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A LOOK INTO THE FUTURE.
News(paper)
Happening now: (r)evolution
An ongoing change, in which media narrowly focus on the topics most important
to key audiences, tailoring content to audiences desires and needs, including
the “right” platforms and content types.
This is called the personalization of news.
How we access news
By platform By content type
Print Computer Mobile phone Tablet
Text Video Social media Email Alerts Voice
Trends
By platform By content type
- Print Computer ++ Mobile phone +++ Tablet
+ +Text ++++ Video ++ Social media + Email + + Alerts + Voice
Platform perfect *
What you access is becoming more important than which distribution channel you use, both from a user viewpoint
and a media owner viewpoint
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MobileLiveDesktop
Video journalism growth
Mobile video
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Mobile views
Mobile views
News is now … and later
Consumers expect to “hear about”What is news on social and through
alerts and then go and find what they are
looking for from reputable sources.
Coming from social
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MobileDesktop
News cycle
Push alert or social media post
Text on web
Video post on web
Update social post
Expanded web text story
News cycle continued
Social engagement
Print story
Expanded social engagement
Print column, opinion , Zing! etc
Consumers will pay more *
Since the Democrat’s experiment with paid content in 2010, hundreds of
news outlets have added paid content in various form, including many major news sites in Florida
Role of paid content
In July 2010, Tallahassee.com introduce paid content
In April 2012, that was extend to mobile sites
Results
Immediate loss of traffic
Immediate increase in revenues
DT: Monthly Unique Visitors
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Visitors
Visitors
M: Monthly Unique Visitors
2013 2012 2011245000250000255000260000265000270000275000280000285000290000295000
Visitors
Visitors
One size fits no one *
Days of mass media being all things to all people are
numbered as audiences search for
their passion topics.
Personalized news
My neighborhood: rabid dog on the loose Your neighborhood: man shot by spouse My city: raises taxes Your city: paves main downtown road My state: passes stand your ground law Your state: OKs medical marijuana bill My country: passes national health insurance Your country: uses chemical weapons on
civilians
News tracts
Professional Citizen
Breaking news Investigative Deep context Analysis Narrow focus Editing Standards based
Expertise Self interest Broadly focused Breaking news Varying standards
How did we get here?
HUMAN-INNOVATION PROCESS Extensive market research and
surveys Interviews with dozens of
people Instincts as journalists
Which audiences must we have?
Mr. & Mrs. State Worker Prof. Rattnoleagles
I.M. deLeader Noles Family
What do they look like?
What are their passions?
Politics & Policy
Keeping Tallahassee Special for My Family (TLH)
FSU Football
Politics & Policy
Properly funding public schools High education
State workers issues Government accountability
TLH Topics
Family Food Entertainment Schools Faith Health & Fitness Home/garden
FSU football
Not just the games (family matters here, too)
Authority Insights Watchdog
Deeper dive: citizen content Blogs Video Social media Photos Chronicle (text) Letters My Views Zings!
Citizen topics
Healthcare Sex Politics Real estate Food Home & Garden Environment Fitness
TD content – health/fitness
Healthy Babies Heart Walk Pink Power 5K TLH weekly Your Health Sponsorships Move.Tallahassee.c
om
Move.Tallahasse.com
Move.Tallahassee.com
Tracking Social networking Events Meet ups Nutrition blogs Exercise blogs VideosHttp://move.tallahassee.com
Heart Walk: health topic
Full resources of TMG
Social media Blogs Stories Videos Sponsorship Volunteerism
http://bcove.me/vsmzfnwn
Deeper dive: watchdog
Watchdog
Text Video Blogs Opinion Social media
