Dark Arts for PBS Producers
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Transcript of Dark Arts for PBS Producers
Dark secrets online overlords of the
very important things I won’t dwell on:
• social media • news judgment • technology • SEO • cat photos
& sensibility
desire
what I will dwell on:
ackage, repackage, repeat.
Flickr photo courtesy of user scmgee.
P
lifehacker.com I. Package, repackage, repeat
lifehacker.com I. Package, repackage, repeat
lifehacker.com I. Package, repackage, repeat
lifehacker.com I. Package, repackage, repeat
lifehacker.com I. Package, repackage, repeat
packaging reinforces
packaging extends reach
stock and flow
Umbering is narrative.
Flickr photo courtesy of user svenwerk.
N
popurls.com II. Numbering is narrative.
popurls.com II. Numbering is narrative.
theatlantic.com II. Numbering is narrative.
lists promise specifics
lists promise limits
lists promise hierarchy
examples of guides from different sites II. Numbering is narrative.
Eadlines are hooks.
Flickr photo courtesy of user minifig.
H
“ “ Imagine you're writing a
headline for a magazine … rather than a newspaper.
source: Gawker founder/CEO Nick Denton
wired.com vs. gawker.com III. Headlines are hooks.
Vs.
focus on implications, not events
Vs.
Vs.
nytimes.com vs. google news vs. gawker.com III. Headlines are hooks
parsability and authority
12 most profit-producing words III. Headlines are hooks
1. Discover 2. Easy 3. Guarantee 4. Health 5. Love 6. Money 7. New 8. Proven 9. Results 10. Safety 11. Save 12. You
12 most arresting headline words III. Headlines are hooks
1. Top 2. Why 3. How 4. Will 5. Guide 6. Best 7. Secret 8. Ultimate 9. Your 10. Worst 11. New 12. Future
Omments are content.
Flickr photo courtesy of user nolifebeforecoffee.
C
ta-nehisicoates.theatlantic.com IV. Comments are content.
ta-nehisicoates.theatlantic.com IV. Comments are content.
ta-nehisicoates.theatlantic.com IV. Comments are content.
ta-nehisicoates.theatlantic.com IV. Comments are content.
content gets assigned
content gets curated
content gets edited
content gets promoted
Xplain, explain, explain.
Flickr photo courtesy of user Pip R. Lagenta.
E
“ “
When remotely possible, turn news into explanation.
source: Gawker founder/CEO Nick Denton
slate.com V. Explain, explain, explain.
voices.washingtonpost.com/ezra-klein V. Explain, explain, explain.
voices.washingtonpost.com/ezra-klein V. Explain, explain, explain.
Flickr photo courtesy of user movimente.
Llustrate everything. I
huffingtonpost.com VI. Illustrate everything.
A transportation blog?! Really?
*actual transportation blog headlines VI. Illustrate everything.
blogs.startribune.com/roadguy VI. Illustrate everything.
“The word that came to mind was ‘brazen.’”
images courtesy of roadguy VI. Illustrate everything.
ompete through co-optation.
Photo courtesy of the U.S. military.
C
andrewsullivan.theatlantic.com VII. Compete through co-optation.
andrewsullivan.theatlantic.com VII. Compete through co-optation.
npr.org VII. Compete through co-optation.
huffingtonpost.com VII. Compete through co-optation.
irehoses beat front doors.
Flickr photo courtesy of user Mr. T in DC.
F
huffingtonpost.com VIII. Firehoses beat front doors.
wbur.org in 2009 VIII. Firehoses beat front doors.
wbur.org VIII. Firehoses beat front doors.
content is king
treams beat stories.
Flickr photo courtesy of user Mr. T in DC.
S
city room and l.a.now IX. Streams beat stories.
gothamist network IX. Streams beat stories.
city room vs. gothamist IX. Streams beat stories.
feed > post
subscriber > visitor
nytimes.com IX. Streams beat stories.
talkingpointsmemo.com IX. Streams beat stories
Flickr photo courtesy of user Stuck In Customs.
inimal is magical. M
[Noun] [verb]:
[Blockquote]
A reader writes:
[Blockquote]
marginalrevolution.com X. Minimal is magical.
marginalrevolution.com X. Minimal is magical.
slate.com X. Minimal is magical.
nytimes.com X. Minimal is magical.
it’s quick
it suggests ubiquity
it demands listening
it evokes a conversation
it triggers awareness
I have so many fascinating things to tell you.
I must hurry.
speedy visual fun explanatory focused straightforward authoritative hierarchical conversational engaging continuous simple efficient comprehensive concise adaptable collaborative ubiquitous social economical arresting networked creative aggressive engaged serial bi-directional ebullient forceful filtered digressive bold cathartic curatorial steady data-driven resourceful frequent plugged-in iterative