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Convention recap from student journalists: Monday


View from the C-Suite 
By Fola Akinnibi, University of Maryland student
 
A panel of CEOs from some of the nation's largest media companies opened the 2013 ASNE Convention with a discussion on the evolution of their companies and the industry as a whole. 
 
David Folkenflik of NPR led the panel, which included Gracia C. Martore of Gannett, Mark Thompson of The New York Times Co., Patrick J. Talamantes of McClatchy and Katharine Weymouth of The Washington Post. 
 
Sticking to the convention's theme of reinvention, the panel focused on new advertising strategies and consumer engagement through new technology and existing forms of media. 

View from the C-Suite
 
By Fola Akinnibi, University of Maryland student
 
A panel of CEOs from some of the nation's largest media companies opened the 2013 ASNE Convention with a discussion on the evolution of their companies and the industry as a whole. 
 
David Folkenflik of NPR led the panel, which included Gracia C. Martore of Gannett, Mark Thompson of The New York Times Co., Patrick J. Talamantes of McClatchy and Katharine Weymouth of The Washington Post. 
 
Sticking to the convention's theme of reinvention, the panel focused on new advertising strategies and consumer engagement through new technology and existing forms of media. 
 
Media companies are turning their attention toward small businesses in an attempt to create new partnerships. McClatchy acquired TruMeasure and impressLOCAL to help advance its relationships with smaller businesses and provide them with a one-stop shop for digital marketing services. 
 
"It helps to broaden our relationship with advertisers," Talamantes said. "The Targets of the world don't need us anymore." 
 
The panel also touched on how user data and its collection have changed advertising in the digital age. Pooling this data from site visitors can help advertisers properly place advertisements and cater to specific audiences. 
 
Folkenflik raised ethical questions around the pooling of data and asked if it is any different from the government pooling anonymous data for security purposes. The panelists agreed that one of the main issues is transparency, and each company strives to be clear about its policies. 
 
Targeted advertising helps the consumer and advertiser at the same time, Weymouth said.
 
"For many of our users, advertising is valuable content and it's more valuable if it's targeted," Weymouth said. "That's why advertising has worked in the newspapers for years." 
 
Although consumers have turned to digital outlets for news, the panel agreed that there are new ways to monetize digital content, and there is still a place for print newspapers. 
 
Thompson said he feels the past thinking behind paywalls -- where users only had the option to purchase content -- was flawed because it didn't give the consumer enough options. 
 
"You can still keep your large number of unique users and still be out there and influential and get new customers to sample you but have a funnel down where you can encourage heavy users to subscribe," Thompson said. 
 
Reducing the number of days the print version is available is not an option for any panelists -- at least in the near future. 
 
"We really think the experience that readers have first thing in the morning with that cup of coffee at the kitchen table going through the print newspaper is very important," Talamantes said. "Twenty years from now, we're probably looking at a different story." 
 
However, an introduction of new technology could change the way we consume news, Martore said, much like tablets have. 
 
The panelists said they feel the best way to engage the most people is through presentation. They placed a premium on presenting the content in new and innovative ways and allowing the consumer -- whether they are 18 or 65 -- to choose the medium. 
 
"I think it's not about web or mobile; it's really thinking about great content, journalists and editors," Weymouth said. "If we get it right and present it to people, they can choose how they want to read it."
 
 
Leading Innovation: The Short Takes and the Long View
By Aline Barros, University of Maryland student 
 
Some of today's top news leaders discussed the importance of innovation on the first day of the 2013 ASNE Convention. Panelists from major news outlets presented ideas on innovations to reinvent newsrooms across the country. 
 
Val Hoeppner, from Val Hoeppner Media and Consulting, was the panel's moderator. She introduced the theme by saying, "In 2013 we must constantly innovate our news platforms." 
 
The word innovation was mentioned countless times throughout the event. John Drescher, Raleigh News & Observer executive editor and senior vice president, used innovation to empower his newsroom. The newspaper uses partnerships with nonprofit and nonpartisan organizations for polling and swapping content. 
 
Dale Peskin, cofounder and managing director at iFOCOS and WeMedia, said organizations should be aware of the audience. "They expect good journalism from you," Peskin said. "We are learning that connections create values ... and collaboration is replacing control." 
 
Brian Boyer, NPR news applications editor, said NPR asked simple questions to understand listeners. "They listen to the radio in their cars, they read their phones in the supermarket and bus, and they read Facebook on the phone in the dark," said Boyer. NPR created a mobile website that fits the listeners' lives and daily routine. 
 

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