Startling starT-ups in the business of journalism
description
Transcript of Startling starT-ups in the business of journalism
![Page 1: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/1.jpg)
STARTLINGSTART-UPS
IN THE BUSINESS OF JOURNALISM
Association for Education in Journalism and Mass Communications,Chicago, Aug. 11, 2012
Sponsors: Community Journalism Interest Group ( C o m J I G )and Media Management and Economics Division
Panel:Heidi Kulicke, Orange County Business Journal
Rich Gordon, Director of Digital Innovation, NorthwesternAmy Starlight Lawrence, project specialist, John S. and James L. Knight FoundationAl Cross, director, Institute for Rural Journalism and Community Issues, Kentucky
![Page 2: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/2.jpg)
Chicago News StartupsAEJMC Chicago – August 2012
Rich Gordon@richgor
![Page 3: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/3.jpg)
2010 study: 206 “micro-publishers”in the Chicago area
• 36 focusing on towns or neighborhoods (plus 15 other “hyperlocal” sites from organizations)
• 170 focusing on niche audiences or topics• http://bit.ly/ChiLinks
![Page 4: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/4.jpg)
Some of the sites in the “new news ecosystem”
![Page 5: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/5.jpg)
Example: Gapers Block• “Chicago-centric news
and events webzine,” heavy on outbound links
• Started in 2003 by Andrew Huff, Ohio State journalism graduate
• Large stable of volunteer writers/editors
• Some success with ad sales
![Page 6: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/6.jpg)
Example: Brown Line Media
• Three hyperlocal sites focusing on northside Chicago neighborhoods
• Founded by Mike Fourcher, an MBA with background in political campaigns
• Pays editors (part-time) and writers on per-piece basis
• Some success with ad sales
![Page 7: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/7.jpg)
Example: Chicago Art Magazine
• Founded in 2009 by Kathryn Born, an artist and writer
• Shut down in April 2012 after she encountered medical problems
• Relied on volunteer writing staff
![Page 8: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/8.jpg)
Example: Live Here Oak Park
• Founded in 2009 by Becca Martin, a marketing communications professional (and Oak Park resident)
• Relies mostly on user-generated posts & forums
• Helped Martin get job as community manager for EveryBlock.com
![Page 9: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/9.jpg)
Example: EvanstonNow
• Founded in 2007 by Bill Smith, a retired journalist and journalism educator who grew up in Evanston
• Relies heavily on Smith’s reporting and writing
![Page 10: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/10.jpg)
Example: Progress Illinois• Founded in 2008 with
financial support from the state council of the Service Employees International Union
• Goal: “adding a progressive voice to the Illinois political media sphere”
• Accepts advertising
![Page 11: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/11.jpg)
Other micropublishers• Theexpiredmeter.com: parking & parking tickets• Chicagofoodies.com: Food & restaurants• Beachwoodreporter.com: Chicago government and
politics• Sportsblogs such as Bleedcubbieblue.com,
Bearsbackers.com, Southsidesox.com, • Chicagonista.com: Eating, shopping, entertainment
from moms’ perspective• ForgottenChicago.com: Chicago history• Badatsports.com: Arts scene in Chicago
![Page 12: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/12.jpg)
Chicago Independent Ad Network
• Launched in September 2011 with seed funding from the Chicago Community Trust
• Launched with 15 participating sites• Led by Mike Fourcher of Brown Line Media• Closed in April 2012• Why it failed:
– Long sales cycle– 1 million impressions a month wasn’t enough– $12 CPM too high
![Page 13: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/13.jpg)
Number of siteslinked to 0 47Number of siteslinked from 28 25Number of linksto other sites 0 470Number of linksfrom other sites 1,029 944
Links: New mediavs. traditional media
![Page 14: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/14.jpg)
Number of siteslinked to 0 8Number of siteslinked from 28 14Number of linksto other sites 0 63Number of linksfrom other sites 1,029 177
The Tribune also runs ChicagoNow,a “blog network”
![Page 15: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/15.jpg)
When we set a link threshold,we see site clusters
Music
Sports
NewCityChicago
Micropublisher core
Tribune Co.
♦
![Page 16: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/16.jpg)
Some sites bridge otherwise disconnected regions
NewCityChicago
Periphery
Niche publishers central cluster
Periphery
![Page 17: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/17.jpg)
![Page 18: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/18.jpg)
![Page 19: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/19.jpg)
![Page 20: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/20.jpg)
INDEPENDENT, ONLINE LOCAL NEWS COMES TO A
RURAL STATE
![Page 21: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/21.jpg)
• 22 daily newspapers, only three with circulation above 25,000 (Louisville, Lexington, Cincinnati’s Ky. edition)
• 125 paid-circulation weeklies, most the sole paper in a county; many counties are too small to support a robust news operation
• Ky. is No. 1 generator of Topix traffic, suggesting a news vacuum being filled
• 2 television markets entirely within state: Lexington-Hazard (5 stations), Bowling Green (1 that does news)
• 8 other TV markets (including only one with a Kentucky station, Paducah)
KENTUCKY’S TRADITIONAL NEWS-MEDIALANDSCAPE
NEWSPAPERS:Highly fractured among 120 counties, mostly small; almost fit any definition of community papers
TELEVISION:10 markets, with almost half the counties in a market dominated by stations in other states
![Page 22: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/22.jpg)
• Identified 28 online news sites in Kentucky not affiliated with a newspaper (with one exception*)
• 18 sites defined as active, posting stories more than 3 days per week (most posted daily)
• 8 are part of a chain in Western Ky.: SurfKY.com (*one has the local weekly newspaper as its partner)
• One very active site from a radio station
RESEARCH PROJECT
SPRING 2012
![Page 23: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/23.jpg)
• The 18 active sites published an average of 10 stories per day, 2.5 reported and written by staff
CONTENT ANALYSIS
![Page 24: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/24.jpg)
• The 18 active sites published an average of 10 stories per day, 2.5 reported and written by staff
• About half of content was from press releases, half of those governmental
CONTENT ANALYSIS
![Page 25: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/25.jpg)
• The 18 active sites published an average of 10 stories per day, 2.5 reported and written by staff
• About half of content was from press releases, half of those governmental
• About 17 percent of local content was submitted by local people and businesses
CONTENT ANALYSIS
![Page 26: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/26.jpg)
• The 18 active sites published an average of 10 stories per day, 2.5 reported and written by staff
• About half of content was from press releases, half of those governmental
• About 17 percent of local content was submitted by local people and businesses
• Little aggregation from other sources, reflecting local focus
CONTENT ANALYSIS
![Page 27: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/27.jpg)
• The 18 active sites published an average of 10 stories per day, 2.5 reported and written by staff
• About half of content was from press releases, half of those governmental
• About 17 percent of local content was submitted by local people and businesses
• Little aggregation from other sources, reflecting local focus
• However, local government reporting was spotty
CONTENT ANALYSIS
![Page 28: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/28.jpg)
• The 18 active sites published an average of 10 stories per day, 2.5 reported and written by staff
• About half of content was from press releases, half of those governmental
• About 17 percent of local content was submitted by local people and businesses
• Little aggregation from other sources, reflecting local focus
• However, local government reporting was spotty
• Publishers consider obituaries very important, especially in markets where the newspaper is a weekly
CONTENT ANALYSIS
![Page 29: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/29.jpg)
ANALYSIS OF POSTING PATTERNS
Chain-operated sites tended to have more daily posts than independents
W. Ky S
tar
SKY-B.G
.
SKY-Web
ster
SKY-Hop
kinsvi
lle
SKY-Hop
kins
SKY-Muhlen
burg
SKY-Pad
ucah
SKY-Owen
sboro
SKY-Hen
derso
n
Fulton K
Y New
s
Columbia
The Laze
r
Marshall
Cou
nty Dail
y
Beechtre
e
Klayko
New
s
Nelson
Cty.
Gaz.
Logan
Journ
al
Mountai
n Wolf
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
Posts
Daily Posts PostsAVG.
![Page 30: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/30.jpg)
ANALYSIS OF POSTING PATTERNS
No distinction between independents and chain in amount of local reporting
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
Local ReportingLocal Reporting
Total Posts
Avg. Posts
![Page 31: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/31.jpg)
• Wide range of approaches, from simple blogs not intended to make money to relatively sophisticated, multi-location businesses with a profit objective
APPROACHES AND MOTIVES
![Page 32: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/32.jpg)
• Wide range of approaches, from simple blogs not intended to make money to relatively sophisticated, multi-location businesses with a profit objective
• Publishers seem driven mainly by desire to provide public service
APPROACHES AND MOTIVES
![Page 33: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/33.jpg)
• Wide range of approaches, from simple blogs not intended to make money to relatively sophisticated, multi-location businesses with a profit objective
• Publishers seem driven mainly by desire to provide public service
• Some wanted a local alternative to Topix
APPROACHES AND MOTIVES
![Page 34: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/34.jpg)
• Wide range of approaches, from simple blogs not intended to make money to relatively sophisticated, multi-location businesses with a profit objective
• Publishers seem driven mainly by desire to provide public service
• Some wanted a local alternative to Topix
• Some are driven by desire to offer a political perspective different from the local newspaper
APPROACHES AND MOTIVES
![Page 35: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/35.jpg)
• Wide range of approaches, from simple blogs not intended to make money to relatively sophisticated, multi-location businesses with a profit objective
• Publishers seem driven mainly by desire to provide public service
• Some wanted a local alternative to Topix
• Some are driven by desire to offer a political perspective different from the local newspaper
• Most had journalism experience, in print or broadcast
APPROACHES AND MOTIVES
![Page 36: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/36.jpg)
A HOMEGROWN ‘PATCH’?Company with eight sites in Western Kentucky
![Page 37: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/37.jpg)
A HOMEGROWN ‘PATCH’? Founder says every story has a visual element because “people are visually driven.”
Company with eight sites in Western Kentucky
![Page 38: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/38.jpg)
A HOMEGROWN ‘PATCH’?
Founder Ron Sanders says he is able to give advertisers something they have never had before: Reliable data on the reach of their advertising. “We can tell them what kind of response they’re getting –– and track it, too.”
![Page 39: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/39.jpg)
LOOKING AHEADObservations by student researcher Richard Yarmy
Online news sites have the potential to become Community Newspapers 2.0
The main ingredients are: A dedicated local journalist, a logical business plan, a modest amount of seed money, sustaining resources and a coveted brand image. With several online news sites already successful in the state, it follows that their best practices could be combined with other good business principles to provide a road map –– call it Community Online News Startups for Dummies, if you will.
![Page 40: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/40.jpg)
LOOKING AHEADObservations by student researcher Richard Yarmy
Online news sites have the potential to become Community Newspapers 2.0
The main ingredients are: A dedicated local journalist, a logical business plan, a modest amount of seed money, sustaining resources and a coveted brand image. With several online news sites already successful in the state, it follows that their best practices could be combined with other good business principles to provide a road map –– call it Community Online News Startups for Dummies, if you will.
![Page 41: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/41.jpg)
LOOKING AHEADObservations by student researcher Richard Yarmy
Proven concepts and successful practices could be supplied to interested entrepreneurs Start with a simple business plan: What will it take to operate in the first year? Estimate equipment, working space, salaries for a minimum of three stakeholders, everything you can forecast regarding expenses, both fixed and variable. Then project revenue: Take an intelligent guess on how many ads you can sell and inventory news sites of similarly populated counties, to gauge their penetration.
![Page 42: Startling starT-ups in the business of journalism](https://reader035.fdocuments.net/reader035/viewer/2022062814/5681688f550346895ddf1523/html5/thumbnails/42.jpg)
LOOKING AHEADObservations by student researcher Richard Yarmy
Understand the three legs of the online news business model: Journalism, Technical, and Business Operations (few people have sufficient expertise to do all three, or perhaps even two)