Fort – vi måste inte bara ha en lokal community – vi måste springa som fan


När Martin Jönsson på SVD skriver följande rubrik i sin blogg: “Fort, vi måste ha en lokal community!” Så kan man inte annat än att nicka instämmande. Även om jag kanske skulle gå ett steg längre och skriva “Fort, vi måste göra något”. För faktum är att media inte bara håller på att förändras. Den har redan förändrats; 100 miljoner användare på MySpace; 12 miljoner bloggar som lockar 57 miljoner läsare i USA; nära 70 miljoner bloggar i världen; 1.6 miljoner inlägg varje dag; ca 70 miljoner streamade klipp på YouTube varje dag; 360.000 unika besökare på Lunarstorm varje dag. Detta är åtminstone vad källorna själva anger. Kanske ligger det någon sanningshalt i dem.  Vad tjänar dem pengar på då? Är det en bubbla? Nja, dessa “user generated content communities” drar trafik, mängder av trafik, och trafik brukar genererar annonspengar eller liknande. Dessa pengar tas från traditionell media. Och kommer så att göra i än större utsträckning. Så oavsett om du sitter på ett lokalt eller nationellt traditionellt media – så är det ganska bråttom att hitta någon form av lösning för sistnämnda att behålla läsare samt annonspengar. Kanske är köp av lokala communities en väg i rätt riktning. Eller inte.

Här är dem – “the citizen journalists”


J Lab (The Institute for Interactive Journalism) hjälper journalister och andra “nyhetsproducenter” att använda ny teknik för att uttrycka åsikter. Knight Citizen News Network (KCNN) är deras portal fylld med tips och information.

Nyligen släpptes en rapport (Citizen Media: Fad or the Future of News? – The rise and prospects of hyperlocal journalism). Rapporter kartlägger citizen media, och hur alla berörda bör förhålla sig till dem.

http://www.kcnn.org/research/citizen_media_report/

Introduction
By Jan Schaffer
J-Lab has been funding citizen media start-ups with micro-grants for two years now. We’ve seen how quickly committed founders can build momentum and gain traction in their communities. The findings in this report were less of a surprise and more of an affirmation of what we had started to see.

We agree with the 98% of the respondents in our web survey who said that the emergence of local news web sites with content built from community members is “a good thing” – although it may not all be “journalism,” the kinds of finished stories you see in a newspaper. Because of that, we prefer the term “citizen media,” although we use that term interchangeably with “citizen journalism” in this report.  Nearly 80% of the respondents to our web survey considered the information on their sites to be “journalism.”

This report focuses specifically on micro-local community news sites that contain content generated by users. When we started this research in the spring of 2006, we were able to identify about 500 citizen media sites.  As we issue this report, we have been able to identify several hundred more and will soon catalogue them on a new web site, the Knight Citizen News Network (www.kcnn.org), supported by the Knight Foundation.

More impressive than the numbers, though, is the impact these sites are having on their communities. With limited readership and very little revenue, 73% of the respondents pronounced their sites to be a “success.’’ Why? Because they have watchdogged local government, provided news that couldn’t otherwise be had, nudged local media to improve, helped their community solve problems, even, to a degree, increased voter turnout and the number of candidates running for office.

This study takes an early snapshot of a very robust development. We interviewed 31 site operators in-depth, and we fielded a 60-question online survey. Not all 191 respondents could, or did, answer every question, but they poured out their hearts in open-ended responses. Their resolve to continue, often on their own dimes, was palpable.

Our key takeaways:

Citizen media is emerging as a form of bridge media, linking traditional media with forms of civic participation.
No one size fits all; there are many models.
Instead of being comprehensive sources of news, sites are forming as fusions of news and schmooze.
Most citizen sites don’t use traditional metrics – unique visitors, page views or revenues – to measure their success.
Success is often defined as impact on their community.
Half of our respondents said their sites don’t need to make money to continue.
Yet there are new kinds of media companies starting to emerge.
There is a high degree of optimism that citizen news sites are here to stay.
Finding ways to attract more contributors and some operating support are major challenges.
We think citizen media sites will become an enduring part of the emerging newscape. While we think many individual sites will collapse as their founders burn out, others will arise to take their place.
With this study, we urge those who can help build capacity in this arena to pay attention. Legacy media companies: Think about partnering – and even supporting – successful sites, not competing with them. Journalism schools: Pursue the possibilities of citizen media sites as learning laboratories. Community foundations: Be alert to real possibilities for building community capacity.

Our deep thanks to the Ford Foundation and to former program director Jon Funabiki, whose curiosity launched this project. Please read on …

Bloggar öser trafik till dagstidningarna


Det mycket uppseendeväckande och smått historiska samarbetet mellan Twingly och några dagstidningar i Sverige kommer säkerligen bli en succé inom kort. Twingly tjänar pengar. Dagstidningarna får en massa ny trafik och bloggarna syns i en ny kontext.

Reuters rapporterade redan i mitten av januari hur succé-artat liknande samarbeten(?) har varit för de tio störst amerikanska dagstidningarna.

Källa: http://today.reuters.com/news/articleinvesting.aspx?view=CN&storyID=2007-01-17T175803Z_01_N17304643_RTRIDST_0_NIELSEN-BLOGS.XML&rpc=66&type=qcna
Web newspaper blog traffic triples in Dec-study 

NEW YORK, Jan 17 (Reuters) – The number of people reading Internet blogs on the top 10 U.S. newspaper sites more than tripled in December from a year ago and accounted for a larger percentage of overall traffic to those sites, according to data released on Wednesday.

Unique visitors to blog sites affiliated with the largest Internet newspapers rose to 3.8 million in December 2006 from 1.2 million viewers a year earlier, tracking firm Nielsen//NetRatings said.

U.S. news organizations are increasingly calling on their reporters and editors to write news blogs and compete with the expanding Internet format for informal analysis and opinion.

It is one of several tactics they are using to keep readers who can choose from a flood of competing information sources on the Internet.

Blog pages accounted for 13 percent of overall visits to newspaper sites in that month, up from 4 percent a year earlier. Total visitors to the top newspaper sites rose 9 percent to 29.9 million.

About 60 percent of online newspaper readers were men, with the percentage rising to 66 percent of blog readers, Nielsen//NetRatings said.

The top U.S. newspaper site in December belonged to the New York Times Co.’s (NYT.N: QuoteProfile , Research) flagship newspaper at NYTimes.com, with 13.2 million unique viewers, followed by Gannett Co.’s (GCI.N: QuoteProfile , Research) USAToday.com site, with 9.1 million viewers, and the Washington Post’s (WPO.N: QuoteProfile , Research) washingtonpost.com site, with 7.6 million viewers, Nielsen//NetRatings said.

Sökordsmarknadsföringen boomar igen – växte 288%


 I den årliga rapporten från Institutet för Reklam- och Mediestatistik (IRM)  kan man konstatera att “vi” under 2006 lagt ner ännu mer pengar på kommunikation. Inte helt oväntat är det Internet som media som växer mest. Och då i synnerhet sökordsmarknadsföringen. 

Glädjande nog kan vi också konstatera att Newsdesk – söktjänsten för företagsnyheter och pressinformation – fått sin beskärda del av kakan.

 Så här skriver IRM på sin hemsida:

Starkt fjärde kvartal ger rekordår för mediemarknaden år 2006
En allt starkare konjunktur ger skjuts åt annonsmarknaden som fortsätter att växa rekordstarkt också i det fjärde kvartalet 2006. De flesta mediekategorierna visar positiv tillväxt och starkast utveckling uppvisar Internetannonseringen som överträffar förväntningarna och ökar med hela 63 procent jämfört med fjärde kvartalet 2005. Totalt ökade mediemarknaden med 9,6 procent under perioden och omsättningen uppgick till nära 9 miljarder kronor. Ackumulerat för fyra kvartal uppvisar mediemarknaden en ökning med nära 10 procent jämfört med föregående år, vilket är 2,6 miljarder kronor mer än vad som investerades i medieköp under år 2005. Det gör 2006 till ett rekordår för mediemarknaden vars omsättning uppgick till nära 30 miljarder kronor.

Och dessa siffror uppger Dagens Media på sin hemsida:

Medierna 2006, tusentals kronor (procentuell utveckling)

Morgonpress 7.906 (7,0)
* Därav storstadspress 3.415 (9,1)
* och landsortspress 4.491 (5,4)
Kvällspress 940 (4,0)
Gratistidningar 2 1 504 (9,5)
Annonsblad 601 (13)
Gratistidskrifter 500 (9,2)
Populärpress 774 (8,1)
Fackpress 1.623 (5,5)
Tidskrifter oneshots 20 (-46)
Bilagor totalt (distribution) 388 (4,0)
* Därav dagspress 256 (5,1)
* och tidskrifter 132 (1,9)
Kataloger/vägledande media 2.030 (-1,2)
Oadresserad DR (distribution) 2.064 (3,8)
Adresserad DR (distribution) 2.454 (6,2)
Tv 4.546 (9,7)
Text-tv 43 (-6,9)
Radio 606 (18)
Bio 74 (8,7)
Internet totalt 2.642 (50)
* annonsering/samarbeten 1.099 (35)
* onlinekataloger/eftertext 893 (17)
* sökordsmarknadsföring 611 (288)
* e-postmarknadsföring 40 (30)
Utomhus 1.058 (5,8)
Butiksmedia 46 (-8,0)

Totalt 29.818 (9,4)

Event 2.545 (7,7)

 

PR-paradoxen


Det Observerägda och Chicagobaserade bolaget Bacon’s presenterar en lite rolig paradox på sin hemsida. Där kan man bl a läsa om vad Mike Nikolich (rån PR-byrån Tech Image) tror om framtidens PR. Bland annat säger han följande:

Social media will cause a lot of heartburn for public relations executives

Life used to be fairly simple in the public relations world. You worked with reporters, built relationships and placed stories about your clients. Social media, including blogs, wikis, MySpace and other tools, is changing that equation. It has reduced the influence of some media members, increased the influence of others and made influencers out of ordinary folks who never had a voice before. It has also turned the rather organized world of media into the Wild West. No one really has a handle on what it can do or how it can help businesses, especially in the business-to-business space. But it’s definitely a factor. My advice to you is to get smart, and get smart today.

Om man sen väljer att klicka på länken till Bacon’s tjänster så finner man det gamla vanliga traditionella sättet att förmedla sina budskap på:

Bacon’s can provide detailed information on tens of thousands of media outlets and hundreds of thousands of individual journalists, which is updated approximately 7,500 times a day, so you can be sure your contact information is accurate and current. 

Och vidare:

Distribute your press releases quickly with Bacon’s MediaSource.  You can manage your distributions directly from your desktop.  Send reporters fully customized e-mails quickly and transform word processing documents to faxes, or print out hard copies from our comprehensive online database to distribute by mail

Läs Mike’s prognoser här:

Reading the Tea Leaves for 2007
By Mike Nikolich
Tech Image Ltd.

Asking someone to predict the future is about as reliable as my golf game. All I can assure you is that I will play 18 holes, some better than others.

The truth is that no one knows what the future will bring. But savvy businesspeople can make an educated guess based on patterns from the past. We know, for example, that the Internet continues to grow in importance as a channel of information. We also know that social media is changing the way certain segments of the population talk to each other and gather data. With that in mind, here are quick takes on a few trends public relations people need to watch for in 2007.

C-level executives will continue to look to measure the ROI on public relations

Although dashboards and qualitative metrics, such as the tone and tenor of placements, is a big improvement over advertising equivalencies and pass-through readership, I continue to believe the only true measure of public relations should be the effect that your campaigns have on a company achieving its strategic business goals.

The stronger the connection you can make between public relations and sales, the better chance you have of convincing the C-level suite that public relations is more than just spin. Affordable products such as Leadlander provide immediate information about the companies browsing your Web site after major stories appear or press releases are distributed. News discovery engines, such as Personal Bee, have the potential to dramatically simplify how we filter the maze of blogs, RSS feeds and e-newsletters that clutter up our lives and inboxes every day.

Social media will cause a lot of heartburn for public relations executives

Life used to be fairly simple in the public relations world. You worked with reporters, built relationships and placed stories about your clients. Social media, including blogs, wikis, MySpace and other tools, is changing that equation. It has reduced the influence of some media members, increased the influence of others and made influencers out of ordinary folks who never had a voice before. It has also turned the rather organized world of media into the Wild West. No one really has a handle on what it can do or how it can help businesses, especially in the business-to-business space. But it’s definitely a factor. My advice to you is to get smart, and get smart today.

Satellite radio, podcasts, vodcasts, etc. will make heads spin

This space is even more uncharted than blogs and other online media, but I believe it will spawn unlimited public relations opportunities for savvy professionals who understand how to place stories in these channels.

The status of online placements will continue to rise

When media first moved online, an online-only placement was viewed as being second rate, especially by those executives who grew up with traditional media. That perception has been slowly changing over the past few years and will change even more in 2007. Rather than being the “leftovers” or stories not fit for the print edition, online stories are coming to the forefront. Even surveys have been showing that busy executives turn to the Internet as their primary news source. Reporters’ blogs will also be taken more seriously, although it’s doubtful that they’ll have the same status among executives that full articles do. But wait until next year.

Opportunities for thought leadership will abound

This is not so much about expertise as it is about economics. Limited budgets and more media options are driving down revenue at most publications. Less revenue means less cash on hand for reporters. Yet the need for content is still there, which will drive the symbiotic relationship between media outlets that need articles and organization experts who are looking to establish a need for their products and services.

Predicting the future is always dicey. But these trends are already in play and are highly likely of accelerating even more in the coming months. Savvy public relations professionals would be wise to pay heed to them and make sure they’re included in 2007 plans. They may not be earth-shattering, but they’ll have a direct impact on your life.

——————————————————————————–
Mike Nikolich is CEO of Tech Image®, one of the nation’s fastest-growing independent technology public relations firms. Tech Image helps position growing technology companies as market leaders through comprehensive public relations programs.

Vadå “Podcast”?


What is it?

A podcast is a media file, typically one of a series of episodes, which can be played on either a PC or MP3 player. What makes a podcast different from a downloadable media file is that a podcast is associated with an RSS feed that allows for new episodes to be automatically downloaded.

Why would you want it?

Podcasts are typically created by experts and consumed by influential early adopters which gives you, the marketer, direct access to a very valuable, specific demographic.

  • Creates a conversation with your stakeholders
  • Facilitates and drives dialogue
  • Provides a different medium for your messages
  • Provides a personal take on what can be impersonal concepts
  • Gives a human face to a faceless corporation and your message
  • Allows you to describe and simplify complex products, concepts or service offerings

Does PR need media relations?


Det går inte en dag utan att jag läser om hur opinionsbildarna blir tusenfallt fler, hur media förändras och hur kraftigt PR-industrin förändras. Och det nu – i skrivande stund. Trots det så fortsätter svenska PR-kommunikatörer att skicka “vanliga pressmeddelanden” till “vanliga media” med “vanligt resultat”. I princip alla av de hundratals kommunikatörer jag pratat med anser att media är tidningar, radio och TV.  Att “omvärlden” är det som framgår av sk “omvärldsbevakningssystem”. Knappt någon av dessa kommunikatörer har försökt sätts sig in i vilka som är deras verkliga opinionsbildare; än mindre försökt att nå dem. Ingen använder blog-sök-tjänster för att få en bild av vad man pratar om som rör dem och deras bransch.

Läs Ed Lee’s utmärkta artikel i Blogherald.com: http://www.blogherald.com/2007/02/16/does-pr-need-media-relations/

Feb 16 at 4:00 pm by Ed Lee

In my last posting, about the “New” News Release, I alluded to a sea-change in the job descriptions of the flackus desperandi (PR professional). In the past PR was predominantly “media relations” based – sending spam and harassing journalists.

Sure there was some internal communications thrown in, communicating on behalf of the government) communicating to the government (lobbying), investor relations for the financial specialists and physician communication from the healthcare group.

But underneath a raft of very high-level strategic counsel, media relations essentially underpins the business in the same way that media buying underpins the advertising industry.

But social media has changed that on its head.

More “targets”

Firstly, blogging means that the media landscape has exploded. Instead of having a media list of 50-75 journalists to send news releases and “pitches” to; there are now 100s, if not 1000s of people who write about our clients, their brands, their competitors and their industry.

One posting about how a bic pen can pick a bicycle lock can decimate your stock price so if your PR agency doesn’t pick it up as it happens, you’d be well within your rights to can them.

On the flip-side, sending 100 bloggers a bottle of wine can send your winery from a small piece of shelf space to a global microbrand.

The blogging community, especially the community around the brands we represent, is extremely important. The mainstream media is constantly trawling blogs for story ideas. Blogs like Techcrunch are breaking big stories before publications like the Financial Times or Wall Street Journal. All this means the PRs will be judged on the quality of their OPML files, as well as the quality of their business card filled Filofax.

Direct contact with the audience

The second way social media has changed PR is that the public relations industry no longer depends on the media to communicate with their clients’ audiences.

That’s huge.

Social media has nullified the cornerstone of PR, media relations. The old process was to write a news release and get it approved; media train a spokesperson, pitch the media; suffer the pain of rejection and the elation of an actual interview, organize the logistics around the interview, confirm the interview and then accompany your spokesperson to the interview before waiting with baited breath for the article to appear.

Now you can sit a charismatic executive down in front of a WordPress interface or podcasting rig and self-publish all the coverage you want. I’m simplifying things somewhat but that’s the sort of change we’re looking at – here’s a deeper look at getting a podcast started.

The future

However it’s not all doom and gloom for the traditional media. Many corporations, and PR agencies, have been slow to embrace the social media phenomenon. RSS use hasn’t taken off with the launch of IE7 the way people predicted. People are still wary of blogs and very few listen to podcasts.

Today’s PR needs to be a hybrid of media relations tactician, social media doctor (because their fingers are on the pulse…) and brand strategist all rolled into one. That’s not likely to change for a while.