5) la empresa innovadora nyt

Adolph  Ochs  y  el  Times

La  ruta  informa8va

• El lema de Ochs era “Entregar las noticias con imparcialidad, sin temor ni favoritismo".

• El lema que aun mantiene el diario es "All the news that fit to print".

Las  ventajas    del  Times

• Cuando bajó el precio el mercado apostó que a sus lectores les daba igual y que perdería atractivo para los avisadores que valoraban su exclusiva clientela.

• La circulación pasó de 25 mil a 75 mil, algo que le aseguró un puesto firme en el periodismo de Nueva York.

• El Times quedaba como un diario de calidad pero asequible a más lectores, con los meses se convirtió en el secreto del éxito.

Modelo  de  negocio • Ingresos publicitarios (70 a 80%)

• Pagos directos de los lectores (por ejemplares o suscripciones) (20 a 30%)

Imagen  del  primer  web

Programa  TimeSelect

•  Started  in  September  2005  •  Exclusive  access  to:  

•  Op-­‐Ed  Columns  •  The  Archive  •  Web  Tools  •  And  more.  

•  SubscripAon-­‐based  service  for  daily  columns  

•  $7,95  per  month  •  $49,95  per  year  •  Free  for  print  subscribers  and  University  students  and  faculty  

•  Ended  in  2007  

La  crisis

Best Practices for Experimentation

1.  Launch efforts quickly, then iterate 2.  Set goals and track progress 3.  Reward experimentation 4.  Communicate goals, and share what is known about best

practice to achieve them 5.  Kill off mediocre efforts 6.  Plan for version 2.0 7.  Make it easier to launch an experiment that to block one p.33

How Not to Structure Social Media at a Publisher Our Twitter account is run by the newsroom. Our Facebook account is run by the business side. This unwieldy structure highlights a problem that has bedevilled our promotion efforts. Even though audience development is the kind of work that should be shared across the company, it instead falls into silos, with marketing, public relations, search, and social all answering to different bosses and rarely collaborating. p.46

“At The New York Times, far too often for writers and editors the story is done when you hit publish,” said Paul Berry, who helped found The Huffington Post. “At Huffington Post, the article begins its life when you hit publish.” p.25

The Life of an Article

The realities of a cluttered Internet and distracted mobile world now require us to make even more of an effort to get our journalism to readers. Perhaps because the path forward is not clear and requires very different skills, we are putting less effort into reaching readers’ digital doorsteps than we ever did in reaching their physical doorsteps. p.24  

Print Companies Don’t Distribute Online as Well as They Did Print

Traffic to the home page has been declining, month after month, for years. Traffic to section fronts is negligible. Traffic on our mobile apps, which are mostly downstream replicas of our home page and section fronts, has declined as well. p.28

Death of the Homepage(s)?

“Journalists are better than ever at telling people what’s happening, but not nearly good enough at giving them the crucial contextual information necessary to understand what’s happened,” said Ezra Klein, in announcing his new venture at Vox Media. “We treat the emphasis on the newness of information as an important virtue rather than a painful compromise.” p.29

Vox: Understanding the News

Applica8ons

•  Times  Reader  à  2006  •  2.0  à  2009  •  Digital  Version  of  The  New  Tork  Times  

•  iPhone  and  iPod  Touch  à2008  •  iPad  à  2010  

•  To  march  6,  2011  more  than  1,6  million  downloads.  (Source:  iTunes)  

• Android  Smartphones  à  2010