Make News, Not Noise

1
Make News, Not Noise

• Changes in the media give you more chances than
  ever to make headlines

2
What well talk about

• How has the media changed, and why?
• What does the media need now?
• How can you take advantage of these changes?

3
Traditional news creation
4
The rise of the internet
5
and User Discovered News
6
Internet a major news source
7
Local TV news ratings are down
8
Newspaper readership is down
9
and newsrooms are shrinking
10
Whats next for media?

• Hyper-local
• News relevant to local communities
• Easier to beat Yahoo, Google etc
• User-generated content
• Local blogs
• Citizen media
• Focus online

11
Hyper-local

• People, places, things you know
• Specific, not generic
• Model weekly, neighborhood newspapers
• Major focus of
• Daily newspapers
• TV
• Everyone else!

12
User-generated content

• Citizen journalism
• Blogs
• Reviews (restaurant, movies, etc.)
• Comments
• Photo, video (e.g. YouTube)

LARGE NUMBERS CAN BE DECEIVING!
13
Focus online
14
with a big caveat
15
So what does all of this mean for me?
16
go local

• Localize press releases
• Lots of local people, places, things
• Get it to the right place!

17
generate content

• Create professional UGC
• Fill the hole in the newsrooms
• Be reliable and youll be valuable

18
make it easy

• Communicate the way editors, reporters want
• RSS feeds
• Timely events before they happen news as it
  happens

19
qa