Long story short - Bloomberg L.P. · • Narrative structure helps build and satisfy audience...

Long story shortHow high-quality photos drive

cross-platform storytelling

Webinar

March 1, 2016

Natasha Cholerton-Brown, Global Director

for Visual Media Content, Bloomberg

Introducing our hosts

[Head shot of Natasha

Cholerton-Bown]

[Head shot of Michael Shane]Michael Shane, Managing Editor,

Bloomberg Digital

Get the full picture

Demand for high-quality images is growing.

Audiences expect continuous visual engagement

across media platforms. Are you ready to meet

the need?

1. Inside a changing industry

2. Cross-platform storytelling

3. Preparing your visual media team

4. Delivering curated content

1. Inside a changing industry

The Chicago Sun-Times continues to evolve with our digitally savvy customers, and as a result, we have had to restructure the way we manage multimedia, including photography, across the network.

Statement from the Chicago Sun-Times after

laying off all 28 full-time photo staffers

Photo desks are shrinking

at Chicago Sun-Times, Sports Illustrated, Atlanta

Journal-Constitution

Major photo layoffs

cut between 2010 and 2012 — compared to 6% for

reporters and 0.2% for editors

of newspaper photographers/videographers

have lost their jobs since 2000

Source: American Society of News Editors

Click to edit Master text styles

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Major industry trends

• Rise of mobile/social and user-generated

content (UGC)

• New digital platforms changing needs

for still images

• Competition/collaboration with digital video

• Broader acceptance of royalty-free

stock photos

• Major shifts in licensing business as

Corbis is sold to Visual China Group

What are the implications?

• Build multi-talented newsroom teams

• Think cross-platform

• Fill gaps with licensed images

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What does a multi-talented newsroom look like?

• Reporters/editors fill several roles

• Editors must know every step in the workflow

required to create high-quality visuals

– Technically

– Compositionally

– Third-party platform needs

• Vertical orientation (traditional/print) vs. horizontal orientation (digital)

• Mix of images: website vs. app vs. social media vs. print

• Optimal resolution for each platform

• Capturing different content for specific platforms

• How audience needs/tastes differ by platform

Think cross-platform

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Fill gaps with licensed images

• Licensed photos help expand coverage

options — quickly

• Be mindful of quality and coverage

• Balance the look of licensed images

with your brand image

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Five essentials for flexibility

The Bloomberg mantra for creating effective,

valuable, cross-platform images

2. Cross-platform storytelling

Why storytelling works

Stories drive engagement in a content-

saturated world

• Narrative structure helps build and satisfy audience expectations

• Multiple platforms can tell one story in new or surprising ways

• Desire to hear the full story — or the next story — increases appetite

• Compelling stories share more than just information

• Encourages audiences to share content widely

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• Fundamental building blocks

• Text and visuals work better together

than alone

• Visuals bring stories to life

– They drive an emotional connection

– They provide an experience

• Speed is essential in digital/mobile/social

• Images convey more — and do it more

quickly

High-quality photos are essential to your story

Tell the right story from day one

12 critical questions for more engaging visuals

1. What are the best visual content types to tell the story?

2. Are we trying to add information or color?

3. Is the visual conceptual or true to life?

4. What are the technical requirements of the intended platform?

5. Is the image fair and legal?

6. Does it editorialize?

7. Is the story timely?

8. Does it represent our brand appropriately?

9. How much do we want to spend?

10. Do we want to use content that can be found elsewhere?

11. Can we use the same asset on different platforms?

12. Are there layout restrictions?

How a single image can flex across multiple platforms

What does flexing look like in the real world?

Broadcast Mobile

Website Social

Challenges for a cross-platform world

When newsroom resources are limited, finding

the images you need can be difficult.

• Budget may only allow one or two agency feeds

• Different platforms governed by separate teams

– Is there a centralized photo library/database?

– No way to know what has already been license

– Need to avoid duplicate purchases

• Metadata must be clean for easy searching — time is limited

• Rights may restrict platform choices

• Technology infrastructure determines speed/ease of

acquisition/sharing

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How to shoot platform-agnostic content

1. Anonymity ensures long-term

reusability

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2. Broad, generic images in addition

to specific subjects

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3. Hit the coverage checklist

• Core news: direct and informative

• Concept: more symbolic, less literal

• Progressive: pushing stylistic boundaries

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Core news: direct and informative

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Concept: more symbolic, less literal

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Progressive: pushing stylistic boundaries

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How to produce more compelling images

Stylistic choices can help create

a distinct look and feel

Shoot in 360°

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Audio capture

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Video capture

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On-camera flash

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Lens choices

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Details/close-ups

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B-roll

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News coverage

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Blog (iPhone quality)

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Gathering UGC

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Aerials via drones or helicopter

3. Preparing your visual media team

What does a multifunctional team look like?

Editors

• Content-agnostic

• Digital competency

• Basic video competency

Photographers

• Understand platform needs/nuances

• Know and master technology

– Transmit content

– Troubleshoot in the field

– Be open to shooting on alternative devices

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Workflow is changing… rapidly

Since 2013, Bloomberg has streamlined

the total time from image ingestion to

final export for licensing customers from

10 minutes to 90 seconds.

Common mistakes to avoid

• Thinking about visuals too late in story development

• Shooting for only one or two platforms — instead of four or five

• Not leveraging every opportunity

• Not thinking about alternative audiences

• Lack of rigorous, upstream communication about visuals

• Losing opportunities due to technical difficulty

• Improper tagging that makes search/archive difficult later

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Digital convenience brings additional risks,

especially with third-party content and

• Tools to verify content: Google Reverse Image,

Findexif.com, Foto Forensics

• Knowing red flags: multiple light sources,

curved/bending surfaces, reduced or uneven quality

• Dealing with graphic content

• Speed vs. accuracy

• Reputational risk

• Final gut check

On the horizon: Content verification

4. Delivering curated content

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Scale changes everything

• Covering one story is easy — covering

global news is exponentially more difficult

• Speed and agility at scale require very

clear communication

• Disciplined process is different than

bureaucracy

• Handling scale with resiliency = growth

opportunity

[Visual: Screen cap of a

collaboration tool or calendar]

• Standardized process for story calendars

• Efficient communication cadence reduces chaos

• Transparency among editors about priorities

• Collaborating with photo editors to frame the

story and visuals

• Centralized image storage with clear metadata

for easy search

• Open collaboration tools like Trello, Basecamp,

What does a strong process look like?

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Using licensed photography

• Add depth and breadth in core categories

• Scale up without hiring a global photo team

• Supplement stories with high-quality visuals

• Easily expand coverage into attractive

verticals

• Test audience appetite for new subjects,

events, styles

High-quality images drive engagement

The Bloomberg Content Service is the leading provider of photos,

news, videos, and data to publishers, broadcasters and other

companies in more than 60 countries.

• Enhance breaking news as it happens with compelling, timely images

• Trusted coverage of people, companies and trends in business and finance

• Preview and download content through Media Source, a portal to the Bloomberg Photos archive

• Critical metadata makes it easy to search hundreds of thousands of images

– World leaders

– Major events

– Cityscapes

– Industries

– Company logos

Questions

Thank you

Long story short - Bloomberg L.P. · • Narrative structure helps build and satisfy audience...

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