Tag Archives: Trinity Mirror

Newspapers on Twitter: who has the most click-throughs – and why?

Regional newspapers on Twitter - percentage of followers retweeting

Regional newspapers on Twitter – percentage of followers retweeting – click for interactive version

Newspaper Twitter accounts with the highest click-through rates tend to follow more people, customise tweets for Twitter and engage in more conversation, according to an analysis by Patrick Scott in the first of a series of three posts.

The number of followers a Twitter account has is often assumed to be representative of the influence they command. But is it what we should be measuring? Continue reading

7 laws journalists now need to know – from database rights to hate speech

Law books image by Mr T in DC

Image by Mr T in DC

When you start publishing online you move from the well-thumbed areas of defamation and libel, contempt of court and privilege and privacy to a whole new world of laws and licences.

This is a place where laws you never knew existed can be applied to your work – while other ones can come in surprisingly useful. Here are the key ones:

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Advertising is publishing – the Facebook effect

Before the internet made it easier for advertisers to become publishers, they were already growing tired of the limitations (and inflated price) of traditional display advertising. In the magazine industry one of the big growth areas of the past 20 years was client publishing: helping – to varying degrees – companies create magazines which were then given or sold to customers, staff, members, or anyone interested in their field.

With some traditional advertising revenue streams dropping like a stone, newspapers belatedly started to see similar potential in their own markets. Trinity Mirror’s Media Wales are among a few newspaper publishers to sell video production services and the organisation has followed US newspapers in selling SEO services; while the FT followed Conde Nast when it recently bought an app production company.

While the execution varies, the idea behind it is consistent: this is no longer about selling content, or audiences, but expertise – and quite often expertise in distribution as much as in content production. Continue reading

The rise of local media sales partnerships and 19 other recent hyper-local developments you may have missed

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.

At a hyperlocal level, the launch on 1st November of the Chicago Independent Advertising Network (CIAN), saw 15 Chicago community news sites coming together to offer a single point of contact for advertisers. These sites “collectively serve more than 1 million page views each month.”

This initiative follows in the footsteps of other small scale advertising alliances including the Seattle Indie Ad Network and Boston Blogs.

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.

CIAN also aims to address a further hyper-local concern: that of sales skills. Rather than having a hyperlocal practitioner add media sales to an ever expanding list of duties, funding from the Chicago Community Trust and the Knight Community Information Challenge allows for a full-time salesperson.

Big Media is also getting in on this act.

In early November Microsoft, Yahoo! and AOL agreed 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 AOL arrangement, 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.

 

FAQ: Mobile Reporting

Another FAQ:

What good examples of mobile reporting have you seen?

It’s hard to say because the fact that it’s mobile is not always very visible – but @documentally’s work is always interesting. The Telegraph’s use of Twitter and Audioboo during its coverage of the royal wedding was well planned, and Paul Lewis at the Guardian uses mobile technology well during his coverage of protests and other events. Generally the reporting of these events – in the UK and in the Arab Spring stories – includes lots of good examples.

Could it become a genuine niche in journalism or just offer an alternative?

Neither really – I just think it’s a tool of the job that’s particularly useful when you’re covering a moving event where you don’t have time or resources to drive a big truck there.

Do you think more newspapers and print outlets will embrace the possibilities to use mobile technology to “broadcast”?

Very much so – especially as 3G and wifi coverage expands, mobile phones become more powerful, the distribution infrastructure improves (Twitter etc.) and more journalists see how it can be done.

But broadcast is the wrong word when you’re publishing from a situation where a thousand others are doing the same. It needs to be plugged into that.

Do you think the competition that mobile reporting could offer could ever seriously rival traditional broadcast technology?

It already is. The story almost always takes priority over production considerations. We’ve seen that time and again from the July 7 bombing images to the Arab Spring footage. We’ll settle for poor production values as long as we get the story – but we won’t settle for a poor story, however beautifully produced.

Have you seen any good examples of how media orgs are encouraging their staff to adopt mobile reporting techniques?

Trinity Mirror bought a truckload of N97s and N98s and laptops for its reporters a couple years back, and encouraged them to go out, and various news organisations are giving reporters iPhones and similar kit – but that’s just kit. Trinity Mirror also invested in training, which is also useful, and you can see journalists are able to use the kit well when they need to – but as long as the time and staffing pressures remain few journalists will have the time to get out of the office.

What are the main limitations that are holding back this sector – are they technological, training related or all in the mind?

Time and staff, and the cultural habits of working to print and broadcast deadlines rather than reporting live from the scene.

What advice would you give to individual journalists thinking of embracing the opportunities mobile reporting offers?

Start simple – Twitter is a good way to get started, from simple text alerts to tweeting images, audio and video. Once you’re comfortable with tweeting from a phone, find easy ways to share images, then find a video app like Twitcaster and an audio app like Audioboo. Then it all comes down to being able to spot opportunities on the move.

Growth of Newspaper Twitter accounts running out of steam

English national newspaper Twitter accounts continue to grow – but at an ever slower rate, according to the latest figures for the 130 accounts I’m tracking:

The detail

These 130 accounts had 1,801,811 followers on November 2nd, up by 137,568 from 1,664,243 on October 1. Of that increase, 95,007 (or 69%) was for the @guardiantech account (which benefits from being on Twitter’s suggested user list).

(NB the Telegraph has renamed its @TelegraphScienc account, so this month I’ve restated October’s figures to be for 130 accounts – I thought it had deleted it when I downloaded the latest figures.).

The biggest mover was @MirrorFootball, up 11 places to 81st (from 455 to 809 followers), suggesting the Mirror is finally making some use of Twitter (most of its other accounts are near the bottom – and only appear to have moved up a place due to the demise of the Telegraph’s Science account).

The full spreadsheet is here or you can see the iframe below.

@Guardiantech accounts for 78% of the growth in national newspaper Twitter accounts

National UK newspapers had 1,665,202 followers of their Twitter accounts at the start of October – an increase of 193,266 on September 1st (when they had 1,471,936).

The rate of growth has slowed, however. This is a monthly increase of 13.1%, compared with 17% from August 1 to September 1, and also from July 1 to August 1.

What’s more, 151,555 of the increase (or 78% of the total) is down to just one account – that of @guardiantech (which owes its popularity to its place on the Twitter Suggested User List). Indeed, of the 131 accounts I’m tracking, 51 have fewer followers than me (@malcolmcoles)!

You can see the full table here, or below (although the iframe isn’t behaving properly, so you’re better off clicking here).
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