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TOMROSENSTIEL
“FACT”
6 Lessons
1. Audiences Are Consuming More News, Not Less
2. Technology has likely increased your audience…
59% of adults 18-24 read newspaper content regularly on some device
The majority do it digitally
• Scarborough Research ( print and online weekly, mobile monthly)
“Total” Newspaper Audience
Dropped 10% 2006-2012 Print fell 16%
69% of all adults consume newspaper content regularly
• Scarborough Research ( print and online weekly, mobile monthly)
3. Understand the Cycle of News Discovery
People move across platforms, based on time of day, the questions they want to know, where they are.
News consumers are loyal across platforms
Use the same brands
across platforms
67%
Source: New York Times
Leverage the ‘synergy of screens’
Users “gravitate to whatever device is most appropriate or convenient given the context they find themselves in.”
• Business Insider Intelligence
Ads Work Better Across Screens
Smartphone and Tablet owners
• Are Twice As Likely in the U.S. to pay for news online as other adults.
• Reuters Institute Digital News Report 2013
4. Your Future is Mobile….and Social
Mobile will be your pimary digital platform in 3-5 years
Design Mobile First?
• Then back to the web.
• ESPN does. And grew mobile by over 59% traffic last year, even with web. NPR does…
• Buzzfeed is 45% mobile
• Mobile is VERY local. It is about walking around, here and now.
DO NOT WAIT FOR REVENUE
• Design for mobile• The revenue will come
El Nuevo Dia doubled mobile revenue in a year to 9% simply by creating mobile products.
5. There is no such thing as “the online experience”
Behavior Changes with Time of Day
By Device
Smart phones v. Tablet
By Place and Context
“Bored at Work” is Different
Than “Stuck in Line”
Or double screening a game…
And by audience group
• “Mobile Only” users are a growing cohort• Power Users (across platforms)• Casual but loyal users (“a lower meter price
point.”
Weekday Reading Patterns By Device
Source: 2011 Scarborough Rel 2, Boston DMA
What is your audience % by generation?
Gen X40%
Golden Gen16%
Boomers27%
Gen Y17%
6. The future is Responsive AND Apps
Apps account for 4 out of every 5 mobile phone minutes
Tablets are a 50-50 web and app world
• comScore
Smartphoners Like “Task Specific” Apps
•Top 5 iPhone Apps: i-Tunes, Facebook, YahooSports, GoogleMaps, YahooWeather
• Top 5 Droid Apps: GoogleMaps, GooglePlay, GoogleSearch, Gmail, YouTube
Think smartphone “Tasks”
• Garage Sales• Local and prep Sports Teams• Open Houses• Local Traffic• Restaurants• Neighborhoods• Etc.• Maybe Hackathon these?
Yes to “responsive design” but…
• Short videos on small screens (and daytime use)
• Evening tablet products that are long-form• Social apps for tasks on the go• Be “platform orthodox,” not “platform
agnostic”
Thriving = Understanding Your Audience Deeply
Research, test, ask, respect, don’t underestimate
Once Your Audience Has Seen Something Better
• Better becomes their expectation
• Something more convenient, that makes life easier
• Watch ESPN or HBO Go – Why not on CBS?
Do what you do best
• Be Great At Certain Things• ESPN: “We Serve the Fan”• Deseret: World Class at 6 Core Topics
• The Web Rewards Specialization• It Punishes the Adequate Generalist
• Mobile Reward Convenience and Simplicity
News will be less a static product
• Our stories • our site
And More A Service
• That makes the lives of citizens better• Helps them do tasks, save money, etc.
Before: Trust = Brand
The news spoke for itself
Now: Trust = Transparency
Evidence, Convenience,
Meeting Expectations
Journalism as Collaborative Intelligence
• Machines Can Count• Citizens bring experience, expertise, multiple vantages• Journalists organize, triangulate, verify, translate, with
discipline of dispassion
“Is there something that I need to know?”