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5. 4
STRATEGY
ANALYSING STRATEGIC DEVELOPMENTS AND OPPORTUNITIES IN THE PRESS INDUSTRY REPORT
Volume 5 N°4 JUNE 2006 © WAN
Editorial
operations in the 21 st Century
depends on reaching the news
audience anytime and any
Concepts
place, with relevant,
compelling content. Media
companies worldwide are
researching their audience
and parlaying that
information into new and
exciting genres of content
www.futureofthenewspaper.com
All the strategy reports are available to WAN members and subscribers at the SFN website
Shaping
the Future
of the Newspaper
www.wan-press.org
A WORLD ASSOCIATION OF NEWSPAPERS PROJECT,
SUPPORTED BY WORLD'S LEADING BUSINESS PARTNERS
www.man-roland.com/en/p0001/index.jsp
A LEADING COMPANY FOR NEWSPAPER PRODUCTION SYSTEMS
www.publigroupe.com/en/hom.cfm
THE SWITZERLAND-BASED INTERNATIONAL ADVERTISING
AND PROMOTION GROUP
http://w3.upm-kymmene.com/
ONE OF THE WORLD’S LEADING PRINTING PAPER PRODUCERS
www.telenor.com/
THE LEADING NORWEGIAN TELECOMMUNICATIONS, IT AND MEDIA GROUP
www.samsung.com/
A GLOBAL LEADER IN SEMICONDUCTOR, TELECOMMUNICATIONS
AND DIGITAL CONVERGENCE TECHNOLOGY
CONTENTS
Executive 5
Summary
Introduction 9
1 Managing audience 13
2 focus
Leveraging breaking news and optimising 21
3 workflows
Exploring new 25
4 channels
Experimenting with new storytelling 29
5 approaches
Publishing consumer-generated news and 37
information
Conclusion and 43
Recommendations
Appendix 45
3
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
4
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
Executive Summary
6
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
8
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
Introduction
The winds of change for the news industry same news consumers are becoming
are
blowing like a hurricane. For decades, publishers
themselves, with blogging, social
media were few, and audience members
sources networking,
photo contribution and website
were
dependent upon traditional media to get creation.
Torry Pedersen, editor in chief of
their
news and information. The vast expansion VG
Multimedia in Oslo, calls this brash new
of
digitalisation and proliferation of
groupmedia consumers the “digital
of
media in the past 15 to 20 years means
channels natives.”
the
traditional media no longer is in control of “To this new generation, the virtual world is
the
audience. as
real as the real world. To this group, it is
as
natural to produce as it is to consume. To
Since the arrival of digitalisation, the
this egocasting is a habitat as familiar
breed,
media
landscape has become heavily populated
as
broadcasting. This group wants their
with
non-traditional media like online “pure-
media
edited as much by themselves as by
plays”, telecoms, search engines,
mobile
the
medium,” Pedersen said. “Are these
bloggers,journalists, Internet TV, Web
citizen
digital our future customers? Only if
natives
TV,
satellite radio, podcasters, vodcasters and
we
interact with a profound understanding of
a
whole host of other emerging media that
their
values.” (See article written by Petersen,
read a Who’s Who list for the cool and
like
Page
41)
hip.
There’s a new type of news consumer
Traditional media have become one of
who
does not care about the newspaper’s
the
many providers of news, information
tradition
and brand. Instead, the spotlight for and
entertainment. Trying to keep up
these
younger news consumers is on their
with
competitors is beyond a full-time
society,
their community, and their job.
workplace,
according to Takashi Ishioka, director The plethora of media choices has shifted
of
electronic media for Asahi the
media consumption dynamic from a
Shimbun’s division in Tokyo. Meanwhile,
electronic media- media landscape to an audience-
driven
the driven
9
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
Hours using Consumer Media – Hours per person per year, United States
TV B ro ad cast New s- Re cor d ed Co nsume r C onsu mer Con sumer V ide o H ome Box I nt er a ct ive Tot al
& S at el lli tepa per s mu sic In t er net Mag az ines Boo ks ga mes V id eo Of f ice TV
R adi o
19 99 1, 42 7 9 39 20 5 2 81 65 1 34 117 58 41 13 – 3, 280
* p ro je cte d
Source: Veronis Suhler Stevenson, 2005
Media use has been growing, particularly and Video Games. VSS projects
in
the entertainment and “infotainment” significant
growth in these media for years to
sectors,
such as Internet, Home Video, Interactive come.
TV
Growth of hours using Consumer Media – % of time spent per person per year, United States
Co m po un d ed TV B ro ad cast New s- Re cor d ed Co nsume r C onsu mer Con sumer V ide o H ome Box I nt er a ct ive Tot al
An nu al & S at el lli tepa per s mu sic In t er net Mag az ines Boo ks ga mes V id eo Of f ice TV
G row th R adi o
20 04- 20 09 0. 2 0 .0 -2 .6 - 2. 3 2. 9 - 0. 4 -0. 3 4. 4 8 .0 -0 .6 3 1. 3 0. 4
10
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
Shares of Consumers Who Media Multitask The foundation of every content plan
should
be the audience-focus strategy.
By Medium, United States, 2005
Media
companies need to conduct regular
Medium Percent who multitask
regularly or occasionally
content to show how demographics and
analyses
Print 48.5% the
expressed needs of the audience. The
Magazines 53.9
content
analysis should be just one arrow in the
Books 47.4
quiver
of the content development process. Of
course,
old-fashioned news judgment continues to
Newspapers 44.4
45.3
be important element of day-to-day
an
Music
content
gate-
CDs 45.0
keeping.
Mp3 31.1 Scripps uses a 30-day readership
Radio 21.7 content
analysis to should shows how
Internet 43.5 demographics
like youth and ethnicity are being
Web surfing 43.8 represented
by the newspaper, and how stories are
E-mail 38.1 being
published in the areas of interest expressed
Video 9.2 by
the readers, Sease said. The 30-day
Videogames 26.0 readership
content analysis is an opportunity for
Television 20.4 all
newspapers and news websites to see
VHS 11.4 if
content is indeed reaching their
DVD 5.7 intended
audiences. The analysis uses questionnaires
Total, including 18.1 to determine what the audience wants
first
mobile phone with
content, and then to find out whether or not
and postage mail use
the
newspaper or news website is delivering
Source: Veronis Suhler Stevenson, 2005 the
desired
content.
The following five strategies are reflective
In order to compete for attention in
of seismic changes happening in the
the
this
overcrowded marketplace, evolved
news
industry, and underscore that these
media
companies are hanging out the welcome
concepts
have become part of everyday
sign,
inviting the audience to publish on
reality.
their
newspaper pages and websites. 1. Managing audience
Media
companies are soliciting blogs, photos, focus
eye- 2. Leveraging breaking news and
witness accounts of news events,
optimising
workflows
mobile and videos, and guest editorials
photos
from
readers, viewers and users. Some 3. Exploring new channels
media
companies are offering personal website
spacethe media company’s servers for 4. Experimenting with new
on
storytelling
approaches
audience to express themselves. New
members
models
for information access are sprouting up, 5. Publishing consumer-generated news
such
as OhMyNews.com in Korea, About.com in and
informatio
New York and Topix.net in San Jose, Calif. n
12
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
Changing a newspaper company from company now must narrow down the group
atraditional mindset to an audience- of
15- to 25-year olds. Perhaps the focus
focus
mindset starts with understanding the would
be youth with mobile phones, iPods,
audience
in the individual newspaper Internet
connections and disposable
marketplace
across departments, including the income.
3. Audience Researchers in
editorial
department profiling:
phase this
aim to better understand the
.
The process of the audience-focus target
groups’ demographics,
transitionmuch like a classic
starts psychographics,
lifestyles, media behaviours, device
marketing
segmentation campaign: Media ownership,
and media usership timeframes. This stage
companies’
marketing departments research the can the form of research about the target
take
desired and determine how best to reach
audience group
and exploring the unique behaviour
that
audience with their editorial that
motivate this group to consume media
“products”. on
specific channels at specific
The five steps to audience segmentations
are: times.
1. Audience 4. Audience touchpoint This phase
identification Audience
2. analysis:
aims to develop a comprehensive approach
prioritizationAudience
3. to
the customers’ experience with
profiling
4. Audience touchpoint the
newspaper’s brand. In this phase, the
analysis
5. Resource company
must research and develop new products,
allocation such
as podcasts, mobile content and
1. Audience Suppose
identification:
Newspaper Company A wants to reach a Internet
multimedia content for the youth audience.
younger audience. The company would In
addition to product development,
first
identify the specific audience it wants to researcherstechnical support, customer care,
consider
reach,
perhaps 15- to 25-year user
experience and media
olds. habits.
2. Audience Knowing the 5. Resource After deciding
prioritization:
newspaper can’t be all things to all youth, allocation:to provide theonaudience target,
products
the media
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JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
15
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
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VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
innovation. So the company launched ways. For example, sports scores delivered
asupplement named Eureka, later as
mobile phone alerts, or game post-mortems
named
GlobalTech, featuring these themes. via
podcasts.
The
venture has been very profitable.
For new websites, every day presents a
In
conjunction with the GlobalTech section,
virtual
focus group. User weblogs allow
the
company launched a GlobalTech Internet
publishers to see who accesses
exposition,
which drew 74,000 visitors and
what
information on the site, the path they
generated
about $1 million in revenue, Steiner take
through the site, the duration of their
said.
The research also found that vast numbers visit,
where they came from and where they go
of
readers lived a more traditional after visit. The use of cookies
their
Brazillian grounded in cultural history.
lifestyle, allows
publishers to virtually travel through sites
“We
created a page to attend to this with
the visitors, and learn from their
demand,”
Steiner said. “The numbers of readers journeys.
is Some papers are using Web data to drive
amazing.” RBS also launched 6 books
print
content. The Wisconsin State Journal in
focused
on regional traditions and recipes, DVDs
the
USAallows readers to pick their
and
an occasional special newspaper
favorite
stories online, and the results of the poll
supplement local
on
are
published on the front page of the next
traditions.
The research also showed that readers day’s with the “Reader’s Choice”
paper,
didn’t
want fewer pages, but they wanted to read label.
Las Ultimas Noticias, Chile’s most-read
the
paper
goes even further. Since 2003, LUN has
decided which stories to put in the paper
based
on how much traffic the stories get online.
The
paper thus applies more of a TV rating
system
to its decision-making, using popularity
–mass judgment -- rather than old-
fashioned
“news judgment.”
Some technology has advanced the concept
of
simple user logs, which chronicle the tens
of
thousands, hundreds of thousands or
even
millions of visits to the site, and then
show
trends in usage on various stories, sections
and
timings on
websites.
Some media companies are using
web
analytics software called Web Side Story
paper faster. “We introduced pages that
or
Omniture to determine which stories are
inspire
three new speeds of readership so you can being
accessed right now, simply by viewing
read
the whole paper in 15 minutes or in three
a
website administration page that replicates
Implicit vs. Explicit Audience Data
hours.”
the news web pages. Among those
live
and the Impact on News Judgment
companies the
using software are
News companies have used implicit NYTimes.com,
Boston.com, ElTiempo.com.co,
user
information to make educated decisions CanWest and Morris Digital. Web
Interactive
about content strategies for as long as they
their Side clients include Fox News, Fox
Story
have
existed. For example, it’s a safe bet that Sports,
Viacom, ESPN and Knight Ridder
sports
content is popular among a large segment Digital.
Some editors use the traffic statistics
of
newspaper readers worldwide, particularly
from tools to move stories up or down on
these
men.
Now, more scientific data exists about the
home page, or even off the home
users,
readers and viewers to help media page.
But the web analytics software also is useful
companies
make informed decisions about producing
in
strategic
and
delivering information to the news ways .
customer. “Omniture helps the product team in
For instance, the data does show that
many
ways. We can look at keywords the people
manywant sports news. But it also shows
men
are
searching for within specific products to
that want that news delivered in
they
better
understand areas or interest. We can get
different
reports
19
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
20
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
News and information any time, any several media companies have
place.
This has become the mantra for many created
breaking news desks or “Continuous
media
companies worldwide. Logistically News
Desks.”
and
strategically speaking, publishing news
any
time and any place is a challenge. Breaking news desks /
Breaking
news alone requires a strategy unto Continuous News
itself.
Imagine, then, having to break news on
Desks
any
publishing channel at any hour of the Newspaper journalists and editors have a
day.
This one-
deadline mindset. When the demands of
requires: a
multimedia news operation change,
• A 24/7 staffed news
the
organizational structure and news
operation
• Journalists cross-trained in telling stories workflow
must change to focus on the delivery
via
audio, video and text for online, of
breaking news.
for
podcasting, vodcasting, video, mobile
Since the launch of news websites,
and
emerging traditional
one-deadline mindsets have clashed with
media
• A new workflow optimised for the
ongoing deadline needs of online news.
breaking
news publishing Most news operations found it impossible
online
to
ask newspaper reporters to update stories
Most news websites name breaking news for
the Web as breaking news happened.
as
their most-accessed category of
In
response to the impasse, the breaking
content. breaking news can be a commodity
Because newswas born.
desk
in marketplace, being recognised as
the
the
fastest and most accurate breaking- In 2002, the New York Times and the
news
operation should be a strategic objective. Washington Post each built print-
That
requires a workflow optimised for speed, web
newsflow desks for the express purpose
but
also accuracy. To create this kind of of
breaking the one-deadline mindset in
flow, their
21
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
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VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
25
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
Mobile phone
content
The Text Messaging Revolution tone from me, I know three things; what you
By Mark Challinor like, what you are prepared to pay for it and
particularly, what time of the day you like to
Mobile phone usage is growing exponentially do business with me.
around the world, as more content services • Revenue. Often, media companies want to
and functions become available. The first- start with revenues. But in order to be
ever short message service (sms) was sent in successful, the mobile strategy must be
1995. In 2005, 400 billion sms messages carefully planned to understand the mobile
were sent worldwide. customer and what he wants. If the mobile
Faced with the need to attract the younger strategy is seen as valuable, then people will
demographic, newspapers globally are now pay for it.
using sms as a means to engage their
• Content. Newspapers must provide the
readers. There is a huge potential for sms to
right content for the audience that they are
create interaction between the reader and
trying to reach. It must be relevant, well
the newspaper. Given the all-pervasive
targeted and appropriate.
presence of the mobile handset in our lives,
sms can ensure that the reader is tuned into Some examples:
the paper even when he is not reading it. The Evening Standard in London was one of
Newspapers that want to leverage the power the early adopters of sms, creating a “win a
of SMS need to execute a four-stage Smart Car by 9pm” contest to stimulate the
strategy: Interaction, Database, Revenue and “instant win” part of the reader’s psyche.
Content. Entry was by mobile or email only: Most
entered by sms. The Evening Standard told
• Interaction. There is so much talk about readers that they would be entered into a
young people not reading newspapers text game promotion the following week by
nowadays. Young people do read when it is using their mobile phone number. That
presented in the right manner. Look what created a potential data privacy issue, so the
happens each time a Harry Potter book Standard told them to include the word “no”
comes out…youngsters can’t get enough of in their entry to win a car if they didn't want
it! They need to be engaged on their own to play next week’s game. Very few opted
terms – not just force fed what the out, so the paper ended up with a sizable
newspaper wants them to have. database. It’s been able to add to the
• Database. Using mobile marketing, you database, which is still used today, four
can create a database of readers, which years since the original game. The 'Win the
newspapers can then leverage in many Smart Car everyday' promotion was a red
ways. For example, if a customer buys a ring herring to what the Standard wanted to do,
27
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
28
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
Market forces and technology adoption have • Broadband penetration: According to the
ahuge impact on the consumption of new OECD’s 2005 annual global broadband
formsjournalistic
of storytelling. As the penetration study, Iceland has the highest
consumption
of media on different devices grows – per
capita broadband subscription rate,
from
news to information to entertainment – so followed
by Korea, the Netherlands, Denmark
do different forms of storytelling.
the and
Switzerland.
Consider:
The United States has the highest number
• Mobile A 2005 survey by the of
broadband subscribers, with 49 million,
penetration:
Organisation for Economic Co-Operation but
that’s only 16.8 subscriptions per per
and
Development found there is one mobile hundred
people, ranking it 12th worldwide.
phone
for every person in the developed world. Similarly,
Japan ranked second in the number
In
fact, in Luxembourg mobile phones of
subscriptions, with 22 million, but only
outnumber
people. Researchers say that’s ranked
11 in
t h overall market
because
Luxembourgers need more than one phone penetration.
to
communicate across neighboring The fastest growing broadband markets
borders. are
Australia, Iceland, Finland, Norway and
Countries nearing 100 percent penetration
of the
Netherlands, all of which added more than
mobile phones are , in descending
order, 6
subscriptions per 100 inhabitants in
Sweden, Italy, Iceland, Greece, Spain,
Norway, 2005.
Finland, Portugal, Britain and Broadband penetration drives lengthier
Denmark. periods
online, according to Nielsen Netratings’
• Mp3 Player Penetration: Market annualof U.S. broadband users. From 2003
study
IDC reports that sales of researchermp3 to
2006, broadband subscribers doubled,
players,
including iPods, will grow from 26.5 the
average daily usage grew by about 5 minutes
million
in 2005 to 124 million in 2008. per from 25 minutes to about 30 minutes.
day,
Meanwhile,
the number of podcasts already The
research suggests that users are spending
exceeds
50,000. more online with compelling broadband
time
content.
29
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
Database-driven content
The Internet is opening up new ways to
produce
journalism, by marrying database content
with
the analytical power of
journalists.
Adrian Holovaty, now editor of
editorial
innovations at the
WashingtonPost.com,
developed the chicagocrime.org website,
which
integrates publicly available crime database
for
the city of Chicago and Google maps.
Website
visitors can locate crimes by zip code,
crime
type and route. Journalists and researchers
can
extrapolate trends from the mapped data.
The
site won the grand prize in the 2005 votes, most delinquent Congressional
Batten
interactive journalism awards voters
and key votes.
contest.
www.chicagocrime.org http://projects.washingtonpost.com/congres
s/
Beyond public databases, media
companies
can also build their own databases.
The
WashingtonPost.com built a database about
the
key races in the 2006 elections. Each race
has
a name, state, district, and number
of
candidates, Holovaty
said.
http://projects.washingtonpost.com/elections/
keyraces/.
“Because we've databased it, we've
automated
much of the tedium of updating the
site,
because the site runs itself,
grabbing
information from our
database.”
”Journalists are in the business of
Holovaty has been developing other
collecting
information, right? Well, much of
database-
driven projects for the Washington Post.
The the
information that we collect, day to day,
most recent is the Faces of the Fallen,
is
structured. Information such as crime
a
WashingtonPost.com database of the
more 2,683 American service members reports,
obituaries and event listings always follow
than
acertain pattern, which can be richly
who died in the Iraq conflict. The data can
have
be exploited
by databases,” Holovaty said. “The
searched by age, home state, year of death
vast
majority of newspapers take the time
and
military branch.
WashingtonPost.com to
“collect” this information – which is the
researchers procured photos and data
hard
part – but they dramatically reduce its value
about
each service
member. by
NOT storing it in databases. Instead,
http://projects.washingtonpost.com/falle they
distill it into big blobs of text for publication
n/ in
their print editions, and then they shovel
Holovaty urges media companies to exploit
thoseblobs of text onto their Web sites. At
big
the
power of databases they have access to, or
can this all structure is lost: Crime reports
point,
create themselves. Some examples include
can't
be sorted or searched intelligently, and
any of public records like crime reports,
type
fire event can't be viewed in any sort of
listings
station reports, local school data
user- way.”
friendly
and
transportation
data. “The very act of distilling information into
One publicly available database is the
a
news story – which is essentially a big blob
voting
records of the U.S. Senate and U.S. House of of
text – removes any sort of
Representatives. The
structure. is exponentially more valuable
Information
WashingtonPost.com
developed a site called the Votes if
it's
Database,makes searchable Congressional
which
structured.”
votes
for all bills since 1991, including Holovaty recommends that media
voting
records for each elected official, late- companies
think about employing a computer scientist
night in
32
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
the newsroom who can design and site, is driven completely by a database.
develop
databases with The
entertainment site includes events, drink
journalists. specials,
bands, musicians, restaurants and other
“It takes a developer/programmer’s
leisure- information for the Lawrence,
activity
mindset,
and I suspect that's the main stumbling
Kansas, Holovaty and a team of
area.
block
for newspapers, who don't employ
technologists,
developed that site before he took
many
computer scientists in the
the
WashingtonPost.com position.
newsroom. ought to hire more people
Newsrooms
Chicagocrime.org
is produced by Holovaty
with
database and computer-
privately.
programming
knowledge. These types of people
are The database-driven content allows visitors
becoming more and more essential – and
to
search for and find entertainment
I'm just saying that because I consider myself
not
destinations
and ticket information for now and
adatabase guy.”
planning
for the future. The information also can
The Lawrence Journal- be
delivered to mobile phones and downloaded
World’s
www.lawrence.com, also an award-winning to
iPods at the user’s
request.
I started producing web video at One of the first mistakes producers make
Washingtonpost.com in 1999. It was a good when creating video for the web is the
year to start, because no one was actually tendency to cram too much content into the
watching it. The video player window was video. A successful multimedia presentation
literally the size of a postage stamp and even matches the story with the best medium on
if you could make out the pixilated images, the web to tell that story. It could be video,
the technology would invariably cause your stills or text or some combination of them all.
computer to crash. It was so bad that at one Video probably isn’t the best medium to use
point I hoped our executive editor wouldn’t to tell a story about the new budget on
try to watch my videos because it would Capitol Hill; a written piece or info graphic
typically result in yelling in the newsroom and might work better. The aftermath of
tech support repairing his computer. Hurricane Katrina should be told in video.
Television only has the ability to work in
In the seven years since then, everything has
video; newspapers are only printed. On the
changed. Fueled by lucrative advertising
web, we have the ability to pick and choose
rates, newspaper websites are expanding
– to match medium and story.
their use of video. In fact, many newspaper
executives see web video as a kind of life Often video tells one part of the story. This
boat, as circulations drop and advertisers was the case with ‘Rebuilding Weligama,’ a
move away from traditional media. Web multimedia look at the post-tsunami
video allows them to capture advertising reconstruction of a village on the south coast
dollars while presenting newspaper content of Sri Lanka. I used video to tell the personal
33
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
stories of five victims in Weligama. But that type of in-depth context is not possible in a
was only one part of this project. After I left daily newspaper.
Sri Lanka, their stories were updated through
Nearly every video I produce for
a blog. But where the package really makes
washingtonpost.com leverages the reporting
use of the web it is through a satellite map
expertise of the Washington Post in some
dotted with panoramic images. The user
way. The Israeli barrier packages included a
literally gets a bird-eye view of the village.
separate analysis video with John Ward
Icons mark the locations of the character-
Anderson, the Post’s Jerusalem bureau chief.
driven videos and the 360-degree panoramic
I also try to tap this type of analysis in daily
photos give viewers a sense of place,
news video. With just a small amount of time
whereas the video give a sense of the people
from a Post correspondent, , I’m able to craft
involved. This kind of multimedia package
a video that is more informative than what
gives the viewer a picture no single medium
you’d see on the nightly news and at the
could offer.
same time more genuine. TV News television
The Washington Post newspaper will often all looks the same from my perspective:
print projects on the scale of “Rebuilding perfectly coifed correspondent, formal
Weligama.” On the web, however, these delivery and camera angles that we see
projects are continuing stories. They don’t repeatedly.
only appear for one day in the paper or on
the site. This might seem obvious, but we The web is a less formal medium –
don’t consider it enough in our reporting. something we see reflected in blogs and
Often, my videos receive more traffic long chats – web video should reflect his as well.
after they were featured in prominent For example, I teamed up with Pulitzer-Prize
positions on washingtonpost.com. They get winning reporter Dana Priest to produce a
picked up in blogs or emailed around weeks play-by-play video analysis of a Senate
and months after first appearing on the site. Intelligence Committee hearing. The result is
This traffic over time adds up significantly. more informative than what you’d typically
see on television. Dana was on camera, but
In 2004, I completed a project about the not in a formal standup. Her tone was
barrier Israel is building in the West Bank. informal, yet authoritative. The images from
Like the Sri Lankan project, it told personal the room – one of the most photographed on
stories about how the structure affected lives the Hill – were shot in a different way than
on both sides on the conflict. what you’d see on TV, to give the viewer a
It featured maps and panoramic fuller sense of place.
photographs allow the route of the fence and
wall. At the time it was published, it was well These collaborations also benefit the
received; it drove traffic to the site and won a newspaper directly. My video reporting is
couple of awards. But now – two years later – often leveraged in newspaper articles, and
it’s still driving traffic and I’m still receiving photographs taken from my video often run
emails from people who think it’s brand new. in the newspaper, since I shoot video in Hi gh
Although the news in Israel has drastically Definition, which allows me to pull video
changed since I produced it – Yasser Arafat frame grabs that match the quality of
and Ariel Sharon are no longer in power and newspaper photography. For instance a
Israel has disengaged from Gaza – the main recent story in the Post about Romania’s entry
issues associated with the barrier remain the into the European Union included significant
same. The story is still timely. portions of my reporting and a four-column
front page photo from my video.
Many of washingtonpost.com’s users are
regular readers, like those of the newspaper, Collaboration of this sort lowers the cost of
but traffic also comes in from news production. Traditionally, television was
aggregators and blogs. These people might produced with crews because the technical
go directly to the latest Post news article complexity of the gear meant it took several
from Israel. From there, they can click on the people to operate. Although the technology
barrier video package, further driving traffic has changed, the culture of crews hasn’t.
on the site and giving the viewer more Most of my time I work just like a newspaper
background and context on the issues. This reporter would. I head out in the field with my
34
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
camera instead of a notebook. When I’m used as a means of delivery for video.
back in the hotel room or the office, I go washingtonpost.com’s popular video
through my notes – my footage – and edit a podcast on Apple’s iTunes is the first glimpse
video story just like a journalist writes an of this new world. Users subscribe to our
article. video and each new video is automatically
Like most journalists, one of the most delivered to the their computer. Users can
important difficulties I face is having enough then watch it on the computer, their video
time to properly report a story. But working iPod, or, in the near future, on the televisions.
as a ‘one-man-production company’ allows The ability of small video producers such as
me to spend more time in the field. For washingtonpost.com to produce television
example, I spent two weeks in Egypt last that bypasses broadcast or cable delivery
summer reporting about the opposition to will fundamentally change television.
Hosni Mubarak in Egypt’s first presidential Technically, it’s already possible. TiVo users
election. Sending a traditional three-person can access Rocketboom, a web video show,
crew would have cost too much for them to and watch it on their television as if it was
stay there for anywhere approaching two coming over broadcast. It won’t be long until
weeks. Because I was able to stay longer newspaper-produced web video will
than usual, I was able to follow the natural compete directly with television for viewers
progression of the story. sitting in the living room.
35
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
36
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
5. Publishing consumer-generated
news and information
The Internet has become a virtual Regardless, plenty of blogs get plenty
playground
for people who want to express of
attention and traffic because they
themselvestext, pictures, video and
through are
compelling, well-written and powerful for
artwork. of blogs, photos, video
Millions their
readers. So compelling in fact, that in
clips,
interactive stories and other forms of Japan
alone, blog readership was estimated at
content
are scattered across the Internet on 16.5
million in March 2005, and was expected
personal
websites, blogs, voblogs (video to
grow to 25.4 million by 2006. That’s
blogs), and vodcasts (video podcasts).
podcasts almost the readership of the biggest
twice
The
consumer-generated content can be found newspaper
in Japan and in the world, Yomiuri
by
Internet searchers through blog (Japan)
Shimbun, with a 14 million
aggregators Feedburner.com
like and circulation.
Technorati.com, Media companies are starting to embrace
podcast aggregators like iTunes.com
the
concept of citizen journalism or
or
Audible.com, or on photo websites
participatory
content, and inviting some of the
like
Flickr.com
most
compelling consumer contributors to
.
The latest statistics estimate the number be
published on their websites. Publishers
of
blogs at 100 million. Technorati.com, a are
motivated to integrate voices from outside
blog
search engine, estimates that about 75,000 of
journalism for a variety of
new
blogs are created each day. Most bloggers reasons:
and
editors agree that the majority of these • To add a new viewpoint on debated
blogsnot worth the ether they exist in.
are topics politics and public
like
Rachel
North, a blogger made famous by policy
• To attract more traffic to websites,
her
harrowing experience as a victim of including
those who have never been the
the
London bombings on July 7, 2005, announced
media
company’s audience in the
at the We Media citizen journalism past
conference
in London in May 2006, that “95 percent • To open up new advertising opportunities
of
blogs are on website
the
rubbish.”
37
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
• The content is free, or very connection with reality. I don't mean that as
inexpensive an
insult; I mean it because it's true of all of
“Media companies should engage in us,
regardless of whether we have press
citizen
journalism because the democratized cards. we see and hear is just a scratch on
What
media and distribution are creating a
tools the
surface of a very large planet. The
global
conversation and (traditional publishers) intensely
difficult job of a professional journalist is
need
to be a part of it. More than that, it’s how to
reach out beyond that scratch, using every
they survive,” said Dan Gillmor, author of
will tool
available, to discover and then present a
We
Media, a seminal text on citizen larger to help others expand
picture
journalism,
and director of the Center for Citizen their
worldviews,” said Jeff Jarvis, blogger-owner
Media,
affiliated with the graduate school of
Buzzmachine.com, and former president
of
journalism at UC-Berkeley, and the law of
Advance Internet, in his blog item, “The
school
at Harvard ethic
of
University.
Mary Lou Fulton, vice president for interactivity.”
“Participating in a community conversation
audience
development at the Bakersfield is powerful tool for doing that. It isn't
one
Californian,
said its citizen journalism cheap,
it isn't easy, and on occasion it isn't
site,
NorthwestVoice.com has turned the very
pleasant. But it's what we signed up
journalism
model on its head. Instead of being for,
whether we knew it or not,” Jarvis
the
gatekeeper and having everything wrote.
filtered a small group of reporters and
through Many other media companies have hung out
editors,
the newspaper’s community website is the
welcome sign for citizen journalists.
opening
up the gates and letting thousands of Consider:
• Morris Newspapers, based in
readers
have their say, she said in a published Augusta,
Georgia, USA, has experimented with
report. avariety of citizen journalism models.
“Blogs are hugely important, It’s not
about
delivering and reciting, it’s about In
Jacksonville, Florida, they
engagement,” built
FirstCoastPhotos.com, a community
said Richard Burton, editor of the
www.Telegraph.
co.uk. “Everyone can be a publisher photo
gallery, where community members
these More people are blogging, from can
contribute their favorite pictures. The
days.
the
village idiot to those giving us valuable most
popular photos are of pets, babies, sunsets
info.” and
vacations. In 2004, citizen
Emily Bell, editor-in-chief for journalists
contributed 80,000 photos. The access of
Guardian www.guardian.co.uk, says we
Unlimited, those has become viral, responsible for
photos
in
traditional media are “still at the bottom 13
percent of the traffic on the website, or
of
Everest in understanding community” 21
million page
Bell
believes that community is a strong part views.
of
newspapers’ future, adding many • The top traffic day for the BBC.co.uk
new was 7, 2005, the day of the London subway
July
perspectives on the news. The
Guardianto expand beyond the handful of
intends bombings. Of the 52 million page views,
blogs 15
million came from consumer-authored
it now posts as soon as it can improve
its text, 5.6 million came from witness-
and
citizen journalism technology
platform. contributed
pictures and video, sent via mobile phone.
“When you involve the community, and The
BBC set up a user-generated content team
let write, producing bits of your site,
them of
three to explore how to integrate
you
have to have absolute clarity about where community
content into the site. After July 7, the team
the came from,” Bell said. Sites need to
info was
expanded. Contributors can send photos
be
transparent about both stories and pictures and
videos via email at
–where they came from, when they yourpics@bbc.co.uk.,
via MMS 07725 100 100
were
updated. “Give as much information about at: via 3G at: 07888 100 100 .
and
the
piece as you can,” says Bell. “It’s
about • VG.no offers a simpler short message code
openness. Then the difference between
to
send contributions: 2200. (see
the
blogosphere and the journalist is
irrelevant.” accompanying
article by VG.no Editor Torry
Community interactivity brings Pedersen.
traditional • Your.Hub.com, owned by the Rocky
media companies closer to the community
it Mountain News and Denver Post, is
serves, citizen proponents
a
community network in Denver, which
say.
“Our newsrooms have, at best, a includes
44 hyperlocal websites and 15 printed
tenuous editions
38
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
for Denver suburbs. The sites Hong said the site is profitable, but declined
allow
community members to interact and to
give specifics. The breakdown of revenues
contributeThe content is then parlayed into
content. are percent from advertising, 10 percent
70
the
weekly print edition. After one year, from
syndicated content, 10 percent from
YourHub
has earned $5 million in revenues, and donations
from appreciative readers who send money
is
profitable. The community platform has via
mobile phone or credit card, and 10
been
licensed to other media companies in the percentmiscellaneous income from hosted
from
U.S. events
(for instance, a
• OhMyNews.com in Seoul, South Korea, has
marathon).
41,000 citizen journalists, including The J-Lab, the Institute for
900
international journalists from 86 countries Interactive also runs a project called
Journalism,
for
their English-language “New
Voices Citizens Media”, soliciting
site,
http://www.ohmynews.com/, The site’s excellent
citizen-journalism
slogan
is “Every citizen is a journalist.” It projects.
receives200 contributions per day, 150 of “(These projects are about) the
about
total
democratization of media. People are
which
are published, according to editor-in-
feeling
very shortchanged by their available
chief
Hong Eun Taek. The site, launched in 2000 by
media
choices, especially in the area of local
Dr. Oh-Yeon-Ho, is credited with swaying
news. say that no one is covering them,
They
the
results of a presidential election in Korea,
their
concerns, their ideas. And, now that new
and
providing an outlet against the
tools
are available, they say they are going to try
conservative
media in
to it themselves.” Said J-Lab
do
Korea.
Citizen journalists are motivated by three executive
Director Jan
things, to Hong:
according Schaffer.
”They don’t call it “journalism,” but it has a
• Social recognition from lot
of journalistic
•society Financial DNA.”
compensation ”The opportunities for mainstream media,
• To change society in they way they
it
seems to me, are to bring programmers
want
to see
into
the newsrooms to help build interactive
society
Of these, Hong says the least important entry new ways for people to access
points,
is
compensation news information other than reading a
and
. narrative
news
A look at the operations of OhMyNews
stories.
sheds
light on how citizen publishing “And with fewer feet on the street, I
works. think
mainstream media has an opportunity to
“Stories move on the site based on train
and build a cadre of citizen correspondents
popularity,
quality, timeliness and relevancy, “ Hong
to the eyes and ears of the community and
be
said.
“The placement decisions are made by to Small-J journalism. Big-J journalists
do
30
copy editors.” The citizen reports are
will to analyze what comes into the
need
paid
based on placement. For example, newsroom
from these people and figure out what needs
stories
published on the home page are paid
to investigated, where there’s a trend story,
be
$20, those that are published on section
while or
where they need to connect the dots on a
pages$10, and those that only achieve a
get
larger – in other words, where they need to
issue
linked
headline, get about $2, Hong do
Big-J journalism,” Schaffer
said.
The operation has 90 employees, 60 whom said.
are
journalists. The financial and societal
success
of OhmyNews has spawned an OhMyNews for Soliciting and packaging user
Japan, in partnership with investment contributions
firm
Softbank. Thirty workers launched the
News companies are preparing for the next
Tokyo-
based initiative in April big – be it an event, a natural disaster or
story
2006.
“I think citizen journalism is the future,” an
election – by soliciting contributions
Hong“The reason I think citizen journalism
said. of
eyewitness accounts in text, photos and
is future is because the flow of information
the videos.
The BBC has created a web page explaining
is
changing. It used to be from company how citizens can contribute, and how they
to
people. Now it’s from somebody to can
deliver content to the BBC. The web page
media.the citizen is more highlighted,
Now is
http://news.bbc.co.uk/1/hi/talking_point/2780
with
‘Web 2.0’ 2
95.stm.
content.”
39
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
40
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
unfolding, and chronicled the fact that 18 have about anyone missing. All information
sailors lost their lives in the accident. was checked and clarified by a team of
journalists. From this list, our newspaper
We immediately saw the power of using our
published a list of 85 missing Norwegians
readers as eyewitness reporters, with us
after the disaster. At the time, the authorities
supervising information in real-time, and set
said thousands were missing. On the 3rd of
about building a system to make it easy for
January – more than a week after the
them to report.. We created the VG News
tsunami – the Central Police Agency
Portal – a tool enabling us to communicate
published a list of 279 missing Norwegians.
with our readers, and the readers to
communicate with us, in their language – Today, we know that 84 Norwegians lost their
ultraspeeded snippets of information by SMS lives in Southeast Asia. Our missing list was
or email. nearly exact, whereas numbers presented by
the authorities were completely imprecise.
Nowadays everyone has a digital
communication tool in their pocket. Soon, An independent commission has evaluated
more than the most technically savvy will be the authorities’ handling of the tsunami. As
able to send pictures, video and sound bites part of their investigation, we were invited to
via their mobile. Spectacular pictures of present how we achieved such a precise
megaevents will in the future be taken by estimate. Our central message was this: It is
ordinary citizens – as already proven after the not about technical equipment, but about
tsunami. Take a moment to reflect on the how people communicate today No longer
most intriguing pictures from the disaster in do media firms engage in a linear, one-way
Asia – they were all taken by tourists. monologue. In the global village, we must
interact in real-time with hundreds of
Our reporting on the tsunami won us awards
sources, and then create a comprehensive
– and an essential component in that
picture of what is taking place. If you allow
reporting was our readers. In the middle of
your readers to contribute in real-time, the
the night on Boxing Day, the wire service had
quality of your reporting will improve.
reported one person missing in Indonesia
after an earthquake. But long before any We find that our News Portal gives our
news agency reported it, a reader sent an editors a much more efficient way to
SMS to our News Portal telling us there had supervise the leads coming into our paper.
been a tidal wave on Phuket Island, a holiday Based on our ideas of how people
resort where thousands of Scandinavians communicate, we have built a product now
were vacationing. This information totally licensed to newspaper companies all over
redirected our attention– so essential for a Europe.
news organization in the initial phases of the
coverage of big events. The first picture we For the digital natives, participation and
published was sent by MMS from one of our transparency is a prerequisite to align with a
readers who was there, in the middle of the brand. We allow them to review and rate
carnage. films online, to broaden the perspectives of
our film critics. We have had 17,000 readers
Consider this -- when the world was falling post their own film review – often with
apart around them, Scandinavian astonishingly valuable insight and knowledge
vacationers remembered the short code to about the subject. Meanwhile, 130,000
our News Portal – 2200. It became a lifeline readers have rated films either to support or
to give and get information during traumatic oppose the grades given by our reviewers.
circumstances.
We’ve spent years developing an online
This is the way the information economy dialogue with our readers. We ask them to
works: Quick and precise information send us their funniest home videos. The
accelerates the flow of even more videos get online ratings competitive with
information. After the tsunami, we started an those in the increasingly fragmented digital
online missing persons list. Relatives were TV-world of hundreds of channels.
invited to post pictures and descriptions of
their missed loved ones, and every reader We ask the pupils, teachers and parents to
was invited to give information they might publish diaries about their daily life at school.
41
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
The content has given a different insight into The results: Thousand of readers are posting
the Norwegian educational system than any tens of thousands of blogposts drawing
governmental report, as more than 3,000 hundreds of thousands of comments. As I
contributed to the diaries. write this, the area on our website devoted to
reader contributions has as its lead story an
We invite our readers to publish travel
article by Nevnarions (a blog pseudonym)
reports giving more unbiased travel advice
claiming Skype is a much better program
than any glossy brochure from a travel
than MSN Messenger. The post is
operator, and we host a discussion forum
accompanied by 188 comments from other
with more than 2.8 million postings on
readers elaborating on this claim,
175,000 themes. Every day, more than
contributing more insight into this uncharted
10,000 opinions are posted in the forum.
territory for digital immigrants than any
Check out how many letters to the editor
professional article I have ever read about
your newspaper prints. Then reflect for a
the topic.
second about whether it might be a
contribution to democracy to allow more Our blogosphere allows the young and
ordinary citizens to express themselves. talented to egocast themselves to the
biggest audience available in the Norwegian
Hence the blogosphere. Traditional media
online market. But it also establishes a
needs to embrace it as an opportunity
sounding board for the underprivileged.
created by digitalisation, probably the most
Prostitutes, convicted criminals, those in
profound cultural transformation process
conflict with child welfare authorities and the
since the invention of the printing press. This
mentally ill write anonymously about their
is the story of how we approached the
problems, sharing feelings and experiences
blogosphere: We wanted a tool for
unfiltered by the attitudes of journalists, most
communication; a tool to preserve and share
of whom come from privileged backgrounds.
memories and adventures. It should be easy
to use for anyone and platform-agnostic. We This creates a more diverse picture of the
wanted to harvest the collective expertise of public, and our readers and contributors
the public, to let those with an opinion gives an insight into the pulse of society
express themselves, to let those in the invaluable for any newsroom.
storms’ eye tell the story from their
To summarise our philosophy and the trends
perspective. Importantly, the contributors go
we see underlining it, we want VG online to
through us and not our competitors, and
be a place where you can tell friends and
further educate the readers to deliver
family about your holiday in Spain, read the
pictures and videos to us.
absolute latest developments about the bird
We wanted mechanisms in place, meeting flu, engage in a heated debate with other
the requirements of a news organization. readers about the Mohammed cartoons,
There was no such system available, check the weather for tomorrow, the traffic
therefore we started constructing one on your way home, and review the movie you
ourselves, just as with the News Portal. saw in the cinema yesterday. And, to create
an environment that makes our competitors
Every blogger has to register via mobile phone
redundant.
in order to ensure that all bloggers are aligned
to a specific identity in our internal system. All newspapers have to adapt to this: The
Everyone can comment on a blogpost. If you development goes from analog to digital,
are a registered user, the posting is published from mass media to a mass of media, and
immediately. If not, the blogger herself has to the power of the informed customer is
allow the comment to be published. This increasing by the minute. To behave like an
mechanism is constructed to leave the ostrich and hope this will go away if only we
responsibility with the bloggers themselves. hide our heads in the sand is a roadmap to
We consistently inform participants that our disaster. Embrace your readers – to improve
blogs are not premoderated. But we do apply your reporting, understand what they are
reactive moderation if we are notified about really interested in, and align with the digital
any inappropriate material hosted on our natives. This time the Indians will get the
website. upper hand.
42
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
44
VOLUME 5 REPORT N° 4 NEW EDITORIAL
CONCEPTS
Appendix
45
JUNE 2006 SHAPING THE FUTURE OF THE NEWSPAPER
46
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THE AUTHOR
WAN SFN Project Manager Martha L
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EDITOR
Michael F.
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GRAPHICS DESIGNER
Richard
Westgard
PAGE DESIGNERS
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GUEST WRITERS
Torry Pedersen, VG.no
Travis Fox,
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