Fresh useful insights for people advancing quality, innovative and sustainable journalism
You might have heard: Mobile is now the majority of traffic for most news sites, and the key to mobile ad revenue could be the ability to track users across platforms
But did you know: Mobile readership is growing rapidly, but mobile revenue isn’t keeping up (Wall Street Journal)
The number of readers on mobile is growing fast, but many publishers are finding selling mobile ads to be a challenge. Jack Marshall writes that the issues facing publishers include it’s difficult to show mobile users enough advertisements to match desktop revenue and publishers can’t as easily track and target ads on mobile. At The New York Times, more than half of visits to its digital properties are on mobile, but mobile accounts for only 15 percent of its digital ad revenue. However, one form of advertising remains successful on mobile: sponsored content. Business Insider chief revenue officer Peter Spande says: “Branded content performs really, really well in mobile. The ad format that still works best is often content.”
+ Noted: After its sale is called off, questions are raised about New York Daily News’ long-term prospects and its place in the NYC media landscape (New York Times); Mashable and Vox will soon be added to Snapchat’s Discover feature, and Snapchat is limiting publishers to selling five sponsorship takeovers of their Discover channels per month (Advertising Age); In the aftermath of its campus rape story, longtime Rolling Stone publisher Jann Wenner is in the process of handing over the operations to his son Gus Wenner, who is hiring more coders and designers and pushing more into video (New York Times)
How Christian Science Monitor is encouraging its readers to get involved in the issues it covers (ivoh)
A new initiative by Christian Science Monitor called “Take Action” encourages its readers to take action on a variety of issues. Take Action focuses on five global issues, including education and disaster relief. On Take Action’s landing page, readers can click on a topic and are then directed to four different types of content, including prompts for starting conversations on the issue and contact info for U.S. Congress members. Chief strategy and marketing officer Susan Hackney says the initiative grew out of audience studies: “One of the things we found about our audience is that they cared about progress, ways that the human condition could be changed, having an impact, and they cared about news that might help them in ways that they might take action.”
+ Earlier: Our Millennials research shows they follow the news to decide where they stand on things (47%) and to take action to address issues (35%)
How Trinity Mirror is using its branded content studio to learn more about its readers (Digiday)
To better inform the creative strategy for its branded content studio Invention, Trinity Mirror conducted a research project called Modal Britain to establish what set Trinity Mirror’s readership apart. The project identified three characteristics unique to its readers: “their beliefs (a premium on social justice), betterment (their own personal achievable goals) and belonging (their sense of family and community).” Invention’s director Mark Field says: “By looking at the three Bs, we can really see which of these areas most fits the brief, and we can amplify an idea to fit one or more of the three. … If we understand what motivates the audience, then this sparks our approach to content.”
A phrase for making sure ideas are followed up on: ‘Who will do what by when?’ (New York Times)
Managing partner and chairman Mark Toro says there’s a common phrase in meetings at real estate operating company North American Properties: “Who will do what by when?” Toro says if someone says in a meeting, “We’ve got to get this lease signed,” the immediate follow up question is, “Who will do what by when,” to ensure there’s a plan in place to make it happen. Toro says they’re also diligent about following up to make sure things happens when they’re supposed to: “We track people who deliver and those who don’t.”
Why creating more diverse journalism requires transforming the way stories are told (Medium)
While there’s a representation problem in many local newsrooms, Josh Stearns writes that creating more diverse journalism requires changing our institutions, culture and storytelling practices. Research from API shows African Americans and Hispanics are dissatisfied with the accessibility of news about communities, as well as the portrayal of their communities, which Stearns says should lead to a re-evaluation of whether journalists are telling “the full truth of a story.” Stearns writes: “We cannot just invest in creating more digital newsrooms, we have to embrace and celebrate the work of creating more diverse newsrooms too.”
How The New York Times gets a 70 percent open rate on its newsletters by evaluating what its readers are interested in (Digiday)
With more and more newsletters available, The New York Times is taking a closer look at what their readers are looking for in NYT’s newsletters. NYT executive director of product Dork Alahydoian says they’re taking two approaches: the first goes beyond traditional sections to make newsletters around broad lifestyles and themes, and the second is a narrower approach. The numbers suggest that it’s paying off: Subscriber volume has grown 14 percent in the last 6 months, average open rate for all weekly newsletters is 50 percent, with open rates for some newsletters such as Nicholas Kristof’s more than 70 percent.
+ True to its perhaps outdated reputation as a website for cat videos and listicles, BuzzFeed U.K. registered a cat to vote in a British election as part of an investigative story on “how easy it is to game the Labour leadership election in the UK” (Poynter)
The post Need to Know: Aug. 24, 2015 appeared first on American Press Institute.
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