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Se r ie s: Predictions for Journalism 2011

Tablet-only, mobile-first: News orgs native to new platforms

coming soon
By Vadim Lavrusik / today / 11 a.m.

Ed ito r ’s No te:
te We’re wrapping up 2010 by asking some of the smartest people in journalism what the new year will bring.

Here are 10 predictions from Vadim Lavrusik, community manager and social
strategist at Mashable. Mashable, where these predictions first appeared, covers the
heck out of the world of social media and have an honored place in our iPhone app.

In many ways, 2010 was finally the year of mobile for news media, and especially so if you consider the iPad a
mobile device. Many news organizations like The Washington Post and CNN included heavy social media
integrations into their apps, opening the devices beyond news consumption.

In 2011, the focus on mobile will continue to grow with the launch of mobile- and iPad-only news products, but
the greater focus for news media in 2011 will be on re-imagining its approach to the open social web. The focus
will shift from searchable news to social and share-able news, as social media referrals close the gap on search
traffic for more news organizations. In the coming year, news media’s focus will be affected by the personalization
of news consumption and social media’s influence on journalism.

Leaks and journalism: a new kind of media entity

In 2010, we saw the rise of WikiLeaks through its many controversial leaks. With each leak, the organization
learned and evolved its process in distributing sensitive classified information. In 2011, we’ll see several
governments prosecute WikiLeaks founder Julian Assange for his role in disseminating classified documents and
some charges will have varying successes. But even if WikiLeaks itself gets shut down, we’re going to see the rise
of “leakification” in journalism, and more importantly we’ll see a number of new media entities, not just mirror
sites, that will model themselves to serve whistle blowers — WikiLeaks copycats of sorts. Toward the end of this
year, we already saw Openleaks, Brusselsleaks, and Tradeleaks. There will be many more, some of which will be
focused on niche topics.

Just like with other media entities, there will be a new competitive market and some will distinguish themselves
and rise above the rest. So how will success be measured? The scale of the leak, the organization’s ability to
distribute it and its ability or inability to partner with media organizations. Perhaps some will distinguish
themselves by creating better distribution platforms through their own sites by focusing on the technology and, of
course, the analysis of the leaks. The entities will still rely on partnerships with established media to distribute
and analyze the information, but it may very well change the relationship whistleblowers have had with media
organizations until now.

More media mergers and acquisitions

At the tail end of 2010, we saw the acquisition of TechCrunch by AOL and the Newsweek merger with The Daily
Beast. In some ways, these moves have been a validation in the value of new media companies and blogs that
have built an audience and a business.

But as some established news companies’ traditional sources of revenue continue to decline, while new media
companies grow, 2011 may bring more media mergers and acquisitions. The question isn’t if, but who? I think that
just like this year, most will be surprises.

Tablet-only and mobile-first news companies

In 2010, as news consumption began to shift to mobile devices, we saw news organizations take mobile

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seriously. Aside from launching mobile apps across various mobile platforms, perhaps the most notable example
is News Corp’s plan to launch The Daily, an iPad-only news organization that is set to launch early 2011. Each
new edition will cost $0.99 to download, though Apple will take 30%. But that’s not the only hurdle, as the
publication relies on an iPad-owning audience. There will have been 15.7 million tablets sold worldwide in 2010,
and the iPad represents roughly 85% of that. However, that number is expected to more than double in 2011.
Despite a business gamble, this positions news organizations like The Daily for growth, and with little
competition, besides news organizations that repurpose their web content. We’ve also seen the launch of an iPad-
only magazine with Virgin’s Project and of course the soon-to-launch News.me social news iPad application from
Betaworks.

But it’s not just an iPad-only approach, and some would argue that the iPad isn’t actually mobile; it’s leisurely
(yes, Mark Zuckerberg). In 2011, we’ll see more news media startups take a mobile-first approach to launching
their companies. This sets them up to be competitive by distributing on a completely new platform, where users
are more comfortable with making purchases. We’re going to see more news companies that reverse the typical
model of website first and mobile second.

Location-based news consumption

In 2010, we saw the growth of location-based services like Foursquare, Gowalla and SCVNGR. Even Facebook
entered the location game by launching its Places product, and Google introduced HotPot, a recommendation
engine for places and began testing it in Portland. The reality is that only 4% of online adults use such services
on the go. My guess is that as the information users get on-the-go info from such services, they’ll becomes more
valuable and these location-based platforms will attract more users.

Part of the missing piece is being able to easily get geo-tagged news content and information based on your GPS
location. In 2011, with a continued shift toward mobile news consumption, we’re going to see news organizations
implement location-based news features into their mobile apps. And of course if they do not, a startup will enter
the market to create a solution to this problem or the likes of Foursquare or another company will begin to pull in
geo-tagged content associated with locations as users check in.

Social vs. search

In 2010, we saw social media usage continue to surge globally. Facebook alone gets 25% of all U.S. pageviews
and roughly 10% of Internet visits. Instead of focusing on search engine optimization (SEO), in 2011 we’ll see
social media optimization become a priority at many news organizations, as they continue to see social close the
gap on referrals to their sites.

Ken Doctor, author of Newsonomics and news industry analyst at Outsell, recently pointed out that social
networks have become the fastest growing source of traffic referrals for many news sites. For many, social sites
like Facebook and Twitter only account for 10% to 15% of their overall referrals, but are number one in growth.
For news startups, the results are even more heavy on social. And of course, the quality of these referrals is often
better than readers who come from search. They generally yield more pageviews and represent a more loyal
reader than the one-off visitors who stumble across the site from Google.

The death of the “foreign correspondent”

What we’ve known as the role of the foreign correspondent will largely cease to exist in 2011. As a result of
business pressures and the roles the citizenry now play in using digital technology to share and distribute news
abroad, the role of a foreign correspondent reporting from an overseas bureau “may no longer be central to how
we learn about the world,” according to a recent study by the Reuters Institute for the Study of of Journalism. The
light in the gloomy assessment is that there is opportunity in other parts of the world, such as Asia and Africa,
where media is expanding as a result of “economic and policy stability,” according to the report. In 2011, we’ll see
more news organizations relying heavily on stringers and, in many cases, social content uploaded by the citizenry.

The syndication standard and the ultimate curators

Syndication models will be disrupted in 2011. As Clay Shirky recently predicted, more news outlets will get out of
the business of re-running the same story on their site that appeared elsewhere. Though this is generally true,
the approach to syndication will vary based on the outlet. The reality is that the content market has become
highly fragmented, and if content is king, then niche is certainly queen. Niche outlets, which were once curators of
original content produced by established organizations, will focus more on producing original content. While
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established news brands, still under pressure to produce a massive amount of content despite reduced staff
numbers, will become the ultimate curators. This means they will feature just as much content, but instead
through syndication partners.

You already see this taking place on sites like CNN.com or NYTimes.com, both of whose technology sections
feature headlines and syndicated content from niche technology publications. In this case, it won’t only be the
reader demand for original content that drives niche publications to produce more original content, but also its
relationship with established organizations that strive to uphold the quality of their content and the credibility of
their brand. Though original content will be rewarded, specialized, niche publications could benefit the most from
the disruption.

Social storytelling becomes reality

In 2010, we saw social content get weaved into storytelling, in some cases to tell the whole story and in other
cases to contextualize news events with curation tools such as Storify. We also saw the rise of social news
readers, such as Flipboard and Pulse mobile apps and others.

In 2011, we’ll not only see social curation as part of storytelling, but we’ll see social and technology companies
getting involved in the content creation and curation business, helping to find the signal in the noise of
information.

We’ve already heard that YouTube is in talks to buy a video production company, but it wouldn’t be a surprise for
the likes of Twitter or Facebook to play a more pivotal role in harnessing its data to present relevant news and
content to its users. What if Facebook had a news landing page of the trending news content that users are
discussing? Or if Twitter filtered its content to bring you the most relevant and curated tweets around news
events?

News organizations get smarter with social media

In 2010, news organizations began to take social media more seriously and we saw many news organizations hire
editors to oversee social media. USA Today recently appointed a social media editor, while The New York Times
dropped the title, and handed off the ropes to Aron Pilhofer’s interactive news team.

The Times’ move to restructure its social media strategy, by going from a centralized model to a decentralized
one owned by multiple editors and content producers in the newsroom, shows us that news organizations are
becoming more sophisticated and strategic with their approach to integrating social into the journalism process.
In 2011, we’re going to see more news organizations decentralize their social media strategy from one person to
multiple editors and journalists, which will create an integrated and more streamlined approach. It won’t just be
one editor updating or managing a news organization’s process, but instead news organizations will work toward a
model in which each journalist serves as his or her own community manager.

The rise of interactive TV

In 2010, many people were introduced to Internet TV for the first time, as buzz about the likes of Google TV, iTV,
Boxee Box and others proliferated headlines across the web. In 2011, the accessibility to Internet TV will
transform television as we know it in not only the way content is presented, but it will also disrupt the dominance
traditional TV has had for years in capturing ad dollars.

Americans now spend as much time using the Internet as they do watching television, and the reality is that half
are doing both at the same time. The problem of being able to have a conversation with others about a show
you’re watching has existed for some time, and users have mostly reacted to the problem by hosting informal
conversations via Facebook threads and Twitter hashtags. Companies like Twitter are recognizing the problem and
finding ways to make the television experience interactive.

It’s not only the interaction, but the way we consume content. Internet TV will also create a transition for those
used to consuming video content through TVs and bring them to the web. That doesn’t mean that flat screens are
going away; instead, they will only become interconnected to the web and its many content offerings.

The Nieman Foundation for Journalism at Harvard

1 Francis Ave., Cambridge, MA 02138
Phone: 617-495-2237, fax: 617-495-8976

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