Category Archives: Uncategorized

“It’s time for newspapers to make lemonade out of this seeming lemon”

Um artigo bastante interessante de Alan Mutter. Defende que os jornais devem combater a crise focando-se no local, criando conteúdo único e relevante para as suas comunidades. Aqui fica um excerto:

“Since there is no apparent way around the economic imperatives forcing early closes, it’s time for newspapers to make lemonade out of this seeming lemon. Far from being a bad thing, this is an opportunity for the industry to take some long-overdue steps to improve its competitive position. (…)

editors can escape the unavoidable latency of print by publishing unique, local stories that distinguish their products from all other competitors.

Instead of feebly trying to put a fresh gloss on yesterday’s news (…) editors producing unique local coverage can make TV, radio and the web chase them. (…)

By marketing themselves as the leading local news source in their communities, newspapers can reassert their value to readers and advertisers (…)

The process of capturing the local news agenda is simple: Pick stories of sweeping significance to your community, report them completely, tell them compellingly, pursue them relentlessly and play them effectively. Repeat as necessary. (…)

Rather than trying to conquer with quantity, newspapers should use their scarce resources to cover carefully selected matters that, well, matter.”

Veja algumas das propostas do autor no artigo completo. [Dica de Paulo Querido, no Certamente!]

Em atraso

O resumo da semana que estive ausente continua em stand-by, pois ainda estou a ler o grande volume de alertas google e feeds RSS desses dias. Como tal, irei actualizando com notícias novas e assim que terminar de ler os textos em atraso, faço então o resumo.

Peço desculpa pelo incómodo.

Ausente

Vou estar fora durante esta semana, por isso dificilmente conseguirei actualizar este espaço.

Quarta ou quinta-feira publico um “resumo” com notícias destes dias.

Até lá.

Porque os números também são importantes

The Journalists’ Guide to Analytics

O site 10,000 words fala sobre as diferentes formas de analisar o tráfico que chega ao seu site e refere algumas ferramentas que o podem ajudar na tarefa.

  1. Page views
  2. Unique visitors
  3. Time on site
  4. Bounce rate
  5. Sources
  6. Keywords

Conselhos para revistas, by Jeff Jarvis

Whither magazines?

Conselhos que, para mim, também se aplicam a qualquer outra publicação.

  1. Ignore print. Enable community.
  2. Avoid Steve Jobs’ siren call.
  3. Build new brands.
  4. Build new networks.
  5. Commerce.
  6. Cut costs.
  7. Be any-media.
  8. Get local. This is the hard one but it’s a goldmine if you can figure out where the entrance is. Look at how ESPN is going local. Every one of your magazine brands (well, except Time) can find local audiences, local advertisers, local efficiency if you can scale advertising sales with new partners.