Adapting to change david brewer
- 1. Media EvolutionAdapting to the challengeDavid Brewer's guest lecture for Ukrainian journalists in KyivNov 16-17, 2009 Organized by Internews Ukraine and the European Journalist Center within Medianext, a New media Initiative for Ukraine © Media Ideas International Ltd 2009
- 2. Media EvolutionChanging audience behaviour
- 3. The broadcast/publish at model
- 5. The engage with model
- 6. The participate in model
- 7. The participate in model
- 8. Nine hours looking at a screenOnly 1.5 of those hours are TVRemainder computer, games and mobile devices. Changing audience behaviour
- 9. Snacking on rumourFeeding on fact
- 10. Following the audienceEngaging and embrace
- 11. Gate crashing the party
- 17. Creating a content factoryPlatform neutral
- 18. What can media offer?
- 19. SourcesIntake & OutputResources ManagerIntake EditorRadio EditorAll key editorial decisions are taken hereNewsroom SecretaryTV EditorPrint EditorPlanning EditorInteractive Editor
- 20. SourcesProductionTVPrintRadioInteractiveIntake & OutputResourcesManagerWork FlowBack to Super deskIntakeEditorRadioEditorAll editorial decisions made hereSecretaryTVEditorWork FlowOut to production teamsI/AEditorPlanningEditorPrintEditorOutput
- 21. Roles and responsibilitiesWho does what and why
- 22. Intake editorThe eyes and ears of the news organisationAlerts all to external sourcesMonitors competition
- 23. Output editorQuality control of all output
- 24. Defender of the brand's reputation
- 25. Accuracy, impartiality, balance, fairness and truthForward planning editorOwns the forward planning scheduleEnsures stories are followed up responsibly
- 26. Resources managerEnsures there is no duplication of effort
- 27. Manages all resources for maximum impact. Intake & OutputResourcesManagerIntakeEditorRadioEditorSecretaryAll editorial decisions made hereTVEditorI/AEditorPlanningEditorPrintEditor
- 28. The challengeReaching new audiencesWith a compelling content offeringDealing with their concernsRespecting the values they hold dearCreated from existing resourcesDelivered to every platform/deviceIn a way that generates revenue.
- 29. Creating an online offeringFrom existing resources
- 34. Minimalist high-impact offeringLess is more
- 37. ImportantNot all stories need to go onlineOffer a minimalist but rich offering of only the top stories and featuresDon’t try to do everythingStart small and growIt’s all about sustainability.
- 38. WorkflowMorning meeting decides top stories for web based on Target audienceAbility to add valueOpportunity for interactivityPossibility of video
- 39. Work out a daily quotaOne top storyThree secondary storiesOne featureOne poll or voteThink value to the audience, shelf-life and whether the story makes excellent reference material.
- 40. Weekend coverSmall staff, perhaps just oneOnly the top storyNo videoNo clipsNo featuresA look back at the week’s top stories and a look ahead to events coming up.
- 41. Work out a daily quotaWork ‘as live’ for two weeks but do not display to the publicWhen the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public
- 42. After two weeks
- 43. Work out a daily quotaRemember, if you launch this way the stories you choose to do mustHave a long shelf-lifeBe stories you would want to archiveLikely to be revisited and referenced in future
- 44. Keep it simpleQuestion of the dayCall to actionInteractivityVote or PollStory 1Story 2Story 3Story 4Video of day
- 45. End of 2009 = 25m active usersEnd of 2010 = 100m active usersEnd of 2013 = 1bn active usersWired Magazine November 2009
- 47. Influencefind more followersmake a few more friendsengage others in conversationget others to engage you in conversation write more frequentlyconvey more "signal" in your updates
- 48. SignalReferences to other people - use of "@" followed by textLinks to URLs you can visitHashtags - "#" followed by textRetweets of other people, - the use of "rt", "r/t/", "retweet" or "via“
- 49. Generosity“Astonishingly high" based on retweeting other people 54 times in the last seven days.
- 50. Velocity“Low" based on your publishing 81 updates in the last seven days.
- 51. Clout“Very low" based on your being cited 90 times in the last seven days.
- 52. Changing audience behaviourAdapting to the challenge
- 53. SourcesProductionTVPrintRadioInteractiveIntake & OutputResourcesManagerWork FlowBack to Super deskIntakeEditorRadioEditorAll editorial decisions made hereSecretaryTVEditorWork FlowOut to production teamsI/AEditorPlanningEditorPrintEditorOutput
- 54. Keep it simpleQuestion of the dayCall to actionInteractivityVote or PollStory 1Story 2Story 3Story 4Video of day
- 55. The participate in model
- 56. Final thoughtsIs there a middle ground yet to be populatedMaking sense of the noiseStructured and focusedIssue-led, people-focussed journalismThat informs the public debateSo that people make educated choices
- 57. Contact detailsMedia Helping Media & Media Ideas International LtdDavid Brewer runs Media Helping Media www.mediahelpingmedia.org to help media in transition and post-conflict countries and areas where freedom of expression is threatened.His business site is Media Ideas International www.mediaideas.co.ukHe tweets @helpingmedia and @mediaidas.MediaNextMediaNext has a blog on LiveJournal - medianext_uaAnd is on Twitter - @medianext_ua