Shifting from a newspapermindset to an information perspective

10_– 12 October 2011, Vienna, Reed Messe Wien

Session: Cross-media Publishing TrendsTitle: Shifting from a newspaper mindset to an information perspective.Speaker: Ben Shaw, Chief Digital Officer, Shaw Media, USA

Media Port

Shaw Media Shifting From Newspaper

Mindset

Mittwoch, 12. Oktober 2011

Who is Shaw Media?


Who is Shaw Media?

Our Brand’s Promise is to Provide:Relevant InformationMarketing Solutions

Community Advocacy


Reality Check!The US economy and our industry are creating some very real challenges….

Thankfully, Shaw Media is an exciting dichotomy.

It is an agile, leading-edge media company as well as a stable,people-oriented company.

Above all else in tune with the needs of its readers as well its employees.


What did we hope to accomplish with a new editorial system?

Back in 2008, our core Multimedia Goals were to:




1. To transition from a newspaper perspective to an information mindset.





2. To aggressively use Multi-Media to reach those who were not in the habit of using our print offerings.





2. To aggressively use Multi-Media to reach those who were not in the habit of using our print offerings.

3. To aggressively implement Multi-Media solutions that empower Shaw Media’s content producers, and encourage participation from community consumers.


What were our technology goals?

1. Streamline Moving Content Online a) Integrate and automate b) We feel that a major strength of REP is that all content starts as

XML native.

2. Standardize our editorial approach


What were our technology goals?

1. Streamline Moving Content Online a) Integrate and automate b) We feel that a major strength of REP is that all content starts as

XML native.

2. Standardize our editorial approach

3. Share resources1. Pagination FTEs2. Content3. IT administration

4. Centralize editorial systems.


Systems Selection


Why choose a vendor that is…..?

Is based far away?

Doesn’t have local support?

Is new to my industry sector?


Why Roxen?

Roxen is a veteran of an industry that we would like our (much older) industry to more closely resemble.


Why Roxen?

Roxen is a veteran of an industry that we would like our (much older) industry to more closely resemble.

We wanted to work with a web system that was adapting back to paper as opposed to an editorial company adapting forward to the web.


Why Roxen?

We felt strongly that the future of the news media workflow will resemble the REP model – and we have seen a number of editorial systems follow their lead.


Why Roxen?


We are also certain that technology changes so quickly, we need to be a little closer to the edge.


Why Roxen?



Yes, 'Pioneers get the arrows' but our editors and publishers are ready and willing to embrace change in their workflow in order to serve the shifting consumption habits of our communities.


Why Roxen?



Yes, 'Pioneers get the arrows' but our editors and publishers are ready and willing to embrace change in their workflow in order to serve the shifting consumption habits of our communities.

We needed a new technological approach to serve as catalyst to real change led by our company's future minded leadership.


OLD Workflow


NEW Workflow


The Test


The Test Subjects


The Results!


Challenges


Challenges

1. Change!!!

1. Transition from Quark to InDesign1. Hardware more than Liveware


Challenges

1. Change!!!

1. Transition from Quark to InDesign1. Hardware more than Liveware

3. Bandwidth at rural offices

4. Necessity for precision during automation

5. Integration with other vendors

6. Workflow load shifting


Pros+Cons


Pros+Cons

Pros:1. All content is XML native from creation2. Report filing from everywhere3. Workflow flexibility4. Sharing stories and pages between sister publications5. Cross-posting to multiple websites from one login6. Created an internal wire service7. CMS for websites hosted in another state


Pros+Cons

Pros:1. All content is XML native from creation2. Report filing from everywhere3. Workflow flexibility4. Sharing stories and pages between sister publications5. Cross-posting to multiple websites from one login6. Created an internal wire service7. CMS for websites hosted in another state

Cons:1. No text formatting or style sheets in client (originally)2. Saved Searches


Savings

1. Clicks to Publish Online: a) 40 to 3

2. Editorial in 2008 to 2011:a) 33% Decrease in Staff

i. Company initiatives were supported by Roxen’s flexibilityb) 68% Increase in Web Traffic i. Grew Organically & Added Multiple Online and Mobile

Products

3. Capital costs:a) Editorial installs 2 to 7b) Support cost much lower


Project Results


Project Results

Culturally, we are fully focused on providing Relevant Information to our communities via differentiated platforms and experiences.

It has brought our local editorial cultures closer together by daily exposure to each other’s content and initiatives.


Project Results

Culturally, we are fully focused on providing Relevant Information to our communities via differentiated platforms and experiences.

It has brought our local editorial cultures closer together by daily exposure to each other’s content and initiatives.

We have moved from a newsroom + web perspective to being staffed by information specialists who publish, themselves, to different consumer pipelines.

We feel that we are positioned to quickly roll out new products and workflows as industry best-practice is refined.


Drop Me A Line:Benjamin ShawChief Digital OfficerShaw [email protected] You!

Question + Answer


mailto:[email protected]

mailto:[email protected]

Shifting from a newspapermindset to an information perspective

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