robyn tomlin
Post on 13-Apr-2017
51 Views
Preview:
TRANSCRIPT
PowerPoint Presentation
Distributed
@robyntomlin
The question:Can journalism survive and thrive in a media ecosystem where publishers dont control their distribution channels?
My Question: Can LOCAL journalism survive and thrive in a media ecosystem where publishers have a multitude of distribution channels?
OpportunitiesChallenges
> The economics of digital media reward scale
> Local journalism does not generally scale well
What helps local journalism scale?
Social sharing
Test and learn - @dallasnews
Apple News: Full-text feed. Very low usage. No monetization yet.
Facebook Videos: One native FB video each day, with link to related story. Also hosting 1-3 Facebook Live videos/wk
Snapchat: GuideLive (entertainment brand) uses extensively. Reverse publishes snaps in stories.
Instagram: DallasNews, GuideLive, SportsDayDFW
Facebook Instant Articles: Launching in the next few days -- testing begins with 10 articles a day.
Google AMP: Planning to launch after summer redesign, focused on improving mobile page speed, improving content API.
{{NowSoon
AttractEngageConvertPremiumDistributed content can widen theaudience value pipeline
$$$$$
105-year-old Elizabeth Sullivan throws out first pitch at Rangers game
FB native video
Facebook Live
Challenges> Algorithms favor scale - national brands and/or viral content
> Monetization opportunities are limited
> Requires dedicated editorial staff to develop and sustain brand voice
> Technical implementation can take significant time/resources
> Platforms become the new gatekeeper
Opportunities> Native social distribution expands reach and brings more into the pipeline
> Helps you to target audiences you might not normally reach
> Your content is the best marketing for your brand
> Helps staff improve social and mobile storytelling skills
top related