Following the Press Gazette’s excellent News on the Move conference last month, I’ve written a piece for the Guardian Media Network pulling out the key lessons shared on the day.
In short, what does the move to mobile mean for publishers of all stripes? These seven things at least:
1. Plan for the extended internet day – and week
2. Think format
3. Remember, the web still rules
4. Use apps to upsell
5. Don’t forget the role of social media
6. Viral hits don’t happen without mobile
7. It’s the content, stupid
I expand on each over at ‘From BBC to BuzzFeed: lessons in mobile publishing‘.
I took part in the Press Gazette’s third News on the Move conference yesterday, chairing one of the three debates on the impact of mobile and tablet on publishing and journalism. As before, it was a really stimulating event with lots of smart ideas, thoughts and people — in the audience as well as on the panels.
You can watch the whole thing here.
The debate I chaired – Successful Mobile and Tablet Editorial Strategies for Print News Publishers – starts at around 25′ 12”. The panel featured:
– Alan Hunter, Head of Digital, The Times & Sunday Times
– Subhajit Banerjee, Mobile Editor, Guardian News & Media
– Martin Ashplant, Digital and Social Media Director, City A.M (and former head of digital at Metro.co.uk)
Two moves at The Times and Sunday Times — the closure of the Times Opinion Tumblr and the introduction of a retweeting tool — prompted me to write something for Press Gazette about how social media does and doesn’t work behind a paywall.
Here’s the crux of the piece:
Back in the mid/late 2000s search engines drove most people to The Times, accounting for up to 70 per cent of the traffic at one time, according to one senior editorial executive. That was pre-paywall and that was before social began to offer a serious alternative source of high volume traffic.
News International concluded that it couldn’t turn those passing eyeballs into a viable commercial model – and the majority of newspaper groups either side of the Atlantic have come to a similar conclusion.
But a subscription model doesn’t negate the need to create buzz around your journalism. After all, it’s the quality of that journalism that you are selling and to do that effectively you have to show some leg, you have to give non-subscribers a taste of what they are missing, you have to give some of it away for free.
You need to use social media effectively to spread the word. That means no matter how many staffers retweet a cracking page one splash, the link needs to lead somewhere that’s not “sign up here”.
You can read The Times, paywalls and social media here.
Tumblr is a blogging platform but it isn’t WordPress. If that feels like a distinction so minor that it’s not worth making, I do think the differences between the two platforms, however small, do matter.
Tumblr tends to be more visual, more instant; less of the analysis, more of the bite-sized. Of course all these rules are there to be broken but those truths about the platform most likely explain why lots of people (and by people I mean newspapers, magazines, broadcasters etc) are struggling to work out how to use it.
As a counterpoint, here are four traditional media outlets that are using it well:
- Financial Times
- The Economist
- The Times
- New Statesman
In my Press Gazette column this week I explain why they have mastered Tumblr.
Writing in The Times today, columnist Matthew Parris offers a welcome alternative to the tiresome ‘They Still Don’t Get It’ line on MPs’ expenses.
And he sheds an interesting light on the bills of newspaper folk at the same time.
For fear of his proprietor accusing me of kleptomania I’ll keep the copy and paste to a minimum but the rest is well worth a read:
I last week submitted to this newspaper my expenses claims for the three annual party conferences. For nearly a month I got to stay in three expensive hotels, with restaurant and bar bills all reimbursable by my employers — reimbursements being allowable free of income tax on the ground that the costs were incurred “solely and necessarily in the performance of [my] duties”.
Two weeks of news-, laptop- and (thanks to my own incompetence) mobile-free living, I return with too many emails to contemplate and far too many items in my RSS reader to countenance.
But somehow this found its way into my consciousness. Made by my The Media Blog colleague Will Sturgeon, it charts the decline of newspaper circulation over a 12 month period – in a minute (well one minute, three second) video.