ASNE DIVERSITY SUMMIT: Day 2
Leadership in Diversity: New Models for Growing Audience, Talent & Revenue; Sept. 20, 2011 @ NYT, 15th Floor conference center
MAD ABOUT MOBILE
- Moderator @marianliu: original sin was shoveling newspaper onto web; new mistake: shoveling website onto mobile.- Panelists agree that mobilizing content opens doors with more minority audiences & advertisers. Protect brand by being there.PANELISTS:
1) EMILIO GARCIA-RUIZ ( @garciaruize editor, strategic projects @washingtonpost)- Many more users go to mobile web than apps, but app users go much deeper/longer- Challenge for us is to get a seat at the table with mobile users. Find your sweet spot- More people go to @washingtonpost mobile site than app but engagement much higher on app. 2 different audiences.
Text Messaging Platform for Mobile Marketing | Mobile CommonsParking. It's one of those little hassles that make city life so… exciting. But the San Francisco MTA has teamed up with Mobile Commons to make finding a parking space as easy as owning a cell phone. It's called SFPark. Using our mData information functionality, SFPark can quickly and easily find free spaces near you.2) JIM COLGAN (@jim_colgan head of news and media @mobilecommons)
- Colgan's definition of mobile: "What you can use to consume and engage without leaving what you're already on.
- Mobile Commons uses crowd sourcing to explore questions like "Are you being gouged" on specific grocery stort items
- Using an app was a "huge barrier" for engagement with @wnyc's @thetakeaway's audience; so shifted to SMS/texting- Mapping the Storm Clean-up" http://bit.ly/nOChbM- What about capitalizing on high adoption rates among minority audiences? @jim_colgan don't overlook classic SMS opportunity3) ELLIOTT MALKIN ( @elliott project design director @nytimes)
- Mobile is no longer new. "It's the core." Users pay for apps. Looking at branching out to niche apps
- Can small hyperlocals afford to embrace mobile? Panel says: skip apps; wait for HTML5
- HTML5 significant area to keep watching because it disrupts Apple's control over distribution of apps
- New York Times concern right now is not getting an audience...They try to find us
- Concern at NYT is "how do we get an audience to pay for content" on mobile
- Apple's biz model a barrier for NYT's pay model. Apple is "new digital middleman" for publishers
Journal Register Company -Journal Register Company is a leader in local news and information in 10 states. The Company's more than 350 multi-platform products reach an audience of 21 million Americans each month.4) JIM BRADY (@jimbradysp editor-in-chief, Journal Register Co.)
- If we only put websites on mobile, as we did w/papers on web, we'll be talking in 15 yrs about missed opportunities
- Serving mobile users well requires bold thinking. Newspaper industry can't drop the ball again.
CNN'S BLUEPRINT FOR SUCCESS
SCOT SAFON (@scotsafon exec VP, @CNN worldwide)- Core values at CNN (last CEO): Innovate, collaborate, execute. Use for recruiting: what do u value.- Do you have the right people in the room, and are they bringing their authentic selves+do you have a process to bring it out?- In general, younger men are the most valuable demographic to advertisers -- hence sports- Multicultural news audience=ad opportunities. Women, esp. black women, are big product evangelizers- Talent looking for in multicultural multiplatform world - enthusiastic, adaptable, full of energy, full of ideas- Motto to live by: "We are what we air"- It is rare that you are doing too much - consumers rarely say you are doing TOO much coverage- Advertisers want to be in news content vs scripted entertainment - where people engage in the transfer of info- CNN's Idea Lab cultivates innovation/diversity of thought with "Free Thinking Friday" sessions.- Special ad group then created to tap multicultural audience/ advertisers. McDonalds bought in early.- Journalists "are every suspicious about marketing." To be effective he avoids using marketing language.- @HLNTV stopped being "Headline News" when audience shifted to web for news. Needed new programs, niche- You need to be relevant as possible in as many ways as possible- Platforms don't matter. Stories do.- Content still drives the audienceFINDING DIVERSE TALENT ON THE BUSINESS SIDE
VIRGIL SMITH, VP talent acquisition + diversity @gannett- Greatest challenge in acquiring talent work (esp digital) is working with the hiring manager, getting them to understand diversity & helping the candidates move- People need to be inspired to be the best that they can be- Hispanic #s not what like it to be: imp audience, growing fast, so try to build relationships for recruiting- recommended: @CareerBuilder and @LinkedIn recruiter package - can target 123 MWHY YOUTH WOULD WANT TO STAY ON THE JOB (IN THIS CASE GANNETT)
by Daniel Trach, key account digital sales executive, Enquirer Media Group, Cincinnati & Amber Guyton, multimedia specialist, WXIA TV/WATL TV, Atlanta1) Incubator effect - need a ladder and clear future2) Double O 7 - ownership+opportunity3) Super empowers - are you empowering us? Do you really care about our opinion? Be a mentor+champion!4) Art of entry level - is there an opportunity to excel? Show interest and invest in our future? We want a cheerleader5) Investment and indispensability - we are valuable assets, if we have success, company has success and v/v6) Einsteinology: need the permission to think and think big but also heard and critiqued7) Communication is key, don't be distant. We have a open cube policy!!!8) Working for success NOT JUST money - work hard play hard mentality** A lot of folks in our generation don't fear failure but fear complacency - Guyton** For our generation, we're always hungry for a challenge, always looking for more** At the end of the day, we are the people who sell your ideas, so ask US @Trachstar
