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© Media Ideas International Ltd 2009
Media EvolutionAdapting to the challenge
© Media Ideas International Ltd 2009
David Brewer's guest lecture for Ukrainian journalists in KyivNov 16-17, 2009
Organized by Internews Ukraine and the European Journalist Center
within Medianext, a New media Initiative for Ukraine
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© Media Ideas International Ltd 2009
Media Evolution
Changing audience behaviour
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The broadcast/publish at model
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The engage with model
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The participate in model
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The participate in model
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Nine hours looking at a screen
Only 1.5 of those hours are TV
Remainder computer, games and mobile devices.
Changing audience behaviour
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Snacking on rumourFeeding on fact
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© Media Ideas International Ltd 2009
Following the audience
Engaging and embrace
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Gate crashing the party
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© Media Ideas International Ltd 2009
Creating a content factory
Platform neutral
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What can media offer?
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Sources
Planning Editor
Interactive Editor
Intake Editor
Resources Manager
Newsroom Secretary
TV Editor
Intake & Output
All key editorial
decisions are taken
here
Radio Editor
Print Editor
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Sources
PlanningEditor
I/AEditor
IntakeEditor
ResourcesManager
SecretaryTV
Editor
Intake & Output
Work FlowOut to production
teams
All editorial decisions
made here
Production
TV
Print
Radio
InteractiveRadioEditor
PrintEditor
Work FlowBack to Super desk
Output
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© Media Ideas International Ltd 2009
Roles and responsibilities
Who does what and why
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• The eyes and ears of the news organisation
• Alerts all to external sources
• Monitors competition
Intake editor
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• Quality control of all output
• Defender of the brand's reputation
• Accuracy, impartiality, balance, fairness and truth
Output editor
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• Owns the forward planning schedule
• Ensures stories are followed up responsibly
Forward planning editor
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• Ensures there is no duplication of effort
• Manages all resources for maximum impact.
Resources manager
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PlanningEditor
I/AEditor
IntakeEditor
ResourcesManager
Secretary
TVEditor
Intake & Output
All editorial decisions
made here
RadioEditor
PrintEditor
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The challenge
• Reaching new audiences• With a compelling content offering• Dealing with their concerns• Respecting the values they hold dear• Created from existing resources• Delivered to every platform/device• In a way that generates revenue.
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© Media Ideas International Ltd 2009
Creating an online offering
From existing resources
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Website measurements
Bounce
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Website measurements
Churn
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Website measurements
Retention
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Website measurements
Dwell
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© Media Ideas International Ltd 2009
Minimalist high-impact offering
Less is more
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Media Business
EditorialProposition
TargetAudience
Sales&
Marketing
Values
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© Media Ideas International Ltd 2009
A minimalist website
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Important
• Not all stories need to go online
• Offer a minimalist but rich offering of only the top stories and features
• Don’t try to do everything
• Start small and grow
• It’s all about sustainability.
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Workflow
• Morning meeting decides top stories for web based on
–Target audience–Ability to add value–Opportunity for interactivity–Possibility of video
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Work out a daily quota
• One top story
• Three secondary stories
• One feature
• One poll or vote
• Think value to the audience, shelf-life and whether the story makes excellent reference material.
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Weekend cover
• Small staff, perhaps just one
• Only the top story
• No video
• No clips
• No features
• A look back at the week’s top stories and a look ahead to events coming up.
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Work out a daily quota
• Work ‘as live’ for two weeks but do not display to the public
• When the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public
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Work out a daily quota
• Remember, if you launch this way the stories you choose to do must
– Have a long shelf-life
– Be stories you would want to archive
– Likely to be revisited and referenced in future
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Story 1
Story 2 Story 3 Story 4
Question of the day
Call to actionInteractivityVote or Poll
Video of day
Keep it simple
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End of 2009 = 25m active users
End of 2010 = 100m active users
End of 2013 = 1bn active users
Wired Magazine November 2009
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Influence
find more followers
make a few more friends
engage others in conversation
get others to engage you in conversation
write more frequently
convey more "signal" in your updates
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Signal
References to other people - use of "@" followed by text
Links to URLs you can visit
Hashtags - "#" followed by text
Retweets of other people, - the use of "rt", "r/t/", "retweet" or "via“
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Generosity
“Astonishingly high" based on retweeting other people 54 times in the last seven days.
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Velocity
“Low" based on your publishing 81 updates in the last seven days.
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Clout
“Very low" based on your being cited 90 times in the last seven days.
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© Media Ideas International Ltd 2009
Changing audience behaviour
Adapting to the challenge
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Sources
PlanningEditor
I/AEditor
IntakeEditor
ResourcesManager
SecretaryTV
Editor
Intake & Output
Work FlowOut to production
teams
All editorial decisions
made here
Production
TV
Print
Radio
InteractiveRadioEditor
PrintEditor
Work FlowBack to Super desk
Output
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Story 1
Story 2 Story 3 Story 4
Question of the day
Call to actionInteractivityVote or Poll
Video of day
Keep it simple
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The participate in model
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Final thoughts
• Is there a middle ground yet to be populated• Making sense of the noise• Structured and focused• Issue-led, people-focussed journalism• That informs the public debate• So that people make educated choices
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Contact details
Media Helping Media & Media Ideas International Ltd
• David Brewer runs Media Helping Media www.mediahelpingmedia.org to help media in transition and post-conflict countries and areas where freedom of expression is threatened.
• His business site is Media Ideas International www.mediaideas.co.uk• He tweets @helpingmedia and @mediaidas.
MediaNext• MediaNext has a blog on LiveJournal - medianext_ua• And is on Twitter - @medianext_ua