Raju Narisetti - The newsroom - Beyond integration

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The newsroom – Beyond integration

Raju NarisettiManaging Editor The Wall Street Journal Digital NetworkUSA


Beyond Print-Online Integration

Shaping the Future of the NewspaperKiev – September 4, 2012

[email protected] @rajunarisetti

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JOURNALISM MATTERSEXPERIENCING That Journalism Will Matter Even MoreB

UT


Our recent past,

our present and our future

lies in expanding our

digital audiences


The 2012 definition of a

journalist’s job must include

“getting more people to consume more of my journalism”

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Digital audiences will be ever more promiscuous, amid a proliferation of original and aggregated content, and multiple platforms.


Can we bring new

audiences to our journalism and keep an increasingly promiscuous reader

coming back to our “virtual” newsroom and brand?


Great and relevant journalism is a given.

But great content is no longer enough to win.

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To get, keep and grow audiences, newsrooms should pivot from

creating great content to

creating great experiences.

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And the “experience” is where we will either win or lose journalism’s future.

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What is the

JOURNALISM experience?

Words + Picture + Chart + Sound + Slide Shows + Interactive Graphics+ Databases + Video


News rooms by and large have mastered the parts that make for a complete digital story. And we are getting good at doing things

On THE WEB.

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THE GOOD NEWS


We are terrible at turning these parts into a great experience every day. We are nowhere close to doing journalism Of THE WEB.

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THE BAD

NEWS


Good (and Bad) Experiences all come at the same intersection:

of content and technology

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If newsroom leaders thought integrating print and

online in the newsroom was hard, try integrating

Content & Code


Some lessons, learnings and observations from this ongoing battlefront


DEVELOPERS see Content as “stuff” and

Code as “art.” JOURNALISTS see Code

as “stuff” and Content as “art.”

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So, can we begin with what is the audience/user

“EXPERIENCE” we want to create ?


The “experience” can’t come from the IT department alone:

Developers are not restaurant cooks

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Can we “EMBED” developers in the newsroom,

in the news flow?


Where you sit—physically and organizationally--matters

-- Architecture matters

-- Titles matter

-- Credit(s) matter

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To preserve good experiences, in a world of digital permanence, news rooms must now plan for impermanence.

Re-thinking shelf-life matters

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A growing challenge is how do we find this “experiential” journalist?

We moved from “Show Don’t Tell” to “Show and Tell”

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Can training pivot to

ENGAGING audiences/users?


Streams on WSJ.comA New Way To Engage Readers With Top News & Events

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Streams are a new immersive experience which update in real time around events, breaking news, markets coverage and other important areas that are core to the Journal’s reporting. It pulls content from across WSJ including articles, blog posts, photos, video and Twitter to present a total view of all the coverage.

http://on.wsj.com/bj4ci

Election 2012

http://on.wsj.com/bj4ci


WSJ.com and “The Ticker” Mobile Streams

Available for iPhone and Android devices


News Viewer

Newshounds need to stay on top of the latest news, but don’t always have much time to do so. News Viewer allows them to see the latest news, markets, and blog updates in a quick digestible manner.

How it works: After clicking on “Latest Headlines” on wsj.com, users will be directed to the News Viewer landing page which gives them a list view of latest news articles, and when they were published that day.

Social: Users can share featured top stories within the News Viewer with their Facebook and Twitter networks.


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A PROMISCUOUS audience is our new reality.

?Are our news rooms ready to give them an experience

worth coming back to,

over and over again

@rajunarisetti


[email protected]@rajunarisetti

mailto:[email protected]

Raju Narisetti - The newsroom - Beyond integration

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