Setting the Pace Online 2013

Setting the Pace OnlineLearning from Online

Pacemaker finalists

JEA/NSPA San Francisco Convention • April 27, 2013

Logan Aimone, MJENational Scholastic Press Association

This presentation is available at slideshare.net/loganaimoneand permission is given for educational use.

Sunday, April 28, 13

Introduction

The Pacemaker is the highest honorin scholastic journalism. For eight decades, it has recognized trend-setters and go-getters, effort and enterprise, achievement and talent.Today, the Pacemaker continues to recognize the best student journalism in the nation.


Keep in mind …• The images seen in this presentation are

2013 Online Pacemaker Finalists.

• Winners will be announced at Saturday’s awards ceremony.

• Inclusion in this presentation does not indicate a website’s status as a winner.

• Do not read anything into whether an example was included here.


Who’s judging?• Pacemaker judges are professionals

working in media as well as a range of experts familiar with student media.

• A team of working digital media journalists from major metro media and journalism educators judged the 2013 Online Pacemakers.


Who’s judging?• Entries are judged holistically. There is

not a rubric with points attached to certain criteria.

• Judging is by nature somewhat subjective based on NSPA’s Multimedia Guidebook.*

*That was the old Guidebook. Stay tuned for info on the new Guidebook!


How do they judge?

• The number of Pacemaker finalists and winners is proportional to the number of entries.

• The number is not fixed, but about half of the finalists will be named winners.

• This is a contest, not a critique.

• Judges provide general feedback on the finalists. Some teams are more thorough.


What do they judge?

• Coverage and Content

• Interactivity and Community Tools

• Breaking News

• Design and Navigation

• Rich Media


Judges said top sites stood apart for:

• Combining multiple strong elements. The strongest entries brought together solid multimedia, refined presentation and a knack for tackling tough issues (teacher contract negotiations, budget cuts, a suspended coach, undocumented students). These publications took on important stories and executed them well.

• Working interactives and projects. Many were around student life issues (drunk driving, the state of the school).



• Strong social media. The best Twitter users not only tweeted links to their stories but retweeted other members of the community and engaging their audience with questions.

• Creating unique user experiences. Students seem to be using themes for Wordpress and other services well to accomplish this.



• Being the go-to resource. Examples include live coverage of games, calendars and more in addition to stories about the school. This keeps audiences coming back.

• Making the mundane interesting.One judge enjoyed reading some of the deeper packages about less-sexy topics, like a look at a bill that would affect education.


Judges wanted more:• Better reporting. There were also some

instances of schools with ill reporting, or stories with questionable sourcing.

• More multimedia. In addition to more stories with not only great reporting, most sites needed photos and multimedia. Given students’ access to iPhones and multimedia, use more photos with every story, so sites get more robust.


Coverage & Content• Coverage is comprehensive, focusing on

many aspects of the high school community it serves, including academics, school activities, faculty and administration and student affairs.

• Includes Web-exclusive content, such as blogs, interactive elements, video, audio and breaking news.

• Same standards for excellence as print.


From the judges on Content & Coverage:• The front page content must be fresh.

The Web cycle is not tied to the print cycle.

• Go get stories — use research and enterprise. Eliminate fluff. Avoid repeating content that can be found elsewhere. Produce for your audience.


From the judges on Content & Coverage:• The best sites are not doing “dump days”

but rather consistently uploading new content at least every couple of days.

• That being said, print standards of quality still apply. Cover stories that matter to your community.

• Don’t print a movie review that I could get from the New York Times.


FNHtoday.comFrancis Howell North HS • St. Charles, Mo.Coverage & Content

The top stories are laid out for the reader, highlighting a range of content. The paper’s staff sets the agenda in print and online.


http://www.fhntoday.com

http://www.fhntoday.com

The Communicator OnlineCommunity HS • Ann Arbor, Mich.Coverage & Content

The top story is an in-depth look at the journeys of teenagers in treatment.


http://www.chscommunicator.com

http://www.chscommunicator.com

DenebolaNewton South HS • Newton Centre, Mass.Coverage & Content

This publication took a national story (the Boston Marathon bombings) and made it local by interviewing a student who participated in the race.


http://www.nshsdenebola.com

http://www.nshsdenebola.com

Interactivity and Community Tools

• Readers can interact through comments, discussions and polls.

• Social networking tools (links, sharing, guides) empower and engage the reader.

• Readers can submit content, story ideas and letters. There’s a method to do so.

• Website uses reader-generated content.


From the judges on Interactivity/Tools:• INTERACT. The best sites this year did

not use social platforms just to dispense information but rather to engage with readers.

• Ask questions and respond to comments.

• Make submitting letters & comments easy and display them prominently.


From the judges on Interactivity/Tools:• Meet your readers where they are. Don't

use new social media just because — use it because that’s where your readers are or are going.


Niles West NewsNiles West HS • Skokie, Ill.Interactivity / Tools

Uses several social platforms, including Pinterest and Instagram. The site includes methods to contact the staff, archives and multiple media.


http://www.nileswestnews.org

http://www.nileswestnews.org

The Feather OnlineFresno Christian HS • Fresno, Calif.Interactivity / Tools

This site brings its readers in through polls, comics and blogs.


http://www.thefeather.com

http://www.thefeather.com

Breaking News

• Frequency of update is a consideration.

• Multiple media — which may include photos, graphics, text, audio, video and interactive elements — are used to report breaking news events.

• Coverage is useful and related to school community.

• News is accurate, even if the information is incomplete.


From the judges on Breaking News:

• Don’t worry about writing a complete feature when news is breaking — just post information as it becomes available.

• Judges commented that some of the best breaking new they saw centered on weather-related school closings. “It’s not sexy, but getting the information to your readers as soon as possible is really impressive.”


From the judges on Breaking News:

• Use plugins to create a “Most Popular” section.

• Surface all content about a hot topic on campus. This makes it available for readers to review and assists first-time visitors.


Redwood BarkRedwood HS • Larkspur, Calif.Breaking News

The “Current” section lists all of the most recent stories, making it easy for readers to navigate to the newest information.


http://redwoodbark.org

http://redwoodbark.org

Little Hawk OnlineIowa City HS • Iowa City, IowaBreaking News

The “Latest Stories” ticker is used to get readers to new content right away.


http://thelittlehawk.com

http://thelittlehawk.com

Design & Navigation• The site is visually appealing, drawing

readers into stories.

• Navigation is easy; readers can effortlessly find what they seek.

• News is presented in a clear hierarchy, with the most important and/or newest stories prominently displayed.

• Multiple elements of a story are packaged together into an integrated unit.


From the judges on Design & Navigation:• Sites should be clean and easy to

navigate. White space is your friend.

• New content should be prominently displayed.

• Remember, people read differently online — communicate information through short sentences, bullet points, links and summaries.


Harbinger OnlineShawnee Mission East HS • Prairie Village, Kan.Design & Navigation

This clean design uses white space to make the site easy to navigate.


http://www.smeharbinger.net

http://www.smeharbinger.net

Dart News OnlineSt. TEresa’s Academy • Kansas City, Mo.Design & Navigation

Great headlines and summaries. Also, a clean design and clear tabs make this site easy to navigate.


http://www.dartnewsonline.com

http://www.dartnewsonline.com

Paly VoicePalo Alto HS • Palo Alto, Calif.Design & Navigation

This site makes finding information easy for the reader, with top stories highlighted and a prominently displayed search tool.


http://palyvoice.com

http://palyvoice.com

Rich Media• The site uses a variety of media: audio,

video, photos, text and graphics.

• Media enhance content and help tell stories rather than simply add flashy elements to the site.

• Audio, video and graphic elements are technically excellent.

• Copyright laws are understood and followed; only original content or copyright-free material is used.


From the judges on Rich Media:

• Plan what media you'll use when planning the story. This will help realizing too late that your audio podcast really should have been a video.


From the judges on Rich Media:

• Dumping 200 photos in a slideshow and calling that a multimedia piece is wrong. Edit! Make the slide show have a beginning, middle and end.

• Follow copyright rules.


Etched in StoneFossil Ridge HS • Fort Collins, Colo.Rich Media

Great use of video, podcasts and photo slideshows. Media are well matched to the stories being told.


http://www.eistone.org/

http://www.eistone.org/

A-Blast OnlineAnnandale HS • Annandale, Va.Rich Media

Effective use of video and slideshows. New videos are posted at least twice a week.


http://www.thea-blast.org/

http://www.thea-blast.org/

The NEW GuidebookWhat’s changing in 2013?


Redefined categories• 2009 Guidebook:

Coverage and ContentInteractivity and Community ToolsBreaking NewsDesign and NavigationRich Media

• 2013 Guidebook:Coverage and ContentCommunity Interaction and Social MediaDesign and NavigationInteractive Media and FrequencyOnline-exclusive Content


Tips for Coverage and Content

• Think like a reader. Your content needs to use the same keywords/phrases that people use when searching for you.

• If your publication is known by one name around campus, but has another (possibly official) name online, that is a problem.

• Use Google Adwords Keyword tool to figure this out.


Tips for Coverage and Content

• Keep readers reading. Once you have someone on your site, you need to keep your consumers in mind.

• They are impatient, often clicking on the first link that looks promising.

• They seldom scroll down the page. They don't read full articles.

• If you don't capture their attention quickly, you lose them.


Tips for Community Interaction / Social• Know which tools work with your

audience. There are myriad social media networks available and new ones popping up constantly.

• New guidebook will discuss how to evaluate new networks as they appear.


Tips for Community Interaction / Social• Know how to behave on social media.

Be more efficient.

• Listen.

• Encourage interaction between your readers.

• Organize your social media.


Tips for Design and Navigation

• Simplicity: …of design…of navigation…of access

• Navigation: Global, local and contextual

• Access = Responsive Design. You must have a way for readers to connect with you using mobile devices.


Tips for Interactive Media & Frequency• Pick the right medium for the story.

• Watch trends in media to know when there’s something new.

• Use Google Analytics to determine optimum frequency and engagement times.


Tips for Online Exclusive Content• Guidebook will have tips for:

• How to break news online

• Where to promote breaking news

• Tools to draw readers to breaking news

• Story packages created specifically for the Web

• Developing and maintaining a Web-first strategy


And now, some tips.What makes a winner?


1. Customize the template

• The template is a starting point. Utilize widgets and modifications to ensure the design, organization and display fit the needs of your content and your viewers.

• Move things around. Swap objects out or around to see if polls get better response, Facebook more “likes” or stories more views. Use Google Analytics to track success.


2. Make the CMS work for you

• CMS are not evil. They help you organize and maintain consistency through time and staff changes.

• Evolve slowly. Even the smallest style change can set a site apart.


3. Three letters: SEO.• That’s for Search Engine Optimization.

• Put it in text. Search engines can’t read images. Include the full name of publication, school, physical address, and phone or email in footer of your site.

• Use key words. Write headlines and leads with words that will pop up in search.

• Use plugins to increase search relevancy. Try Google Site Map optimizer.


4. Improve visual and audio content• Compelling photography is essential.

If a story doesn’t have good image, you should not splash it across the top of the page. Avoid duplication in multiple places on the front page.

• Video and audio, too. There are so many free or inexpensive apps available for collecting and editing video and audio.


5. Be where your audience is

• Have a social media presence. Facebook and Twitter links should be easily accessible through recognizable icons.

• Experiment with new trends. Try tools like Instagram, Tumblr, Pinterest, Snapchat, Vine, Kik, Pheed and more.


6. Navigate logically• Go home. Home buttons are useful

unless it’s obvious clicking on your flag/masthead will take you there.

• Always include “About” or “Contact us.” Nest staff pages, advertising and other “business” pages under these categories.

• Organize and archive. Homecoming is only current and relevant so long. Try turning a section into a button in your right rail, or nest all special sections under a certain navigation name.


7. Analyze your traffic.

• Analytics are cool. Make Google Analytics a part of your staff’s routine.

• What’s trending? Talk with staffs about why certain articles are trending.

• Consider bounce rate. That’s the number of people going to your site an immediately leaving. The lower the bounce, the better you are at keeping people around.


8. Help your audience

• What would you expect as a viewer? You’re immersed in your high school life and experience it daily. How can you build a site for the audience most likely to visit your page?

• Help the less familiar. For visitors unfamiliar with your school, add context like a wiki or links to past coverage.

• Don’t be afraid to link. External sites can back up a story and provide context.


9. Prioritize the content

• Make the front page a menu. The landing page doesn’t need the clutter of dozens of photos.

• Service visual skimmers. Just as you do in print, draw the eye with visual elements and text cues as to what is important. Sites like CNN.com and NYTimes.com utilize many summaries and links and few photos “above the fold” on the main page.


10. Increase the interactivity

• Ask the audience. Reader-generated content not only encourages interaction, it drives traffic like crazy. Contests for cutest pets or best spirit day costume are guaranteed winners.

• Allow submissions. Readers can submit ideas, give advice (“How would you cut the budget?”), or add to a wiki (“What’s your advice for incoming freshmen?”).

• Share, share, share. Facilitate sharing of your content among social media.


What’s next?We announce the winners

this afternoon!

Contact Logan Aimone:[email protected]


mailto:[email protected]


Questions?Thanks!

Twitter: @NSPAFacebook: National Scholastic

Press Association

Contact Logan Aimone:[email protected]




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Setting the Pace Online 2013

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