TOMROSENSTIEL

“FACT”

6 Lessons

1. Audiences Are Consuming More News, Not Less

2. Technology has likely increased your audience…

59% of adults 18-24 read newspaper content regularly on some device

The majority do it digitally

• Scarborough Research ( print and online weekly, mobile monthly)

“Total” Newspaper Audience

Dropped 10% 2006-2012 Print fell 16%

69% of all adults consume newspaper content regularly

• Scarborough Research ( print and online weekly, mobile monthly)

3. Understand the Cycle of News Discovery

People move across platforms, based on time of day, the questions they want to know, where they are.

News consumers are loyal across platforms

Use the same brands

across platforms

67%

Source: New York Times

Leverage the ‘synergy of screens’

Users “gravitate to whatever device is most appropriate or convenient given the context they find themselves in.”

• Business Insider Intelligence

Ads Work Better Across Screens

Smartphone and Tablet owners

• Are Twice As Likely in the U.S. to pay for news online as other adults.

• Reuters Institute Digital News Report 2013

4. Your Future is Mobile….and Social

Mobile will be your pimary digital platform in 3-5 years

Design Mobile First?

• Then back to the web.

• ESPN does. And grew mobile by over 59% traffic last year, even with web. NPR does…

• Buzzfeed is 45% mobile

• Mobile is VERY local. It is about walking around, here and now.

DO NOT WAIT FOR REVENUE

• Design for mobile• The revenue will come

El Nuevo Dia doubled mobile revenue in a year to 9% simply by creating mobile products.

5. There is no such thing as “the online experience”

Behavior Changes with Time of Day

By Device

Smart phones v. Tablet

By Place and Context

“Bored at Work” is Different

Than “Stuck in Line”

Or double screening a game…

And by audience group

• “Mobile Only” users are a growing cohort• Power Users (across platforms)• Casual but loyal users (“a lower meter price

point.”

Weekday Reading Patterns By Device

Source: 2011 Scarborough Rel 2, Boston DMA

What is your audience % by generation?

Gen X40%

Golden Gen16%

Boomers27%

Gen Y17%

6. The future is Responsive AND Apps

Apps account for 4 out of every 5 mobile phone minutes

Tablets are a 50-50 web and app world

• comScore

Smartphoners Like “Task Specific” Apps

•Top 5 iPhone Apps: i-Tunes, Facebook, YahooSports, GoogleMaps, YahooWeather

• Top 5 Droid Apps: GoogleMaps, GooglePlay, GoogleSearch, Gmail, YouTube

Think smartphone “Tasks”

• Garage Sales• Local and prep Sports Teams• Open Houses• Local Traffic• Restaurants• Neighborhoods• Etc.• Maybe Hackathon these?

Yes to “responsive design” but…

• Short videos on small screens (and daytime use)

• Evening tablet products that are long-form• Social apps for tasks on the go• Be “platform orthodox,” not “platform

agnostic”

Thriving = Understanding Your Audience Deeply

Research, test, ask, respect, don’t underestimate

Once Your Audience Has Seen Something Better

• Better becomes their expectation

• Something more convenient, that makes life easier

• Watch ESPN or HBO Go – Why not on CBS?

Do what you do best

• Be Great At Certain Things• ESPN: “We Serve the Fan”• Deseret: World Class at 6 Core Topics

• The Web Rewards Specialization• It Punishes the Adequate Generalist

• Mobile Reward Convenience and Simplicity

News will be less a static product

• Our stories • our site

And More A Service

• That makes the lives of citizens better• Helps them do tasks, save money, etc.

Before: Trust = Brand

The news spoke for itself

Now: Trust = Transparency

Evidence, Convenience,

Meeting Expectations

Journalism as Collaborative Intelligence

• Machines Can Count• Citizens bring experience, expertise, multiple vantages• Journalists organize, triangulate, verify, translate, with

discipline of dispassion

“Is there something that I need to know?”