News Leadership 3.0

July 21, 2008

Cost - benefit analysis

@ Leadership conference
msnbc.com Creative Director compares
production effort to audience

Knight Digital Media Center‘s annual Leadership Conference wrapped up Friday but I’m still playing catch up on a few presentations and a lot of notes and ideas.

Ashley Wells of MSNBC.com offered a highly instructive look at the cost to produce different types of multimedia—slide shows, interactives, video and map mashups. Then he projected the size of the audience it would take to make the effort worth the time. Wells was quick to note that such comparisons don’t drive journalistic decision-making. But I think they can help people think twice about how they’re using their time. The short message: Simple may be better. Click through the whole presentation here. It’s instructive.

Wells finished up by noting that online news sites operate under heavy pressure to build both audience and revenue. What does he need to accomplish that?

“Gimme a:
Flexible publishing platform with great editorial tools
Cross-functional team with cross-functional people
License to experiment with the intent to scale”

What’s your multimedia strategy and who is implementing it in your newsroom? Please share your ideas in the comments.

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Exploring innovation, transformation and leadership in a new ecosystem of news, by journalist and change advocate Michele McLellan.

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