leading a mobile-first newsroom steve buttry american society of news editors june 23, 2010...

Leading a Mobile-First Newsroom

Steve ButtryAmerican Society of News Editors

June 23, 2010sbuttry@tbd.com

Read more• Blog posts at stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry• Tomi T. Ahonen’s blog, Communities

Dominate Brands (linked from mine)

Mobile opportunity

Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

Mobile opportunityLocal mobile ad opportunity is bigger than:

Sources: Borrell Associates & Newspaper Association of America

Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop

Sources: Borrell Associates & Newspaper Association of America

Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop• Newspapers’ retail ad drop 2005-2009

Sources: Borrell Associates & Newspaper Association of America

Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop• Newspapers’ retail ad drop 2005-2009• Total 2008 newspaper classified revenue

Sources: Borrell Associates & Newspaper Association of America

Mobile opportunityLocal mobile ad opportunity is bigger than:• Newspapers’ 2009 ad revenue drop• Newspapers’ retail ad drop 2005-2009• Total 2008 newspaper classified revenue• Any newspaper classified vertical at peak

Sources: Borrell Associates & Newspaper Association of AmericaDetails: stevebuttry.wordpress.com

Mobile disrupts• Newspapers• TV• Radio• Music• Web• Photography• Video• Books

• Games• Mail• Phones• Wrist watches• Alarm clocks• Maps• Movies• Toys

Mobile is unique …1. Only personal mass medium2. Permanently carried3. Always connected4. Built-in payment channel5. Available at point of creative inspiration6. Best audience information7. Captures social context of consumption8. Augmented reality to mass markets

Source: Tomi T. Ahonen, Communities Dominate Brands

Mobile-first strategy• Text alerts• Email • Applications (phones & tablets)• Social media (tweets, check-ins, tips)• Location-based news, info & commerce• Easy-to-use mobile web sites• Device-flexible (not device-agnostic)• Games (phones, iPads great for games)

Driving• How often do you buy a car?

Driving• How often do you buy a car?• How often do you drive, gas up, service

car, park?

Driving• How often do you buy a car?• How often do you drive, gas up, service

car, park?• Connect drivers with information they

need daily• Connect auto services with drivers

@statesman case study

Crowdsource

Crowdsource

Say what you don’t know

Converse w/ public

Link to fresh content

Link to fresh content

A mobile-first project

• Twitter hashtag• Photo contests• Text alerts• Liveblog• Map• Short code

Community going to distant event• User photos• Foursquare• Local ad sales• Mobile coupons• Collaborate w/ media in host city• Advance promotion

Mobile-first strategy• Executives emphasize mobile priority• Journalists focus on mobile news & info

delivery & presentation• Tech staff focuses on mobile apps• Designers focus on mobile design• Sales staff meets business customers’

mobile needs

Mobile-first newsroom• Top editors focused on mobile

opportunities• Every staffer with smart phone• Mobile planning, emphasis in meetings• Designated mobile leader• Work closely w/ tech & sales staffs to

pursue mobile opportunities

What can editors do?• Use Twitter on your phone. A lot.• Use Foursquare (don’t sync w/ Twitter) &

check in regularly (yeah, become a mayor).• Use several apps (including yours) on your

phone.• Lead company planning of mobile-first

strategy.• Appoint & empower mobile editor.

In meetings this week …• Plan mobile-first coverage of an event.• In routine planning meetings, ask about

hashtags, maps, short codes, Foursquare, Ushahidi.

• Change front-page meeting to a mobile planning meeting.

Questions?Ask questions now,

by email (sbuttry@tbd.com) or DM (@stevebuttry)

Read more• Blog posts at stevebuttry.wordpress.com• tbd.com• @stevebuttry on Twitter• Slideshare.net/stevebuttry• Tomi T. Ahonen’s blog, Communities

Dominate Brands (linked from mine)

In mobile-first strategy …

Don’t let obstacles become excuses