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Following on from Part 1 of our interview with the Editor-in-Chief of the Christian Science Monitor, John Yemma - where we looked at why the CSM is pursing a digital future and how it prepared its readership base - we now look at what is happening inside the CSM itself. Yemma and his team are restructuring the newsroom, its mindset and the technology powering it. This is the cutting edge of news distribution, and Yemma talks us through how it is preparing itself for uncharted territory.

Restructuring the newsroom - rebuilding the engine

The next big step for this revolutionary new "newspaper" model was in the newsroom itself. How does a traditional daily newspaper restructure its newsroom team to prepare itself for the uncharted digital waters ahead? Yemma is overwhelming positive about undertaking the task of remodelling the newsroom, saying, "We essentially get to sit here and take our car engine apart and put it back together. It was an automobile engine that was built for the print world and now we get to take it apart and rebuild it for the web-first world. That is a tremendously exciting prospect because that means instead of having to serve the print master, which has its own production schedule and arbitrary deadline, we free ourselves, and we are therefore able to be much more immediate and relevant online."

Currently the CSM has one staff orientated to producing the print CSM and a small online staff who repurpose the print content for the online edition. Yemma tells the Weblog that the team is organising itself into a "three pronged operation" with a common editorial model - under the editor, managing editor and includes the national, international and photo editors, and foreign and domestic correspondents, made up of about 70 to 80 people - feeding two smaller divisions. These two smaller divisions are the weekly print desk and the website desk, in each case they will have a small production staff. This differentiation between the magazine and the web is vital, "as print has its own needs to produce a good and valuable product" so it needs a minimal but dedicated staff. In the same way, the web has to have a focused staff to keep the site running and up to date. Yemma reports they will have about 10 people each devoted to the web and weekly. For the weekly this involves a team that will build a coherent weekly magazine - working on articles that will need to have a longer shelf life - and the overall look and feel. Similarly the website staffers will have a dedicated team of technical producers who will work on the entry page to optimise it for web traffic.

Yemma says that it has not been necessary to radically change the shape and layout of the newsroom to push through this change as the common editorial pool will be driving content and this remain largely intact. There will likely be some moving of desks to put the weekly staff together and so forth, but nothing radically different.

New technology to aid the change - democratising the web

The CSM is introducing new content management systems to facilitate this move, a print CMS and a new web CMS. This new system will allow the common editorial pool to directly feed both operations and allow the editorial staff to have much more influence over the website. CSM are using K4 CMS for the print edition and is currently closing the deal for a new CMS for the web edition. The new web system according to Yemma will, "democratises the whole operation of the web so non-technical assignment editors with the common editorial pool can update the website directly." Therefore, the majority of the content will feed from the editorial pool but the focused web team will work on the homepage itself.

Retraining for the digital future

This new business model will not only result in a rebuilding of the newsroom, but a rebuilding of staffers. The CSM has already trained its team for multi-media publications and now it is undertaking a programme for its new future. The team are being trained for the new CMS platforms; however, the new system does not require extensive training, as it is a very user-friendly system. CSM is continually training staffers for the web, as "the future is the web. Everybody knows that."  On the weekly, the assignment editors will have to rethink content to make it move "evergreen" and thus hold up for much longer on the shop shelf, and the content will have to be prepared multiple weeks in advance. The CSM is an analytical newspaper so it is already somewhat prepared for this new style of content, but Yemma says, "it is more rethinking than retraining, a magazine mindset is different to a daily mindset."

Managing staffers through uncertain times

It is exciting times at the CSM, but how do you manage staff through these uncertain times. Yemma says, "Be as open as possible about what you are doing. While things are still being developed and you don't want staff to prematurely publicise, you must be careful about you say, as anything you say in a newsroom can get outside of the newsroom. In fact, I would be disappointed if it didn't; being good gossips is part of their job. I would sometimes say things like "If theoretically we were going to have a weekly and no more daily....", the team would laugh, but I can't really say it as I do not want it to show up on a blog or something. I also tried to give them all the information. I tell you, it is much easier to remember your story when you are honest than when you make things up!"

Yemma reports that he worked with the University of Southern California and the Knight Media Digital Centre, and they performed an anonymous survey of staff. As a result, the staff were able to freely express their opinions about the changes without fear of it damaging their career. The team at USC and Knight compiled all the results and gave this to management, so they could see exactly how their staff were feeling. Yemma reports that the feedback was, "appropriately sceptical, but not overly. Again, I would be disappointed in journalists if they weren't sceptical. I would not expect everyone to be completely on board, but they appear to be largely on board."

Yemma says that that the combination of the town hall meetings, sitting down and talking with the different departments, and the anonymous survey are all necessary when managing a team through change.

Staff sackings

Yemma admits that, like many US newspapers, the CSM will be forced to let staff go. Yemma expects to reduce staffing levels by between 10% and 15%, which translates to 10 to 15 people.

Yemma told the Weblog that the staff cuts will take place in summer of next year and the time between now and then Yemma is publicising these staff cuts to the team so that hopefully levels may be reduced organically with people naturally looking for other jobs on hearing this news. Yemma admits that this will only get them part of the way there with the economy being what it is currently. Yemma is also working closely with the Human Resources department and they plan to offer a redundancy package, outplacement assistance and counselling.

The future

Looking at the radical change that the CSM is pursuing, one cannot help but feel that this type of radical restructuring is exactly the type of thinking what will pull the news industry out of its current slump. The media needs newspapers like the CSM to pursue these new strategies, as the industry has evolved very little in the past 100 years and it needs to start taking some radical risks to ready itself for a radically different future. Whether this model will prove successful, time and the market will only tell; but it is undoubtedly a brave and exciting undertaking.
 

Last week the Financial Times relaunched its website with a new homepage, along with five other resdesigned pages and a new Middle East section. This is the first stage of its redesign and more changes will be rolled out over 2009. Reviews about the new design have been mixed; some call it a success, some say it's a failure. The FT has been applauded for finally redesigning and "clearing up the clutter" but the criticisms go further than the redesign, some critics have called their entire business model into question.

The new design aims to make the site look more like the print version through colour and layout. The homepage is now pink, just like the newspaper, and the design of the masthead reflects the print version as well. The website has also been renamed Financial Times, no longer FT.com.

Following on from yesterday's article about newspaper integration and aggregation, the Editors Weblog continues its interview with Ian Fernandes, head of the Digital Division at Nation Media Group (NMG). Today, we look at its new social media platform, mobile classifieds and cross-promotion.

Social media and the Daily Nation - Who wants to be famous?

The NMG has been looking at how to get their readers more involved with the company's activities. Fernandes says, "We are taking a lot of knowledge from what we see happening abroad and from being in the entertainment industry with radio and television. From this, we are noticing that the younger generation are spending more time on Facebook or MySpace than watching television. So we are starting our own social website which will be launched before the end of the year." The name of the site has been under wraps, but Fernandes exclusively revealed to the Editors Weblog that it will be called Zuqka, and the style of the site will be a mixture of Facebook and citizen journalism.

NMG receive pictures, video clips, and songs from readers, listeners and viewers from across its various platforms and it is unable to use it all as there is only so much content they can carry. Users of this new site will be able to share this content with other subscribers and who will then be able to vote on how good or bad it is. The best of this content will be used on NMG's mainstream media platforms. Fernandes says, "We are killing two birds with one stone. Firstly, we are using content that we couldn't use before and, secondly, we are giving people the chance to be famous. A lot of Kenyans want to be famous but there is no chance to be. For example, you can send in a song and if the site users vote for it and it gets in the Top Ten of songs on the site, it will then be played on NMG's Easy FM radio station. In the same way, the top ten blogs on the site will be put in the Saturday newspaper. Whatever topics are being discussed on the blogs and pictures being sent in and so forth, will be shown on a TV magazine programme."

NMG are also going to introduce a platform called Events whereby you can see what is happening in terms of concerts and so forth in Kenya. Through this portal your network of friends on the site can see what you are attending and you can send details of the, for example, concert, to your circle of friends and invite them to come along.

NMG are in the final stages of putting the site together, with the design template scheduled to be completed by the end of this month. Once Broadband is introduced to Kenya (scheduled for next year, please see yesterday's article) sites such as this will have a real opportunity to take off. Fernandes reports, "We want to inform people that there is a lot more you can do with the Internet."  The site is set to be launched at the end of November, and a newspaper pullout also will be unveiled at the same time under the same Zuqka brand name. This pullout will be driven by content from the site.

Fernandes say, "We are at an advantage in terms of tapping into social media as we have all the other platforms within the NMG to drive it. Just telling a user that they can send a video or audio and share it with their friends is not good enough. With the NMG site, the user could get in the newspaper or on TV, this will be the selling factor."

Fernandes goes on to say, "Media has changed. The editor used to select what we saw and so forth whereas today it is the subscriber who chooses. By allowing subscribers to contribute to your product you can also test to see what is the big story... Getting your readership involved by sending in content to you is so important."

Mobile news ahead of online site

With Internet connectivity being so slow, mobile usage in Kenya is significantly higher than internet usae, with four out of every five Kenyans having a mobile phone. To explot this usage, the Daily Nation website also has a Wapsite, providing readers with a mobile web version of the newspaper. Customers who are looking for Daily Nation content on their phone are directed to the Mobile version of the news site.

The Daily Nation mobile site sends breaking news alerts, sports alerts, religious phrases, and horoscopes to subscribers. Furthermore, in the coming months, NMG is looking to introduce video news alerts for mobile phones via MMS or video content.

Classifieds through mobile

The company is also looking at the classified platform whereby if, for example, you are looking for a red BMW and you are willing to pay 200,000 shillings you will be able to punch the details into your phone and this data then links to the newspaper classified database. The relevant seller details will then be sent to your mobile phone. Once again, the slow Internet connection has resulted in the online classified section being underused, this should change next year. Fernandes predicts that once broadband hits Kenya, "we will see an explosion in Internet usage and we want to be ready for that."

Who wants to be a millionaire?

A key target of the newly established digital division is the monetisation of the various platforms within NMG, it seeks to pursue this by linking its platforms and cross promoting. Fernandes told the Weblog that every Tuesday on NTV (NMG's TV channel) there is a quiz show and viewers send in their answers by SMS, the winner is the person who sends in the most correct answers fastest. The winner of the show wins 1,000 shillings. This show is being cross-promoted across all of NMG's brands and has proved a hit with Kenyans. Fernandes explains the popularity of the show, "Kenya is probably one of the few countries where the "Who wants to be a millionaire" format did not work, not because people did not find the show interesting but because they were too shy to go on TV and look stupid if they did not know the answer. With this format Kenyans can play along from the comfort of their own home and no one knows if you get an answer right or wrong or what you look like."

Secret of NMG's success

Looking at all the various changes and innovations that the NMG has introduced, and is looking to introduce, it is clearly at the cutting edge of innovation within the newspaper and media industry. The cross-promotion across its platforms and the integration of not just the newsrooms but also the content is particularly notable. The Zuqka site looks set to be a success and the vision behind it is exciting, it should generate a real buzz in Kenya and around the NMG brand. Furthermore, it will also attract the key youth readership and create loyalty. Fernandes says, "Our philosophy is that the world is changing and we need to give our customers what they want when they want it and in the way they want it." This seems to be why NMG is so successful, the company knows and understands its readers, and anticipates what they want before they even want it

See also:

Kenyan Media Part 1: Is newsroom integration possible for media conglomerates

As newspapers across the United States redesign and relaunch; readership has not increased, neither has ad revenue.  So is a new design the most effective way to tackle the changes to the industry?  A recent article in Portfolio, takes a look at the Tribune Co. redesigned papers and ultimately concludes that their redesigns have not landed the success they should have.

According to Ken Doctor, a news industry analyst for Outsell and Content Bridges, "it's a distraction.  The major challenge to a company like Tribune is not to try to incrementally either stop circulation declines or add a point or two, but to really remake itself into a multimedia modern company." 

In what was the first meeting in a decade, a discussion amongst 25 editors of the Atlantic Coast Region of the Associated Press Sports Editors turned from whether or not they need the AP to how the AP could "better serve its members."

The list of grievances is familiar.  Paying for use of the AP is "one of the biggest expenses at most newspapers."  Larger newspapers are charged more than smaller newspapers, yet "on average," smaller newspapers use more AP content.

The media stands accused of failing to foresee the global financial crisis, of a lack of understanding of the issues, and even of having a hand in the problems we now face. The Editors Weblog has been following the debate, beginning with an interview with the Managing Editor of the Financial Times, Daniel Bogler, who highlighted the problem of the media "fanning the flames" of the crisis. Is the media responsible, or are these accusations merely a knee-jerk reaction?

Danny Schechter is a respected investigative journalist and the author of Plunder, a searing indictment of the modern banking system, the role of government in finance, and the greed-is-good mentality. Schechter's book was published one week before the collapse of Lehman Brothers on the 1st of September, and it examines the very problems that were about to unfold. The Editors Weblog spoke to Schechter about the media's failure, the ethics of advertising, responsible journalism, and the cult of the CEO.

Two key failures

Schechter believes that there were two key areas where the media failed. He says that there was little or no examination into the new breed of exotic financial products that caused many of the problems, such as CDO's, and that the media ignored the warnings from community housing organisations of the predatory lending practises in some of America's poorest communities. "This was a big media failure, we were not warned about it" says Schechter. If Schechter's assertion is correct, why did the media fail to fulfil its role? Newspapers, and the media in general, are supposed to be the fourth estate, a watchdog for citizens. Is it a lack of knowledge on the workings of high finance or has the media lost its way and become part of the problem?

Why did the media fail in its early warning role?

Schechter believes that the media failed in its role because of vested interests. He points out that one of the key sources of revenue for newspapers is real estate advertising in weekend supplements and classifieds, as well as advertisements for credit card and refinancing companies. As a result, he argues there is a connection between the real estate and newspaper industry, their future and success are intertwined. Schechter says, "The newspaper industry is the marketing arm of the real estate industry. In some cities you actually had newspapers getting a piece of the action of sales through the ads that they generated. So they were actually part of the corruption of this whole relationship. So of course there was little real scrutiny about what was actually happening in the neighbourhoods where houses were flipping, where people who couldn't afford to buy houses were buying them with bogus mortgages. Newspapers were making money on the sales of these homes."

Schechter argues that after the dot.com bubble burst back in 2000, all the advertisements from these new emerging businesses stopped, so the $3 billion in lost advertising revenue for the media industry had to be found somewhere. Schechter puts forth that credit card companies and refinancing firms stepped into the gap. He points out that the majority of people do not automatically spend money that they don't have, but it was marketed to them through the media in advertising and life-style supplements. Most of the money that the media makes in advertising is in the last quarter in the run up to Christmas, newspapers run articles on the best presents to buy, and so forth, all of it driving a concept of "buy and shop" which "stimulates consumption." Schechter says, "for me, on the consumer front newspaper's are a marketing instrument and on the investment front it's a confidence building instrument. The media was part of this whole sales machine, and it happened at the same time that newspapers were cutting back on investigative reporting, and ironically expanding business news targeted at the business world; not at the general public, not on the economy and how it affects you and me."

Has financial journalism lost its teeth?

Another criticism levelled at business reporters is that they are too close to Wall Street and the City, and have too much respect for the institutions they are supposed to be examining. John Friedman of MarketWatch was at the press conference announcing the Bank of America's acquisition of Merrill Lynch and wrote, "the media were so polite and deferential to the two CEOs; they behaved as if the press conference were a victory lap for the financial services industry." Schechter believes that "business men are seen as heroes" and it's all part of the "cult of masters of the universe"; he cites the endless sycophantic articles about Bill Gates of MicroSoft and Richard Branson of Virgin. He argues that there is a kind of "cultural embedding, as financial journalists cover business, they become part of the scene, they identify with the players, go to the parties, they are increasingly in a world of fewer and fewer people that is cut off from the mainstream of American life." He believes that many financial journalists want to be like these Masters of the Universe that they write about every day.

Schechter also says that there is no real pressure at the top of media organisations to thoroughly investigate these companies. Thee reason being that they would be investigating their advertisers. As a result, there is no impetus behind financial reporting, no push for the truth and the heart of the story, not enough cynicism.

Furthermore, with the advent of multi-platform publishing and shrinking newsrooms, journalists are frequently, "fireman, going from one fire to the next. When you are doing that, there is very little time for reflective analytical reporting."

Where is the counter-narrative?

During an interview recently on the Editors Weblog, the FT's Managing Editor Daniel Bogler said, "It's unfortunate that the financial literacy and understanding of how things work in the City and of basic accounting and so on, is actually very thin in financial journalism." Schechter agrees with Bogler's point saying, "You have people who are not really very well educated covering these issues. Hence they go to a briefing and a company gives them a story, and they don't really have a counter-narrative."

Reviewing his argument, Schechter's assessment of the media is damning indeed; but it is not unilateral. Schechter points out that many newspapers and bloggers are asking the right questions and searching for the truth in this financial crisis. He cites the UK's Telegraph and Guardian newspapers, saying they "have been way ahead. I find the coverage of the British media better, and increasingly much more critical of what is happening."
 
Omission and Commission

Looking back over the rapid collapse of the world's financial markets, and the uncertainty ahead, Schechter says it is, "a financial system failure, a regulatory failure and a media failure. Everyone is willing to talk about the first two, but they are not willing to discuss the last one. We are all in this. It's a media failure of omission and commission."
 

Barely a day goes by at the moment without a raft of stories on the financial crisis, the US election and... the Associated Press. The Associated Press's communications team have never been so in demand, and the venerated news agency is moving dangerously close to becoming the story rather than being the one that writes about it.

The Editors Weblog spoke to Tom Brettingen, Chief Revenue Officer and Senior Vice President, Sales and Marketing at the AP, to discuss bad publicity, editorial content, price structure, and editorial cuts at the agency.

EW: Have you been surprised at the reaction to the price structure changes?

TB: "Generally, and for most of the industry, what we were offering was much more content for less money and a broader license to use it. We expected people to be happy, and most people were happy, the people you are seeing in the news were people, as the economic situation got worse, who were expecting larger decreases in their rates."

EW: Why were these changes necessary?

TB: "In the beginning, the goal was not drastic rate cuts, it was more about content. We wanted to help newspapers find the content that was specifically right for them in their markets and keep rates flat in doing that. We did all the work to devise the specifics and as these discussions went on the situation in the market became a lot worse and the global economy got worse. So, now the pricing and packaging that we started off with has run into this buzz of newspaper challenges and general economic challenges and that's why you find today all the stuff in the news about us"

EW: Is the AP having the same financial difficulties as the rest of the industry?

TB: "If our customers, who are generally ad supported, are hurt by the challenges that all newspapers are facing, compounded by the global economy, then of course it affects us as well"

EW: Looking back, would you have done anything differently with regard implementing the price structure changes? Do you think communication was an issue?

TB: "Some of the clients found the new packaging unnecessarily complicated. We created one level that contained all of the Breaking News, and then separate to this we had additional levels, Premium vertical segments, such as Sports, Business, Lifestyle, Entertainment and Analysis. Our thinking was "Breaking News" would satisfy a lot of customers, but some of our clients with more specialized newspapers might want to buy additional sports and business. Breaking News did have a huge amount of sports and business, but some of it was separated into Premium categories, so only those newspapers that wanted it needed to buy it."

"If we had foreseen how much more difficult the economic situation was going to get, we probably would have jumped ahead farther and skipped some of the intermediate steps. Things were not great 2 years ago, but they weren't nearly as bad as they are now.

"I am sure that (sic: communication) was part of it.... We were making this brand new separation from Breaking News, which on its face seems straightforward enough. However, say you are looking at Sports; you get the baseball results and match report, but what about analysis and sidebars? We had that planned, but we didn't have it live in the new web platform, so newspapers hearing from us couldn't go immediately to the website and see what we were talking about."

"If we'd had more time to announce it so that we could have finished the programming so that the distinctions between Breaking News and Premium would be clearer.... yeah, we could have timed that better. We were racing to get the program built and explained so people could make their choices in time for 2009. Newspapers didn't have the ability to see the differences to Breaking and Premium, and that would be something we could have done better.

"There was a huge amount of communication, it just wasn't necessarily what everyone wanted to hear"

EW: What was AP's reaction to the business-wide and economic crisis?

TB: "Last week, as the economic situation worsened and newspapers wanted a further reduction in their pricings from us, we did two things, for the small percentages of newspapers that saw a price increase in 2009, that was called off, and then we decided to abandon the two tier model. We made it part of one package, so premium is available to everyone."

EW: What is in the future for the AP?

TB: "We are undertaking a major review of what we need to do beyond changes in 2009. That will be a wide-ranging review. There are some benefits to membership of the AP, you vote for the board, you have an ownership stake; however, maybe some newspapers would prefer to not support the co-op to that level. Maybe some newspapers would prefer to be a more straightforward customer and buy a small content package for less money. That will be something that we will be examining."

EW: Do you expect to increase prices after 2009 for US newspapers?

TB: "Unless something miraculous happens and turns things around, if newspapers get to where they need to go with much more success on the web, that is theoretically possible. But no, I don't see any rate increases in the foreseeable future."

EW: Why has the AP changed its tone in some AP copy? Some of AP's content is now quite opinionated, are you moving away from neutral ground?

TB: "It's an area that can be debated, but we are certainly not moving from a neutral position. We remain committedly neutral, but that doesn't necessarily mean you can't have a voice, it's a more distinctive voice. It's a different voice to that which we may have had on some of our content in the past, but there is no leaving the neutral middle ground in terms of political leanings. We are providing value to the reader, we don't go to the consumer of course: we're a wholesaler. However, if we don't interest the reader, our customers aren't going to find that much value in our content. It's not a decision to be outrageous, or voicing off... it was an incremental change to be a little more distinctive in the market place."

EW: Does the AP have any new projects or innovations in the pipeline?

TB: "If we're not going to have all the revenue that we've had in the past from US newspapers and, more than likely, a few US broadcasters, we need to replace that revenue. We have several initiatives to help us do that, and they will be in content areas. Any more detail would be premature at this stage."

EW: Do you expect staff cuts at AP? If so, can you confirm that these will not happen in editorial?

TB: "Its clearly a company where the expense is largely people, if you're going to reduce expenses, you've got to look there. We need to be sure that the cuts are done very carefully because damaging the product and damaging the quality of the product starts a spiral that we clearly have no intention of starting.

"There is no decision on not cutting editorial, but depending on the levels of cuts that is required, its unlikely that you could do that entirely without looking at where the majority of our expenses lie, which is news staffing"

EW: What do you see in the future for newspapers? What do you think they need to do to their business models?

TB: "If I had the secret potion I would get very wealthy in a hurry. There are lots of good ideas floating round out there and they almost all revolve around targeting users with information, content and services, not expecting a single product - be it print or web - to be fully satisfying to everybody you want to reach in your market. A lot of customization and niche kinds of products are the things on most peoples minds."

See also:

Exploring the content sharing model: Is this the future of the US newspaper industry?
Opinion: Is the AP threatening its own future?
US: AP suspends rate hike
US: More newspapers to drop AP
US: Tribune Co. to drop AP

The Hong Kong Economic Journal and Hong Kong Economic Times, the two largest Chinese-language business newspapers, have launched paid websites.

The Economic Times recently revamped its online and mobile services to attract more readers. Subscribers can now view entire pages of the newspaper and subscribers - who pay HKD350 (USD45) a year - have access to real-time market news and analysis, newspaper content, archives for the past three years, amongst other things.

The Economic Journal has attracted more than 8,000 registered subscribers since it launched in July. 7,000 joined in the early-bird registration campaign, paying HKD398 for a year's online access. The special early subscripton offer was closed last week and the prixce for subscription now HKD598. As an added inticement, the wall-respected Mr Cho column was also made available and a year of his archived articles. Subscribers need to pay HKD248 a year for access to Mr Cho's archive.