adapting to change david brewer nov16

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© Media Ideas International Ltd 2009 Media Evolution Adapting to the challenge © Media Ideas International Ltd 2009 David Brewer's guest lecture for Ukrainian journalists in Kyiv Nov 16-17, 2009 Organized by Internews Ukraine and the European Journalist Center within Medianext, a New media Initiative for Ukraine

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Guest lecture for Ukrainian journalists by David Brewer (UK) on Nov 16-17 in Kyiv

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Page 1: Adapting  To Change David Brewer Nov16

© Media Ideas International Ltd 2009

Media EvolutionAdapting to the challenge

© Media Ideas International Ltd 2009

David 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 

Page 2: Adapting  To Change David Brewer Nov16

© Media Ideas International Ltd 2009

Media Evolution

Changing audience behaviour

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The broadcast/publish at model

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Traditional model

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The engage with model

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The participate in model

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The participate in model

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Nine hours looking at a screen

Only 1.5 of those hours are TV

Remainder computer, games and mobile devices.

Changing audience behaviour

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Snacking on rumourFeeding on fact

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© Media Ideas International Ltd 2009

Following the audience

Engaging and embrace

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Gate crashing the party

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© Media Ideas International Ltd 2009

Creating a content factory

Platform neutral

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What can media offer?

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Sources

Planning Editor

Interactive Editor

Intake Editor

Resources Manager

Newsroom Secretary

TV Editor

Intake & Output

All key editorial

decisions are taken

here

Radio Editor

Print Editor

Page 20: Adapting  To Change David Brewer Nov16

Sources

PlanningEditor

I/AEditor

IntakeEditor

ResourcesManager

SecretaryTV

Editor

Intake & Output

Work FlowOut to production

teams

All editorial decisions

made here

Production

TV

Print

Radio

InteractiveRadioEditor

PrintEditor

Work FlowBack to Super desk

Output

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© Media Ideas International Ltd 2009

Roles and responsibilities

Who does what and why

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• The eyes and ears of the news organisation

• Alerts all to external sources

• Monitors competition

Intake editor

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• Quality control of all output

• Defender of the brand's reputation

• Accuracy, impartiality, balance, fairness and truth

Output editor

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• Owns the forward planning schedule

• Ensures stories are followed up responsibly

Forward planning editor

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• Ensures there is no duplication of effort

• Manages all resources for maximum impact.

Resources manager

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PlanningEditor

I/AEditor

IntakeEditor

ResourcesManager

Secretary

TVEditor

Intake & Output

All editorial decisions

made here

RadioEditor

PrintEditor

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The challenge

• Reaching new audiences• With a compelling content offering• Dealing with their concerns• Respecting the values they hold dear• Created from existing resources• Delivered to every platform/device• In a way that generates revenue.

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© Media Ideas International Ltd 2009

Creating an online offering

From existing resources

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Website measurements

Bounce

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Website measurements

Churn

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Website measurements

Retention

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Website measurements

Dwell

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© Media Ideas International Ltd 2009

Minimalist high-impact offering

Less is more

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Media Business

EditorialProposition

TargetAudience

Sales&

Marketing

Values

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© Media Ideas International Ltd 2009

A minimalist website

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Important

• Not all stories need to go online

• Offer a minimalist but rich offering of only the top stories and features

• Don’t try to do everything

• Start small and grow

• It’s all about sustainability.

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Workflow

• Morning meeting decides top stories for web based on

–Target audience–Ability to add value–Opportunity for interactivity–Possibility of video

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Work out a daily quota

• One top story

• Three secondary stories

• One feature

• One poll or vote

• Think value to the audience, shelf-life and whether the story makes excellent reference material.

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Weekend cover

• Small staff, perhaps just one

• Only the top story

• No video

• No clips

• No features

• A look back at the week’s top stories and a look ahead to events coming up.

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Work out a daily quota

• Work ‘as live’ for two weeks but do not display to the public

• When the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public

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After two weeks

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Work out a daily quota

• Remember, if you launch this way the stories you choose to do must

– Have a long shelf-life

– Be stories you would want to archive

– Likely to be revisited and referenced in future

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Story 1

Story 2 Story 3 Story 4

Question of the day

Call to actionInteractivityVote or Poll

Video of day

Keep it simple

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End of 2009 = 25m active users

End of 2010 = 100m active users

End of 2013 = 1bn active users

Wired Magazine November 2009

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Influence

find more followers

make a few more friends

engage others in conversation

get others to engage you in conversation

write more frequently

convey more "signal" in your updates

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Signal

References to other people - use of "@" followed by text

Links to URLs you can visit

Hashtags - "#" followed by text

Retweets of other people, - the use of "rt", "r/t/", "retweet" or "via“

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© Media Ideas International Ltd 2009

Changing audience behaviour

Adapting to the challenge

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Sources

PlanningEditor

I/AEditor

IntakeEditor

ResourcesManager

SecretaryTV

Editor

Intake & Output

Work FlowOut to production

teams

All editorial decisions

made here

Production

TV

Print

Radio

InteractiveRadioEditor

PrintEditor

Work FlowBack to Super desk

Output

Page 53: Adapting  To Change David Brewer Nov16

Story 1

Story 2 Story 3 Story 4

Question of the day

Call to actionInteractivityVote or Poll

Video of day

Keep it simple

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The participate in model

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Final thoughts

• Is there a middle ground yet to be populated• Making sense of the noise• Structured and focused• Issue-led, people-focussed journalism• That informs the public debate• So that people make educated choices

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Contact details

Media Helping Media & Media Ideas International Ltd

• David 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.uk• He tweets @helpingmedia and @mediaidas.

MediaNext• MediaNext has a blog on LiveJournal - medianext_ua• And is on Twitter - @medianext_ua