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ADRIAN BONO
Nuevo desafío para los medios:La Muerte del Homepage
#SMdayBAAdrian Bono
NEW POWER PLAYERS IN A NEW AGE
MEDIA MILLENNIALS SOCIAL MEDIA
#SMdayBAAdrian Bono
RISE OF THE MILLENNIALS• 18 to 35 years old• Highly connected• Do not trust advertising,
traditional media or claims of objectivity
• Don’t watch TV news• More socially progressive• Still eager to be informed• Very active on social
media• Prefer shorter,
explanatory articles and customized news
#SMdayBAAdrian Bono
• HOMEPAGE ERA: We started in a world where people navigated to a homepage, clicked on links and found stories.
• SEO ERA: Then we moved to an SEO-driven world, where traffic started coming through side-door or from the side via search.
• SOCIAL MEDIA ERA: Word of mouth recommendation via Facebook and Twitter is a massive traffic driver.
NEWS IN THE DIGITAL AGE
SLOW DECLINE OF THE HOMEPAGE
• Between 2011 and 2013 the NYT lost 80 million homepage visitors. • People no longer go to the the homepage of a site. • Homepages reflect the values of the institution, while Facebook and Twitter
reflect the interests of individual readers. • You used to go to the news, now thanks to social media the news come to you. • Same phenomenon happening with apps (HP replica).
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Source: Reuters Institute for the Study of Journalism
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• ON AVERAGE, 41% USE FACEBOOK FOR NEWS EACH WEEK• FACEBOOK REFERRALS TO TOP NEWS SITES HAVE GROWN 42% IN A YEAR.
Source: Reuters Institute for the Study of Journalism
LONG LIVE THE REFERRALS
This is why BuzzFeed never really cared about its homepage and why it’s considered areal competitor by the New York Times.
For BuzzFeed, social media was a godsend. Between 03/12 and 03/14 FB referrals went from60M to 240M. On TW, on the same period, they went from 16M to 32M.
#SMdayBAAdrian Bono
PULL MEDIA VS. PUSH MEDIA
PULL MEDIA:• Homepages, section fronts and apps• Rely on readers actively requesting them
PUSH MEDIA:• Status updates and news articles on your timeline• They come to you and find you.• Media outlets that don’t do this are hardly found at all.
PULL MEDIA vs. PUSH MEDIA
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NEW CHALLENGES FOR THE HOMEPAGE
• New platforms: Facebook Instant Articles, Apple News, Snapchat Discover, Whatsapp.
• Ad Blockers on desktop and mobile (iOS and Android)
#SMdayBAAdrian Bono
INCREASING COMPLEXITY OF MEDIA ECOSYSTEM
Source: Reuters Institute for the Study of Journalism
#SMdayBAAdrian Bono
INCREASING COMPLEXITY OF MEDIA ECOSYSTEM
Source: Reuters Institute for the Study of Journalism
#SMdayBAAdrian Bono
• Individual news apps and individual news brands aren’t the primary point of contacts with news anymore.
• They are raw material. The homepage is becoming how power users find the content to share with your casual users.
• The potential benefits remain mostly undiscovered.
SO… IS THE HOMEPAGE DEAD?
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NOW IS THE TIME FOR EXPERIMENTATION
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“IT’S NOT DEAD, IT’S JUST RESTING. IT WOULD BE CRAZY TO LET IT DIE”- Ezra Klein, Editor in Chief of Vox
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THE END
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