Category: New Media Economics

More on the N.C. Online News Audience

UPDATE: Since my original post, I’ve received some new information from Dan Barkin, The News & Observer’s senior editor for online, about traffic to newsobserver.com. He — and others today — have pointed out that audience counts really depend on how you define your market. Statewide audience really doesn’t matter to ad buyers. Agreed, but I think it does matter in terms of editorial impact on issues of public affairs.

In an e-mail, Barkin said that “Some recent Media Audit numbers showed that WRAL.com reaches 51% of Triangle adults. Newsobserver.com (net of all of our sites) reaches 41.5% of Triangle adults.”

He said newsobserver.com reached about 50 percent more people in July and August of this year than the same months last year, but he also noted that page views had jumped only about 15 percent in those two months.

Original Post (12:55 p.m.):

Following up on my interview that aired earlier this morning on WUNC radio, I just got off the phone with Matt Tatham, the director of media relations for Hitwise. His company provided the data for the WUNC story, and I wanted to know more.

And, once again, the care that needs to be taken when talking about online audience numbers becomes apparent. According to Hitwise, WRAL clobbered The News & Observer online during August, but I think the clobbering was done in a manner that is slightly different than the one emphasized in the story.

As they say on Marketplace, let’s do the numbers …

Continue reading “More on the N.C. Online News Audience”

What Drives Local News Traffic

In an interview with WUNC radio this morning, I share some anecdotal information I’ve received from my visits to online news operations at the papers in Asheville, Fayetteville, Gastonia, Greensboro, Raleigh, Shelby, and Wilmington. The four things that are really driving page views at local and regional papers are:

  1. crime
  2. weather
  3. traffic
  4. high school sports

The full audio of the report is here. Leroy Towns comments here. More TK on this subject.

Journalism Programming: Supply and Demand

One of the reasons I’m so struck that online journalists in North Carolina have such an emphasis on traditional skills and duties is that it starkly contrasts with the skills I hear editors at top national sites tell me that they are looking for in recent j-school grads. The Knight Foundation believes that programmers are in such high demand in newsrooms today that they gave Northwestern $638,000 to fund nine full-ride scholarships for programmers who want to get a master’s degree in journalism at Medill.

One of the scholarship recipients, Brian Boyer, writes about his career prospects over at the MediaShift blog.

Listed below are the job titles he thinks are available to him. He’s most interested in becoming a “applications developer” or a “hacker journalist.” Are any of these jobs available in North Carolina?

Continue reading “Journalism Programming: Supply and Demand”

The Pimping Journalist: A Story of Money and Sincerity

Here’s an update to an earlier report about Chi-Town Daily News Editor Geoff Dougherty. He reports on the Media Shift blog that posting a story by an amateur “citizen journalism” on his site will likely cost him “between $90 and $125” in recruiting, training and other overhead costs. The amateur reporter doesn’t get anything.

Dougherty says a freelance story costs him “between $160 and $200” to get up on the site. Of that cost, the reporter gets “$125 or more per story.” That’s probably consistent with the per-story pay of an entry-level salaried reporter at a traditional paper who has a five-story-per-week quota (and let’s not even get in to the damaging impact of story quotas.)

But here’s the most important part of Dougherty’s post — he says that he doesn’t just spend less on amateur reporting; he argues that he gets MORE for less.

“Each one of the 60 or so citizen journalists working for us is an advocate for our site. They tell their friends and family about what we do, which helps drive traffic and recruit other volunteers.”

And this reminded me of a conversation I had last week with the staff of The Star-News in Wilmington, N.C.. One staffer who had a lot of experience engaging with her readers online said that sometimes she felt “like a pimp” when telling folks that she has just posted a new story in which they might be interested.

Rather than go in to my whole shpiel about how journalists need to learn from political campaigns, I tried to follow her analogy and explain that there was a difference between pimping and paying for dinner, and that the difference is sincerity.

Sharing thoughts and information with people for the purpose of building a long-term relationship with them is not pimping. Pimping is hawking services purely for transactional purposes, with no relationship implied or encouraged. Most folks can inherently tell when a human relationship is sincere and when it’s fabricated.

Which leaves me wondering this: Why are journalists not better public advocates for their own work? Why does Dougherty think that his freelancers don’t do the kind of advocacy work that his amateurs do?

After all, most journalists I know are rabid advocates for their own work when it comes to pitching stories to editors. Why, then, do they become such shrinking violets after the story is published?

Newspapers & Movie Times: A Brief Case Study

Being a dude and being a child of the ’80s requires me to go see the new Indiana Jones movie this weekend. I live  in the Raleigh-Durham-Chapel Hill region of North Carolina, one of the fastest growing regions in the country, and I wanted to find movie times.

Fifteen years ago I would have gone to the Chapel Hill News, the Durham Herald Sun, the Daily Tar Heel student paper, the Raleigh News & Observer, The Independent Weekly or The Spectator to get the times. Since movie times are commodity news, the paper I would have chosen would have been the one I found first — either at the bottom of my driveway or in a drop box on campus.

But here’s how I did it today:

  1. I searched for “southpoint durham movie times” on Google.
  2. My search returned 21,000 results, with 10 on the first page. Of those 10 choices, only one was to a newspaper site. I had six other choices before it.

What publisher of 165,000 daily circulation newspaper would have said, “It’s OK if every single one of our customers will walk by six other drop boxes before getting to ours”?

OK. The past is past. What should you do about it now?

  1. If you don’t have software that lets you easily see usage stats for your site, now is the time to get some. Many are free. Google Analytics is just one of many solutions. For the moneybags among you, Omniture is a popular (and I think good) choice.
  2. Look at your site usage statistics and determine at what percentage of referrers come from Google. See whether there are differences in behavior for different types of content on your site.
  3. Start getting serious about search engine optimization. And by “serious,” I mean this: Are you dedicating the same (or more) resources to search engine optimization and social network marketing as you are to your print circulation department? Until you are, you’re just hoping this Internet fad will soon pass.

THBT: Local Media, Built From Scratch

One of the things I enjoy the most when traveling is reading and watching the local news. On last week’s Tar Heel Bus Tour, I had a chance to pick up a couple of papers and wonder to myself what local media in the state would look like if it were starting from scratch today.

What if the question at newspapers with (literally) dying readerships were not “How do save the newspaper?” but instead “How do we start today serving our communities with the most accurate, relevant and efficient package of news and information?”

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THBT: Is Journalism Good for N.C.?

Tuesday’s stops on the Tar Heel Bus Tour had us looking at different ways that private industry is partnering with Carolina, but Wednesday provided examples of partnerships that UNC is creating with public agencies in efforts to improve the lives of North Carolinians.

The stops left me wondering: Are there (and should there be) similar partnerships available in the field of journalism, and what would they look like?

It seemed to me that the first question we need to ask is, is journalism good for North Carolina?

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THBT: Academy-Industry Partnerships

One of the reasons I decided to make the move from newsroom to classroom is because there’s a need for journalism schools to be a source of applied research and development of products and processes that can help journalism be more memorable, relevant and inclusive. Today on the Tar Heel Bus Tour I had a chance to see how some of those partnerships are constructed between UNC and private business in other fields, and to think about how they might work in journalism.

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Newspaper Academy Follow-up: “Scooping Ourselves…”

The old question about cannibalization came up last week at the NCPA Newspaper Academy at UNC-Chapel Hill. I found two links that I wanted to share with you. I like them, perhaps because they support my prejudices.

Do you have other anecdotes or data on this question? Send them my way.