.

• Web metrics are like incessant readership studies. (‘We will be measured.’)

• Editor’s creativity/knowledge in more demand than ever.

Page 46: 10 Trends That Could Make (or Break) Our Editorial Careers

• No ‘gutter’ on web pages to delineate edit and ad pages.

• Fewer type fonts to signal editorial copy from advertiser copy.

• Savvy marketers know content deepens message.

• How to represent sponsored content?

Page 47: 10 Trends That Could Make (or Break) Our Editorial Careers

(8)Our content will be read as

often (if not more) on mobile devices as on computer

screens.

Page 48: 10 Trends That Could Make (or Break) Our Editorial Careers

• ‘Maw’ of fresh content gets hungrier

• Copy must be more incisive than ever

• Graphics: utility rather than pretty

• Apps? Video?

Page 49: 10 Trends That Could Make (or Break) Our Editorial Careers

(9)Print content will gothe premium route.

Page 50: 10 Trends That Could Make (or Break) Our Editorial Careers

Current B2B Model

• Industry leaders get magazine

• Anyone meeting basic occupational levels get magazine

• All get website

Coming B2B Model

• Industry leaders get premium magazine and access to website

• Anyone meeting basic occupational levels get access to website with registration

Page 51: 10 Trends That Could Make (or Break) Our Editorial Careers

Impact on Magazine

(1) Bigger trim sizes return

(2) Paper stock goes back up

(3) Long-form features return

(4) Lavish graphics return

(5) ‘News of record’ moves to web

(6) Most ‘departments’ move to web

Page 52: 10 Trends That Could Make (or Break) Our Editorial Careers

(10)The Millennials will want

our content, but in different packages.

Page 53: 10 Trends That Could Make (or Break) Our Editorial Careers

“Still reading magazines? What are you? Amish?”

- Wired, 2009

Page 54: 10 Trends That Could Make (or Break) Our Editorial Careers

Millennials

• Nothing against print. Un-green, can’t be texted or Facebook-ed.

• Content like dim sum – if tasty and brought to their attention.

Page 55: 10 Trends That Could Make (or Break) Our Editorial Careers

Trade Media for Millennials

• Media company ‘finds’ Millennial.• eMailed avatar promises to help make

Millennial awesome in their new job.• Interactive demo walks Millennial

through media’s many job resources.• Facebook / online community

becomes hub of all communication.

Page 56: 10 Trends That Could Make (or Break) Our Editorial Careers

Closing Thoughts

Page 57: 10 Trends That Could Make (or Break) Our Editorial Careers

Workday of the Near Future?8:00: Check web metrics

8:15: Check email

9:00: Article lead

9:15: Tweet formulated as question / trial balloon

9:30: First call on lead

10:15: Tweet summary (attributed or unattributed)

11:45: Short item for day’s enews / website

11:50: Item with link on Twitter, Facebook, blog

1:00: Check web metrics

1:15: Second call

2:15: Begin scripting 2- to 3-minute audio feed

4:00: Begin formulating full-length magazine feature

Page 58: 10 Trends That Could Make (or Break) Our Editorial Careers

A Few Tips• Don’t get bogged down by print. It’s just one

piece.

• Gather and disseminate content in real-time, as a constantly moving ‘slipstream.’

• Make use of every bit of content around you.

• Cut mercilessly. If it’s not generating interest, advertisers, or industry leadership – why do it?

• Demonstrate and prove your worth.

Page 59: 10 Trends That Could Make (or Break) Our Editorial Careers

So Where to Next?• Chin up – the future will be great

• Know your audience better than ever

• Tap your inner creativity

• Good writing, storytelling still trumps all

• Work hard but have fun

• Know that you’re part of a media revolution

Page 60: 10 Trends That Could Make (or Break) Our Editorial Careers

Thank You

Jim [email protected]

twitter.com/jimsuleckieMediaEncyclopedia/blogspot.com

Page 61: 10 Trends That Could Make (or Break) Our Editorial Careers

Q&A