New journalism, publishing experiments towards new technologies and new marketing models at the Digital Marketing Wold Forum in New York
Experiments in publishing and new journalism through technology, unpublished marketing models.We talked about it at the Digital Marketing World Forum, in New York.
* by Clara Ramazzotti, correspondent from New York
Once it was newspapers that provided information to all of us. Today many of them consider themselves first and foremost digital media companies, companies whose goal is to transform the reader / journalist and reader / news relationship, to arrive first against hoaxes and educating on quality. We can no longer speak only of printed paper, we think of a new way to provide information even on less conventional channels, as Alexa (Amazon) and other voice paths on the market would allow, or through social networks historically linked to the younger audience. They are the frontiers of new journalism
New journalism: the example of the New York Times and GQ
We need to be sure of transmitting information about the platforms that future generations will use, we don't wait for them to look for us, we go and play on their land explains Bryan Davis, Senior Manager of The New York Times, who proposed opening a Snapchat account for the newspaper a few months ago.
The mission preside over all existing channels to get to the different age groups of readers, the opposite of what a Digital Strategist would recommend to a brand. I ask Davis what goal they have: We have noticed that thanks to Snapchat we reach more female audiences, so we will need to understand what the New York Times' new targets are and act accordingly by providing useful information to them too. A way to keep the one-to-one connection with the audience, going beyond push notifications.
For you have to deal with the real key leaders of marketing: the influencers, the kind of people who, even if you don't know them directly, give you the feeling of being friends to whom you rely, supports Pamela Kaupinen, Executive Director for GQ.
In his qualification we also read "Talent Development", she the person who finds potential ambassadors and instagramers to suggest them to fashion brands. Thus, from 2012, GQ evolved from a men's magazine to a scouting model thanks to the "GQ Insider" project. According to our studies on the audience, 92% of consumers (readers of the magazine, ed) buy from those who do not know confirmation from Kaupinen.
Examples of new unconventional journalism
Not a novelty for brands that collaboration with an influencer can increase profits, and for this reason, perhaps, are more far-sighted disruptive choices like those of MarieClaire who, thanks to the very young Senior Editor, Rosa Heyman, has produced excellent examples of new journalism digital and unconventional.
"Women and Guns", the quest to give voice to women who transformed MarieClaire journalism
"Women and Guns" a research in collaboration with Harvard University to understand what women think of it, from Hillary Clinton to Carly Fiorina, about weapons, in a debate dominated by exclusively male voices. And above all an article longform on the digital version of the magazine, first dominated by fashion tips and trends from the catwalk, which allows a leap forward for the magazine's brand awareness.
I was really tired of the idea of ??trivial women's magazines, so I exploited my background (a thesis in Women and Gender Studies, ed) to combat the most common and abused stereotypes, explains Rosa Heyman and adds her about the so-called "death of the editorial plan": Writing a copy on social media always a good move, but you don't have the same space and time to develop a truly creative idea, as you can do on a website. The current challenge is not clickbait copy to get numbers, but the ability to find the most interesting parts of a story and communicate them.
The example of a new journalism by Reuters
Yet we can take an even more strategic step: We provide news for professionals, over 2,500 journalists and 500 photojournalists from around the world. We are in effect a b2b agency explains to me Pierpaolo Maniglio, Sr Manager, Strategic Partnerships & Social Media for Reuters.
For us the AI ??became indispensable: with this technology we have 24/7 coverage and a Smart Publishing Automation. We chose to integrate AI into an editorial work, so as to treat it 100% and cover the greatest number of events and reassures me that I do not write content, but re-elaborates articles and transmits them at the most suitable times, to the audience most involved, etc. We have made several attempts to arrive at the current situation, there is no magic formula. Any more and some less, everyone is working towards new marketing models. Watch out for not forgetting that the first to have no control over fake news would seem to be social networks.