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Where Are We Now? Sites look better and are better than ever. Identified the basic feature-set for station sites: stream, schedule, playlists, search, calendar… Traffic is light—a fraction of listenership. Visits are infrequent: on avg under 2.0/mo. Where Are We Now?

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Where are we now l.jpg
Where Are We Now?

  • Sites look better and are better than ever.

  • Identified the basic feature-set for station sites: stream, schedule, playlists, search, calendar…

  • Traffic is light—a fraction of listenership.

  • Visits are infrequent: on avg under 2.0/mo.


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Where Are We Now?

  • Traffic is growing at 8 – 10 % (yr. over yr.)

  • The leading news-intensive stations are changing: “news sites” vs. “station sites.”

  • Mobile—internet to the smart phone—appears to be a game-changing opportunity.

  • Some apparent opportunity in niches:

    • Food (KQED)

    • Independent Film (WNET)

    • High School Sports

    • State-level C-Spans


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The Opportunity

Public radio’s largest near-term opportunity for audience growth and new public service is in news – national programs, local journalism, and aggressive expansion of online service.

-- Grow the Audiencepublished by SRG Jan. 2010

http://www.srg.org/GTA/GTAReports.html


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The Opportunity

For ten years*, the three most common daily online activities have been:

  • Go online.

  • Send/receive email.

  • Get News.

    * Tracking ReportPew Center for Internet & American Life


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Vivian Schiller: What we need to do.

  • We need to own audio.

  • W need to understand the web.

  • We need to make our content transportable.

  • We need to make our content communal.

  • We need to innovate in our core journalism.

  • We need to harness the power of the public radio system working on a national and local level.

  • NPR should have an interest in helping all of journalism


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Vivian on NPR.org

“The number one reason (people) come to NPR.org is either to hear the end of a radio story that they missed or to find out more about a story (that they heard). That's terrific and we need to offer that. But to me that indicates that we are not a destination in our own right. That smacks of ‘companion.’ Which is necessary, but not sufficient.”


We know what companion sites need l.jpg
We know what companion sites need

  • Clear Navigation

  • Listen Now

  • News and News Archives

  • Playlists

  • Programs or Program Grid

  • Search

  • Events/Calendar

  • Pledge

  • Inside Information

… But this is not enough.



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Hypothesis

  • Companion sites are not competitive— in news.

  • Stations could compete through “News Sites.”

  • This requires

    • A landing page that “looks like NEWS.”

    • A large volume of Daily News(local, regional and national)

    • A content management system that a) Unifies the entire news department,b) Connects easily to national producers.


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1. Clear Navigation

2. Listen

3. News/Archives

4. Programs/Grid

5. Search

6. Events/Calendar

7. Pledge

8. Inside Information



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Listen

Prog

Search

Pledge

1. Clear Navigation

2. Listen

3. News/Archives

4. Programs/Grid

5. Search

6. Events/Calendar

7. Pledge

8. Inside Information


Slide14 l.jpg

Search

Video

Prog

PRIMA Winter Meeting

New Orleans

Feb. 4-6, 2010

1. Clear Navigation

2. Listen

3. News/Archives

4. Programs/Grid

5. Search

6. Events/Calendar

7. Pledge

8. Inside Information


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Events

Listen

Pledge

Prog

1. Clear Navigation

2. Listen

3. News/Archives

4. Programs/Grid

5. Search

6. Events/Calendar

7. Pledge

8. Inside Information


Slide16 l.jpg

Search

PRIMA Winter Meeting

New Orleans

Feb. 4-6, 2010


Slide17 l.jpg

Listen

Search

Prog

Pledge

PRIMA Winter Meeting

New Orleans

Feb. 4-6, 2010

1. Clear Navigation

2. Listen

3. News/Archives

4. Programs/Grid

5. Search

6. Events/Calendar

7. Pledge

8. Inside Information




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Shared LP

NPR Stories

Local Stories

What News are they visiting?



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Issues: Competition

  • As devices changes, so does the competition.

  • On radio: stations are highly competitive, sometimes dominant.

  • On desktops: Large national sites and news aggregators dominate the news field.

  • On handhelds: The competition is just starting, but public radio may be well positioned.

  • In local news you compete with the local newspaper, which usually has more resources.


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Issues: Money

  • Uncertainty over resource allocations:

  • On-air provides almost all the service (and money).

  • There is a need to continue investment in both local and national radio programming.

  • Uncertainty over revenues:

  • In terms of ad dollars: a web visitor generates only 10% of the revenue generated by a reader/viewer.

  • Fifteen years into the “internet era” no public station or network news site is approaching break even.


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Where to start?

  • Decide what you are.

  • Question your assumptions.

  • Assess what you can reasonably do.

  • Listen to the industrial research.

  • Put the user first.

  • Align your on-air and online service.


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Decide who you are

  • Most of us are broadcasters.

  • What is your natural inclination:

    • Do things better

    • Do things differently.

  • Are you ready to rumble?

  • Think about Kotter’s observation

Creating a strong online news service does not have to mean doing it yourself.


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Where to start?

  • Engage your listeners.

  • Acquire the CMS you need.

  • Create a Landing page that “looks like news.”

  • Co-invest in Design and Research

  • Import relevant local and national news in a credible and effective way.

  • Change your most visible news post three times a day: AM drive, mid-day, PM drive

  • Promote specific benefits.


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A different feature hierarchy for News

  • Clear Navigation

  • News and News Archives

  • Listen Now

    • Podcast

    • Mobile

  • Search

Primary

Secondary

  • Programs or Program Grid

  • Events/Calendar

  • Pledge

  • Inside Information


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Where to start?

  • Create a strong alignment between your on-air and online service.

  • News Stations:

  • If you offer NPR on air, offer NPR online.

  • Co-invest in user research re: design and content.

  • Create a small number of unique features.

  • Use Air and Email to drive traffic.

  • Split Format Stns:

  • Create News and Music Landing Pages.

  • Reserve/Redirect: WXYZNews.org

  • If ME/ATC in drives: Highlight News on your Homepage.

  • Follow News Station Research/Practice.

  • Joint Licensees:

  • Create News Landing Page

  • Reserve/Redirect: WXYZNews.org

  • Follow News Station Research/Practice.


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Every station is different… but

  • Consistent Design is a Virtue

    • Users may benefit from consistent navigation and placement of features.

    • Users may benefit from knowing they are on an NPR/affiliate, public radio site.

  • Good, Shared Content Management saves money, training

    • Modified WordPress CSM is becoming a de facto standard.

  • Consider what they use. (Put the user first)

    • At Northern Community Internet, developers used Blogger and Google Calendar—because their users are already adopting these tools.


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Listen

Search

Prog

Pledge

PRIMA Winter Meeting

New Orleans

Feb. 4-6, 2010

1. Clear Navigation

2. Listen

3. News/Archives

4. Programs/Grid

5. Search

6. Events/Calendar

7. Pledge

8. Inside Information


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PRNDI Webinars

  • Last Thursday  Jan – April  3 PM ET

    • Jan 28: Intro with Tom Rosenstiel (Pew Project on Excellence in Journalism), Tim Davis (PRPD/IMA Public Radio Tech Poll), WSHU and Michigan Radio

    • Feb 25: Systems, Staffing, Investment and Results:Georgia PB and North Country PR

    • March 25: Leveraging National Content: WBUR and NPR

    • April 29/30: Four skill-based session on topics to be selected by webinar participants


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PRNDI Webinar Approach

  • Provide basic information.

  • What are stations doing?

  • What are they spending?

  • How’s that working?

  • Approach Stations/News Directors where they are.

  • Leave the strategic debates for other venues.

  • Focus on mid-sized and smaller operations.

  • Look for improvements we can implement now.


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