Presentation to 150 journalists and editors at RCS MediaGroup S.p.A., Milan, Italy, May 2013. The goal was to inspire them to take their business forward into a mobile environment where competition comes from everywhere, not only the traditional rivals.

1. CONTACT
Mindy
McAdams
-­‐
h2p://mindymcadams.com
1

2. 2

3. Since
1999,
the
U.S.
newspaper
business
has
lost
tens
of
thousands
of
jobs.
SOURCE
h2p://www.businessinsider.com/chart-­‐of-­‐the-­‐day-­‐workers-­‐employed-­‐in-­‐
newspaper-­‐publishing-­‐2009-­‐12
Business
Insider,
Dec.
30,
2009
(NOTE,
this
is
a
chart
for
newspaper
jobs
only.)
3

4. SOURCES
h2p://www.fas.org/sgp/crs/misc/R40700.pdf
“The
U.S.
Newspaper
Industry
in
TransiUon”
h2p://newspaperlayoffs.com/maps/
“Paper
Cuts”
4

5. 5

6. People
will
always
want
news.
But
now,
they
get
their
news
from
other
products.
SOURCE
h2p://www.people-­‐press.org/2012/09/27/in-­‐changing-­‐news-­‐landscape-­‐
even-­‐television-­‐is-­‐vulnerable/
6

7. And
NOT
ONLY
“online”
–
the
future
is
MOBILE.
7

8. PEOPLE
STILL
WANT
NEWS.
…
But
what
does
that
MEAN?
How
should
we
adapt
to
these
technologies?
8

9. SOURCE
h2p://paidcontent.org/2013/04/11/two-­‐charts-­‐that-­‐tell-­‐you-­‐everything-­‐
you-­‐need-­‐to-­‐know-­‐about-­‐the-­‐future-­‐of-­‐newspapers/
9

10. There
is
no
doubt
WHERE
the
future
lies
when
it
comes
to
making
money
in
media.
SOURCE
h2p://stateodhemedia.org/2012/overview-­‐4/key-­‐findings/
10

11. 11

12. 1
of
9.
CULTURE.
Startups
and
technology
companies
are
collaboraUve.
People
take
Ume
to
discuss
new
ideas
and
new
ways
to
get
customers
or
solve
problems
for
clients.
iStockphoto
licensed
image
–
do
not
share.
iStock_000005343965Small.jpg
12

13. 1
of
9
conUnued.
Culture.
RESOURCE
h2p://www.readership.org/culture_management/culture/
insideculture.asp
13

14. 2
of
9.
The
audience
can
help
and
can
contribute
valuable
informaUon.
14

15. 2
of
9.
PARTICIPATION.
SITE
h2p://minnesota.publicradio.org/projects/ongoing/potholes/
15

16. 3
of
9.
Focus
on
what
the
audience
needs,
wants
–
solve
the
problem
they
want
to
solve.
RESOURCE
h2p://alistapart.com/arUcle/audiences-­‐outcomes-­‐and-­‐determining-­‐user-­‐
needs
16

17. 3
of
9
conUnued.
ANALYTICS.
Find
out
what
the
audience
needs
and
wants.
THIS
IS
MORE
–
much
more
–
than
just
seeing
which
arUcles
got
the
most
views.
SITE
h2ps://chartbeat.com/
17

18. 4
of
9.
Journalism
uses
evidence
and
data.
This
DIFFERENTIATES
journalism
from
other
online
content.
18

19. 4
of
9
conUnued.
Journalism
uses
evidence
and
data.
SITE
h2p://www.nyUmes.com/interacUve/2012/05/13/business/student-­‐debt-­‐at-­‐
colleges-­‐and-­‐universiUes.html
19

20. 4
of
9
conUnued.
Journalism
uses
evidence
and
data.
SITE
h2p://www.nyUmes.com/interacUve/2012/05/13/business/student-­‐debt-­‐at-­‐
colleges-­‐and-­‐universiUes.html
20

21. 4
of
9
conUnued.
Journalism
uses
evidence
and
data.
SITE
h2p://www.nyUmes.com/interacUve/2012/05/13/business/student-­‐debt-­‐at-­‐
colleges-­‐and-­‐universiUes.html
21

22. 5
of
9.
InformaAon
graphics
help
to
communicate
complex
informaUon
more
clearly.
And
accurately.
22

23. 5
of
9
conUnued.
More
strong
visuals
—
digital
and
mobile
audiences
LOVE
photography.
Photo
galleries
are
always
popular.
23

24. 5
of
9
conUnued.
NaUonal
Geographic
shares
photos
from
the
magazine’s
archives
–
817
people
liked
or
reblogged
this
image
(on
Tumblr).
SITE
h2p://natgeofound.tumblr.com/
24

25. 6
of
9.
Respect
people’s
Ume:
Make
nothing
longer
than
it
needs
to
be.
NoUce
the
“2
min
read”
notaUon
on
the
top
item.
SITE
h2ps://medium.com/
25

26. 7
of
9.
CURATION.
RESOURCE
h2p://www.cjr.org/the_kicker/leave_curaUon_alone.php
26

27. 8
of
9.
Make
good
content
findable.
This
is
an
iPad/iPhone
app
called
The
Magazine.
It
publishes
five
medium-­‐length
arUcles
every
two
weeks
on
a
wide
variety
of
topics.
SubscripUons
are
$1.99
per
month.
There
are
no
ads.
SITE
h2p://the-­‐magazine.org/
27

28. 8
of
9
conUnued.
Make
good
content
findable.
Here,
a
summary
of
another
arUcle
pops
up
to
enUce
you.
SITE
h2p://the-­‐magazine.org/
28

29. 8
of
9
conUnued.
Make
good
content
findable.
At
the
end
of
the
arUcle,
there
are
links
to
closely
related
arUcles.
Right:
Circa
(h2p://cir.ca/)
iPhone
app.
Led:
Quarz
(h2p://qz.com/)
mobile
website.
29

30. 8
of
9
conUnued.
Make
good
content
findable.
At
the
end
of
the
arUcle,
there
are
links
to
closely
related
arUcles.
Right:
Circa
(h2p://cir.ca/)
iPhone
app.
Led:
Quarz
(h2p://qz.com/)
mobile
website.
30

31. 9
of
9.
Produce
content
that
works
well
on
all
devices
31

32. 9
of
9.
Produce
content
that
works
well
on
all
devices
32

33. 9
of
9.
Produce
content
that
works
well
on
all
devices
33

34. 9
of
9.
Produce
content
that
works
well
on
all
devices
34

35. 9
of
9.
Produce
content
that
works
well
on
all
devices
35

36. In
the
digital
arenas,
journalism
has
to
compete
with
everything
else.
It
has
to
do
this
by
being
different.
NOT
by
imitaUon.
Not
by
following
others.
36

37. This
product
is
not
working
now.
(No
more
bundle.)
The
newspaper
is
a
product
that
a
lot
of
people
have
already
decided
not
to
buy.
They
don’t
want
the
whole
thing
anymore.
37

38. Make
journalism.
Not
newspapers.
PHOTO
h2p://thechronicleherald.ca/artslife/319038-­‐digital-­‐manners-­‐who-­‐s-­‐
peeping-­‐at-­‐your-­‐screen
38

39. CONTACT
Mindy
McAdams
-­‐
h2p://mindymcadams.com
39