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Thursday, February 26, 2009

Why Blogs Matter

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Page 1: Why Blogs Matter

Thursday, February 26, 2009

Page 2: Why Blogs Matter

WHY BLOGS MATTER

Thursday, February 26, 2009

Page 3: Why Blogs Matter

WHY BLOGS MATTER(Hint: It all begins with QWERTY)

Thursday, February 26, 2009

Page 4: Why Blogs Matter

HANSEN WRITING BALL, 1865

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Page 5: Why Blogs Matter

HANSEN WRITING BALL, 1865The first commercially produced typewriter

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Page 6: Why Blogs Matter

SHOLES TYPEWRITER, 1873

Thursday, February 26, 2009

Page 7: Why Blogs Matter

SHOLES TYPEWRITER, 1873The first commercially successful typewriter,

featuring the first QWERTY keyboard layout

Thursday, February 26, 2009

Page 8: Why Blogs Matter

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Page 9: Why Blogs Matter

Thursday, February 26, 2009

Page 10: Why Blogs Matter

Thursday, February 26, 2009

Page 11: Why Blogs Matter

Thursday, February 26, 2009

Page 12: Why Blogs Matter

Invented circa 1994

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Page 13: Why Blogs Matter

THE QWERTY OF WEB PUBLISHING

Invented circa 1994

Thursday, February 26, 2009

Page 14: Why Blogs Matter

Thursday, February 26, 2009

Page 15: Why Blogs Matter

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Page 16: Why Blogs Matter

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Page 17: Why Blogs Matter

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Page 18: Why Blogs Matter

BLOGGER, MOVABLE TYPE, WORDPRESS

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Page 19: Why Blogs Matter

BLOGGER, MOVABLE TYPE, WORDPRESSContent Management Systems for Dummies

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Page 20: Why Blogs Matter

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Page 21: Why Blogs Matter

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Page 22: Why Blogs Matter

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Page 23: Why Blogs Matter

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Page 24: Why Blogs Matter

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Page 25: Why Blogs Matter

WHY WORDPRESS?

Thursday, February 26, 2009

Page 26: Why Blogs Matter

WHY WORDPRESS?

• Best-in-class UI with the ability to easily embed photos, video, audio

Thursday, February 26, 2009

Page 27: Why Blogs Matter

WHY WORDPRESS?

• Best-in-class UI with the ability to easily embed photos, video, audio

• Open-source software with one of the largest developer communities on the web

Thursday, February 26, 2009

Page 28: Why Blogs Matter

WHY WORDPRESS?

• Best-in-class UI with the ability to easily embed photos, video, audio

• Open-source software with one of the largest developer communities on the web

• Robust library of plugins and widgets, including everything from podcasts to polls

Thursday, February 26, 2009

Page 29: Why Blogs Matter

WHY WORDPRESS?

• Best-in-class UI with the ability to easily embed photos, video, audio

• Open-source software with one of the largest developer communities on the web

• Robust library of plugins and widgets, including everything from podcasts to polls

• Search-engine friendly architecture, with comprehensive RSS integration

Thursday, February 26, 2009

Page 30: Why Blogs Matter

WHO BLOGS ON WORDPRESS?

Thursday, February 26, 2009

Page 31: Why Blogs Matter

WHO BLOGS ON WORDPRESS?

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Page 32: Why Blogs Matter

OUR INSPIRATION

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Page 33: Why Blogs Matter

OUR INSPIRATIONThe New York Times Blogs

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Page 34: Why Blogs Matter

OUR INSPIRATIONThe New York Times Blogs

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OUR INSPIRATIONThe New York Times Blogs

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COURIER-POST BLOGS

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COURIER-POST BLOGS

0

8

15

23

30

September 2008 October 2008 November 2008 December 2008 January 2009 February 2009

Total Number of Blogs

Thursday, February 26, 2009

Page 38: Why Blogs Matter

C-P BLOG FAMILY

Thursday, February 26, 2009

Page 39: Why Blogs Matter

C-P BLOG FAMILYNew logo concept introduced in December

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Page 40: Why Blogs Matter

TOP C-P BLOGS

1. Varsity Insider

2. Fish Head

3. Into the Outside

4. World of Warcraft Wanderings

5. MoJo DoJo

6. Flyer Files

Thursday, February 26, 2009

Page 41: Why Blogs Matter

COURIER-POST BLOG TRAFFIC

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Page 42: Why Blogs Matter

COURIER-POST BLOG TRAFFIC Page views per month since launch

October 2008 November 2008 December 2008 January 2009

Thursday, February 26, 2009

Page 43: Why Blogs Matter

COURIER-POST BLOG TRAFFIC Page views per month since launch

October 2008 November 2008 December 2008 January 2009

Source: Omniture/SiteCatalyst

Thursday, February 26, 2009

Page 44: Why Blogs Matter

COURIER-POST BLOG TRAFFIC Page views per month since launch

0

9,000

18,000

27,000

36,000

2008

October 2008 November 2008 December 2008 January 2009

Source: Omniture/SiteCatalyst

Thursday, February 26, 2009

Page 45: Why Blogs Matter

Thursday, February 26, 2009

Page 46: Why Blogs Matter

GANNETT NEW JERSEY

0

75,000

150,000

225,000

300,000

October November DecemberJanuary

The Daily Journal Daily Record MyCentralJersey APP.com Courier-Post

Source: Omniture/SiteCatalyst

Thursday, February 26, 2009

Page 47: Why Blogs Matter

GANNETT NEW JERSEY

0

75,000

150,000

225,000

300,000

October November DecemberJanuary

The Daily Journal Daily Record MyCentralJersey APP.com Courier-Post

Source: Omniture/SiteCatalyst

Thursday, February 26, 2009

Page 48: Why Blogs Matter

GANNETT NEW JERSEY

0

75,000

150,000

225,000

300,000

October November DecemberJanuary

The Daily Journal Daily Record MyCentralJersey APP.com Courier-Post

Source: Omniture/SiteCatalyst

Thursday, February 26, 2009

Page 49: Why Blogs Matter

Thursday, February 26, 2009

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ROOM FOR GROWTH

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BLOG TYPES

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Page 52: Why Blogs Matter

BLOG TYPES

• Link Aggregator • Reporter Notebook

• Diary/Journal

Thursday, February 26, 2009

Page 53: Why Blogs Matter

BLOG TYPES

• Link Aggregator • Reporter Notebook

• Diary/Journal

Thursday, February 26, 2009

Page 54: Why Blogs Matter

BLOG TYPES

• Link Aggregator • Reporter Notebook

• Diary/Journal

Thursday, February 26, 2009

Page 55: Why Blogs Matter

BLOG TYPES

• Link Aggregator • Reporter Notebook

• Diary/Journal

Thursday, February 26, 2009

Page 56: Why Blogs Matter

Thursday, February 26, 2009

Page 57: Why Blogs Matter

THE BEST NEWSPAPER BLOGS ARE ALL

THREE

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VOCAB LESSON

Thursday, February 26, 2009

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VOCAB LESSON

• POST: A time-stamped entry written by the blog author

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VOCAB LESSON

• POST: A time-stamped entry written by the blog author

• COMMENT: A response by a reader to a post (or other comment already made on a post)

Thursday, February 26, 2009

Page 61: Why Blogs Matter

VOCAB LESSON

• POST: A time-stamped entry written by the blog author

• COMMENT: A response by a reader to a post (or other comment already made on a post)

• RSS (Really Simple Syndication): A stripped-down feed of blog content that users and other sites can subscribe to

Thursday, February 26, 2009

Page 62: Why Blogs Matter

VOCAB LESSON

• POST: A time-stamped entry written by the blog author

• COMMENT: A response by a reader to a post (or other comment already made on a post)

• RSS (Really Simple Syndication): A stripped-down feed of blog content that users and other sites can subscribe to

• TRACKBACK: A notification that another website or blog has linked to a specific post

Thursday, February 26, 2009

Page 63: Why Blogs Matter

VOCAB LESSON

• POST: A time-stamped entry written by the blog author

• COMMENT: A response by a reader to a post (or other comment already made on a post)

• RSS (Really Simple Syndication): A stripped-down feed of blog content that users and other sites can subscribe to

• TRACKBACK: A notification that another website or blog has linked to a specific post

• SOCIAL BOOKMARK: A way to share blog posts using popular social networking services like Facebook, Digg, and Yahoo Buzz

Thursday, February 26, 2009

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ANATOMY OF A GOOD BLOG

Thursday, February 26, 2009

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ANATOMY OF A GOOD BLOG

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ANATOMY OF A GOOD BLOG

• Clear and concise topic

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ANATOMY OF A GOOD BLOG

• Clear and concise topic

• 5+ posts per day

Thursday, February 26, 2009

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ANATOMY OF A GOOD BLOG

• Clear and concise topic

• 5+ posts per day

• Lively comments with author responses

Thursday, February 26, 2009

Page 69: Why Blogs Matter

ANATOMY OF A GOOD BLOG

• Clear and concise topic

• 5+ posts per day

• Lively comments with author responses

• Photos with most posts

Thursday, February 26, 2009

Page 70: Why Blogs Matter

ANATOMY OF A GOOD BLOG

• Clear and concise topic

• 5+ posts per day

• Lively comments with author responses

• Photos with most posts

• Occasional video, audio, and other multimedia

Thursday, February 26, 2009

Page 71: Why Blogs Matter

BLOG DO’S AND DON’TS

Thursday, February 26, 2009

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BLOG DO’S AND DON’TS

Do

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BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Thursday, February 26, 2009

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BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Thursday, February 26, 2009

Page 75: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Thursday, February 26, 2009

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BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Thursday, February 26, 2009

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BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Thursday, February 26, 2009

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BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Thursday, February 26, 2009

Page 79: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Cut and paste your story from today’s paper

Thursday, February 26, 2009

Page 80: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Cut and paste your story from today’s paper

Post a lengthy quote without any context or spin

Thursday, February 26, 2009

Page 81: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Cut and paste your story from today’s paper

Post a lengthy quote without any context or spin

Strip out all voice or attitude from your writing

Thursday, February 26, 2009

Page 82: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Cut and paste your story from today’s paper

Post a lengthy quote without any context or spin

Strip out all voice or attitude from your writing

Let your blog go fallowThursday, February 26, 2009

Page 83: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Cut and paste your story from today’s paper

Post a lengthy quote without any context or spin

Strip out all voice or attitude from your writing

Let your blog go fallowThursday, February 26, 2009

Page 84: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Cut and paste your story from today’s paper

Post a lengthy quote without any context or spin

Strip out all voice or attitude from your writing

Let your blog go fallowThursday, February 26, 2009

Page 85: Why Blogs Matter

BLOG DO’S AND DON’TS

Do

Use attention-grabbing headlines (“Man Bites Dog”)

Post more than once a day

Respond to comments

Add 5 tags to every post

Tell everyone about your blog

Don’t

Cut and paste your story from today’s paper

Post a lengthy quote without any context or spin

Strip out all voice or attitude from your writing

Let your blog go fallowThursday, February 26, 2009

Page 86: Why Blogs Matter

BIONIC BLOGGING

Thursday, February 26, 2009

Page 87: Why Blogs Matter

BIONIC BLOGGING

CoverItLive

For live blogging events and hosting interactive chats

Already being used by Varsity Insider

Thursday, February 26, 2009

Page 88: Why Blogs Matter

BIONIC BLOGGING

CoverItLive

For live blogging events and hosting interactive chats

Already being used by Varsity Insider

Thursday, February 26, 2009

Page 89: Why Blogs Matter

BIONIC BLOGGING

Thursday, February 26, 2009

Page 90: Why Blogs Matter

BIONIC BLOGGING

Podcasts

Regularly scheduled audio or video episodes that can be subscribed to and downloaded onto an iPod or other similar digital device

Already being used by Into the Inside, Eagle Perch, and The Skinny

Thursday, February 26, 2009

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BIONIC BLOGGING

Podcasts

Regularly scheduled audio or video episodes that can be subscribed to and downloaded onto an iPod or other similar digital device

Already being used by Into the Inside, Eagle Perch, and The Skinny

Thursday, February 26, 2009

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BIONIC BLOGGING

Thursday, February 26, 2009

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BIONIC BLOGGING

Event-Specific Blogs

An alternative to time-consuming custom section fronts

Tested out with Black Friday Blog concept

Thursday, February 26, 2009

Page 94: Why Blogs Matter

BIONIC BLOGGING

Event-Specific Blogs

An alternative to time-consuming custom section fronts

Tested out with Black Friday Blog concept

Thursday, February 26, 2009

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THE GOAL

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THE GOAL

80%

20%

Traditional News ContentBlog Content

Thursday, February 26, 2009

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Traditional News ContentBlog Content

WHERE WE ARE NOW

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Traditional News ContentBlog Content

99%

1%

WHERE WE ARE NOW

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Thursday, February 26, 2009

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WHY 20%?

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WHY 20%?

80%

20%

nytimes.com blogs.nytimes.com

Source: Compete.com

Thursday, February 26, 2009

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WHY 20%?

80%

20%

nytimes.com blogs.nytimes.com

Source: Compete.com

Traffic measured in unique visitors

76%

24%

lohud.com lohudblogs.com

Thursday, February 26, 2009

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BEEFING UP OUR BLOGS5 things editors can do to help grow our blog program

Thursday, February 26, 2009

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BEEFING UP OUR BLOGS5 things editors can do to help grow our blog program

1. Read your reporters’ blog(s) and leave a comment

2. Promote the blogs in print

3. Feature the blogs in the carousel, and in the sidebar of online articles

4. Reverse publish from the blogs to one (or more) print products

5. Encourage experimentation (live video, live blogging, regular features)

6. Scout out the competition

Thursday, February 26, 2009

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PROMOTING THE BLOGS IN PRINT

Thursday, February 26, 2009

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PROMOTING THE BLOGS IN PRINT

Thursday, February 26, 2009

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REVERSE PUBLISHING

Thursday, February 26, 2009

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REVERSE PUBLISHING

Thursday, February 26, 2009

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HIGHLIGHTING THE BLOGS ONLINE

Thursday, February 26, 2009

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HIGHLIGHTING THE BLOGS ONLINE

Thursday, February 26, 2009

Page 111: Why Blogs Matter

HIGHLIGHTING THE BLOGS ONLINE

Thursday, February 26, 2009

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Thursday, February 26, 2009

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“RELATED BLOG

CONTENT”

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“RELATED BLOG

CONTENT”Adding the blogs to article

page sidebars

Thursday, February 26, 2009

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“RELATED BLOG

CONTENT”Adding the blogs to article

page sidebars

Thursday, February 26, 2009

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“RELATED BLOG

CONTENT”Adding the blogs to article

page sidebars

Thursday, February 26, 2009

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SCOUTINGTHE COMPETITION

Thursday, February 26, 2009

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SCOUTINGTHE COMPETITION

Local Blogs That Work

Thursday, February 26, 2009

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SCOUTINGTHE COMPETITION

Local Blogs That Work

Philebrity.com

Phawker.com

Attytood.com

Beerleaguer.typepad.com

BleedingGreenNation.com

Thursday, February 26, 2009

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Thursday, February 26, 2009

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EMBRACE QWERTY

Thursday, February 26, 2009