Lecture 2

The rise of internet Media p1

Journalism is the practice of investigation and reporting of events, issues, trends. The intended audience should be informed by analysis of facts, comments, tendencies.

Internet is a universal form of communication that allows to accumulate, organize and deliver large pieces of information in various forms and create a platform for intercourse.

Online journalism is the reporting of facts produced and distributed via the Internet. The traditional media landscape was re-shaped as: -merging media; - e-merging media.

Dotcoms Era

NandO – North Carolina, early 1990s Early adapters: San Fran Examiner/ San Jose Mercury/NYT/Times/ Le Monde

1994-98 – The rise of dotcoms.

1997 – princess Diana (Wales).

1998 – President Clinton(USA).

The conflict

Circulation – Online audience

(physical) – (virtual)

“Print-First”(post-production) & “Web-First” Concepts (‘as you-go’ up to the outcome)

Info Sites/Resources

- libraries;

- Reference sites;

- Catalogs, databases;

- Official and government websites;

- News aggregators;

- Online-, web-based- media, news sites.

Characteristics

- Unique content;

- Journalism;

- Editorial.

Economy

Success models

- Niche or Local.

Requirements

- Hook;

- Trust;

- Retain.

Revenue models

- advertising;

- paid materials;

- commercial modules

- premium content;

---- direct variable(pay-per-view)

---- direct fixed (subscriptions)

Lecture 3

The rise of internet Media p2

Benefits

- Urgency communication(Breakin news);

- Brand new instrument that allows to broadcast at any time(no air or printhouse or else schedule affecting);

- To receive feedback more efficiently;

- To gain new audiences(internally and externally);

- Lower costs of digital production and delivery.

Challenges

- Market is determined by technology;

- By critical mass – Netizens & Public;

- Who is in this mass(age…)

- Abundance of information flows (too much pressure)

- aggressive competition(how to penetrate)

- Opens up market for amateurs (Gonzo & youngsters).

Challenges: Public perception

- By-products of competition: Credibility, Headline Ethics;

- Amateurism or All-The-Same.

Myths about interactivity and advertising.

Trends

- 2007-09 – a wave of newspapers’ print versions shutdowns (Boston Globe, Evening standard, Christian Science Monitor, Maxim UK), decrease of circulations, closure of branch offices.

GFC? Growth in numbers and quality provided for the audience’s migration to the web.

- Advantages of ad placement(price/target);

- Until 2008, it was hoped that it’d prove lucrative enough to fund the costs of news gathering.

- In 2008 online advertising began to slow down.

- Diversificaton – individualization.

Important things for gaining your audience

- Apart from ingenious writing;

- Friendly interface (fonts, colors, intuitive)

- Ergonomic design (logical navigation, bck&frth, buttons)

- Being up-to-date, regularly / periodicity

- Interactivity (contacts, comments, polls)(+ being timely to react)

- Multimedia (smart, without fanatism)

Types (by Mr. Nurmakov)

- News agencies;

- MSM websites;

- News Commentators;

- Online media outlets;

- Anything in between.

Kazakhstan

- 6000 websites contact about Kazakhstan;

- 77% is in Russian

Commercial websites – 58%;

News websites – 32%;

Governmental – 9%.

-- Advertising agencies (Tengri Saatchi&Saatchi – bb.ct. Prime Media – today.kz)

-- Media convergence (respublika. Zakonkz.net, Gazeta.kz, Gulzhan.org)

-- Political interest groups (vesti.kz/ tengrinews.kz, Stan/Respublika)

Lecture 4

Peculiarities of online media

Differences between MSM & OM

- Periodicity (on-line presence)

- Less time spent for writing a piece

- less time spent by viewer on one article

- Vast opportunities offered by hypertext

- Tense competition for a viewer’s attention

- Different architecture of the outlet’s business models.

Requirements

- Your audience know less than you, but they are not idiots.

- Stick to the standards of quality journalism

- Hyperlinks(sources, cross-references)

- Quickly = higher risk, higher responsibility, higher requirement of literacy

- PC literacy

Formats and Features

- Fast;

- No long texts

-- small forms, blocks

-- tight and informative

‘Every word must advance new info’

- Visualization(graphs, pictures)

Step-by step