digiday deck final
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The document discusses launching a new digital news product called Inews.co.uk in a competitive market. It emphasizes that Inews will differentiate itself by focusing on the essential news in a concise, impartial and transparent manner to save readers' time. Inews aims to inform readers on topics they didn't know they were interested in and connect them to stories they want to share. The key takeaways are that tone, approach, voice and inclusiveness can be unique selling points for Inews, helping readers simplify and make choices in news is valuable, and focusing topics with a clear commercial proposition will help Inews stand out.
digiday deck final
- 1. Launching Inews: differentiating a news product in a competitive market Jeff Moriarty Chief Digital and Product Officer, Johnston Press
- 2. Many of the things i readers like about the title are attributes it pulled from the digital world when it was created Convenient Fast InformalSignposted navigation Paper format makes for an easy read – especially convenient on a commute (busy trains/buses etc) Clear, colourful tabs allow you to manage your journey through the paper – and go directly to the parts that interest you As the “new kid on the block” The i is a breath of fresh air when compared to more traditional Fleet Street titles The i delivers a concise version of the news – articles are usually shorter and contain less “waffle”
- 3. So digitally, how could we compete? ● The essentials, right now ● The matrix -- what’s trending ● Mix of short and long form ● Unique opinion ● Local + national ● Choice navigation
- 4. What Inews.co.uk stands for... ● Trusted - tries to be as impartial and transparent as possible ● Saves you time - rather than a time wasting site. ● Informs - it’s for people who like to know things, and for people who like to learn ● Introduces - you to stuff you didn’t think you even wanted to know until you discovered them with us ● Connected - it’s the sort of stuff you want to tell your friends about ● Self aware - knows it’s part of the media ● Accessible - to all. Avoids language that excludes people. ● Avoids snark -- and unwarranted personal attacks.
- 6. Key takeaways 1. Tone, approach, voice and inclusiveness can be USPs 2. Helping people simplify and make choices is a consumer need in news and other topic areas 3. Focused topics, with a differentiated commercial proposition “What is the impact of this article? What is the emotional takeaway? How have you increased this feeling and made it more obvious?” -- Felicity Morse