The Ten .comMandments
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Presentation I gave at Poynter in June 2010 on the 10 things newsrooms need to do to succeed in our digital future.
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The Ten .comMandments
- 1. The Ten .comMandments Jim Brady Poynter Institute June 6, 2011
- 2. The Ten .comMandments 1. You shall not whine – The old business model is dying. – Resistance is futile. And not smart. – Your future readers/viewers have grown up in a totally different media environment. – We need to figure out how to survive in a disaggregated, open media ecosystem.
- 3. The Ten .comMandments 2. You shall be OF the web, not just on the web – Taking your publication and plopping it on the web is not a strategy. – Be educated on how the web is different – Add new sources to your media diet, i.e. mashable, PaidContent, Poynter, etc.
- 4. The Ten .comMandments 3. You shall take risks – What bigger risk is there right now than doing nothing? – Try new things & understand going in some will fail. Many others will not. – Being a fast follower is a losing strategy in digital.
- 5. The Ten .comMandments 4. You shall not be ‘platform-agnostic’ – All platforms are not created equal. – Do you want the same information on your desktop, iphone & Ipad? – Create original content that speaks to that platform. – But it’s not all about creating platform-specific content: it’s more about how info is assembled.
- 6. The Ten .comMandments 5. You shall embrace new tools – tools themselves are not good or bad. It’s what you make of them. – Stop thinking of them as technical tools. They’re journalistic tools. – Think not just of tool, but why it’s successful, and emulate those characteristics. – Examples: Social Media, Location-based services,
- 7. The Ten .comMandments 6. You shall understand the business side – This doesn’t mean doing business work, just merely understanding what your challenges are. – It means open communication. Sales teams can’t sell what they don’t know about. – Don’t say ‘It’s not my problem.’ It’s everybody’s problem. Pulitzer Prizes are not accepted in place of rent.
- 8. The Ten .comMandments 7. You shall have tangible goals – Decide what metrics are important. – Communicate them widely and frequently. – Have plans in place for when goals are met -- or not met. – So much of the new world is unsettled. Good metrics are a nice stabilizing force.
- 9. The Ten .comMandments 8. You shall pick your spots – The Web is niche. Most newspapers and TV stations are not good at niche. – Decide what you want to win at, and put the bulk of your resources behind those things. – Being mediocre at most things is not a good journalism or business model.
- 10. The Ten .comMandments 9. You shall embrace your community • Engagement As viewed by many news orgs:
- 11. The Ten .comMandments… 9. You shall embrace your community • Engagement As it should be viewed by all news organizations.
- 12. The Ten .comMandments 9. You shall embrace your community – Journalism companies need more than readers. They need engaged participants. – Involve the community in real journalism – not just pet photos and message boards. – Meet them – in person. – Convince them that your success is their success
- 13. The Ten .comMandments 10. You shall link to other sites – Don’t rely on traffic cops to deliver you new readers. Become a traffic cop. – Become the news hub for the subjects you cover. – Don’t fall into the ‘why would we send readers off our site?’ trap. They’re going to leave your site anyway. – Make your consumers happy, not your newsroom.