2. Happening now: (r)evolution
An ongoing change, in which media
narrowly focus on the topics most important
to key audiences, tailoring content to
audiences desires and needs, including
the “right” platforms and content types.
This is called the personalization of
news.
3. How we access news
By platform
By content type
Print
Text
Computer
Video
Mobile phone
Social media
Tablet
Email
Alerts
Voice
4. Trends
By platform
By content type
- Print
+ +Text
Computer
++++ Video
++ Mobile phone
++ Social media
+++ Tablet
+ Email
+ + Alerts
+ Voice
5. Platform perfect *
What you access is becoming
more important than which distribution
channel you use, both from a user
viewpoint and a media owner
viewpoint
10. News is now … and later
Consumers expect to “hear about”
What is news on social and through alerts
and then go and find what they are looking for
from reputable sources.
12. News cycle
Push alert or social media post
Text on web
Video post on web
Update social post
Expanded web text story
13. News cycle continued
Social engagement
Print story
Expanded social engagement
Print column, opinion , Zing! etc
14. Consumers will pay more *
Since the Democrat’s experiment
with paid content in 2010, hundreds of news
outlets have added paid content in various
form, including many major news sites in
Florida
15. Role of paid content
In July 2010, Tallahassee.com introduce paid
content
In April 2012, that was extend to mobile sites
19. One size fits no one *
Days of mass media being
all things to all people are numbered
as audiences search for
their passion topics.
20. Personalized news
My neighborhood: rabid dog on the loose
Your neighborhood: man shot by spouse
My city: raises taxes
Your city: paves main downtown road
My state: passes stand your ground law
Your state: OKs medical marijuana bill
My country: passes national health insurance
Your country: uses chemical weapons on civilians
22. How did we get here?
HUMAN-INNOVATION PROCESS
Extensive market research and
surveys
Interviews with dozens of people
Instincts as journalists
23. Which audiences must we have?
Mr. & Mrs. State Worker
Prof. Rattnoleagles
I.M. deLeader
Noles Family
We used all of this information and our knowledge of the market to develop our personas. For our personas, passions relate to their family: keeping Tallahassee safe for their family, making Tallahassee better through volunteerism for their family, enjoying FSU sports with their family, dining out with their family and friends, even how politics at the state and local levels intersect with their family, through a job, retirement plan and public education. Unlike other places in Florida, they are willing to pay their taxes – even willing to pay more, as long as government is spending the money on the things that are most passionate about.