Archive for the ‘By ORY’ Category

The meaty sizzle of a 21st Century brand

Friday, June 24th, 2011

Last Saturday, June 18, was the day that 2011 Medill graduates received their BSJ and MSJ degrees at a convocation on campus. This followed by a day Northwestern’s commencement ceremonies, which featured the advice of speaker Stephen Colbert (full text | 5-minute video): “You have been told to follow your dreams. But what if it’s a stupid dream?”

Evan Smith

Evan Smith addresses Medill's 2011 graduates

The speaker at Saturday’s event was the equally entertaining Evan Smith, editor and CEO of The Texas Tribune and a Medill alumnus himself. As is the wont of graduation speakers everywhere, he, too, provided advice to the assembly (video on this page), and about 9:30 into his speech he launched into it.

“First, build and burnish your personal brand, using Facebook and Twitter and Tumblr and whatever other channels you can think of.  It used to be that having a personal brand was frowned upon. . . . Today, fragmented, frayed institutions realize – well, the smart ones realize – that powerful personal brands can reverberate upstream in very positive ways. . . .

“But forget about how your personal brand benefits your employer. Think about how it benefits you. It’s portable – goes everywhere you go, from place to place and job to job. You control it. You can be nimble and strategic and tactical attending to it, asking no one’s permission and no one’s blessing. And all the good things about you – your sense of humor, your charisma, your wisdom and your insight – are on display at all times for the world to see. It truly opens up all kinds of possibilities.”

At least one of the students on hand wasn’t too surprised.  She had interviewed Smith just weeks before for her final assignment in my course, “How 21st Century Media Work,” a class on economics, marketing, and technology and their evolving impact on journalism and the media. Students write a paper on how a journalist from their hometowns had, wittingly or not, built a personal brand; what its impact on the audience might be; and whether it would be desirable, or even possible, to replicate anything about that process.

The paper on Smith was a fine piece of reporting, writing, and research, as were many others written by my 39 students . . . like the one on Gene Weingarten, two-time Pulitzer winner from the Washington Post. But there was a difference: Weingarten didn’t much like the assignment.

In response to an initial inquiry, he explained, “You used the expression ‘built your personal brand.’ I want us to let that expression marinate in its own foulness for a moment, like a turd in a puddle of pee, as we contemplate its meaning and the devastating weight of its implications….” At his recommendation, the student included the text of his initial reply in her paper, for which he did grant a helpful interview.

As some of you know by now, this story doesn’t end there. Yesterday, Weingarten’s latest column hit washingtonpost.com: “How ‘branding’ is ruining journalism.” Addressed to my student, Leslie, the column goes to great lengths to explain the wrong-headedness of the idea, after first providing some utilitarian advice: “The best way to build a brand is to take a three-foot length of malleable iron and get one end red-hot. Then, apply it vigorously to the buttocks of the instructor who gave you this question. You want a nice, meaty sizzle.”

As I do tend to include a visual of a branding iron when introducing the concept to students, this was not particularly upsetting to me or to Leslie.

The column drew plenty of comment online, some of it from Steve Buttry of Journal Register, who blogged about it on “The Buttry Diary” with the headline, “Gene Weingarten knows branding (even though he scorns it).” Steve’s post led me to out myself as the professor in need of a sizzling personal branding experience, which in turn led him to ask Leslie Trew Magraw for permission to reprint her research paper; you can find it here.

As I mentioned in my own comment over on Steve’s blog, my students are prepared for the fact that their selected subject may never have engaged in intentional brand-building. They also know that more than a few will reject the very idea of their brand outright, as Gene did so entertainingly. I suspect that both interviewer and interviewee often find, as some of the commenters on The Buttry Diary are saying today, that this is in large part a disagreement over word choice and semantics.

Because, you know what? Paper after paper shows that effective personal branding turns out to be less about self-promotion and social networks than it is about accuracy, fairness and credibility. Whether the subject is a blogger in Portland, or a newspaper reporter in Kankakee, or a TV anchor in Florida, it turns out that the work creates the brand, and the brand then helps people find more of the work. Look at “brand” as shorthand or a shortcut, but don’t look away because you don’t like the word. That would be short-sighted.

That’s not the only way that 21st Century media work. But it’s a way that new journalists need to know, and to learn about through their own reporting. As Evan Smith said, “It truly opens up possibilities.” Or as Stephen Colbert put it, “Thankfully, dreams can change. If we’d all stuck with our first dream, the world would be overrun with cowboys and princesses.”

June 25 update: Steve Buttry has used Storify to curate the many tweets, blog posts, and comments about this back-and-forth today on his blog. It’s well worth a read. Meanwhile, the firehose of Romenesko has been driving lots of traffic to both of our blogs over the last couple of days, and Leslie Magraw’s research paper is drawing a lot of links and comments.

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Local Fourth sees a hyperlocal future: Part I

Thursday, December 2nd, 2010

Back in the fall of 1996, I was immersed in publishing hyperlocal news on the Internet. I just didn’t know it.

Digital City Evanston logo

That was then (1996). Click to see the whole home page.

As you might suspect, a principal reason I didn’t know is that, inside Chicago Tribune Digital Publishing, we were calling Digital City Arlington Heights and Digital City Evanston something else: “virtual communities.” (Why? Because our 1995 strategic planning documents had called them that.) In fact, the word “hyperlocal” had yet to appear in either the Tribune or the New York Times . . . and when it did, each paper first used it in a story about television news (NYT, 7/14/97; CT, 12/24/98).

Well, that was then. By now, across this great land of ours, tens of thousands of Web sites and blogs focusing on news and information at the neighborhood, community, or suburban level have arrived (and in many cases departed), fully embracing their hyperlocalness. (Hmm. “Blogs.” Another coinage that hadn’t made the Tribune yet by then, although in researching this post I found an amazingly prescient piece about them by Julia Keller in September of 1999 that’s worth a detour.) Tens of millions of dollars have been expended to build these hyperlocal sites; some fraction of that amount has even been recouped in advertising.

And still the impetus to build new ones, operate them, and change the course of hyperlocal history has never been stronger, if we are to judge by the Patches and Triblocals of this world. So this quarter’s Community Media / Interactive Innovation Project course at Medill, with financial support from the Chicago Community Trust, took as its charge to research, understand, and propose new paths for hyperlocal news, technology, content, and advertising.  Medill Professor Rich Gordon has led the effort; now, as the quarter is nearing an end, the results and the recommendations are starting to roll in.

This is now (2010).

Not that I’m going to give away (yet) the innovations that these 15 graduate journalism students have created and are in the process of promulgating.  I will, however, tell you that

  • The blog they’ve been writing all quarter, localfourth.com, is already full of insights, ideas, and epiphanies.
  • The business and revenue team that I have been advising has published its “cookbook” of ideas for hyperlocal publishers interested in seeing their sites become financially sustainable.  You can read it on Scribd, read about it on localfourth, or download it through their webform.
  • You can watch the site for their full final report, coming soon.
  • You can get ready to put their ideas for a hyperlocal Web site to the test when it reaches public beta, soon.
  • And finally, if you are intrigued enough by any of the above, you can hear their final presentation at 5 p.m. Thursday, Dec. 9, in the McCormick Tribune Center Forum on Northwestern’s Evanston campus.

(Oh, why “Local Fourth”? As the site’s “About” page puts it, “Our name, Local Fourth, is an attempt to localize the ‘fourth estate’ — a reference to newspapers and community members serving a watchdog role.”)

I realized as I was getting ready for this quarter that I have been involved in some form of hyperlocal news in the Chicago area for nearly 30 years now, going back to a stint overseeing prep sports at the Suburban Trib at the beginning of the 1980s, continuing through a tour of duty as suburban editor of the Tribune, launching 17 suburb-level Digital City sites in the mid- to late 1990s, and finally overseeing the launch of Triblocal and Triblocal.com before I departed Trib Tower for the ivory tower in 2008. That makes me especially excited by the work that has been done this quarter.

Or should I have said it makes me especially hyper?

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The new order changeth, giving way to …

Tuesday, November 2nd, 2010

In looking back at his eventful years of control of Tribune Company, Sam Zell recently told the Fox Business Network that the main thing he wasn’t much prepared for . . . in addition to the collapse of the print advertising market, perhaps … was “the degree to which the media loves to cover the media . . . the kernel is, the media loves to cover the media more than anything and anyone else.”

Tribune TowerThis predilection of course has been much in evidence in recent days, starting with David Carr’s Page One takedown in the Oct. 6 New York Times of the “bankrupt” corporate culture of the mired-in-Chapter-11 enterprise. In turn, Tribune’s chief innovation officer and chief executive officer soon found themselves in the spotlight, then out of their jobs, and media both major and minor had plenty of material to fill their pages and programming. This morning (Nov. 2) came news that a few more executives from the ex-CEO’s claque were ankling from the Tower.

A side effect has been a temporarily thriving market in punditry, and that recently has been my principal direct connection to this story.  My dual identities as a Northwestern professor and as a 37-year Chicago Tribune veteran meant that, for a few days, I showed up so often on air that I was getting as many emails about having been spotted as I generally do about frozen Nigerian bank accounts.

The tasks I was undertaking felt a mite more complicated than you might think, if only because I felt a need to try to parse the organizational and cultural distinctions between Tribune Co. and its individual businesses (newspapers, TV stations, and so on), differences that weren’t being much mentioned (perhaps partly because they might clutter the story line?).  Reader/viewer/user confusion about this is nothing new, of course … a quarter-century of Cubs ownership by Tribune Co. demonstrates that point … and in general the responsibility for its existence lies not with the audience, but with their information sources. (Not that four TV gigs and a radio segment are gonna fix that.)

Mercifully, not all of these media appearances have been preserved for posterity.  But here are a couple:

On Oct. 21, I was on WBEZ’s morning program “Eight Forty Eight” with David Greising of the Chicago News Cooperative and host Alison Cuddy.  The primary topics were organizational culture, business results and prospects, and of course the recent departure of the Tribune CEO. The audio is 13 minutes long.

Two weeks earlier, on Oct. 7, I spent some time on WTTW’s “Chicago Tonight” with Thom Clark of the Community Media Workshop and ex-WGN Radio host Steve Cochran, being interviewed by Eddie Arruzza in the early days of what we all knew was a developing story. Cochran is particularly good here, I think. The video is about 16 minutes long.

With any luck, my next stint in the sideshow spotlight will be about some other topic. No need to stay tuned; let your RSS feed do the work.

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Lost in translation (but found)

Thursday, October 21st, 2010

Every profession has its trade language, a lexicon of words and phrases whose functions include specialized instruction, efficient communication, quick context-setting, or even exclusion of outsiders from comprehension.

Or none of the above.

In Sunday’s Washington Post, columnist John Kelly paused to note the passing of a couple of verbs from the daily use inside the Post’s content management system: “spike” and “kill.” “To ‘spike’ a story is to eliminate it before it sees print,” he explains. “It has its origins in a physical act” – impaling a piece of staff or wire copy on a huge metal spike after it is adjudged unneeded for tomorrow’s paper. In the Post’s new Methode CMS, “spike” has been replaced by “delete.”

I know whereof he speaks.  I used some enormous spikes in my days on the Chicago Tribune sports desk, and spiked hundreds of pieces of paper a day.  But a spike had a second, equally important function, one that I suppose Methode would need to call “undelete”:  If I tossed something into an enormous wheeled wastebasket, it was gone. If I spiked it and later decided I shouldn’t have, it would be a trivial exercise to flip through even a huge stack to retrieve it.

Anyway, reading the Post piece caused me to start noting down a list – a peculiar and particular mixture of fading catchphrases, attempts at humor, arcane terms of art, and other shorthand from 37 years in the Tower. Many of those locutions that have not yet vanished from the earth have, like “spike,” become disconnected from their historical, physical referents. Others may have been disconnected at birth. At any rate, here are just three, for my benefit as much as future generations’.

light – the final obstacle in a process, be it human or machine; always preceded with “the”

Not the San Antonio Light, although that’s gone, too. Instead, through a miraculous transitive property, “the light” referred to each of several items required to get an edition to press.

Originally, you’d have been talking about one of two red light bulbs, one in the newsroom and one in the composing room, that served as a signal that an edition had finally closed and that the presses would soon roll. The foreman of the stereotype department flipped a switch when the last press plate had been made and sent down to the presses, the red lights were illuminated, and attention officially turned to the next replate, or the next beverage from the lower right desk drawer.

Over the years, though, clock-watching editors and compositors standing in the composing room also found it handy to refer to that final page, when still lacking its final pieces of hot metal, as “the light” (“Page 3’s gonna be the light tonight, we’re waiting for an update on the GOV story”).  And so that final, laggard story would also be “the light” – and, ultimately and ignominiously, so would its reporter (“Swanson, you’re the light! Would you file the last take already?”).

muskox – a very, very, very long story, generally from overseas, with no particular news peg

When we’re talking about the days of hot type (as we just were), we’re talking about a time when it took a long time to get a story ready for publication . . . even once it had avoided being spiked. The mechanical requirements alone could easily delay an edition (and the light!) by 45 minutes to an hour: if a big hole in a page suddenly opened up because an ad or story didn’t show up, setting enough type to fill said hole could take several Linotype operators and plenty of lead, plus a particularly talented and cooperative compositor.

A Norwegian muskox

A Norwegian muskox

And so it was standard practice to have long stories in type, in galleys, waiting. Already proofread, always set in standard one-column measure, these pieces needed to have only their first line reset to add an actual date to the dateline (e.g. “TOBOLSK, Siberia, Dec. 14” instead of “TOBOLSK, Siberia, XXXX XXX”). Standing obituaries served a similar purpose, if a more noble one, as the decedent’s decease generally had actual news value and something needed to get into the paper even if the deadline were just 5 minutes away. Not so the mighty muskox.

Ah, why “muskox,” that noble Siberian beast?  Newsroom lore had it that one particularly long story – several columns in length, in fact, a redoubt against even the largest sudden catastrophe – was on the subject of muskoxen. It hung around so long that all such stories came to be called “muskox,” even if they happened to be about wildebeests, or fish or trees or Asiatic cuisine. Wire editors came to recognize a good muskox story both by its heft and its distinguishable lack of a news aroma, and copy editors whiled away the first hours of every shift rendering them into Tribune style for an audience that, as a rule, would never see them.

Generally, these were wire stories. Occasionally, a Tribune correspondent’s own piece might wind up as muskox – and it was then that you’d know he either was on bad paper with some subeditor, or that he’d stumbled across a subject of no earthly interest. At least the desk could tell him it was in type “and might run on Sunday.”

Breaking news, when the model was less broken

Conway – Something that is already universally known; often preceded by the word “Thanks”

It wasn’t just the pounding of manual typewriters and the curses of curmudgeonly assistant city editors that made newsrooms a noisy place. Once upon a time, clattering wire-service printers stood around the newsroom, spitting out the latest raw material from the AP or the City News Bureau. Near a deadline, copy boys – er, copy clerks – hovered near them, ready to tear off each individual story (and, perhaps, to spike its carbons).

Off deadline, bored or curious desk editors would wander up and look at the wires, too.  Legend has it that one telegraph editor – that’s what we used to call the national copy desk, the “telegraph” desk; the foreign desk was the “cable” desk, for reasons that should be self-evident – liked to wander into the sports department, check the wires, and loudly announce, “Orioles lose!”  His name, the old-timers told me, was Conway. And he generally was announcing news that had moved on the wires two hours before.

There apparently was no use in telling him his news was old. After a while, the sports desk merely took to responding, “Thanks, Conway!” After a further while, he retired or disappeared or died, and his first name was lost to the mists of time. But the habit of yelling “Thanks, Conway!” in response to old news outlived him, to be re-introduced to, and perpetuated by, succeeding generations.

And so it was that any piece of outdated news (“Hey, Dewey actually didn’t defeat Truman!”) became a “Thanks Conway,” or just a “Conway,” efficiently conveying two important newsroom commodities: superior knowledge and a sense of derision.

If you knew this already, you also know that it’s time for your response.

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Gee, Brain, what are we going to do tonight?

Tuesday, June 22nd, 2010

The topics and books that were the focus of my principal panel at this year’s Printers Row Lit Fest continue to compel the attention of writers, reviewers and journals.

Technology Panel, Printers Row Lit Fest, 6/13/2010
BookTV.org video of Printers Row technology panel

Sunday’s New York Times Book Review, for instance, held a highly complimentary review of Tom Bissell’s “Extra Lives: Why Video Games Matter.” In the Business section, Steven Johnson took mild exception to some of the premises in Nicholas Carr’s “The Shallows” in a piece called “Yes, People Still Read, but Now It’s Social.” And Carr’s busy blog, Rough Type, pointed me to the online version of the latest Nieman Reports, where Jack Fuller shares part of what he learned in researching and writing “What Is Happening to News” in a piece entitled “Feeling the Heat: The Brain Holds Clues for Journalism.” (Nieman also includes a link to Chapter 6 of the book, one of those I’ve been teaching at Medill this past academic year.)

In short, we’re long on discussion of the impact of technology on our cognitive abilities; of the continuing evolution of narrative; and of the changes wrought in and on our culture by the various media revolutions of the past 20 years. You can get a flavor by watching (all or some of) C-SPAN’s 47-minute video from Printers Row, available by clicking on the photo at right.

I can’t end this particular linkfest without doubling back yet again to the NYT and its magazine cover story Sunday about a computer system that has been built to play “Jeopardy!” The interactive simulation that accompanies the online version was nearly as compelling as the article … enough so that I didn’t get distracted while playing it (nor, come to think of it, was I distracted while reading. This is a good sign). Watching “Jeopardy!” today after having read the piece was to be reminded of just how tricky those clues really are, and what a feat of programming it is to “teach” a machine to parse them out.

The Brain

"The same thing we do every night, Pinky: Try to take over the world."

If I were so inclined, I suppose I could worry that by the time an IBM system is ready to have a real conversation with a human being, all the available humans will have, in Carr’s memorable construction, outsourced their memories to Google. For another day.

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