Public Broadcasters Venture into Online Hyperlocal News: A Case Study of Newsworks.org

8/7/2019 Public Broadcasters Venture into Online Hyperlocal News: A Case Study of Newsworks.org

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Public Broadcasters Venture into

Online Hyperlocal News:A Case Study of

International Symposium on Online Journalism

Austin, Texas - April 1, 2011

Mark Berkey-GerardAssistant Professor, Rowan [email protected]


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Abstract

In November 2010, WHYY Inc., a PBS and NPRmember station serving the Greater Philadelphia area,launched NewsWorks.org. It provides regional news and

information in Eastern PA, Southern NJ and DE.NewsWorks also features a "hyperlocal newsgatheringeffort in Northwest Philadelphia.

It is a pilot program of the Corporation for Public

Broadcasting, designed to test "the possibilities of onlinehyperlocal journalism, driven by public media values andskills."


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Research questions

R1: Why the public media organization(historically TV and radio) chose to embark on

online hyperlocal project?

R2: How does the public media organizationdefine hyperlocal journalism?

R3: How does the public media organizationpractice hyperlocal newsgathering?


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Methodology

Intrinsic, qualitative case study of WHYY

Conducted over a 12-month period (8 months

prior to launch, 4 months after)

Project documents

Observations of strategy sessions, communitymeetings, newsroom, trainings.

In-depth interviews with WHYY staff members


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Uggh. Hyperlocal.

Hyperlocal is a problematic term

WHYY staff ambivalent about term, preferred

local or community.

Researcher used hyperlocal to stay consistentwith the original language and intent of the CPB

grant and pilot project.


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Philly News

LandscapeFourth largest media market in U.S.

Newspaper turmoil: Inquirerand Daily News acquired

and sold off (2006), local ownership, bankruptcy (2010),Philly.com, most prominent online news publication

Vibrant media landscape... with niche reporting sites,legacy newspapers and an active community of creative

technologists, but also diminished local public affairsreporting. (J-Lab Report 2010)


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WHYY Inc.

Started in mid-1950s

Dual license public broadcaster: TV (Channel 12) and

radio (90.9F

M)

$27 million budget, 160 staff

Produces nationally syndicated programs, "Fresh Air

with Terry Gross"

Limited web presence: WHYY.org primarily programschedule and archives


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Origins of NewsWorks

Grew out of turmoil of newspaper industry

Philanthropic foundations involved

Several versions from 2006 to 2010

Scaled down version: $300K CPB startup grant for

$1.2 million operation

Part of larger effort to digitize member stations

Compete with Patch.com and Journal Register


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R1:Why Hyperlocal?

"Experiment" in the context of four challenges:

1. Legacy to Multiplatform

2. Revenue and Membership

3. Stronger News Brand

4. Media Training and Education


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R1:Why Hyperlocal?

1. Legacy to Multiplatform

WHYY identity, culture, and practice

Until the advent of NewsWorks, onlinewas frankly the stepchild of broadcast.

There was recognition that you neededto be online, but there was no biginvestment in it."


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R1:Why Hyperlocal?

2. Revenue and Membership

Decline in government funding

Radio membership up; TV down

Philanthropic investment

Online underwriting untapped


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R1:Why Hyperlocal?


For many, WHYY is not a news organization.

Its where they see Sesame Street or artsprogramming. And on 90.9 FM, its NPR. Forour purpose, NPR is the more significant setof letters than WHYY. Part of our message is

that we are taking everything you love aboutNPR to the web for a local news venture."


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R1:Why Hyperlocal?


Distinct brand, logo, and messaging


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R1:Why Hyperlocal?


Dorrance H. Hamilton

Public Media Commons,$12 million educationCenter openedMay 2010.


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R1:Why Hyperlocal?


better future for

a public mediaorganization than simplybeing a PBS andNPR member station."


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R2: Define Hyperlocal?

Philly is a city of neighborhoods

8 zip codes in Northwest Philadelphia

190,000 residents in 15 distinct neighborhoods

Largely residential, diverse racially/economically

Strong civic and religious life


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R2: Define Hyperlocal?

1. Added value for base of support

Zip 19118 - $120K avg annual gross income(Chestnut Hill and Mt. Airy)

2. Outreach to target demographic

30s, educated, professional, civic-minded(Manayunk and East Falls)

3. Public service

Zip 19138 - $28K avg annual gross income(Germantown and West Oak Lane)


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R3: Practice Hyperlocal?

News content:crimereal estate

schoolsreligious and civic eventszoning and developmentopen space and recreationlocal history

in context of larger city issues.


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News content created by:

1. WHYY staff

2. content partnerships

3. paid freelancers and community contributors

4. user-generated


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1.WHYY Staff

Three community editors

mix of reporting, editing, and outreach goal of 50/50 time in community/office

Additional reporters and producers

local angles in arts, health, science, govt.beats


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2. Content Partnerships

18 content partners

online news orgs (Notebook, PlanPhilly) tech companies (Azavea mapping) Daily News blogs (City Howl, It's Our Money) weekly newspapers

universities (Temple, U of Arts, LaSalle) civic organizations


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2. Content Partnerships

"There is no way we are going to generate enough

content by ourselves to sustain this kind of webplay. So we have no choice but to partner.Partnerships are both a good idea, and clearlysomething that foundations are looking for.

Partnership is a buzzword, but they are hard toachieve."


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3. Paid Freelancers and Community

Contributors

Assigned to cover local meetings, events, andessays

Pay ranges from $10 for news brief to $300 for

multimedia story

Maintain quality and participation


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4. User Generated Content

Numerous ways to participate:

-news tips-lists-mapping-discussion areas

-multimedia

Driven by incentive system, Ben Bucks


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Conclusion

NewsWorks project impact on WHYY:

Web platform equal to TV and radio New underwriting potential Local reporting as a higher priority Expanded newsroom staff

Outlet for media training facility


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Conclusion

NewsWorks project impact on WHYY:

Added value for dedicated audience Outreach to target demographic Public service to an underserved area Partnerships

Engaging local community


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Future of

Redesign of website

Mobile applications

Seeking foundation funding

Membership model work on Web?


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Future of

"The key is... what kind of online experiencecreates a sense of ownership and

community in a younger demographic thatleads them to give money in the same waythat older people give to public

broadcasting?"


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Future of

"Who would be so stupid to think they weresure this was going to work? I think there is

a pretty strong argument to be made forpublic media being a place if it is going tosucceed anywhere it would be here. It isfull of journalists working at a discount

because they believe in the mission.Hyperlocal requires people to 'do windows,'to do things out of a sense of service."

Public Broadcasters Venture into Online Hyperlocal News: A Case Study of Newsworks.org

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