Dark Arts for StateWatch news directors

Dark secrets online overlords of the

very important things I won’t dwell on:

•  social media •  news judgment •  technology •  SEO •  cat photos

& sensibility

desire

what I will dwell on:

ackage, repackage, repeat.

Flickr photo courtesy of user scmgee.

P

lifehacker.com I. Package, repackage, repeat





packaging reinforces

packaging extends reach

stock and flow

Umbering is narrative.

Flickr photo courtesy of user svenwerk.

N

popurls.com II. Numbering is narrative.

popurls.com II. Numbering is narrative.

theatlantic.com II. Numbering is narrative.

lists promise comprehensiveness

lists promise limits

lists promise hierarchy

lists promise authority

Eadlines are hooks.

Flickr photo courtesy of user minifig.

H

“ Imagine you're writing a headline for a magazine

(one with tight deadlines)

rather than a newspaper.

source: Gawker founder/CEO Nick Denton

“

wired.com vs. gawker.com III. Headlines are hooks.

Vs.

focus on implications, not events

Vs.

Vs.

nytimes.com vs. google news vs. gawker.com III. Headlines are hooks

12 most profit-producing words III. Headlines are hooks

1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You

12 most arresting headline words III. Headlines are hooks

1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future

Omments are content. Flickr photo courtesy of user nolifebeforecoffee.

C

ta-nehisicoates.theatlantic.com IV. Comments are content.




content gets assigned

content gets curated

content gets edited

content gets promoted

et the telling fit the story.

Photo courtesy of the U.S. Army.

L

nytimes.com | theatlantic.com V. Let the telling fit the story.

Xplain, explain, explain.

Flickr photo courtesy of user Pip R. Lagenta.

E

“ “

When remotely possible, turn news into explanation.

source: Gawker founder/CEO Nick Denton

slate.com VI. Explain, explain, explain.

voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.

voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.

Flickr photo courtesy of user movimente.

Llustrate everything. I

huffingtonpost.com VII. Illustrate everything.

A transportation blog?! Really?

*actual transportation blog headlines VIII. Illustrate everything.

blogs.startribune.com/roadguy VII. Illustrate everything.

“The word that came to mind was ‘brazen.’”

images courtesy of roadguy VII. Illustrate everything.

ompete through co-optation.

Photo courtesy of the U.S. military.

C

andrewsullivan.theatlantic.com VIII. Compete through co-optation.

andrewsullivan.theatlantic.com VIII. Compete through co-optation.

npr.org VIII. Compete through co-optation.

treams, not stories.

Flickr photo courtesy of user Mr. T in DC.

S

city room and l.a.now IX. Streams, not stories.

gothamist network IX. Streams, not stories.

feed > post

subscriber > visitor

city room vs. gothamist IX. Streams, not stories.

Flickr photo courtesy of user Stuck In Customs.

inimal is magical. M

[Noun] [verb]:

[Blockquote]

A reader writes:

[Blockquote]

marginalrevolution.com X. Sully ledes.

marginalrevolution.com X. Sully ledes.

slate.com X. Sully ledes.

nytimes.com X. Sully ledes.

it’s quick

it demands listening

it evokes a conversation

it triggers awareness

speedy visual fun explanatory focused straightforward authoritative hierarchical conversational engaging continuous simple efficient comprehensive concise adaptable collaborative ubiquitous social economical arresting networked creative aggressive engaged serial bi-directional ebullient forceful filtered digressive bold cathartic curatorial steady data-driven resourceful frequent plugged-in iterative

Let’s apply this, friends.

proposed theme

TEXAS: The ongoing conflict between the state government and the EPA regarding air quality rules.

•  Buildup posts, key interviews, etc. •  The banner narrative •  The illustration •  Promotion strategy •  Follow up

Flickr photo courtesy of user scmgee.

How does story this break down?

ideas?

maybe something like

•  Who’s in charge of what? Table?

•  Six Key Lieutenants in the Battle Against the EPA

•  Other ideas? (This is where you participate so Elise doesn’t feel like a fool.)

expectations of the digital reporter

•  Enterprise everyday •  Curate community •  One banner piece a week •  Follow-up

the digital reporter’s day

7am 9am 12pm 3pm

Reading, curating

Enterprise work/finish or have sketched out

tomorrow’s lede

typical internet traffic

Analysis/standout

post

what you can expect from us

•  Weekly story planning calls for those who need it •  Check-in anytime to shape data projects •  “Challenges” to improve skill sets •  Facilitating monthly “clean-up day” for explainer topic pages •  Support site so reporters can help each other

thank you xie xie

Dark Arts for StateWatch news directors

Self Improvement