Tumblelog by Soup.io
Newer posts are loading.
You are at the newest post.
Click here to check if anything new just came in.

November 08 2010

15:00

Center for Public Integrity changes up its audience strategy to build a new revenue stream from readers

Nonprofit news outlets reach an audience in different ways. To borrow an analogy, imagine that there are two camps: wholesalers and retailers. Under the wholesale umbrella, we find organizations like ProPublica that primarily reach their audience through partnerships with established news organizations. Retailers, meanwhile, reach an audience directly, like Voice of San Diego or MinnPost.

Both strategies can make sense. But as journalism fundraising becomes increasingly competitive, that audience distinction is blurring. ProPublica, for one, is investing more resources into its website. And the Center for Public Integrity, a longtime wholesaler known for projects that appear in newspapers like the Washington Post or The New York Times, is now rethinking its digital strategy and wading into retailing, too. “It’s not an either or proposition,” the Center’s new executive editor John Solomon told me recently. With a $1.5 million investment from the Knight Foundation, they’re working on revamping their digital strategy to reach readers directly, via the web and mobile products. The strategy isn’t just about distribution for distribution’s sake — it’s about the bottom line.

“The Center had a different challenge than the rest of the journalism industry,” Solomon told me, referring to the for-profit world. “When the Center started, it was the center of the nonprofit world. Today there are 70, 80, 90, 100 groups all competing for the same limited pool of nonprofit dollars — the Knights, the Fords, the Carnegies, all these gracious funders of nonprofit journalism. So the Center has decided to take the leap aggressively and listen to funders and try to create earned revenue that augments our donations, that creates a sustainable model.”

Solomon’s goal is to produce $2 worth of journalism for every $1 a foundation donates. To do that, he’s looking beyond foundations to readers. That’s akin to a model very familiar to the Center’s executive director, Bill Buzenberg, who spent almost 30 years in public radio (supported by listeners, like you!) at NPR and Minnesota Public Radio. The Center isn’t alone in trying to rethink its nonprofit model. Knight recently announced a $15 million grant project to help figure out longterm funding solutions for journalism.

The first step toward that new revenue stream is pulling in a new audience. Since Solomon started on new digital projects a few months ago, including making its website more SEO friendly, time on the Center’s site is up dramatically, to a remarkable 12 minutes per user. (He showed me the Google Analytics chart for proof.) Pageviews have skyrocketed too. The site is in the midst of a complete redesign, which will make it feel more like a news site and less like a think tank’s. We recently wrote about a new HTML5 product that makes reading long-form journalism pleasant on any device and without an app.

I asked Solomon how he plans to round up these new, engaged readers. He pointed to some of the successes he pulled off in widening the audience both online and in print at the Washington Times, where he had been executive editor for a little less than two years. “One of the little dirty secrets in my last eight months at the Washington Times before the Moon family erupted and the paper fell apart, web traffic was up 500 percent,” he told me. “Digital revenues were up 360 percent and our national print publication grew circulation by 25 percent. There is no other print publication, that I can think of, in the middle of a recession that had that kind of double-digit gains.” (Although, to be fair, many conservative outlets saw increases in audience pegged to the election and administration of Barack Obama.)

Washington journalism is in a time of significant revenue rethinking — from the paywall-only National Journal opening up a free version of its site, to free Politico launching paid products, the movement toward multiple revenue streams is afoot. General manager of the Allbritton-backed startup TBD, Jim Brady, recently said at a Online News Association panel that his business model is “shrapnel” — “there isn’t one stream that’s going to make us successful.”

If the Center can figure out a way to monetize a new audience, there will likely be an eager audience watching that success. “I really believe the nonprofit journalism world can be the innovation lab where the business models change,” Solomon said.

October 29 2010

16:00

Center for Public Integrity’s HTML5 product aims to make long-form journalism readable on any device

Is it possible to enjoy long-form investigative journalism in a digital age without a fancy tablet? A 5,000-word piece can be tough to get through on an ad-supported website. And while the experience on iPad apps is promising, an app is a costly investment — or investments, in a world with multiple incompatible platforms — for a news organization to make.

The nonprofit news organization Center for Public Integrity is announcing an alternative today at the annual Online News Association conference. The Center wants to make reading its work more enjoyable for the user, and a smarter investment for an organization rethinking its online and mobile strategies. The Center has a new HTML5 product that gives users an app-like experience in a web browser. The project is part of a new digital initiative at the Center, funded by $1.5 million in grants from the Knight Foundation.

“We think we’ve created a better way to consume investigative reporting,” John Solomon, the chief digital officer told me, and at a much lower cost than developing apps for different devices.

Solomon gave me a demo yesterday, and I have to say, I was impressed. You can flip through stories from right to left the way you can on an iPad or an iPhone. Text and images resize easily for whatever screen you’re on, whether phone or desktop. It loads fast and smooth and has a clean, easy-on-the-eyes design. The impulse is to keep flipping through, from page to page or story to story.

The product was created with Treesaver, a platform specifically designed to make digital reading easier. It’s a project of, among others, the noted graphic designer Roger Black, whose famous three-color dictum — “the first color is white; the second is black; the third is red: the three together are the best” — is in evidence at Treesaver’s website (and the Lab’s). Treesaver is also working with Nomad, a startup that plans to put out paid electronic magazines.

I spoke with Filipe Fortes, the developer of Treesaver, about what his product means for long-form journalism. “The idea is to be reader friendly,” he said. As an example, he pulled up a website of a large regional newspaper and had me click on a story. (No need to name names — the experience would have been similar across most newspaper sites.) “It’s really kind of hostile to the reader, I feel,” he said, pointing out all the ads and social media boxes that distract from the text of the story. “I think that’s why people are loving the apps,” he said. “It’s just a chance to finally read again. There’s a lot of cool things happening on apps, but people on desktops are missing out.”

Those distractions Treesaver is trying to spare us from are also what monetize the content — but Fortes says he’s not against advertising, just how we display it with the content now. By lowering the bar to the content (as he puts it), by letting users easily flip along, fewer, cleaner ads can be monetized more effectively. He showed me a mockup of a Nomad magazine that runs full page ads between pages, similar to an iPad app. “If you can get people coming in from a blog or Google and you get them to read three stories [by flipping along],” he said, “Congratulations, you just tripled your revenue on that user.”

Fortes is presenting Treesaver at the ONA conference this afternoon. He says he’s eager to work with more news organizations, and is in talks with several.

Older posts are this way If this message doesn't go away, click anywhere on the page to continue loading posts.
Could not load more posts
Maybe Soup is currently being updated? I'll try again automatically in a few seconds...
Just a second, loading more posts...
You've reached the end.

Don't be the product, buy the product!

Schweinderl