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It was the worst of times, it was the best of times* Steve Buttry #NewsTrain Texas Christian University Oct. 12-13, 2010 [email protected] * with apologies to Charles Dickens

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Page 1: It was the worst of times, it was the best of times

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

mailto:[email protected]
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Read more about it

• stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• #newstrain on Twitter• Slideshare.net/stevebuttry

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It was the worst of times

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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

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It was the best of times

Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

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“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.”

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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.”

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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

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Why should journalists be involved in our business model?

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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.

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C3’s new relationshipsFor businesses: We will be their essential connection to customers, often making the sale and collecting the money.

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Our current relationshipwith business customers

• Huge expense line in budget• Lots of inefficiency• Ad rates dropping• Ad revenues dropping• Lots of digital competition

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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)

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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

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Aspects of C3 • Community content• Personal content• Business services• Entertainment• Enriched news content

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Mobile opportunity

Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

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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

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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)

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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

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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

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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

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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)

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How (& how much) do you use Twitter?

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Quakes show Twitter’s value• Indonesia• Twitter HQ

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@statesman case study

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Crowdsource

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Crowdsource

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Say what you don’t know

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Converse w/ public

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Link to fresh content

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Use hashtags

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Do you check in?Are you the mayor?

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Breaking news is always …

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Cover the unfolding story• Livetweeting• Twitter stream• Liveblogging• Live streaming video

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Community engagementTBD approach:• 185 community blogs & websites• Crowdmaps• User-submitted photos• #TBDnight• Social media• Live chats

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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

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It is the best of times

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In innovation, as in news …

Don’t let obstacles become excuses

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Read more about it

• stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry


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