digiday deck final
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Transcript of digiday deck final
Launching Inews: differentiating a news product in a competitive marketJeff MoriartyChief Digital and Product Officer, Johnston Press
Many of the things i readers like about the title are attributes it pulled from the digital world when it was created
Convenient Fast
InformalSignposted navigation
Paper format makes for an easy read – especially convenient on a commute (busy trains/buses etc)
Clear, colourful tabs allow you to manage your journey through the paper – and go directly to the parts that interest you
As the “new kid on the block” The i is a breath of fresh air when compared to more traditional Fleet Street titles
The i delivers a concise version of the news – articles are usually shorter and contain less “waffle”
So digitally, how could we compete?
● The essentials, right now
● The matrix -- what’s trending
● Mix of short and long form
● Unique opinion
● Local + national
● Choice navigation
What Inews.co.uk stands for...
● Trusted - tries to be as impartial and transparent as possible
● Saves you time - rather than a time wasting site.
● Informs - it’s for people who like to know things, and for people who
like to learn
● Introduces - you to stuff you didn’t think you even wanted to know
until you discovered them with us
● Connected - it’s the sort of stuff you want to tell your friends about
● Self aware - knows it’s part of the media
● Accessible - to all. Avoids language that excludes people.
● Avoids snark -- and unwarranted personal attacks.
Key takeaways
1. Tone, approach, voice and inclusiveness can be USPs2. Helping people simplify and make choices is a consumer need in
news and other topic areas3. Focused topics, with a differentiated commercial proposition
“What is the impact of this article? What is the emotional takeaway? How have you increased this feeling and made it more obvious?” -- Felicity Morse