What was also encouraging was talk of new uses of technology. The Saturday night sports paper the Sports Argus folded 11-years ago. The pre-internet queues I recall in newsagents for their delivery are now a memory for people aged over 40. But as the broadcast pointed out, the last edition of the Argus couldn’t carry that night’s FA Cup Final score. So a podcast, video content and sports coverage that is more fan-centric is now the order.
Data is being used more and more to look at the stories that people like, the broadcast said.
A story that’s big on a Trinity Mirror title in Newcastle, for example, can be be a pointer for what could be big in Birmingham too.
And yet, older newspaper people will turn in their graves at complaints made in the broadcast about spelling mistakes slipping into content. They’ll be even more dismayed at the level of trolling that can sometimes pollute comment boxes and Facebook threads. This is a bigger issue than many people realise. This is an issue not just for newspapers but for civic life as well.
Video is the driver for engaging newspaper content.
What did strike me was the use of video by newspapers.
Ben Hurst, Post & Mail news editor responsible for video content, in the Facebook Live broadcast said something telling:
About 12 months ago we were barely doing any video. The rise of the smartphone means that if someone is on the scene they won’t just take a still pic. They’ll take footage. It’s completely changed everything operates.
But not just recorded video is playing a part. Live broadcasts on social channels are becoming increasingly part of the media company’s armoury. Reporters are rarely first on the scene with a smartphone to shoot footage but people are. Ben was open about the fact that they are open to use people’s content.
What does this means for comms people?
It means that newspapers are still in the game. Only they’re not newspapers anymore. They are media companies. They’re not the only game in town anymore either. But they are starting to re-invent themselves.
What do you do if you are comms and PR?
It means taking a look at the content you generate. A press release with text is less effective in a landscape where newsrooms want footage and images. Text at news stands shaped by an editor’s news sense once sold newspapers. Today, content refined by data and often driven by video drives the money-creating job sustaining traffic for media companies.
As newspapers adapt so should comms people.
Picture credit: Michael Coghlan / Flickr.