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Convergence journalism: the new rules (and roles) of content creation
Joe McEnteeGroup Editor, IOP Publishing SSP IN Conference, 19 September 2011
Email: joe.mcentee@iop.orgLinkedIn: http://uk.linkedin.com/in/joemce
Agenda
The headline take IOP Publishing A few numbers
Multimedia services: one of our big stories – one of your big stories? Case study: online video journalism Analytics, measuring success
Convergence journalism: 10 top tips Summary and Q&A
The headline take: IOP Publishing
A leading international science publisher For-profit publishing arm of Institute of
Physics (IOP), a not-for-profit professional society with 41,000 members worldwide
Our portfolio includes… 60+ research journals High-profile partner publishing
programme 10+ magazines, online communities Specialist education products
Number-crunching: IOP Publishing
Headcount Approx. 300 staff, seven international
offices Publishing financials
FY 2010 revenues: £40 million ($65 million); +5% vs 09
Professional-society membership FY 2010 membership: 41,000+
The headline take: Group Editor
My brief covers… Editorial leadership for online/print
journalism teams Editorial leadership of multimedia content
team, spanning online video, audio and webinar services
Customer-research programme focused on e-publishing requirements of research scientists, research libraries
Multimedia services: one of our big stories
Timeline looks something like this… Summer 09: initial R&D investment in
editorially led video, webinar, audio Q4 09: R&D roll-out on physicsworld.com,
flagship website of IOP membership magazine Physics World
2010 and 2011: learn lessons, scale-up, rethink editorial/production workflows, transfer know-how to other content teams and product groups
Case study: online video journalism
The story so far…. Over 50 video reports published online in
past 24 months Output from 19 separate filming projects –
12 in UK, four in Europe, three in US Video now an established part of the
editorial and production workflow No increase in editorial headcount!!
Online video: a few rules of engagement Content=marketing
And high-value multimedia content = high-value, high-impact marketing
Content with a purpose Content designed to prompt a response
Think viral, think social Push content to where your potential
readers/viewers are spending time online Discoverability is key
Online video – a great way to help people find our products (needle) on the web (haystack)
Online video: harnessing those network effects
Online video journalism: learning by doing The story so far (continued)…
Editorially, we have played to our strengths – i.e. expert commentators, story-telling, A-list contacts book
We have reinforced all of that with specialist third-party expertise (filming, postproduction, training)
Cross-platform marketing opportunities ensure maximum ROI (e.g. the special issue will never be the same)
Bottom line: editors and marketeers have embraced the new world of convergence journalism >>PLAY
Video analytics, business outcomes
Video gives you interesting new ways to think about user engagement
We have published >50 exclusive videos on physicsworld.com since Sept 09 135,000 unique views to date 500,000+ minutes total view time
That means collectively those viewers have spent… A whopping 348 viewing days engaging
directly with our products and services
physicsworld.com e-newswire subscription growth
physicsworld.com: e-subscriber acquisition 2009-11
Promoting journal usage: video as a driver
Culture of experimentation – using video to seed viral marketing campaigns
Objectives… Raise visibility of journal special issues or
keynote review articles Drive referral traffic, usage, downloads A catalyst for content, marketing teams to
collaborate on diversified campaigns Open up new audiences we might not
otherwise reach via traditional channels
J Phys D: using video to drive engagement
J Phys B: using video to drive engagement
Industry recognition: physicsworld.com multimedia
Best Specialist Site for Journalism, Online Media Awards 2011 Finalists included the likes of Forbes.com,
ESPN.com and FoxSports.com
Best Editorial-Marketing Collaboration, SIPA UK Awards 2011
Convergence journalism: 10 top tips
First up, and most importantly, be clear about outcomes and what constitutes success Use analytics to monitor, track progress
and fine-tune if necessary Secondly, play to your strengths – don’t
try to do it all You’re not the BBC or HBO
Thirdly, choose your partners wisely –and to suit your budget Use your editorial network to source
Convergence journalism: 10 top tips
Training is essential, but so is learning by doing Be prepared to fail, but fail fast, learn, and
move on Get started – even if you’re unclear what
the service will ultimately look like It’s OK, you’ll figure it out soon enough
Think social, think viral Get your content out to where your
potential readers/customers are spending their time online
Convergence journalism: 10 top tips
Lead from the front (of the camera) Yes, that means you!
Give younger members of your editorial teams a voice and a platform They get all of this stuff, they’ve grown up
with it Think laterally
Video as a platform for new product development
Convergence journalism: 10 top tips
Redouble your emphasis on the fundamentals: Hire great people, look after them, train
them well, challenge them (and yourself) Know your readers, viewers and
customers (as they are now and where they’re headed in the future)
Customer research – make time for it And one more for good measure...
Joined-up project management is THE critical success factor
Thought for the day
From Seth’s blogExisting publishers have the power to change the form of what they do, increase the value, increase the speed, segment the audience, create communities, lead tribes, generate breakthroughs that make us gasp
Thanks for listening…
…now over to you for questions
And enjoy the rest of the conference
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