5) la empresa innovadora nyt
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Transcript of 5) la empresa innovadora nyt
La ruta informa8va
• El lema de Ochs era “Entregar las noticias con imparcialidad, sin temor ni favoritismo".
• El lema que aun mantiene el diario es "All the news that fit to print".
Las ventajas del Times
• Cuando bajó el precio el mercado apostó que a sus lectores les daba igual y que perdería atractivo para los avisadores que valoraban su exclusiva clientela.
• La circulación pasó de 25 mil a 75 mil, algo que le aseguró un puesto firme en el periodismo de Nueva York.
• El Times quedaba como un diario de calidad pero asequible a más lectores, con los meses se convirtió en el secreto del éxito.
Modelo de negocio • Ingresos publicitarios (70 a 80%)
• Pagos directos de los lectores (por ejemplares o suscripciones) (20 a 30%)
Programa TimeSelect
• Started in September 2005 • Exclusive access to:
• Op-‐Ed Columns • The Archive • Web Tools • And more.
• SubscripAon-‐based service for daily columns
• $7,95 per month • $49,95 per year • Free for print subscribers and University students and faculty
• Ended in 2007
Best Practices for Experimentation
1. Launch efforts quickly, then iterate 2. Set goals and track progress 3. Reward experimentation 4. Communicate goals, and share what is known about best
practice to achieve them 5. Kill off mediocre efforts 6. Plan for version 2.0 7. Make it easier to launch an experiment that to block one p.33
How Not to Structure Social Media at a Publisher Our Twitter account is run by the newsroom. Our Facebook account is run by the business side. This unwieldy structure highlights a problem that has bedevilled our promotion efforts. Even though audience development is the kind of work that should be shared across the company, it instead falls into silos, with marketing, public relations, search, and social all answering to different bosses and rarely collaborating. p.46
“At The New York Times, far too often for writers and editors the story is done when you hit publish,” said Paul Berry, who helped found The Huffington Post. “At Huffington Post, the article begins its life when you hit publish.” p.25
The Life of an Article
The realities of a cluttered Internet and distracted mobile world now require us to make even more of an effort to get our journalism to readers. Perhaps because the path forward is not clear and requires very different skills, we are putting less effort into reaching readers’ digital doorsteps than we ever did in reaching their physical doorsteps. p.24
Print Companies Don’t Distribute Online as Well as They Did Print
Traffic to the home page has been declining, month after month, for years. Traffic to section fronts is negligible. Traffic on our mobile apps, which are mostly downstream replicas of our home page and section fronts, has declined as well. p.28
Death of the Homepage(s)?
“Journalists are better than ever at telling people what’s happening, but not nearly good enough at giving them the crucial contextual information necessary to understand what’s happened,” said Ezra Klein, in announcing his new venture at Vox Media. “We treat the emphasis on the newness of information as an important virtue rather than a painful compromise.” p.29
Vox: Understanding the News
Applica8ons
• Times Reader à 2006 • 2.0 à 2009 • Digital Version of The New Tork Times
• iPhone and iPod Touch à2008 • iPad à 2010
• To march 6, 2011 more than 1,6 million downloads. (Source: iTunes)
• Android Smartphones à 2010