ADRIAN BONO

Nuevo desafío para los medios:La Muerte del Homepage

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NEW POWER PLAYERS IN A NEW AGE

MEDIA MILLENNIALS SOCIAL MEDIA

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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

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• 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.

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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)

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INCREASING COMPLEXITY OF MEDIA ECOSYSTEM

Source: Reuters Institute for the Study of Journalism

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INCREASING COMPLEXITY OF MEDIA ECOSYSTEM

Source: Reuters Institute for the Study of Journalism

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• 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