In this guest post Ofcom’s Damian Radcliffe cross-publishes his latest presentation on developments in hyperlocal publishing for September-October, and highlights how partnerships are increasingly important for hyper-local, regional and national media in terms of “making it pay”.
When producing my latest bi-monthly update on hyper-local media, I was struck by the fact that media sales partnerships suddenly seem to be all the rage.
In a challenging economic climate, a number of media providers – both big and small – have recently come together to announce initiatives aimed at maximising economies of scale and potentially reducing overheads.
These moves – bringing together a range of small scale location based websites – can help address concerns that hyper-local sites are not big enough (on their own) to unlock funding from large advertisers.
In early November Microsoft, Yahoo! and AOLagreed to sell each other’s unsold display ads. The move is a response to Google and Facebook’s increasing clout in this space.
Reuters reported that both Facebook and Google are expected to increase their share of online display advertising in the United States in 2011 by 9.3% and 16.3%.
In contrast, AOL, Microsoft and Yahoo are forecast to lose share, with Facebook expected to surpass Yahoo for the first time.
Similarly in the UK, DMGT’s Northcliffe Media, home to 113 regional newspapers, recently announced it was forging a joint partnership with Trinity Mirror’s regional sales house, AMRA.
This will create a commercial proposition encompassing over 260 titles, including nine of the UK’s 10 biggest regional paid-for titles. Like The Microsoft, Yahoo! and AOLarrangement, this new partnership comes into effect in 2012.
These examples all offer opportunities for economies of scale for media outlets and potentially larger potential reach and impact for advertisers. Given these benefits, I wouldn’t be surprised if we didn’t see more of these types of partnership in the coming months and years.
Damian Radcliffe is writing in a personal capacity.
Other topics in his current hyperlocal slides include Sky’s local pilot in NE England and research into the links between tablet useand local news consumption. As ever, feedback and suggestions for future editions are welcome.
Today sees the UK’s biggest strike in decades as public sector workers protest against pension reforms. Most news organisations are covering the day’s events through liveblogs: that web-native format which has so quickly become the automatic choice for covering rolling news.
The format has become so dominant so quickly because it satisfies both editorial and commercial demands: liveblogs are sticky – people stick around on them much longer than on traditional articles, in the same way that they tend to leave the streams of information from Twitter or Facebook on in the background of their phone, tablet or PC – or indeed, the way that they leave on 24 hour television when there are big events.
It also allows print outlets to compete in the 24-hour environment of rolling news. The updates of the liveblog are equivalent to the ‘time-filling’ of 24-hour television, with this key difference: that updates no longer come from a handful of strategically-placed reporters, but rather (when done well) hundreds of eyewitnesses, stakeholders, experts, campaigners, reporters from other news outlets, and other participants.
The results (when done badly) can be more noise than signal – incoherent, disconnected, fragmented. When done well, however, a good liveblog can draw clarity out of confusion, chase rumours down to facts, and draw multiple threads into something resembling a canvas.
At this early stage liveblogging is still a form finding its feet. More static than broadcast, it does not require the same cycle of repetition; more dynamic than print, it does, however, demand regular summarising.
Most importantly, it takes place within a network. The audience are not sat on their couches watching a single piece of coverage; they may be clicking between a dozen different sources; they may be present at the event itself; they may have friends or family there, sending them updates from their phone. If they are hearing about something important that you’re not addressing, you have a problem.
The list of liveblogs above demonstrates this particularly well, and it doesn’t include the biggest liveblog of all: the #n30 thread on Twitter (and as Facebook users we might also be consuming a liveblog of sorts of our friends’ updates).
More than documenting
In this situation the journalist is needed less to document what is taking place, and more to build on the documentation that is already being done: by witnesses, and by other journalists. That might mean aggregating the most important updates, or providing analysis of what they mean. It might mean enriching content by adding audio, video, maps or photography. Most importantly, it may mean verifying accounts that hold particular significance.
These were the lessons that I sought to teach my class last week when I reconstructed an event in the class and asked them to liveblog it (more in a future blog post). Without any briefing, they made predictable (and planned) mistakes: they thought they were there purely to document the event.
But now, more than ever, journalists are not there solely to document.
On a day like today you do not need to be journalist to take part in the ‘liveblog’ of #n20. If you are passionate about current events, if you are curious about news, you can be out there getting experience in dealing with those events – not just reporting them, but speaking to the people involved, recording images and audio to enrich what is in front of you, creating maps and galleries and Storify threads to aggregate the most illuminating accounts. Seeking reaction and verification to the most challenging ones.
The story is already being told by hundreds of people, some better than others. It’s a chance to create good journalism, and be better at it. I hope every aspiring journalist takes it, and the next chance, and the next one.
Expect a lot of sniffy reviews of the Huffington Post today. That’s par for the course: a short, odd-looking interloper is bursting into a roomful of graceful, if elderly brands. Scrappy-Doo at a cocktail party.
It’s a tough crowd. With The Guardian having long ago signed up a number of leading voices to its Comment Is Free platform and niche networks, outlets from The Telegraph to the New Statesman having signed up many other major bloggers, and remaining high profile bloggers having enough traffic and profile to no longer need any help, HuffPo UK looks like it is fighting for scraps.
In the US Arianna Huffington was well known, and HuffPo positioned itself as a liberal alternative to a homogenous mainstream. It was an early mover – and still attracted enormous criticism, with the launch widely seen as a flop.
It is focused on building a news platform from a network, rather than the other way round, which still makes it relatively unique.
And while there are plenty of similar networks covering niches such as science and technology, no one has yet attempted this at a mass market level. There may just be a gap for an effective networked aggregator in the notoriously competitive UK market.
The missing piece of the jigsaw is how much ad sales muscle there will be behind the site. There are some obvious economies of scale in selling ads through staff at both AOL UK and the US Huffington Post, but that approach has flaws. If HuffPo UK comes undone anywhere, it may be at the hands of a competitive UK advertising market.
But its major weakness – the fact that it doesn’t have much of a history – might also be its biggest advantage. The only baggage it carries is the acquisition by AOL. That is not insignificant, but neither is it insurmountable. It is free to build an identity around its users – and if it’s sensible, that’s what it will do. It can no longer pretend to be the outsider it once was.
Launching without a community manager in post is a problem on that front, but it also suggests that they take the role seriously enough to be prepared to take their time in finding the right person. They’ve done well to recruit dozens of bloggers without one, but they need a dedicated staffer on that front fast.
Without that person their approach to bloggers can seem slapdash, with little care paid to explaining why a blogger might want to sign up to the HuffPo UK project, what that project is, or who the people are behind it.
Building that brand, and those relationships, is going to take time. If HuffPo UK is going to work, AOL will need to allow for that, and not expect instant results.
Carr misses the point entirely: that this is not “people working free” (sic) but an exchange. A user exchanges demographic details and content for the functionality offered by Facebook. They put their photos on Flickr because they benefit from the network, access, and tools.
This is nothing new: we do not criticise telephone companies for being built on people ‘giving away their content’ in the form of the billions of conversations that take place across those networks. Or the demographic data we hand over when we sign up. Oh, and we pay them.
It’s a symptom of journalistic egocentrism that it should seem odd that other people hand over their content ‘for free’ (and of being a little threatened?).
Another symptom is to see the likes of Twitter and Facebook as content platforms, rather than communication networks.
But here’s where feudalism is no comparison to make. Serfs didn’t have a choice. Huffpo bloggers can leave – as indeed, many left similar operations before (Anthony De Rosa‘s analysis is sophisticated enough to recognise this). One of the questions occupying my mind at the moment is whether the current domination of Facebook will turn out to be a stepping stone to other forms of blogging, or if the social network will be enough for most people.
The fundamental point is that this is a marketplace, and if the exchange does not feel fair, users will move on – as they did with MySpace, and Friendster before that.
That doesn’t mean that there isn’t a wider problem around corporatisation of the public sphere, but don’t insult millions of people by calling them serfs.
Who were the people behind the blog, and what where their backgrounds?
I am the person behind it. I had just graduated with a Masters in Journalism and needed to find an outlet for my work based here in Edinburgh. It seemed to me – particularly after attending the News Re:Wired conference in January 2010 – that hyperlocal is the new buzzword and that I could do it right here on my own doorstep.
I had loads of new multimedia skills desperately needing to be used and practiced. Prior to that I had been a solicitor for a number of years but took a career swerve in 2008 when I decided to go back to university. Same skills – different result! Continue reading →
For me, it is significant that this happened at all. Normally these sorts of events are dominated by large publishers with lobbying muscle. Yet here we had a group combining hyperlocal bloggers, successful startups like Facebook, Ground Report, Global Voices and the Huffington Post, social media figures like Nick Booth and Jon Bounds, and traditional organisations like The Guardian, BBC, RSA and Ofcom. Jeff Jarvis pitched into the mix via Skype.
As for the event itself, it began the previous afternoon with a presentation from Enders Analysis, embedded below: Continue reading →
Ever since journalism jumped on the crowdsourcing bandwagon following innovative business models in T-shirt designing and problem solving, it has been baffled by the intensity of crowd response. Consequently, the media’s implementation of it has lacked the selection process that is essential to use crowdsourcing to its fullest potential.
There are only so many T-shirts that Threadless can make and sell; there are only so many solutions to Innocentive’s complex problems; and there are only so many photographs that iStockphoto consumers will purchase. Continue reading →
Elections bring out the best in online journalism. News organisations have plenty of time to plan, there’s a global audience up for grabs, and the material lends itself to interactive treatment (voter opinions; candidates’ stances on various issues; statistics and databases; constant updates; personalisation).