Posted by Insider on May 20, 2008 at 19:18:04:
In Reply to: Feder takes on Lee Abrams posted by chicagomedia.org on May 20, 2008 at 15:55:54:
Memo to Tribune employees from chief innovation officer Lee Abrams
May 19, 2008
THINK PIECE: BUSTING DENIALS AND ASSUMPTIONS
We are getting closer to the re-imaging of WGN Superstation. Sooner than later, it will evolve into a leader in their world, something that they
haven't quite accomplished. The look and sound of the Network will be
like nothing else out there. Some may think it's a little weird. It is.
Their problem has been being too average....too "TV". Actually a TV guy
said "Hey, what's wrong with being too TV...after all we ARE TV".
To me--that's a big problem. You aren't TV. You are part of this
complicated media pie and you need to think outside of where you "are"
or else you define yourself by what everyone else is doing. A recipe for
mediocrity.
My biggest challenge in helping with the re-imaging has been WORDING.
De-hyping. Things like:
*Asking questions as if a viewer can reply. "Tired of the same old
movies"? Very 1955 as in "Hey, Mom, Kids wearing you out? Try Geritol".
*Over sell: The Greatest...The Best...the Most...Your favorites...
"Great Movies"---I say let viewers decide what's great. It wouldn't
be
so bad but EVERYBODY is the greatest most and best...so it just doesn't
mean anything. Dumbs it down. Slogans often do more to promote
mindlessness than just about anything. Oversaturation of marketing
hooks...that rarely deliver. Sometimes it's best to just DO it.
Words are powerful. Media throws them away expecting people to buy into
them. They wont. Maybe that's why Apple and Nike don't use every many of
them in their sales message. Can you imagine if Apple worded I-Pod ads
like a TV station (or radio or Newspaper) worded their ads: "Tired of
the same old music? Hey,Try the great new I-Pod...the Best sound...the
most songs"--aint gonna happen.
As my road trips continue, I ran into an interesting 20-something who
unlike a lot of 20-something's, LOVES print...more than the Internet, an
excerpt from an email she wrote me:
you're the first person I've heard to offer even a tiny bit of hope to
the possibility of the survival of newspapers. And, if their survival is
contingent on renovation or even revolution, that makes it that much
more exciting.
I think I mentioned that I just moved back the USA after about 10 years
in Europe. There, I had the opportunity to work in several very
competitive markets and so have seen firsthand the results when the
newsroom is also a waroom. I especially enjoy the British market, where
I've worked at The Guardian and have just completed work on the Daily
Mirror's recent redesign. Not only are they producing excellent
journalism, but they are aware that every day they must engage and
surprise their readers to survive. Compare that to the American markets
where most places have one sleepy newspaper that's been there forever
and has no intention of changing. I believe that American newspapers
have to stop copying the mediocrity being produced in the next town over
and see what is being done right outside the US and learn from that.
...As part of the exercise to park denial at the door, maybe she's
right. Another person showed me some stats that show newspaper
circulation GROWING in many overseas markets, in tandem with the
Internet. While Beijing may be a long way away, maybe there are some
ideas we can look to from the Overseas markets. As patriotic as I am...there's some good stuff coming out over there. It wasn't that long ago when "Made in Japan" meant cheap...now many of us LOOK for products (like cars and elechicagomedia.orgonics) made over there as a stamp of quality.
A few thoughts from the field:
*WE TARGET OUR NEWSPAPER 40+. In reality, it's more like 70+. Today's 40 and 50 (and 60) year olds have never been more vibrant and alive. My parents were 40 and O-L-D. Today's 40 year old is living longer...more active and alive. BUT---I see newspapers fooling themselves by targeting 40+ but the content is clearly more 70+
*INTENSITY: Why are most newspapers so subtle? I asked that question and the answer is that most newspapers are used to the monopoly environment were you don't HAVE to scream out. Interestingly, when a town had 5 newspapers battling it out, you saw far more "EXCLUSIVE!! 5 PART SERIES" sort of screaming out. Well, there aren't 5 newspapers, but there are about 50,000 websites and TV channels batting it out for attention. I'd urge papers to use the 2x4! I think it was Orlando that had a big line "SPECIAL WILDFIRE EDITION" for some fires in the area (big ones I assume)....It was great...grabbed you. It wasn't tacky or
sensational...it was gutsy and cool. Part of that SWAGGER! scream out a
little. Newspapers have the best journalism in the World...Its ok to
flaunt it!!!!! (just think Apple not Joe's Department Store when wording
it). This is one area where Papers should think more 1938...gotta fight
back--it's just other media you're fighting, not other papers.
*OWNING CATEGORIES: Want to OWN categories better? Try a box. Every day. Same place. Reliable...consistent. Updates the topic DAILY..EVERY day. Topics might include:
Terrorism
Crime
The Election
Health
etc..
The idea here is that instead of ASSUMING people know that YOU have the goods on key topics, you have dedicated boxes with updates in a reliable place...every day. Even if there's no big news on that topic that day, you are there with an update. Then--when a big story DOES happen---they know exactly where to go. A lot of it is conditioning people to a location in the paper and more importantly using a subtle 2x4 to drive home the fact that you are ON it. And yes--I stole this idea DIRECTLY from News Radio who used to hide Weather and Traffic...but suddenly OWN it via "Traffic and Weather on the 8's" Maybe you could do "Crime on 2" meaning a local crime update is ALWAYS on page 2. Just a thought. But the point here is taking ALL your key topics and having a reliable location were there's a quick overview. Every day. When hell breaks loose on that topic---you have conditioned (not a bad word) your readers to know that YOU own gthat topic via consistent, reliable coverage and location.
*THREE DAY PREVIEW: Why is it only weather can do three day previews? Newspapers tend to look at YESTERDAY. How about looking at TOMORROW..and the days after. You can't predict breaking news of course, but you CAN condition readers that there IS a tomorrow and YOU will be there. Instead of assuming that readers will know you have the (put upcoming event here) you can guarantee they'll know
*ASSUMING: The above two points are "assumption busters". Newspapers
are, in my opinion, WAY too subtle. If a paper tried any of those two
ideas above, I'd guess they'd be buried or too subtle. Can't do that.
DO...don't skew. Subtlety in today's environment is a major component in
a slow death. Swagger and creating visually powerful looks that engage
the reader in content that matters will help create a print renaissance.
*NEWSPAPERS ARE THE CENTER OF YOUR LOCAL NEWS/ENTERTAINMENT/INFORMATION
UNIVERSE: Because Newspapers are in every home and on every street
corner. The better the paper IS and does, the stronger all of the other
brands will be!!! Creating new brands to reach non traditional print
demos is good...but the stronger and more potent the core paper is--the
better EVERYTHING will be. Sorta like Diet Coke wouldn't have a prayer
if COKE wasn't a powerhouse....sorta. I DO see a lot of "whoa! GREAT
idea...too bad we can't try it on our core brand" Why???!!! Is it
"assuming" that traditional readers won't like it?
*LOGOS OF SPORTS TEAMS. I rarely see logos of Sports teams on the Sports
pages? I'd think that those are powerful symbols you'd WANT on your
page. Also maybe dividing local pro sports and local amateur sports, so
you can suggest super coverage of both...I know that may be done right
now, but it might just need that 2x4. Maybe you can better OWN each by
dividing the section and really bringing those logos into front and
center. Sports logos are flags for people...display their flag!
*ANOTHER WAY TO LOOK AT LOOK: Using my favorite music analogies--Imagine
Newspaper CONTENT is a major artist. Currently they are performing in a
old but reliable venue. What happens if the artist (Content) moves into
a new super venue? Fans will love it--the music (content) will sound
clearer...better seats...etc...If you create anew venue (look) and you
do it RIGHT, people will love it. Not unlike a new baseball park. The
old one was comfy, but the new one is amazing---attendance goes up. Fans
love it.
A lot of newspapers need to build that new park for the fans. Then there
are the lights at Wrigley thing. Well, from what I can tell, Wrigley
sells out EVERY night game.
*CHANGE REACTION: "Every time we change we get complaints". I think if
you change/evolve impactfully (i.e. so the mainstream actually notices),
here's what I think you'll find:
2% Pissed off (and they will ALL call--appearing that EVERYone is upset.
But if you have 100,000 readers or viewers, and 1000 call--that's 1%. If
100 call...well you get the idea)
70% Excited and Happy
28% Interested and will give it a shot (mostly NON current readers)
0% Unaware that there's anything going on.
*WHEN NOT TO CHANGE: If circulation/ratings are trending UP, maybe a
good idea to stay put.
*CIRCULATION/RATINGS DENIAL:
1. Oh---I'm hearing a lot of this. We're UP in Rooster Poot County on
Sunday!
How about the rest of the week? Oh, down 12% a year....
2. The Internet is killing us. My reaction: a) Maybe you're letting them
b) They're probably going to a non Tribune website...possibly because
the core brand is a tired one c) There's a strong possibility that it's
NOT the Internet, but instead, a tired product.
*DEATH BY COMMITEE: Pull triggers fast. Don't over-think. I've noticed
more ideas getting over thought than I could imagine. Coming from other
media, the degree of over analysis and slow reaction is astounding.
Thinking through is good...dragging on for eternity and in many cases
EVENTUALLY delivering a watered down concept is EXACTLY what they are
laughing about in other media. "Oh those old school media companies...so
slow..." They ARE saying that sort of thing. It's all moving too fast to
tarry.
...The point of all this isn't to rub salt in a circulation/ratings
wound...it's to corral our thinking to what is true:
We CAN bring Newspapers and Local TV to NEW LEVELS of success...with
fans (fka users) and advertisers.
It's up to US to bust the thinking that's done nothing but kept us out
of sync with the Speed of NOW. In 1956, the speed of the era was Ward
Cleaver, slippers and pipe in hand reading the Afternoon paper while
Cronkite delivered the latest news. Wonderful days for those who recall
it...but that was the speed of then. There's a whole new pulse we gotta
get in sync with....and it's A LOT more interesting and exciting to be a
part of. It's do-able--with great results.