The winning entry, from the first year Broadcast Journalism students.
This week in Journalism Technologies we welcomed the second guest speaker of the term, Luke Lewis, the founding editor of BuzzFeed UK and now the company’s Head of European Growth. Luke graciously joined us by Google Hangout from London and gave students an overview of how he spearheaded BuzzFeed’s remarkable growth here since it opened in London just four years ago.
TM is particularly interested in the greater value of ads which it can sell around its videos, while the different business model of BuzzFeed favours community and sponsored content. Luke gave some valuable insight into the development of BuzzFeed’s extraordinarily successful Tasty videos, and how relatively few of the people who look at them on Facebook ever actually end up making one of the recipes (a show of hands in the room confirmed Huddersfield students back up this part of the analysis).
One point made by @lukelewis: we talk about mobile-first, but one day it could turn mobile-only, in a way we struggle to conceive of now.
It’s perhaps no surprise Tasty’s been such a hit. Luke noted that content around food, as well as sexual health, tends to do well regardless of the country, even if distribution platforms can vary (curiously, Facebook is “nowhere” in Japan). Luke also did a spot of futurology, looking ahead to a future where even conventional desktop websites gradually disappear in a mobile-only world.
Our workshops looked back at a more traditional aspect of BuzzFeed though, the listicle. We got each group to work together to make one during their sessions, then challenged them to get as many views as they could within a week.
Ed Walker and Lauren Ballinger giving this week’s lecture.
We had two guests with us this week for the latest lecture in Journalism Technologies at the University of Huddersfield: Ed Walker and Lauren Ballinger of Trinity Mirror. Following on from last week’s session on the changing nature of business models, in particular for legacy publishers, I thought it was a good idea to invite two of the journalists leading the way in developing the way TM does things in its many local newsrooms.
Ed is the head of Digital Publishing at Trinity Mirror Regionals, while Lauren has been Executive Editor of the Huddersfield Examiner since last year. They both gave excellent talks illustrating some of the things they’ve been working on recently: Lauren took students through the Examiner’s online coverage of last month’s M62 police shooting, which featured a five-day liveblog and a huge increase in online traffic for January. Ed stressed the importance of the range of skills needed for the modern media professional. In particular, he highlighted the focus Trinity Mirror is now putting on video: a new recruitment round taking the number of dedicated video staff in TM’s local newsrooms from three just over a year ago, to 60 in the near future.
In many cases they were repeating lessons I’ve been trying to get across to the students already, in particular about professional use of smartphones and social platforms: but I’ve got no doubt they had much more weight coming from Ed and Lauren! So thanks again to them both for coming in on a Monday morning and giving such interesting insights.
Having looked last week at how journalism was traditionally funded and how those models have been eroded (or, if you prefer, blown apart) by recent developments, this week’s Journalism Technologies lecture took the story on to the present day with an examination of what media companies have been doing to try to make money.
One thing that struck me about the material when delivering it, was actually how slowly some of the themes have moved in recent years. The Daily Mail and The Guardian are still pursuing a strategy of going for huge global audiences and trying to monetise those eyeballs, and while the former is still just about making a bit of money off the back of its sister Mail Online, the latter is, yet again, facing some kind of impending cliff-edge cash crisis. The Times’ paywall is holding firm and the paper just about makes a profit, while the Financial Times and The Economist continue to enjoy more success from their focus on the sort of quality that can’t be easily replicated elsewhere.
I remember mentioning most or all of this stuff to students when I first did some university teaching five or six years ago, and it feels as though we’re still waiting to see how it’ll all be resolved. If there was ever going to be a silver bullet to solve traditional journalism’s funding crisis, the fact it still hasn’t been fired rather suggests it never will be. This great list of 52 potential money-making ideas for local journalism by Josh Stearns offers as good a roadmap as any to the variety of ways in which digital publishers will have to raise revenue now and in the future. I’m slightly more confident than I was before that when it comes to hard cash, quality journalism might end up offering better prospects than the alternatives.
Christmas has long since faded into the background and we’re well into the second term of the academic year at the University of Huddersfield. The Journalism Technologies module resumed on Monday with a change of focus. The first term was all about looking at different social tools and online platforms each week in both the lectures and workshops, whereas the classes now look much more closely at the response of the journalism world to those significant technological changes.
I’ve found in the past that students have only a sketchy idea of how the career they want to pursue is actually funded, so the opening lecture of the term was all about traditional business models in journalism, and how those have been disrupted. Looking back at the development of commercial media companies in the UK, I couldn’t resist including this classic ITV Yorkshire Calendar report on the opening day of Radio Aire in 1981, fronted by none other than Richard Madeley, and featuring an interview with news editor Mike Best (later of Calendar himself, now a lecturer at Leeds Trinity University).
The sheer concept of a ten minute news bulletin at 7am and 8am on a local commercial radio station is quite something. These days only Today on Radio 4 manages that.
In the middle part of the lecture I got into the decline in classified advertising, and lamented the failure of newspapers to capture very much of the market for digital classifieds. Rightmove, established in 2000 as a partnership between four leading property agents, successfully cornered the market in property, and now has a market capitalisation of (wait for it) £3.8 billion. Trinity Mirror, the UK’s largest newspaper publisher, is on £280 million. Here’s what you could have won, as Jim Bowen used to say.
The session finished by introducing a classic business theory, the Innovator’s Dilemma, first coined by Clayton Christensen. Applying it to some well-known examples from technology, I highlighted the failure of Xerox to capitalise on the incredibly innovative computers it developed in the early 1970s but never released, and then the fall from grace of Kodak. Posing the question, have newspaper companies suffered from the innovator’s dilemma, I left the students to do a bit of reading in time for next week. The spoiler alert is, of course, that they pretty much have.
Not much more than two months after it first appeared, Trinity’s Mirror’s The New Day is coming to an end. It’s closing tomorrow after circulation fell to a reported 40,000, making it the shortest-lived national paper in almost three decades.
I did some teaching at Blackburn College’s University Centre just before Christmas, including this lecture which I gave to a group of first and second year students.
It’s a quick introduction to some of the current themes surrounding the current state of journalism. I thought it was important to emphasise to the students that, although newspapers are generally in decline, there are many factors at work and it’s not just “because of the internet”. I also wanted to stress that the skills they are learning on their course will be useful to them regardless of what they end up doing, whether it’s working for a traditional media company, in some related industry such as PR, or doing their own thing.
My latest lecture to my international MA students at the University of Leeds was about hyperlocal news. It’s something I know a good bit about, having set up and run Saddleworth News for a couple of years, so hopefully I was able to give them an interesting perspective on this area of the media.
I explained to them that, while I learned a lot from running Saddleworth News, I was unable to find an answer to the problem of how to make journalism, and in particular websites featuring local journalism, pay. But then if I’d found that secret, something tells me I don’t think I’d have been there today giving a lecture!
I’ve got one more lecture to give after Easter, and I’ve been doing a series of eight practical sessions teaching them practical journalism skills too. I’ve also been doing more teaching with the first year Broadcast Journalism undergrads, and I’ve got them all to find a local site in their hometowns to discuss in seminars later in the week, so it’ll be interesting to get their views on the value or otherwise of hyperlocal.