This document discusses how media organizations need to adapt to changing audience behaviors and new technologies. It notes that audiences, especially younger ones, are spending more time with digital/mobile devices rather than traditional TV. As a result, media companies need to create online offerings and engage audiences on multiple platforms. The document provides recommendations for media companies to follow, such as creating a minimal but high-quality website using existing resources, focusing online content for maximum value and shelf-life, and engaging audiences through interactivity and a community focus.

1. Media Evolution Adapting to the challenge David Brewer's guest lecture for Ukrainian journalists in Kyiv Nov 16-17, 2009 Organized by Internews Ukraine and the European Journalist Center within Medianext, a New media Initiative for Ukraine © Media Ideas International Ltd 2009

2. Media Evolution Changing audience behaviour

3. The broadcast/publish at model

4. Traditional model

5. The engage with model

6. The participate in model

7. The participate in model

8. Nine hours looking at a screen Only 1.5 of those hours are TV Remainder computer, games and mobile devices. Changing audience behaviour

9. Snacking on rumourFeeding on fact

10. Following the audience Engaging and embrace

11. Gate crashing the party

17. Creating a content factory Platform neutral

18. What can media offer?

19. Sources Intake & Output Resources Manager Intake Editor Radio Editor All key editorial decisions are taken here Newsroom Secretary TV Editor Print Editor Planning Editor Interactive Editor

20. Sources Production TV Print Radio Interactive Intake & Output Resources Manager Work Flow Back to Super desk IntakeEditor Radio Editor All editorial decisions made here Secretary TV Editor Work Flow Out to production teams I/A Editor Planning Editor Print Editor Output

21. Roles and responsibilities Who does what and why

22. Intake editor The eyes and ears of the news organisation Alerts all to external sources Monitors competition

24. Defender of the brand's reputation

28. The challenge Reaching new audiences With a compelling content offering Dealing with their concerns Respecting the values they hold dear Created from existing resources Delivered to every platform/device In a way that generates revenue.

29. Creating an online offering From existing resources

30. Website measurements Bounce

31. Website measurements Churn

32. Website measurements Retention

33. Website measurements Dwell

34. Minimalist high-impact offering Less is more

35. Media Business Sales & Marketing Editorial Proposition Target Audience Values

36. A minimalist website

37. Important Not all stories need to go online Offer a minimalist but rich offering of only the top stories and features Don’t try to do everything Start small and grow It’s all about sustainability.

38. Workflow Morning meeting decides top stories for web based on Target audience Ability to add value Opportunity for interactivity Possibility of video

39. Work out a daily quota One top story Three secondary stories One feature One poll or vote Think value to the audience, shelf-life and whether the story makes excellent reference material.

40. Weekend cover Small staff, perhaps just one Only the top story No video No clips No features A look back at the week’s top stories and a look ahead to events coming up.

41. Work out a daily quota Work ‘as live’ for two weeks but do not display to the public When the systems prove to work, the quality is good and the workflow is sustainable, make it visible to the public

42. After two weeks

43. Work out a daily quota Remember, if you launch this way the stories you choose to do must Have a long shelf-life Be stories you would want to archive Likely to be revisited and referenced in future

44. Keep it simple Question of the day Call to action Interactivity Vote or Poll Story 1 Story 2 Story 3 Story 4 Video of day

45. End of 2009 = 25m active users End of 2010 = 100m active users End of 2013 = 1bn active users Wired Magazine November 2009

47. Influence find more followers make a few more friends engage others in conversation get others to engage you in conversation write more frequently convey more "signal" in your updates

48. Signal References to other people - use of "@" followed by text Links to URLs you can visit Hashtags - "#" followed by text Retweets of other people, - the use of "rt", "r/t/", "retweet" or "via“

49. Generosity “Astonishingly high" based on retweeting other people 54 times in the last seven days.

50. Velocity “Low" based on your publishing 81 updates in the last seven days.

51. Clout “Very low" based on your being cited 90 times in the last seven days.

52. Changing audience behaviour Adapting to the challenge

53. Sources Production TV Print Radio Interactive Intake & Output Resources Manager Work Flow Back to Super desk IntakeEditor Radio Editor All editorial decisions made here Secretary TV Editor Work Flow Out to production teams I/A Editor Planning Editor Print Editor Output

54. Keep it simple Question of the day Call to action Interactivity Vote or Poll Story 1 Story 2 Story 3 Story 4 Video of day

55. The participate in model

56. Final thoughts Is there a middle ground yet to be populated Making sense of the noise Structured and focused Issue-led, people-focussed journalism That informs the public debate So that people make educated choices

57. Contact details Media Helping Media & Media Ideas International Ltd David Brewer runs Media Helping Media www.mediahelpingmedia.org to help media in transition and post-conflict countries and areas where freedom of expression is threatened. His business site is Media Ideas International www.mediaideas.co.uk He tweets @helpingmedia and @mediaidas. MediaNext MediaNext has a blog on LiveJournal - medianext_ua And is on Twitter - @medianext_ua