Tag Archives: Trinity Mirror

A simple hyperlocal experiment which shows how publishers can engage with different audiences

liveblog engagement

Civic engagement? Most readers spent more than 30 minutes on the liveblog

On Monday I was involved in a fascinating experiment in civic engagement: 10 hyperlocal blogs all agreed to embed a liveblog of a hustings which would give inhabitants of the largest local authority in Europe an insight into the next council leader.

The liveblog itself was to be maintained by student contributors to the Birmingham Eastside news site. The decision to offer it out to hyperlocal sites across the city seemed obvious – so why aren’t publishers doing this regularly? Continue reading

The legacy of Ampp3d, UsVsTh3m and Row Zed

It is perhaps a sign of the success of Trinity Mirror’s web-savvy projects Ampp3d, UsVsTh3m and Row Zed that reports of their closure have generated such strong reactions from journalists across a range of titles.

UsVsTh3m launched in early 2013; Ampp3d towards the end of the same year. The launches themselves represented a fresh approach to mainstream publishing online: standalone teams free to innovate without the baggage of print costs, systems and cultures.

The projects were initially given 3 months to prove their worth as separate projects but ended up becoming part of the Mirror site and sticking around for 2 years.

On those grounds alone UsVsTh3m, Ampp3d – and Row Zed in 2014 – have been a success. They achieved what they set out to do, and more.

But they have also had a massive influence on the wider industry – an influence which may have contributed to their closure. Continue reading

Data journalism at the 2015 UK General Election: geeks bearing gifts

bbc election quizThis has been the election when the geeks came in from the cold. There may be no Nate Silver-style poster boy for the genre this side of the pond – but instead, I believe we’ve finally seen the culmination of a decade of civic hacking outside the newsroom. And if anyone deserves credit for that, it is not the Guardian or the Telegraph, but MySociety, Tweetminster, and Democracy Club.

Looking back at my review of online election reporting in 2010 it’s striking how much has changed. Back then data journalism’s contribution was all about interactive presentation of results, but little else.

In the time between that election and this one, however, two things have changed within the news industry: firstly, a more code-literate workforce, including dedicated data project teams; and secondly, the rise of mobile, social media-driven consumption and, as part of that, visual journalism. Continue reading

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:

Continue reading

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.