Comprehensive and Proportional

M A K E T H E N E W S

H a r r i s o n C o l l i e r , M e l i s s a O g d e n , a n d M a r i e R i c k s

Targeted DemographicsJournalism is Subjective

M A K E T H E N E W S

The Pressure to Hype

Marketing vs. MarketingNew Market Research

M e l i s s a O g d e n

H a r r i s o n C o l l i e r

M a r i e R i c k s

Fallacy of Targeted Demographics

M A K E T H E N E W S

…

M e l i s s a O g d e n

Fallacy of Targeted Demographics

M A K E T H E N E W S

“In the name of efficiency and profit margins, we did nothing to help create a

new generation interested in news.”

(Kovach and Rosenstiel, p. 211)

Fallacy of Targeted Demographics

M A K E T H E N E W S

What problems come with targeting demographics?

Fallacy of Targeted Demographics

M A K E T H E N E W S

“Stations that cover a wider range of topics were more likely to be building or holding

onto their audience than those that did not.”

(Project for Excellence in Journalism Local TV project, “Quality brings Higher Ratings.”)

Journalism is not a Science, it is Subjective

M A K E T H E N E W S

“People do not expect perfection. They do expect good intentions.”

(Kovach and Rosenstiel p. 213)

. . . . .

The Pressure to Hype

M A K E T H E N E W S

Churning the crowd principle…

Do something unusual and get immediate attention, which is easily lost.

Do something intriguing/diverse and grow the crowd.

H a r r i s o n C o l l i e r

The Pressure to Hype

M A K E T H E N E W S

“Depending on how good you are… how diverse and intriguing your repertoire, and audience might grow each day.

You would not, if you were good, have to keep churning the crowd.”

(Kovach and Rosenstiel p. 214). . . . .

M A K E T H E N E W S

Marketing vs. Marketing

New Market Research

M a r i e R i c k s

Marketing vs. Marketing

M A K E T H E N E W S

New York TimesBackground:

– ¼ of revenue from online advertising– New pay model March 28, 2011– Increase revenue or face cutbacks

(New York Times, March 21, 2011, Section B, p. 1)

Marketing vs. Marketing

M A K E T H E N E W S

NY Times tiered plan:

– 20 articles for free, then – $15/month for web site – $20/month for web access/iPad app – $35/month for all-access plan

What are the positives and negatives of such a model?

(New York Times, March 21, 2011, Section B, p. 1)

Marketing vs. Marketing

M A K E T H E N E W S

Thrillist marketing model:

– Melding of commerce and content – Advertising and editorial used as bridge, not a wall

– Reviews, ads, and sales = “allied email”

– News feeds, Facebook and Twitter serve as editors

(New York Times, March 21, 2011, Section B, p. 1)

New Market Research for Journalists

M A K E T H E N E W S

How are we going to be tomorrow’s journalists?

New Market Research for Journalists

M A K E T H E N E W S

How are we going to be tomorrow’s journalists?

We must be really good!

. . . . .

New Market Research for Journalists

M A K E T H E N E W S

How are we going to be tomorrow’s journalists?

We must be really good!

“How a story is gathered and reported … number, balance, and expertise of sources … its relevancy to audience, … are twice as important as topic in determining audience ratings.” (Kovach and Rosenstiel p. 221)

. . . . .

Targeted DemographicsJournalist is Subjective

M A K E T H E N E W S

The Pressure to Hype

Marketing vs. MarketingNew Market Research

Summary: Comprehensive and Proportional

H a r r i s o n C o l l i e r

Thanks for sharing your views…

M A K E T H E N E W S

H a r r i s o n C o l l i e r , M e l i s s a O g d e n , a n d M a r i e R i c k s

. . . . .