June 9, 2009

How to Serve Your News

Electronically to an

Overburdened News Media

June 9, 2009

June 9, 2009

David Milliken

Senior Vice-President, CNW Group

June 9, 2009

June 9, 2009

“THE TRANSFORMED NEWSROOM WILL BE FILLED WITH

MULTI-FUNCTIONAL JOURNALISTS WHO ARE COMFORTABLE

CARRYING AROUND A DIGITAL CAMERA AND TINY VIDEO

CAMERA, WHO MADE IT PART OF THEIR ROUTINE TO RECORD

AUDIO FOR POSSIBLE USE IN PODCASTS OR MULTIMEDIA

PROJECT SOUND CLIPS: WHO ARE REGULAR USERS OF SOCIAL

NETWORKS AND UNDERSTAND HOW TO LEVERAGE THEM TO

COMMUNICATE WITH AND ATTRACT NEW READERS … AND

WHO ARE COMFORTABLE AND WILLING TO PUT IN THE TIME

TO ENGAGE AND COMMUNICATE WITH THEIR READERS OR

VIEWERS INCLUDING PARTICIPATING IN READER COMMENT

THREADS ACCOMPANYING THEIR STORIES.”

Editor & Publisher

June 9, 2009

www.newswire.cawww.j-source.ca

www.themediamanager.com

NEWS ON NEWS E-letter

www.cna-acj.com

June 9, 2009

Lisa Davis

Director of Marketing, Marketwire

June 9, 2009

The Role of Commercial Newswires

• At its most basic, the role is simple: helping communicators put

their news and information in front of the right audiences so that

their messages make an impact

• For decades, a newswire’s primarily distribution was ‘push’ - news

releases sent via fax, email, into editorial systems, brokerage

screens -- a traditional, somewhat controlled process

• Seismic shift when the world went online: new audiences, new

channels, instant, interactive information, direct-to-consumer

communication -- we can reach anyone, anywhere

• RSS and subscription-based email makes it easy for people to ‘pull’

your news from various sources

June 9, 2009

The Role of Commercial Newswires

• Public Relations and Media Relations have changed -- today, it can be

as important to reach out to a prominent blogger as it is a trade

journalist, and online saturation of your story can equal traditional

pick-up in newspapers

• PR is typically a hybrid approach that mixes traditional outreach with

online strategies

• Commercial newswires provide solutions for communicators in both

traditional and online distribution and offer distinct benefits over DIY

strategies because of unparalleled reach, data & technology

June 9, 2009

REACH

• Accessibility: we reach where others can’t

– direct feeds into central editorial systems, news aggregators

– penetration into Yahoo! News, Google, AOL

– opt-in freelance journalists, media and investors who sign up for your

news

– global partners allow your news to cross borders that may be

inaccessible by others

• Speed/Simultaneity/Volume: ability to reach thousands of

recipients quickly and reliably

The Role of Commercial Newswires

June 9, 2009

DATA

• Breadth: in-house management of 600,000+ global media contacts,

and access to hundreds of thousands more via worldwide partners

• Accuracy: continuous research = accurate data

• Targeting: tailored distribution options take your news around the

corner or around the world -- reaching specialty and niche markets

to align your messages with the most appropriate audiences

The Role of Commercial Newswires

June 9, 2009

TECHNLOGY

• Multi-format distribution: text-only, embedded photos, video,

XHTML, hyperlinks – information in most any format can be sent to

downstream partners that matches their editorial readiness

• Hosting/Enabling: assistance going beyond traditional distribution

SEO enhancements for better online performance

• Syndicating your news with RSS feeds

• Hosting/posting news releases and photos

The Role of Commercial Newswires

June 9, 2009

Ron Welch

General Manager, Images Assignment Services

The Canadian Press Images

June 9, 2009

June 9, 2009

June 9, 2009

Changing media landscape

• The Canadian Press, for many years, a news cooperative that primarily served its member newspapers and radio stations, is now leading the way in the new media landscape

• Recognizing the “winds of change” The Canadian Press has put considerable effort and resources over the past decade to morph itself into a company that recognizes and delivers services to the

new digital marketplace

June 9, 2009

Changing media landscape

• Today, The Canadian Press is the country’s largest online news

provider and, more recently, the leading independent video news

provider for websites in Canada

• We also just launched a mobile news app for BlackBerry and iPhone

in partnership with CTV, The Globe and Mail and other media – Just

another example of how we deliver multimedia news to emerging

platforms so we can continue to expand the markets we serve to

meet today’s and tomorrow’s needs

June 9, 2009

Embrace change and adapt

• Audiences want multimedia news, newsrooms are delivering

multimedia reporting and PR professionals are telling their story in

multimedia formats - We are embracing change and adapting!

• The basic formula for success on my side of the business is still the

same -- great photography gets noticed, whether stills or video and

fast, convenient delivery makes it easier for editors to find and use

your visuals

June 9, 2009

Newsrooms today and opportunities

• Newsrooms are short-staffed, with fewer dedicated photo editors to search

out images and with less time to do it. With websites and web portals being

as important as newspapers for people looking for news and information,

these same editors are often choosing content for both platforms

• Fewer photographers and shrinking budgets mean newspapers and TV and

radio stations will put all of their resources into covering local and hard

news, leaving little time for soft news coverage

• Newsrooms are no longer putting a paper to bed in four hours, they are

publishing right now on the Web and video, in addition to still images, is

becoming more and more popular – meaning these folks are constantly

looking for fresh images and video

June 9, 2009

They want your images and video

• Newsrooms are receptive to receiving your images and videos but

the content must be what they’re looking for – newsworthy,

relevant, interesting or entertaining and delivered in the proper

format, and where they can easily find them, as “ready to go” as

possible!

June 9, 2009

“CONTENT IS KING”

What can you do to help ensure you

are sending newsrooms images that

are likely to be used?

June 9, 2009

Make the right choice

Hire the right photographer or videographer

News photographers/videographers or organizations that offer this service – they’ve seen and done it all and can offer very helpful advice and ideas

Send images in formats and sizes required by media

Jpeg images at 300 dpi, 10-inches on the longest side, would be best

June 9, 2009

Wire photos

June 9, 2009

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June 9, 2009

Captions and distribution

Captions

Very important! Next to headlines, they are the second most read

part of a newspaper

Distribution

Choose wisely how you deliver your images to newsrooms – make

sure they are where editors are looking for them -- they have no

time to search

June 9, 2009

Video advice

• For online video, keep it short – nothing longer than 1.5 to 2 minutes

This is the length of our own online

news video, which we’ll be producing

even more of leading up to and during

the Olympics since The Canadian Press

was named The Host National News

Agency by the IOC

• Avoid “talking heads”

• Avoid the urge to over produce and make it look like a TV report

• HD quality is not necessary for the web

• Offer two options for delivery – a place for media to retrieve the video (pull) or

create a link on a server and host it for them – just send the link and they can

embed it into their pages…most new users take Flash formats

June 9, 2009

Ruth Douglas

President & CEO, News Canada

June 9, 2009

Limited by the

broadcast signal

June 9, 2009

#1 Activity online?

June 9, 2009

News Canada Online Videos

June 9, 2009

This Blanco online video campaign

achieved 7,282,720

unique viewers

June 9, 2009

The Power of Radio

Next to bottled water, a flashlight, a candle and

matches, a battery-operated radio is the number

one item needed in a household emergency kit

June 9, 2009

Radio Stats

• Radio reaches 90% of Canadian adults every week

• Adults listen to traditional radio on average 125 minutes a

day

• Online radio – 34 minutes a day

• Total 159 minutes

• 23% more than TV

• Double that of the Internet*

*Radio Marketing Bureau’s Annual Research Foundation Study, Oct 08

June 9, 2009

This Safe Kids Canada radio campaign achieved a

national audience of 1,302,300

June 9, 2009

Newspaper Stats

• In a week 73% of Canadian adults will read a printed

edition of a daily newspaper (NADbank Study May 2008)

• 74% of those surveyed read the latest edition of their

community newspaper (ComBase 2005)

June 9, 2009

Sico Print Campaign

With an investment of

$14,120 Sico

distributed articles in

April, May and June of

2009

June 9, 2009

As of June 1st their articles reached 15,564,399 impressions in

print alone. Another 10,019,714 impressions from online

postings of their articles.

June 9, 2009

SANYO Internet Radio

Media Relations Case Study

Mark Hunter LaVigne, APR

June 9, 2009

Product Synopsis

• Internet Radio R227 with built-in WIFI

• Also has ethernet jack

• Thousands of free stations from around the world without a

subscription

June 9, 2009

Product Synopsis

• Enables search by country or genre, with eight Internet

station presets

• FM stereo digital tuner with eight station presets

June 9, 2009

Product Synopsis

• Quite compact at 215 X 140 X 110 mm/8.6 X 5.6 X 4.4 inches (wxhxd)

• Supports such audio files as AAC, AIFF, MP3, RM, WAV, WMA and playlists (M3V) stored on a networked computer

• Loaded with clock radio functionality, including wake-to-internet or FM radio, the R227 boasts excellent stereo audio with dual speakers

June 9, 2009

Objectives

• To generate significant early adopter news media buzz for this

product!

• To generate minimum of 10-million impressions, with a cost

per contact of at least $.005 cents

June 9, 2009

Strategic Considerations

• Sanyo’s first major mainstream audio product was its

transistor radio in 1956

• Canada is one of the leading countries for both Internet use

and WIFI

June 9, 2009

Strategic Considerations

• Canada has very high multicultural mixes in Toronto,

Montreal and Vancouver

• Canadian retailers very conservative so reluctance to list

breakthrough products

June 9, 2009

Target Audiences

• Tech adopters in 30 to 40 year old age demographic, male

skewed

• New Canadians who want to listen to their radio stations from

home

• Radio aficionados

June 9, 2009

Target Markets

• Extended Golden Horseshoe, 6.6 million including Ottawa,

Peterborough, Kingston, Barrie, London, Guelph, Kitchener,

Windsor

• Montreal, Quebec City (Laurentians/eastern townships) and

smaller Quebec cities 3.6 million

June 9, 2009

Target Markets

• Calgary/Edmonton Corridor: 1.9 million

• Vancouver and lower BC mainland including Whistler:

2.6 million

• Maritimes

June 9, 2009

Tactics

• Three-day exclusive to 680 News tied in with give-away

promotion through their on-line audience (October 23)

• Sanyo Canada launch October 27 (worldwide exclusive)

• Sanyo US launch not until December 2, 2008

June 9, 2009

Tactics

• Paid wire distribution with photo as part of Press Pack from

Marketwire/The Canadian Press

• The Canadian Press photo shoot with product and model with

product shots. Canadian Press photographer Dave Starrett

captured beautiful generic downtown image in background as

directed

June 9, 2009

Tactics

• Product loaner program – all products then purchased by

media

• Chinese and South Asian media relations conducted by

Dynasty Advertising and PR, Markham, ON. Adapted English

release

June 9, 2009

The Money Shot

June 9, 2009

June 9, 2009

June 9, 2009

News Release

Subject line and Headline:

Sanyo Canada launches new Internet Radio product

June 9, 2009

News Release

Lead paragraph:

Concord, ON, October 27, 2008 – Fifty-two years after it

launched one of the world’s first transistor radios, SANYO has

unveiled in Canada its new Internet Radio, combining the

convenience of Internet radio’s plethora of crystal clear

channels from around the world with wireless Internet

efficacy.

June 9, 2009

News Release

• The SANYO Internet Radio R227 with built-in WIFI provides an

easy to use Internet audio interface that plays thousands of

stations and podcasts from around the world without a

subscription fee

• High resolution product images are available at

www.marketwire.com/sanyo/

• 531 words

June 9, 2009

Results

• Total media outlets: 251 (68 traditional)

• Total hard copy: 49/Total .com: 200

• Number of Canadian Press photo pick-ups: 129

June 9, 2009

Results

• Engadget, Electronista, Ubergizmo and Digitaltrends led

Blogosphere pick-up

• Total captured MRP impressions: 60,418,694

• Total Fees and Disbursements: $16,187.79

June 9, 2009

Results

• Cost per impression: $.001

• MRP Quality Score: 78.77 %

June 9, 2009

Results.com

June 9, 2009

Results – hard copy

June 9, 2009

http://www.680news.com/news/headlines/more.jsp?content=20081023_093300_24028

• MRP.com: 160,631/MRP Radio (2 X per hour, 5:30 to 11:00 am):

1,006,600

• Spirit of the radio re-born as Sanyo launches its new Internet

radio in Canada – Fifty-two years after launch of one of world's

first transistor radios, Sanyo unveils new Internet radio in

Canada

• Now your ears can surf the World Wide Web

• Sanyo Canada launched ….THE CANADIAN PRESS PHOTO

June 9, 2009

http://reviews.digitaltrends.com/review/5704/sanyo-r227-internet-radio-review

• MRP: 563,200

• Sanyo R227 Internet Radio

• November 12th, 2008 | by David Tanaka

• It has enough functionality beyond Internet radio to render

the device a versatile

• Highs: Works as advertised; can store eight stations; plenty of

other features; line-out connection…..THE CANADIAN PRESS

PHOTO

June 9, 2009

Thank you.