It was the worst of times,it was the best of times*
Steve Buttry#NewsTrain
Texas Christian UniversityOct. 12-13, [email protected]
* with apologies to Charles Dickens
Read more about it
• stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• #newstrain on Twitter• Slideshare.net/stevebuttry
It was the worst of times
It was the worst of times• Newspaper newsroom employment fell by
14K (25%) from 2007 to 2010• Newsroom payroll spending, 2006: $6 B;
newsroom payroll, 2009: $4.4 B (down 27%)• Newspapers’ annual print ad revenues fell by
$17B (41%) from 2007 to 2009 (& still falling) • Newspapers’ daily circulation as % of
population: 36% in 1950, <13% todaySources: ASNE, NAA, Reflections of a Newsosaur, “State of the
Media,” Project for Excellence in Journalism
It was the best of times
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
“Publishers can’t stand being the first to do anything innovative. … When confronted with a potentially game-changing idea, the first question publishers always ask is, ‘Who else is doing it?’ That phrase could well stand as the industry’s epitaph.”
Your job as a newsroom leader should be to be a game-changer. When your publisher (or editor) asks, “Who else is doing it?” your answer should be: “We’ll show the way.”
Pursue the best times*• Lead the pursuit of new business models• Be your organization’s mobile leader• Be a Twitter evangelist• Find location-based opportunities• Master live news coverage• Engage the community* Ideally, for your newsroom, but at least for your career
Why should journalists be involved in our business model?
C3’s new relationshipsFor the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need.
C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.
Our current relationshipwith business customers
• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition
C3’s digital marketplace• Move beyond advertising• Direct sales (tickets, reservations, gift
registries, sports paraphernalia)• Lead generation, targeted ads, daily deals• Sponsorships, memberships & events• Mobile ads & applications• Handle multiple needs (yes, competing ads)
The new relationshipwith business partners
• Revenue line in budget (maybe still expense line, too)
• Delivering high value, tailored to needs• One-stop shop for connecting with
customers
Aspects of C3 • Community content• Personal content• Business services• Entertainment• Enriched news content
Mobile opportunity
Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”
Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop• Newspapers’ retail ad drop 2005-2009• Total 2008 newspaper classified revenue• Any newspaper classified vertical at peak
Sources: Borrell Associates & Newspaper Association of AmericaDetails: stevebuttry.wordpress.com
Mobile-first strategy• Text alerts• Email • Applications (phones & tablets)• Social media (tweets, check-ins, tips)• Location-based news, info & commerce• Easy-to-use mobile websites• Device-flexible (not device-agnostic)• Games (phones, iPads great for games)
Mobile-first newsroom• Top editor stresses & shows mobile
priority• Every staffer with smart phone• Mobile planning, emphasis in meetings• Designated mobile leader• Work closely w/ tech & sales staffs to
pursue mobile opportunities
What can you do?• Use Twitter on your phone. A lot.• Use Foursquare (don’t sync w/ Twitter) &
check in regularly (yeah, become a mayor).• Use several apps (including yours) on your
phone.• Offer to lead newsroom (or company)
planning of mobile-first strategy.• Plan a mobile-first project
A mobile-first project
• Twitter hashtag• Photo contests• Text alerts• Liveblog• Crowdmap• Short code
Community going to distant event• User photos• Foursquare• Local ad sales• Mobile coupons• Collaborate w/ media in host city• Advance promotion
Driving• How often do you buy a car?• How often do you drive, gas up, service
car?• Databases, conversations, services
focused on drivers’ everyday needs• Connect auto services with drivers
(emergency repair services)
How (& how much) do you use Twitter?
Quakes show Twitter’s value• Indonesia• Twitter HQ
@statesman case study
Crowdsource
Crowdsource
Say what you don’t know
Converse w/ public
Link to fresh content
Use hashtags
Do you check in?Are you the mayor?
Breaking news is always …
Cover the unfolding story• Livetweeting• Twitter stream• Liveblogging• Live streaming video
Community engagementTBD approach:• 185 community blogs & websites• Crowdmaps• User-submitted photos• #TBDnight• Social media• Live chats
Pursue the best times• Lead the pursuit of new business models• Be your organization’s mobile leader• Be a Twitter evangelist• Find location-based opportunities• Master live news coverage• Engage the community
It is the best of times
In innovation, as in news …
Don’t let obstacles become excuses
Read more about it
• stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry