Like Minds Tailored Workshops for Newspapers, Magazines, Broadcast & Standalone Web sites Anthony Moor Deputy Managing Editor/Interactive The Dallas Morning News amoor@dallasnews. com
The Big Picture 2008 • • • The birth of the Semantic Web Our promiscuous, ‘help me’ audience Journalism as a service, not a product Advertising decouples from news Breakout
Web 1. 0: The good old days Web 1. 0 (1993 -2003) Audience Unit of Content Geeks State Static (HTML) Architecture Engagement Client/Server Read Page (article) (Britannica online) Ad Distribution A few large sites (Double. Click) Search Boost Domain name speculation (Netscape)
Web 2. 0: The interactive Web 1. 0 Web 2. 0 (1993 -2003) (2003 -2010) Audience Unit of Content Geeks Everyone Page (article) Data (mashup, widget) State Static (HTML) Dynamic (XML, Ajax, RSS) Architecture Client/Server Web services (syndication) Engagement (Wikipedia, Flickr) A few large sites The entire Web (Double. Click) Search Boost Write/Contribute (Britannica online) Ad Distribution Read (Google Ad. Sense) Domain name speculation (Netscape) SEO (Google)
Web 3. 0: The data-driven Web 1. 0 Web 2. 0 Web 3. 0 (1993 -2003) (2003 -2010) The Semantic Web Audience Unit of Content Geeks Everyone Page (article) Data (mashup, widget) State Static (HTML) Dynamic • Data powers the Web • Automated mashing up of personalized content • Intelligent-agent driven assembly and interactivity (XML, Ajax, RSS) Architecture Client/Server Web services (syndication) Engagement (Wikipedia, Flickr) A few large sites The entire Web (Double. Click) Search Boost Write/Contribute (Britannica online) Ad Distribution Read (Google Ad. Sense) Domain name speculation (Netscape) SEO (Google) Source: Chicago Tribune
Audience Trends • Online news consumption is growing
They’re going online for news more often Source: Pew Internet & American Life Project
Audience Trends • Online news consumption is growing • The online public is relying on social networks and collaborative filtering to edit the news
Growing use of social networks • Membership in online communities doubled in only three years • 54 percent of online community members log into their community at least once a day • 71 percent of members say their community is very important or extremely important to them • Fifty-six percent report meeting online counterparts in person • 25% of bank and brokerage customers use social networks 1 Sources: USC Annenberg School, 2008 Digital Future Project; 1 Forrester (Feb. 2008)
Social networks exchange news
Social networks exchange news
Social networks recommend sites
Social networks recommend sites
Social networks collaboratively edit
Social networks collaboratively edit
Audience Trends • Online news consumption is growing • The online public is relying on social networks and collaborative filtering to edit the news • Brand promiscuity is the norm
An audience of ‘fly bys’ Source: 2006 Mc. Kinsey survey of 2, 100 US Customers
Audience Trends • Online news consumption is growing • The online public is relying on social networks and collaborative filtering to edit the news • Brand promiscuity is the norm • They expect us to be where they are, not to go where we are
“If the news is that important, it will find me. ” – The words of a college student, as recalled by Jane Buckingham, founder of Intelligence Group, a market research company Source: New York Times, Mar. 27, 2008
Access is more important than quality Source: 2006 Mc. Kinsey survey of 2, 100 US Customers
Info sought from dallasnews. com 1. 2. 3. 4. 5. 6. 7. 8. Breaking national news Breaking local news during the workday Breaking local news in the evening and overnight Breaking crime news Breaking local news on the weekend Crime map in my city and zip code More frequent updates to the home page during the day Morning email newsletter with the top 10 local stories happening today 9. Breaking sports news during the workday 10. Weather maps, radar, alerts Source: dn. com online survey, Dec. 2007
Audience Trends • Online news consumption is growing • The online public is relying on social networks and collaborative filtering to edit the news • Brand promiscuity is the norm • They expect us to be where they are, not to go where we are • They want us to help them get things done
Q&A site visits are exploding • U. S. visits up 118% in 2008 • Up 889% over two years
Dallas audience asks for help • Watch my back – Watchdog journalism – Local crime and safety news (mapped to neighborhood) • Watch my wallet – Local bargains and ‘best of’ – Resources to solve everyday problems – Personal financial advice – Business news and analysis Source: Dallas Morning News survey, Dec. 2007
Dallas audience asks for help • Watch out for me and mine – Local green and health news – Tips for helping kids do better academically – Weather news, maps and info – Product recalls • Keep a watch on my neighborhood – News briefs from my part of Dallas – Neighborhood coverage Source: Dallas Morning News survey, Dec. 2007
Audience Trends • Online news consumption is growing • The online public is relying on social networks and collaborative filtering to edit the news • Brand promiscuity is the norm • They expect us to be where they are, not to go where we are • They want us to help them get things done • They’re watching more video
Video use continues to grow • Various studies show video use up and frequency is up • Total video audience – Leichtman: 14% of all adults watch at home weekly, 4% daily – Pew: 74% of online adults watch at home or work, 19% daily • Most popular categories – – News is #1 (except for 18 -29 year olds who prefer comedy) Comedy Movies/trailers Music videos Source: State of the News Media, 2008
Audience Trends: Implications? • Online news consumption is growing • The online public is relying on social networks and collaborative filtering to edit the news • Brand promiscuity is the norm • They expect us to be where they are, not to go where we are • They want us to help them get things done • They’re watching more video
Journalism Trends • News is shifting from being a product – the Web site – to becoming an always-on service – help me get something done Source: State of the News Media 2008
Home pages emphasize service
News is a feed – like electricity
Data centers provide utility
Mobile becomes a lifeline
Business info goes actionable
If you help watchdog, we help you
Journalism Trends • News is shifting from being a product – the Web site – to becoming an always-on service – help me get something done • News Web sites are no longer final destinations Source: State of the News Media 2008
Audience visits via the side door • SJ Merc: Two-thirds of its audience comes from aggregators 1 • Dallasnews. com: 61% of visits entered somewhere other than the home page (Jan. 08) Source: 1 The Bivings Report
Press becomes ‘press sphere’ Source: Jeff Jarvis, Buzzmachine
A story is a point on a news timeline Source: Jeff Jarvis, Buzzmachine
Journalism Trends • News is shifting from being a product – the Web site – to becoming an always-on service – help me get something done • News Web sites are no longer final destinations • User-generated content doesn’t replace the story, it becomes part of the news process Source: State of the News Media 2008
We’re not getting ‘articles’ from users • TIKK president earns 8 th degree black belt (by himself – a karate studio owner!) • Grand Hyatt DFW Ranks #19 in Dallas Business Journal Best Places to Work Survey (by the Haytt’s PR company!) • Botox. . . Not Just for Wrinkles Anymore! (need we say more? )
Seeding Cit J sites works better Five part-time posters and moderators
The 1% rule • Of 100 people online, one will create content, 10 will "interact" with it (commenting or offering improvements) and the other 89 will just view it • 50% of all Wikipedia article edits are done by 0. 7% of users • You Tube "creator to consumer" ratio at just 0. 5% Source: guardian. co. uk (Jul. 2006)
Crowdsourcing aids reporting
Beat blogging shows promise • • Pro-am journalism Users provide insight, ‘stubs’ of information, that pros polish “News becomes a collaborative and cumulative work in progress pieced together by multiple contributors, rather than a media-certified byproduct carved in press plates and fixed in time. ” – Carl Sessions Stepp, AJR
It’s reporting with a network “This is still about managing relationships. Reporters are naturals at that - but not usually in an online environment. A beat reporter needs to go where the people are, meet them on their own turf, or provide a space where they can be comfortable. ” -- David Cohn, Beat. Blogging. org
Journalism Trends • News is shifting from being a product – the Web site – to becoming an always-on service – help me get something done • News Web sites are no longer final destinations • The prospects for user-generated content appear more limited than initially thought • Media companies are broadening the definition of journalism to include helping users navigate through content from others Source: State of the News Media 2008
News sites link out
Inline links offsite increase
NYTimes. com: We ‘edit the Web’
Journalism Trends: Implications? • News is shifting from being a product – the Web site – to becoming an always-on service – help me get something done • News Web sites are no longer final destinations • The prospects for user-generated content appear more limited than initially thought • Media companies are broadening the definition of journalism to include helping users navigate through content from others Source: State of the News Media 2008
Advertising Trends • Display advertising has plateaued
Source: e. Marketer, Oct. 2008
Advertising Trends • Display advertising has plateaued • Locally, video and search advertising are where the growth is
2012: Video ads, paid search dominate local Source: Borrell Associates Inc. Feb. 2007
NAA: The big money is in advertorials • Longer-form “infomercial” • One to two minutes about an advertiser’s product or service. • Already used in the real estate industry to provideo walkthough tours of homes for sale
Advertising Trends • Display advertising has plateaued • Locally, video and search advertising are where the growth is • Small spenders are where the big local dollars are
Self-service advertising
Business directories
Advertising Trends • • Display advertising has plateaued Locally, video and search advertising are where the growth is Small spenders are where the big local dollars are News and advertising are decoupling
Search engines suck up the dollars • Google, Yahoo, AOL and MSN accounted for 57% of net online ad dollars in 2006 • Top 10 sites received 70% • Advertising on news/current events sites grew 9% while others grew faster • Growth rate down from 2005 Source: State of the News Media 2008
Advertising Trends: Implications? • • Display advertising has plateaued Locally, video and search advertising are where the growth is Small spenders are where the big local dollars are News and advertising are decoupling
Breakout http: //www. slideshare. net/ajmoor
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