COMM 271 Study Guide - Summer 2018, Comprehensive Midterm Notes - Zanesville Infants, Yahoo!, World Orienteering Championships
COMM 271
MIDTERM EXAM
STUDY GUIDE
Fall 2018
1/10/18 How People Get the News
Multimedia Moment-
● News travels at different speeds across different platforms, we call this news
velocity
● EX: the firing of Joe Paterno (aftershock)
○ A man has to announce the firing of Joe Pa, and thinks if he announces it
at 9:30 pm people will hear about it at the 11pm news
○ At this time, there is a maximum number of students out on the street
(coming and going from bars) so police were notified, but since they
thought that they had until 11pm to get there, at 9:30 there were no police
to monitor the situation
■ The example that we watched had multimedia by switching from
video to image to text
● The videos are turning or transitional points in the story
○ This happened because police didn’t understand news velocity
■ People got information at different speeds and times
Convergence: all the tools converging so that every news organization has the same
toolkit for telling stories
There is a generational change in newspaper readers
● About the time people reach voting age, they choose their method of receiving
news (Phillip Myer)
○ Choosing a platform
As new platforms emerged, people found other ways to get the news-
Types of platforms: radio, newsreels, television, broadband internet, mobile
Phillip Myers 3 Key Points
● Niche audience are a fact (since the 1950s)
○ Began to grow after WWII when people had leisure time
● The media is getting better at reaching those niche audiences
● Reader trust pays off
○ When someone hears about a story and they want to read more, news
platforms want readers to learn more about the story from them
■ If you see something on TV, you might look it up on your phone to
read more
■ If news platforms are consistent, readers will be too
○ Being 1st doesnt count if you are WRONG
Meyer: Looking ahead
● In 2008 he took these points and predicted newspapers would move away from
daily print publication
● The challenges for publishers: reaching multiple audiences across multiple
platforms
News vs. Information
find more resources at oneclass.com
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What’s the difference?
What happened in Santa Barbara (info)
● There were mudslides in California
What happened in Santa Barbara? (news)
● What happened where when and why, what are the results
It’s important for journalists to know the difference so your audience knows why
they should trust you
Audience engagement: the process of journalists letting audiences know they’re
covering the news and showing why their coverage is the best
Multimedia Moment:
New York Times “I Want an iPhone”
Page View: someone opens the page
Bounce: when someone closes the page right away, they bounce off it
Stickiness: When someone stays on the page and even clicks on an ad
Unique User: a unique IP address (logging on from different devices using different IPs)
Take the number of real users and divide by ten, that’s how many users are on
your site a day
Ad Impression: ads off to the side of the page
Branded Content/Native Advertising:
When viewers click on a video they must wait for the pre-roll ad
Videos generate 10x more revenue per ad because people are more captive
Cross Platform Journalism
Common Challenges-
Serve two kinds of readers
Time-starved readers
Information-starved readers
Types of news stories
Event coverage (reactive) These stories take less time, and are published
more often
Breaking news
Scheduled events
Enterprise (driving the conversation) gives readers information that they
didn’t even know they wanted to know. These build reputation.
News hook
Contextual
Which type of coverage should have the longest tail? Enterprise
Tail: how long interest is kept in an article
A longer tail means people are interested for longer
o Enterprise needs a longer tail because you invest more time in creating it
Comparing print/online/mobile
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
News travels at different speeds across different platforms, we call this news velocity. Ex: the firing of joe paterno (aftershock) A man has to announce the firing of joe pa, and thinks if he announces it at 9:30 pm people will hear about it at the 11pm news. The example that we watched had multimedia by switching from video to image to text. The videos are turning or transitional points in the story. This happened because police didn"t understand news velocity. People got information at different speeds and times. Convergence: all the tools converging so that every news organization has the same toolkit for telling stories. There is a generational change in newspaper readers. About the time people reach voting age, they choose their method of receiving news (phillip myer) As new platforms emerged, people found other ways to get the news- Types of platforms: radio, newsreels, television, broadband internet, mobile. Niche audience are a fact (since the 1950s)
