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What we’ll discuss
• Who is the ‘mobile reader,’
and what do they want?
• What does ‘mobile first’ mean, anyway?
• How should a story be structured mobile?
• What makes a good headline for mobile?
So, what does ‘mobile first’
mean?
It doesn’t mean doing everything twice.
And it doesn’t mean that every story needs to be a Top 10 list.
It means thinking about what type of reader you’re trying to attract, and tailoring your approach to suit their needs and device.
Open your website on your phone
• Open your top story.
• How is the experience for your
audience?
• How could it be better?
5 tips for mobile journalism
• Know your audience
• Mobile is social,
social is mobile
• Do one thing,
and do it well
• Plan for mobile
from the beginning
• Breaking news is
mobile
Know your reader
• Who is your reader?
• Where are they coming from?
• When are they reading?
• Why are they coming to you at all?
Know your
reader
What does your
reader expect
from a news alert?
How do they read?
iPhone
Android
BlackBerry
What are they reading?
Everything
Where are they coming from?
• In short:
Social media.
• The long answer?
It’s complicated
Where your reader is
When are they reading?
Desktop
Mobile
Web
iPhone
app
iPad app
Morning“What do I need
to know to start
my day?”
• Respect the
reader
• Be efficient
• Try to build a
habit
Evening commute“What happened
today?”
• Catch me up
• What is everyone
talking about?
• Give me
something fun,
a distraction
Late evening / weekend“Teach me something new.”
“Take me somewhere I’ve never been”
• Sharply written
• Narratives
• Explanatory
• Something fun,
whimsical,
sharable
Why are they coming to you?
(Or, know what you offer that no one else does.)
Structuring a story for mobile
• Think about the first screen.
Does your lede fit?
• With news, write for the reader who scrolls.
Readers will skim. How do we keep them engaged?
Keep them on the page
• Clear payoff
• Crisp flow
• Conversational tone
• Concise writing —respect the reader’s time
Practical tips
• Summary bullets
• Conversational
subheads
• Linear progression
Practical tips
Use images, charts,
tweets, etc., to add
pacing and break up
text.
No need to be fancy
Why headlines matter
They’re your reader’s only way into the story
A headline is a contract
with the reader.
Deliver what they expect.
Good headlines are
• Clear and concise
• Able to stand alone
• Deliver on their promise
• For social: personal and relatable
• For search: have the right keywords
For social:
Nine ways your family finances will change
under a Liberal government
Headlines that work
For search:
Platform comparison: Where the parties
stand on the top campaign issues
Headlines that work
For a long read:
How BlackBerry blew it: The inside story
For an opinion piece:
Fifty years in Canada, and now I feel like a
second-class citizen
Headlines that work
Pick the winners
A: Police say testosterone,
needles found in Pistorius
bedroom
B: Witness heard 'non-stop
shouting' at Pistorius' home
before girlfriend's death
A: Police say testosterone,
needles found in Pistorius
bedroom
B: Witness heard 'non-stop
shouting' at Pistorius'
home before girlfriend's
death +14%
A: Which car was named
Canadian Car of the Year?
B: Honda Accord, Hyundai
Santa Fe named top
vehicles of the year
A: Which car was named
Canadian Car of the Year?
+53%
B: Honda Accord, Hyundai
Santa Fe named top
vehicles of the year
A: How kinky are Globe
readers? Take your best
guess
B: We asked. You more
than answered. The results
of The Globe's sex survey
A: How kinky are Globe
readers? Take your best
guess
B: We asked. You more
than answered. The results
of The Globe's sex survey
+150%
A: The duchess, the
novelist and the baby bump
B: Hilary Mantel vs. 'plastic'
Kate Middleton: We missed
the point - and Mantel was
right
A: The duchess, the
novelist and the baby bump
B: Hilary Mantel vs.
'plastic' Kate Middleton:
We missed the point - and
Mantel was right +67%
A: 5 minutes, 8 robbers, a
$50-million haul in
diamonds
B: How 8 robbers stole
$50-million in diamonds - in
5 minutes
A: 5 minutes, 8 robbers, a
$50-million haul in
diamonds
B: How 8 robbers stole
$50-million in diamonds -
in 5 minutes +38%
A: The new old-age security?
A job
B: 75% of Canadians expect
to work past 65: survey
A: The new old-age security? A job
B: 75% of Canadians expect to work past 65: survey
+31%
A: Why organic produce
may be worth the money
B: Organic produce may be
smaller, but it’s mightier in
nutrients
A: Why organic produce
may be worth the money
+353%
B: Organic produce may be
smaller, but it’s mightier in
nutrients
A: Lying to avoid ICBC premiums after collision costs B.C. couple more than $200,000
B: BC couple lied to save $800; now owe insurance company $200,000
A: Lying to avoid ICBC premiums after collision costs B.C. couple more than $200,000
B: B.C. couple lied to save $800; now owe insurance company $200,000 +67%
A: From sports cars to the Volkswagen Beetle: What to see at the Auto Show
B: 6 cars you need to see at the Auto Show (including the surprising new Beetle)
A: From sports cars to the Volkswagen Beetle: What to see at the Auto Show
B: 6 cars you need to see at the Auto Show (including the surprising new Beetle) +182%
A: What's ahead for the
housing market?
B: How much further will
home prices drop?
A: What's ahead for the
housing market?
B: How much further will
home prices drop? +53%
A: Canadians back to borrowing as average consumer debt hits new high
B: Do you have $27,485 in consumer debt? That's now the average debt load
A: Canadians back to borrowing as average consumer debt hits new high
B: Do you have $27,485 in consumer debt? That's now the average debt load+60%
A: A look at the top cars to buy when money isn't an issue
B: 5 jaw-dropping cars to buy if money isn't an issue
A: A look at the top cars to buy when money isn't an issue
B: 5 jaw-dropping cars to buy if money isn't an issue+62%
Let’s try it out
Exercise:
• What’s a good headline for this story?
• Should it be different for social and search?
• Should the lede change for mobile?
• Could the story be structured differently?
