10 Trends That Could Make (or Break) Our Editorial Careers
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Webinar presentation to membership of the American Society of Business Publication Editors, April 29, 2010.
10 Trends That Could Make (or Break) Our Editorial Careers
- 1. 10 Trends That Could Make (or Break) Our Editorial CareersJim SuleckiDirector, eMediaMeister Media Worldwide
- 2. Jim Sulecki Daily / weekly newspapers, essays, op-eds
- 3. B2B writer and editor
- 6. TV writing, audio productioneMedia management Web developers
- 7. Studio M video / audio
- 8. Content / graphics
- 9. Advertising / marketing
- 10. Audience developmentUnprecedented Transition
- 11. TV Is Not Just Radio Before a Camera
- 12. Likewisethe Internet Not Just Print on a Screen Interactivity
- 13. Multimedia
- 14. Immediate access to deeper dataFew media ever go away. They just step sideways to accommodate new ones.
- 17. Potential for Best of All Worlds Incisive text
- 18. Brilliant images
- 19. Direct paths to deeper data
- 20. Audio / video
- 21. AnimationIfwe prove our value through the transition.
- 22. So how do we remain relevant?
- 23. (1)Know that we will be measured.
- 24. There are no lies / When you see that look in their eyes - Fastball, Warm, Fuzzy Feeling (1998)
- 26. Watch Metrics Many editors now check visitor and pageview reports every day
- 27. Some as much as every 15 minutes (!)
- 28. On-the-fly testing: multivariate testing on heds
- 29. Leeway given to editorial-mission coverageSet Targets Shoot for continuing growth
- 30. E.g., MMW: 52% YOY growth in UVs, 83% in PVs, 41% in time spent
- 31. Performance integrated into annual reviews, even financial incentives
- 32. Use this FOR you! E.g., in pay raise discussions
- 33. You = content = more web traffic = more $More PVs, UVs (1) Check our egos(2) Become fastidious number-checkers(3) Learn from the monster number-gatherers- e.g., if your own tradeshow is gathering the most PVs, maybe theres an editorial idea there
- 34. More PVs, UVs (4) Clarity over cute write heds that could be translated into another language and still be meaningful(5) Use numerals(6) Get to the point quick (7) Link out. Try to get links in.
- 35. (2)Our content will become co-creative with our audiences.
- 37. Content not with a megaphone, but as a conversation-starter.
- 38. I Am Audience, Hear Me Roar
- 39. I Am Audience, Hear Me Roar
- 40. Audience-Generated ContentArticle comments(2) Polls(3) Message boards(4) Online communities(5) Blogs by experts (heirs to magazine columns)(6) User-contributed images/video: e.g., Magnify.net
- 41. Audience-Generated Content(7) Crowdsourcing / wikis
- 42. Now, for the sake of print...How do we circle this type of engagement back into our magazines?
- 43. Re-Engagement in PrintRe-purpose online comments as letters(2) Photo pages / contests(3) First-person stories (as told to)(4) Any kind of roundup stories
- 44. (3)Content produced by editors will focus predominantly on analysis and exclusives.
- 45. So Much InformationFri, April 16 12:46 pm1:32 pm2:37 pm
- 47. So Much Need for AnalysisRBI CEO Says Sky is Not FallingAnalyst: News Foretells More ClosingsEditorial: Media Must Stop the Bleeding
- 48. 400 Words of 粥稼温鉛霞壊庄壊
- 49. 4400 Wordsof Audience Comment
- 50. The Power of Exclusives State-of-the-industry reports(2) Rankings(3) Own-event coverage(4) Own-award coverage(5) Webinar coverage
- 51. (4)We are in theentertainment as well as information business.
- 52. Business BoringWill It Blend?: 83 Million Views on YouTube
- 53. Animated Presentations of Content
- 54. Let Us Entertain Them
- 56. Dont Work Without a Script
- 57. (5)We (not publishers)will be the primary marketers of our content.
- 58. Our Job to Make Stories Go ViralSocial media et etc.Monitor PVs. Adjust heds, angles, etc.
- 59. Check no. ofinbound links(6)No one will pay usor our publishersdirectly for our content.
- 60. Estimate: As few as 5% of online users will pay for content.
- 61. Good news: Most B2B has operated in this environment for decades.
- 62. Editors may have to work more with publishers than ever. (7)The fading bright line between editorial and sales will get even dimmer.
- 63. Print dollars to digital dimes.
- 64. Audience engagement = more UVs/PVs = better ad environment.
- 65. Web metrics are like incessant readership studies. (We will be measured.)
- 66. Editors creativity/knowledge in more demand than ever. No gutter on web pages to delineate edit and ad pages.
- 67. Fewer type fonts to signal editorial copy from advertiser copy.
- 68. Savvy marketers know content deepens message.
- 69. How to represent sponsored content?(8)Our content will be read as often (if not more) on mobile devices as on computer screens.
- 70. Maw of fresh content gets hungrier
- 71. Copy must be more incisive than ever
- 72. Graphics: utility rather than pretty
- 73. Apps? Video?(9)Print content will gothe premium route.
- 74. Coming B2B Model Industry leaders get premium magazine and access to website
- 75. Anyone meeting basic occupational levels get access to website with registrationCurrent B2B Model Industry leaders get magazine
- 76. Anyone meeting basic occupational levels get magazine
- 77. All get websiteImpact on Magazine(1) Bigger trim sizes return(2) Paper stock goes back up(3) Long-form features return(4) Lavish graphics return (5) News of record moves to web(6) Most departments move to web
- 78. (10)The Millennials will wantour content, but in different packages.
- 79. Still reading magazines? What are you? Amish?- Wired, 2009
- 80. Millennials Nothing against print. Un-green, cant be texted or Facebook-ed.
- 81. Content like dim sum if tasty and brought to their attention.Trade Media for Millennials Media company finds Millennial.
- 82. eMailed avatar promises to help make Millennial awesome in their new job.
- 83. Interactive demo walks Millennial through medias many job resources.
- 84. Facebook / online community becomes hub of all communication.Closing Thoughts
- 85. Workday of the Near Future?8:00: Check web metrics8:15: Check email9:00: Article lead9:15: Tweet formulated as question / trial balloon9:30: First call on lead 10:15: Tweet summary (attributed or unattributed)11:45: Short item for days enews / website11:50: Item with link on Twitter, Facebook, blog1:00: Check web metrics1:15: Second call2:15: Begin scripting 2- to 3-minute audio feed4:00: Begin formulating full-length magazine feature
- 86. A Few Tips Dont get bogged down by print. Its just one piece.
- 87. Gather and disseminate content in real-time, as a constantly moving slipstream.
- 88. Make use of every bit of content around you.
- 89. Cut mercilessly. If its not generating interest, advertisers, or industry leadership why do it?
- 90. Demonstrate and prove your worth.So Where to Next? Chin up the future will be great
- 91. Know your audience better than ever
- 92. Tap your inner creativity
- 93. Good writing, storytelling still trumps all
- 94. Work hard but have fun
- 95. Know that youre part of a media revolutionThank YouJim Suleckijsulecki@meistermedia.comtwitter.com/jimsuleckieMediaEncyclopedia/blogspot.com
- 96. Q&A