Post on 05-Apr-2017
50 THINGS WE LEARNED DURING
RJI SPRING SYMPOSIUM: DISTRIBUTION
@ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ
@ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ
@ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ
@ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ
@ToTheVictor
Ban.jo
Editorial + Innovation
RJI Fellow 2015-2016
ONA SPJ NAHJ NABJ
Combining emergency and social data by location to power newsrooms with breaking event details, as they happen. 2/25/17 - Car Drives into Crowd During Endymion Parade in New Orleans, LA
6:58 PM 8:00 PM
2014 2015 2016
#RJIdistribution
IT’S A TRAP!SUMMARIZE SYNTHESIZE GALVANIZE
MOBILIZE VAPORIZE
SO WHAT DID WE LEARN?
1.5 INTENSE DAYS
DISTRIBUTION IS COMPLEX
#RJIdistribution
Source: Tweetroot
➡ APPLE NEWS ➡ WHATSAPP ➡ LINE ➡ FB MESSENGER ➡ PERISCOPE & MOMENTS ➡ IG STORIES
➡ SLIDESHARE ➡ KYLO REN ➡ DEATH STAR
WHAT WASN’T MENTIONED…
#RJIdistribution
LEGO ELEPHANT (not) IN THE ROOM
“Social media and platform companies took over what publishers couldn’t have
built even if they wanted to.” – Emily Bell, writing for CJR
http://www.cjr.org/analysis/facebook_and_media.php
ANSWERING THE WHY?Just because we can doesn’t mean we should
Publishers made only 14 percent of revenue
from distributed content
Distributed Content Revenue Benchmark Report
“The majority of publishers’ distributed revenue came from YouTube, as newer platforms and features have failed to turn into meaningful
revenue streams.”
#RJIdistribution
“It’s more important for us to create habits. To get people in the habit of coming back to CNN for news on
whatever platform they are on,” said Samantha Barry.
“We want to create a CNN news habit for every generation. That’s our mission.”
http://digiday.com/media/cnn-international-catering-4-7-million-video-hungry-followers-line/
INSIGHTS SHARED
#RJIdistribution
Journalism isn’t easy, that’s the point. That’s why we do it. It’s hard work. @NicoleYoung60 Forget ‘brand’ — what do people think?
@tcurwin
Audience mapping: how do storytellers use data to more effectively target core audiences? @aelacallan Tell a great story and tell it right
for the platform. @RXahra
Journalists, both freelance and full time, need to pay attention to metrics. @kari_paul
Participatory Spaces: make sure people feel welcome! @bennorksov @helloantidote
VR as the TSUNAMI of content for producers and distributors @thornton_archie Tips for keeping pace in the modern content universe
(quality over quantity, unique voice) @nathangiannini
Distribution: Learning to own @amfalk Working hard to grow the 3 Rs: reach,
relevance, revenue @timroesler
What can publishers do to promote quality journalism, mitigate fake content? @davegehring Lessons from better half: organic distribution, 100%
audience centric, importance of trust @johnhall
How Success created organic growth through digital distribution @jessicakrampe @ceciliameis Experiments in UGC + TC open to
your pitches! @jschieber Take full advantage of other publishing platforms
(Medium) to extend your reach, grow engagement @johnrampton
Undefined format: VR headsets still pretty limited, scale not there yet Sarah Springer
Tale of two startups: Stitcher + AJ Plus @tsar
Gen Z isn’t on just one platform; not all about Snap @realdeeppatel
Taking a 95 year-old publication into modern digital era @katherineabell Reporters have ‘sources’ with The Bachelor show too
@laurenzima @bricesander
Distribution is about how we build a community of readers (not just the clicks) @VenturesAfrica Challenges and constraints of operating an independent
digital news site in highly restrictive Cuba @14ymedio
Hope and pray: consumer demand and competition between platforms @VenturesAfrica
Media co’s hope and pray for: 1) consumer demand 2) competition between platforms
@JasonAbbruzzese
WHAT ELSE STOOD OUT
"R2 says the chances of survival are 725... to one" - A New Hope
COMMON DISTRIBUTION THEMES:• TECH PLATFORMS IN DRIVER’S SEAT • MUST GO TO WHERE AUDIENCES ARE ONLINE • TARGETING OF YOUNGER AUDIENCES • DATA-DRIVEN DECISIONS / METRICS • AR/VR IS HOTTER THAN A JEDI LIGHTSABER
STILL FEELS LIKE: A GALAXY FAR,
FAR AWAY
VR
[ IMHO ]
RICOH THETA S
360 Camera
HD Photos + Vid
Immersive Storytelling
Take viewers there
Easily embed online
#RJIdistribution
#RJIdistribution
#RJIdistribution
ALSO WORTH NOTING
‘content-everywhere’
Post Cards: Smart Branded Content
https://www.washingtonpost.com/pr/wp/2017/02/07/post-cards-smart-branded-content/
Breaks down an immersive piece of branded content into its multimedia components —
Creates promotional assets for each component and then delivers the particular form of media that readers enjoy engaging with most.
Each Post Card creates a customized user experience that allows readers to consume their preferred multimedia format directly on the page, then drives to the longer immersive feature.
REALITY STINKS
The competition for attention is fierce. The “four horsemen of the apocalypse”–Google, Facebook, Apple, and Amazon–are engaged in a prolonged and torrid war over whose technologies, platforms, and even ideologies will win.
In truth, we have little or no insight into how each company is sorting its news. This is an unregulated field. There is no transparency into the internal working of these systems.
“
—Emily Bell, Facebook is Eating the World, CJR
http://www.cjr.org/analysis/facebook_and_media.php
The Rise of Distributed Content: Building Sustainable Platform Strategies
https://www.americanpressinstitute.org/publications/reports/strategy-studies/distributed-content-strategies/single-page/
Choose the right platform for you — and set goals
Integrate distributed content into newsroom processes
Build relationships with platform companies
Launch platform-first sub brands
Leverage community and partnerships to boost effectiveness
Be pragmatic
Remember: We’re all in this together