Posts Categorized: Journalism

What can Frank Underwood and our political US cousins learn from UK marketing?

The US election campaign is garnering momentum and the fourth season of House of Cards just around the corner (which will also focus on the race for the White House) the spotlight is once again on winning over voters and the science behind doing it successfully.

Houseofcards

As the political storm of last year’s campaign shows, results can still create a surprise, especially when the outcome is far from clear cut. Relying on traditional polling data simply is not enough of a marker for shaping messages and communication strategies or calculating how much a story is resonating.

Despite some murmurings in 2010, the 2015 election saw social media and digital engagement utilised in an incredibly effective way for the first time.

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Inside the walled gardens: How Time Inc. is distributing content on other people’s properties

(Facebook/Time Inc)

(Facebook/Time Inc)

If Time Inc. and the rest of publishing’s “Old Guard” are going to stay relevant to modern audiences, they need to branch out, even if that means distributing content outside of their own ecosystems.

Few people understand this better than Chris Hercik, vice-president of the Time Inc. Native Studio. In a recent onstage interview at NATIVE 2015, Hercik talked with Buzzfeed’s Alex Kantrowitz about the importance of embracing offsite distribution models, such as Facebook’s Instant Articles.

“With some of the new technology that’s coming [out], we have the ability to reach younger audiences, we have the ability to reach more mobile audiences,” Hercik said. “We realise that we have to start distributing outside our own ecosystem.” Read more on Inside the walled gardens: How Time Inc. is distributing content on other people’s properties…

The Daily Poke: Time to take gifs seriously

Time to take gifs seriouslyChannel 4 have just launched 4NewsWall – a new news site offering users a ‘wall’ of gifs. Created for 16-34-year-olds, each gif can be clicked for further reading, with links to share everything on your social channel of choice.

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Watch: The key to brands becoming great publishers

ZoellaDid you know, YouTube star Zoella’s subscriber base outstrips the combined readership of Vogue, Cosmopolitan, Glamour and Grazia? Or that traffic to the New York Times homepage more than halved in the last two years because consumers are not going to web destinations anymore? Read more on Watch: The key to brands becoming great publishers…

The dawn of the post lad-mag era

Millennial man by Alex Torres:FlickrThe publisher landscape is constantly evolving and none more so than the ‘lads mag’ market targeting young British males. Over the last couple of years we have seen the demise of print magazines such as Nuts and Maxim, and this summer Loaded dropped the scantily clad women from its covers in a bid to evolve and save dwindling readership figures.

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We need new news

Reading newspapers on SubwayI’m going to start with a confession.

Until just over a year ago, I wasn’t interested in ‘the news’. I may now be the co-founder and editor-in-chief of a news company, but I’m pretty new to the news thing. Read more on We need new news…

The Wall meets… Clippet co-founder Grace Regan

Grace ClippetClippet might just be a revolution in mobile news consumption. The recently launched news app is aimed at 18 to 28-year-olds and provides 60-second audio clips on the biggest news stories of the day. Its founders, Grace Regan and James MacLeod – both 23, have big aims to change the media landscape by delivering the news in a way that works for generation mobile. And they’ve shunned video in doing so. We caught up with Regan last week to find out more.

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The story of WW1 on The Sun front pages

SunThe Sun this week launched its own tribute to the millions of ordinary people – ­civilians and military – who were killed or injured in The First World War.

The 48-page special edition newspaper includes a series of front pages that show how the red top might have reported the events had it been around in 1914-1918.

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5 digital learnings from a media monolith

NewYorkTimesBuildingThere’s nothing journalists love more than writing about journalism. And there’s nothing digital evangelists enjoy more than gloating about the shortcomings of pre-digital era organisations.

So last week’s publication of a leaked New York Times memo created a perfect storm – 96 pages of analysis and recommendations about how to transform the operations of a media goliath.

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Who’s winning the engagement war – discovery, search or social?

Magnifying glass by Theen Moy:FlickrFor content owners and publishers, understanding how your readers or viewers interact with your content is a crucial step to understanding them and what they want online.  

How important is the reader’s journey to your content? Outbrain recently collated some data on how engaged audiences are when coming to content from different traffic sources: search engines, social media and content discovery. We wanted to understand what impact the source had on user behaviour after they arrived on a content site. Read more on Who’s winning the engagement war – discovery, search or social?…

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