News Leadership 3.0

Posts tagged with: News

November 11, 2009

Six trends in community journalism

American University and J-Lab produce a study about how the movement to create entrepreneurial community Web sites may changing the rules of engagement with news.

American University just completed a mini-study of women news consumers and women who have created news Web sites. The research, by Assistant Professor Maria Ivancin in partnership with J-Lab, offers an intriguing glimpse of changes under way as a new ecosystem of news forms online.

Ivancin described these findings (based on focus groups and interviews):

1. Community journalism is evolving as an exercise in participation, not merely observation. “It’s not just covering community, it’s actually being the community,” Ivancin said this week at J-Lab’s New Media Women Entrepreneurs summit.

2. The traditional emphasis on objectivity is giving way to a focus on broader definitions of news and the inclusion of different voices. New media site founders often felt “objectivity really is not truthful. Top down objectivity you really don’t have an understanding of what’s happening in your community. They felt objectivity can come in a different way, from participation,” she said.

3. Building community rather than simply covering community is the impetus for launching community news sites. “It’s not just looking at what’s happening. It’s doing things to change that community, help that community.”

4. Community news sites rise to fill gaps in news coverage. “There is an unfulfilled need. Whether the local paper was not covering it, or no longer covered it….  The need can be geographic, the need can be audience based or interest based,” Ivancin said. One news site creator called it a need for “a community water cooler.”

5. New media entrepreneurs are motivated by a frustration with old media’s pace of innovation and change. “New media creators saw the changes as opportunities whereas they thought traditional media saw them as threats,” Ivancin. “The competition did not look kindly at these” news startups, including one outlet that r an editorial attaching the new site.

6. News site creators and consumers express excitement and regret over changes confronting established media. People said they “miss the pleasure of reading the newspaper,” and worry that the ability to select news will mean people don’t get the fuller picture provided in the newspaper, Ivancin said.  Also, it’s more difficult to to judge credibility. New media creators are concerned about losing investigative reporting. Benefits include speed and convenience, more voices and perspectives, selectivity and ability to get depth on topics of most interest, she said.


It will be interesting and important to see whether these trends hold true as traditional media outlets shrink and new experiments come onto the field. Certainly developments in community media are important to established news organizations. The start ups change the playing field of media in many communities and they may be harbingers of new attitudes and practices that traditional journalists and news outlets will want to adopt to stay relevant and fulfill the role of town forum.

January 07, 2010

Five trends to track in 2010

The news industry will continue to struggle this year, but we should get some clarity about pay walls, the role of community news start ups, social media, metrics of engagement, and statehouse coverage

Confusion is likely to reign in the news industry for at least another year, but I think we may start to get some clarity on several fronts:


1. Charging for access to content. More news organizations are likely to take start charging for content and I hope those trials give us more clarity on what works and what doesn’t. We know from the Wall Street Journal that a publisher can charge for specialized content that is seen as having high financial value. It also seems likely that a few local news organizations may be able to charge. But there are a lot of If’s for that: If the content is consistently unique (i.e. no competition) and relevant (i.e. performs a service for users), if free boot-strap competition doesn’t enter the market, and if advertisers don’t balk at a reduction in eyeballs looking at their ads. I do not think Rupert Murdoch’s plans to put News Corp content behind a paywall and a search wall are likely to work. But I hope he tries it. Either failure or success produces more clarity for the rest of us.


2. Social media.
I hope more mainstream news organizations will move past merely using social networks to promote their content and tap into rich opportunities to engage users where they live, whether it’s Twitter, Facebook, and to help users navigate local connections. I have consulted with a couple of major news organizations that are looking to take on a role as community aggregater or news hub, and I am eager to see their projects unfold this year. As well, Knight Foundation is funding J-Lab’s Networked Journalism Project, which partners five established news organizations with local and neighborhood news sites. Meanwhile, Gov 2.0 may pick up some of the slack in informing citizens left by newsroom cutbacks.


3. Metrics.
Increased sophistication about social media may also prompt local news organizations to shift from worship at the Church of Search Engine Optimization, which brings eyeballs from around the globe, to fashioning themselves primarily as networks that engage and serve local users - the ones most of their advertisers really want to reach. Not to say SEO is a bad thing. But as a primary emphasis it seems to get in the way of doing the hard work of really connecting with local users. A shift will require a new way to measure connections with and relevance to users rather than relying primarily on counting unique visitors.


4. Local news startups.
The media landscape is dotted with neighborhood and community news sites. Some, like West Seattle Blog, are demonstrating that user loyalty and a focus on highly local advertising, add up to a modest business model. Others, like Oakland Local, demonstrate the power of community building, social media expertise and tech savvy. In 2010, we’ll get a clearer picture of the capacity and sustainability of these more sophisticated yet lean start ups.

5. Statehouse reporting.
This very significant victim of newsroom cutbacks—particularly sharp among large metros and state newspapers that have traditionally staffed state capitol bureaus—has not escaped the attention of foundations in several states and we’ll soon see more funding commitments. Texas Tribune is leading the way, with a professional staff and grants from Houston Endowment and the Knight Foundation. The just launched California Watch also has foundation support. Perhaps foundation funding is only a temporary solution but it will help keep statehouses honest for the time being.

What trends do you think we should be tracking this year? Please add your thoughts in the comments. Thank you.

 

January 14, 2010

10 lessons from NPR’s digital transformation

Ellen Weiss, VP News at National Public Radio describes what she and her organization have learned about change in the past two years

(USC journalism graduate student Nikki Usher sat in on the Knight Digital Media Center’s Strategic Leadership Summit for Public Radio Stations, held last month in conjunction with National Public Radio and funded by Knight Foundation. I asked her to write about key takeaways.)

By Nikki Usher

National Public Radio is clearly an organization looking to make radical transformations as it moves from being a radio network to a multiplatform news provider.

What has NPR learned from trying to rethink its digital strategy? Ellen Weiss, Senior Vice President for News offered ten lessons from two years in the change trenches that may be useful to other news organizations:

1. There is no end state. The transition will take a long time and no one anywhere has figured this all out. For the transition to happen, managers have to be part of the conversation.

2. Be realistic about how much multimedia you can handle
and train for. Writing is multimedia when you are a broadcast organization.  NPR brought its training back to reality - away from video and to things people could take back to their jobs: how to take a good picture, what’s the mix of writing, blog writing, writing for the web vs. writing for print.

3. Communicate.Weiss held three Q&A sessions a month to help explain to staffers the plans and the process and to give staff a chance to ask questions.

4. Test and learn. Repeat.  Stop things that aren’t working. Realize that lots of people through the organization are going to do things differently and try new things in different ways. Don’t be afraid to reorganize the newsroom (NPR has done this - twice). Be strategic about every hire you have.

5. Do not play into Web versus radio competition.
(Or, to extend on Ellen’s thoughts, for other newsrooms, Web v. print, or web v. broadcast). Geography matters.  Seat people together. Bring digital and editorial staff together. Remind people they are delivering the audience, not one audience versus another audience.

6. Demonstrate your affection and enthusiasm for digital work. People will follow your lead, if you acknowledge the good work.

7. Make tough decisions about what you want to stop.
NPR stopped the Bryant Park Project, but started Planet Money. Planet Money, a big success, benefited from Weiss and others willingness to let the podcast/blog experiment and develop into what it is now.

8. Be transparent about metrics
and educate your staff. Counter the fear that work is going to be driven by getting the hottest number or different editorial standards.

9. Listen to people’s concerns
, don’t try to downplay them. Look for early adapters. Weiss won’t accept anyone not writing for web, but when it comes to social media, she trusts that buzz in the newsroom will build and grab people interested in it.

10. Have reasonable expectations
. You can’t do everything, pick a few things and try to do them well. Give people the support they need to do these things well.


Weiss and two other NPR executives, Kinsey Wilson, senior vice president and general manager for digital news, and Dick Meyer, NPR’s executive editor for news, shared some of their visions with the public radio group.

They stressed the importance of NPR being more than a destination site with multimedia like CNN or the Washington Post. NPR’s focus is on being a nimble site adapted to the new forms of the Internet that recognizes the advantages of audio, social media, niche sites/verticals and mobile platforms.

A big step for NPR has been to produce continuous news and information in what Kinsey Wilson called “real time” or the “price of information on the real clock not on programming time,” an effort which has taken 18 months of Knight training, retraining and hiring staff, and rethinking digital strategy. The goal is not to “match CNN” but to have NPR’s own sensibility and story selection to breaking news on internet time.

January 21, 2010

Don’t “over Twitter” and other social media tips for news organizations

Media strategist Steve Safran says news organizations must straddle two worlds - the traditional one of producing news and the new one as a player on social networks. Here are his tips for success.

(USC journalism graduate student Nikki Usher sat in on the Knight Digital Media Center’s Strategic Leadership Summit for Public Radio Stations, held last month in conjunction with National Public Radio and funded by Knight Foundation. I asked her to write about key takeaways.)

By Nikki Usher

Steve Safran, a media strategist at Media Reinvent, offered key take-home lessons for news organizations looking to improve their online presence:

1. The Twitter Effect.

Safran advised public radio stations not to get bogged down in numbers of Twitter followers. He highlighted Boston public radio station WBUR, which has 4,300 or so followers. But, Safran pointed out, Twitterers have “spheres of influence.”
The average twitter user, according to Safran, has 126 followers. WBUR has 4,385 followers, but if all of them retweet, that means another 552,510 people may pay attention to WBUR. In a magic world, if all those people retweeted WBUR, you could get 69 million WBUR mentions. “Small beginnings are OK,” he said.
Safran’s number one tip for Twitterers: don’t over tweet. Keep it short, and don’t over promote.
“Audiences want their information as micro as possible,” Safran said. “You are using other people’s mobile text money, so make it worth their money.”

2. Media 1.0 vs. Media 2.0

News organizations are in a funny spot. They are original content providers and they must play in social media.
Media 1.0 is: one way, mass media, top/down, a closed network,  (e.g. not sharing APIs, no comments on a site), hierarchical, passive, macromedia, and bundled.
Media 2.0 is: interactive, direct, bottom-up, open network, collaborative, active, micromedia, and self- bundling.
News organizations shouldn’t get rid of media 1.0 - that’s what audience come to them for - but they do need to change. Safran offered the word “simulpath” - how to keep changes occurring while things are already in progress.
He suggested:
* Unbundle content for consumption anywhere
* Build interactive applications into brand extension platforms
* Make content available for mobile distribution
* Create widgets to provide content on other Web sites in the market
* Own RSS and offer many feeds
* Launch a branded RSS reader

3. Connecting outside the news organization

News organizations, thanks to the world of Media 2.0, aren’t in their own mass media world anymore. Instead, they are part of a larger information ecosystem. And they are also part of a local community.
Safran stressed the importance of a news organization becoming a local information hub as well as an aggregator for content by users.
He suggested news organizations organize local bloggers and the local Web, build and maintain a database of local Web sites, help users create participatory content, and build standalone, niche web sites.
Niche channels are key, as Safran pointed out. “Blogs are the single best search engine optimized content out there.”
His final suggestion for news organizations was to “aggregate, aggregate, aggregate.”

4. Building hits and attracting users

“You don’t want to be best radio web site - you want to be best multimedia outlet,” Safran told public radio executives.
What does that mean for news organizations? It means giving audiences news as it happens in new and novel ways - especially in times of breaking news. Consider new blogs, mashups, and simply blowing up home pages, as CBS8 did with the California Wildfires a couple of years ago. 
And news orgs shouldn’t be afraid to be the gathering place for competing information sites, such as adding feeds from the LA Fire Department.
The web also means writing differently. Search engine optimization, according to Safran, isn’t a magical science. It’s just using easily googled words over and over again so that your site comes up first - if you’re writing about a local fire, include the name, place and site of the fire so anyone searching for information will stumble upon it.
“Keywords are marketing,” Safran said.
He offered some key suggestions:
* Write literal headlines
* Think: How would my friends search this?
* Link out like crazy: Start with two links per story
* Keep updating as the story changes
* Use lots of RSS feeds
Safran reminded public radio leaders most traffic comes from search or aggregators, not from using the home page as a destination. So news outlets are really competing to be the RSS feed of choice.

ABOUT THIS BLOG

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

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