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Public Broadcasters Venture into
Online Hyperlocal News:A Case Study of
International Symposium on Online Journalism
Austin, Texas - April 1, 2011
Mark Berkey-GerardAssistant Professor, Rowan [email protected]
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Abstract
In November 2010, WHYY Inc., a PBS and NPRmember station serving the Greater Philadelphia area,launched NewsWorks.org. It provides regional news and
information in Eastern PA, Southern NJ and DE.NewsWorks also features a "hyperlocal newsgatheringeffort in Northwest Philadelphia.
It is a pilot program of the Corporation for Public
Broadcasting, designed to test "the possibilities of onlinehyperlocal journalism, driven by public media values andskills."
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Research questions
R1: Why the public media organization(historically TV and radio) chose to embark on
online hyperlocal project?
R2: How does the public media organizationdefine hyperlocal journalism?
R3: How does the public media organizationpractice hyperlocal newsgathering?
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Methodology
Intrinsic, qualitative case study of WHYY
Conducted over a 12-month period (8 months
prior to launch, 4 months after)
Project documents
Observations of strategy sessions, communitymeetings, newsroom, trainings.
In-depth interviews with WHYY staff members
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Uggh. Hyperlocal.
Hyperlocal is a problematic term
WHYY staff ambivalent about term, preferred
local or community.
Researcher used hyperlocal to stay consistentwith the original language and intent of the CPB
grant and pilot project.
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Philly News
LandscapeFourth largest media market in U.S.
Newspaper turmoil: Inquirerand Daily News acquired
and sold off (2006), local ownership, bankruptcy (2010),Philly.com, most prominent online news publication
Vibrant media landscape... with niche reporting sites,legacy newspapers and an active community of creative
technologists, but also diminished local public affairsreporting. (J-Lab Report 2010)
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WHYY Inc.
Started in mid-1950s
Dual license public broadcaster: TV (Channel 12) and
radio (90.9F
M)
$27 million budget, 160 staff
Produces nationally syndicated programs, "Fresh Air
with Terry Gross"
Limited web presence: WHYY.org primarily programschedule and archives
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Origins of NewsWorks
Grew out of turmoil of newspaper industry
Philanthropic foundations involved
Several versions from 2006 to 2010
Scaled down version: $300K CPB startup grant for
$1.2 million operation
Part of larger effort to digitize member stations
Compete with Patch.com and Journal Register
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R1:Why Hyperlocal?
"Experiment" in the context of four challenges:
1. Legacy to Multiplatform
2. Revenue and Membership
3. Stronger News Brand
4. Media Training and Education
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R1:Why Hyperlocal?
1. Legacy to Multiplatform
WHYY identity, culture, and practice
Until the advent of NewsWorks, onlinewas frankly the stepchild of broadcast.
There was recognition that you neededto be online, but there was no biginvestment in it."
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R1:Why Hyperlocal?
2. Revenue and Membership
Decline in government funding
Radio membership up; TV down
Philanthropic investment
Online underwriting untapped
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R1:Why Hyperlocal?
3. Stronger News Brand
For many, WHYY is not a news organization.
Its where they see Sesame Street or artsprogramming. And on 90.9 FM, its NPR. Forour purpose, NPR is the more significant setof letters than WHYY. Part of our message is
that we are taking everything you love aboutNPR to the web for a local news venture."
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R1:Why Hyperlocal?
3. Stronger News Brand
Distinct brand, logo, and messaging
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R1:Why Hyperlocal?
4. Media Training and Education
Dorrance H. Hamilton
Public Media Commons,$12 million educationCenter openedMay 2010.
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R1:Why Hyperlocal?
4. Media Training and Education
better future for
a public mediaorganization than simplybeing a PBS andNPR member station."
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R2: Define Hyperlocal?
Philly is a city of neighborhoods
8 zip codes in Northwest Philadelphia
190,000 residents in 15 distinct neighborhoods
Largely residential, diverse racially/economically
Strong civic and religious life
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R2: Define Hyperlocal?
1. Added value for base of support
Zip 19118 - $120K avg annual gross income(Chestnut Hill and Mt. Airy)
2. Outreach to target demographic
30s, educated, professional, civic-minded(Manayunk and East Falls)
3. Public service
Zip 19138 - $28K avg annual gross income(Germantown and West Oak Lane)
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R3: Practice Hyperlocal?
News content:crimereal estate
schoolsreligious and civic eventszoning and developmentopen space and recreationlocal history
in context of larger city issues.
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R3: Practice Hyperlocal?
News content created by:
1. WHYY staff
2. content partnerships
3. paid freelancers and community contributors
4. user-generated
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R3: Practice Hyperlocal?
1.WHYY Staff
Three community editors
mix of reporting, editing, and outreach goal of 50/50 time in community/office
Additional reporters and producers
local angles in arts, health, science, govt.beats
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R3: Practice Hyperlocal?
2. Content Partnerships
18 content partners
online news orgs (Notebook, PlanPhilly) tech companies (Azavea mapping) Daily News blogs (City Howl, It's Our Money) weekly newspapers
universities (Temple, U of Arts, LaSalle) civic organizations
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R3: Practice Hyperlocal?
2. Content Partnerships
"There is no way we are going to generate enough
content by ourselves to sustain this kind of webplay. So we have no choice but to partner.Partnerships are both a good idea, and clearlysomething that foundations are looking for.
Partnership is a buzzword, but they are hard toachieve."
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R3: Practice Hyperlocal?
3. Paid Freelancers and Community
Contributors
Assigned to cover local meetings, events, andessays
Pay ranges from $10 for news brief to $300 for
multimedia story
Maintain quality and participation
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R3: Practice Hyperlocal?
4. User Generated Content
Numerous ways to participate:
-news tips-lists-mapping-discussion areas
-multimedia
Driven by incentive system, Ben Bucks
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Conclusion
NewsWorks project impact on WHYY:
Web platform equal to TV and radio New underwriting potential Local reporting as a higher priority Expanded newsroom staff
Outlet for media training facility
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Conclusion
NewsWorks project impact on WHYY:
Added value for dedicated audience Outreach to target demographic Public service to an underserved area Partnerships
Engaging local community
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Future of
Redesign of website
Mobile applications
Seeking foundation funding
Membership model work on Web?
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Future of
"The key is... what kind of online experiencecreates a sense of ownership and
community in a younger demographic thatleads them to give money in the same waythat older people give to public
broadcasting?"
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Future of
"Who would be so stupid to think they weresure this was going to work? I think there is
a pretty strong argument to be made forpublic media being a place if it is going tosucceed anywhere it would be here. It isfull of journalists working at a discount
because they believe in the mission.Hyperlocal requires people to 'do windows,'to do things out of a sense of service."