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Where Are We Now?

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?

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  1. 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.

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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.”

  7. 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.

  8. Pause

  9. 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.

  10. 1. Clear Navigation 2. Listen 3. News/Archives 4. Programs/Grid 5. Search 6. Events/Calendar 7. Pledge 8. Inside Information

  11. Search

  12. 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

  13. 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

  14. 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

  15. Search PRIMA Winter Meeting New Orleans Feb. 4-6, 2010

  16. 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

  17. Since the Change

  18. Where are those visitors going?

  19. Shared LP NPR Stories Local Stories What News are they visiting?

  20. Pause

  21. 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.

  22. 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.

  23. 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.

  24. 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.

  25. 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.

  26. 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

  27. 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.

  28. 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.

  29. 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

  30. 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

  31. 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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