the (mobile) readers we ignore
TRANSCRIPT
The (Mobile) Readers we Ignore
Audience not Tech
Damon Kiesow Head of Product @McClatchy @dkiesow
INMA Mobile Strategies March 11-12 2016
@dkiesow INMA Mobile Strategies March 11-12, 2016
Frequently Asked Questions
• Do people read different content on mobile?
• Do people avoid longer stories on mobile?
• How do we get ‘young’ people to read news on mobile?
@dkiesow INMA Mobile Strategies March 11-12, 2016
@dkiesow INMA Mobile Strategies March 11-12, 2016
Millennials say
• 85% Keeping up with the news is at least somewhat important to them
• 69% Get news daily
• 45% Regularly follow five or more "hard news" topics
• 40% Pay for at least one news-specific service, app, or digital subscriptionHow Millennials Get News: Inside the habits of America’s first digital generation Media Insight Project - API/AP:
@dkiesow INMA Mobile Strategies March 11-12, 2016
What is the problem?
• This is not a ‘millennial’ problem
• This is not a ‘mobile’ problem
• This is not a ‘tech’ problem
• It is a relevancy problem
@dkiesow INMA Mobile Strategies March 11-12, 2016
What we cover
• People, places things - within a geographic area
• Government, business, sport, entertainment
Naotake Murayama / Flickr
@dkiesow INMA Mobile Strategies March 11-12, 2016
Digital natives
• Have hybrid lives
• Live locally but act & transact globally
@dkiesow INMA Mobile Strategies March 11-12, 2016
Relevance
IRL Digital
What we cover
@dkiesow INMA Mobile Strategies March 11-12, 2016
Relevance
IRL Digital
Where digital natives live
@dkiesow INMA Mobile Strategies March 11-12, 2016
Worth coverage?
@dkiesow INMA Mobile Strategies March 11-12, 2016
Worth coverage?
• Local start-up
• High-tech coffee cup
• $300,000 in pre-orders
@dkiesow INMA Mobile Strategies March 11-12, 2016
Worth coverage?
@dkiesow INMA Mobile Strategies March 11-12, 2016
Worth coverage?
• Local TV show
• Daily broadcast
• Up to 11 million viewers
@dkiesow INMA Mobile Strategies March 11-12, 2016
Worth coverage?
@dkiesow INMA Mobile Strategies March 11-12, 2016
• Local highway
• Dashcam video
• Tractor trailer vs car
Worth coverage?
@dkiesow INMA Mobile Strategies March 11-12, 2016
And more
• Netflix new releases
• Mobile apps / games
• Uber, Airbnb
• Nextdoor.com
@dkiesow INMA Mobile Strategies March 11-12, 2016
What is the problem?
@sree social media presentation - photo from @LeinzCNN
@dkiesow INMA Mobile Strategies March 11-12, 2016
Coverage for mobile
• Communities of interest
• Local people doing local things
• Local people doing digital things
• Local people buying digital things
@dkiesow INMA Mobile Strategies March 11-12, 2016
Thanks
Damon Kiesow Head of Product @McClatchy [email protected] @dkiesow
Original essay: http://bitly.com/readersfirst