PowerPoint Presentation

Distributed

@robyntomlin

The question:Can journalism survive and thrive in a media ecosystem where publishers dont control their distribution channels?

My Question: Can LOCAL journalism survive and thrive in a media ecosystem where publishers have a multitude of distribution channels?

OpportunitiesChallenges

> The economics of digital media reward scale

> Local journalism does not generally scale well

What helps local journalism scale?

Social sharing

Test and learn - @dallasnews

Apple News: Full-text feed. Very low usage. No monetization yet.

Facebook Videos: One native FB video each day, with link to related story. Also hosting 1-3 Facebook Live videos/wk

Snapchat: GuideLive (entertainment brand) uses extensively. Reverse publishes snaps in stories.

Instagram: DallasNews, GuideLive, SportsDayDFW

Facebook Instant Articles: Launching in the next few days -- testing begins with 10 articles a day.

Google AMP: Planning to launch after summer redesign, focused on improving mobile page speed, improving content API.

{{NowSoon

AttractEngageConvertPremiumDistributed content can widen theaudience value pipeline

$$$$$

105-year-old Elizabeth Sullivan throws out first pitch at Rangers game

FB native video

Facebook Live

Challenges> Algorithms favor scale - national brands and/or viral content

> Monetization opportunities are limited

> Requires dedicated editorial staff to develop and sustain brand voice

> Technical implementation can take significant time/resources

> Platforms become the new gatekeeper

Opportunities> Native social distribution expands reach and brings more into the pipeline

> Helps you to target audiences you might not normally reach

> Your content is the best marketing for your brand

> Helps staff improve social and mobile storytelling skills