There is no doubting the power of Facebook, good or bad. What role should and will Facebook take in the future of new media?

 

They will be protecting us. They will create new commerce. They will be the new Big Brother.

 

First, let's look at the astounding user numbers. A vast, active, global, mobile audience is linking websites and sharing their personal information for advertisers and stalkers to feed on .

 

According to Facebook, among the 500 million active users, the average user has an average of 130 friends, are fans of 80 community pages, groups and events, and create 90 pieces of content each month.

 

The average user is not an American. Facebook translates into 70 languages and 70% of users live outside of the United States... 10,000 new websites integrate with Facebook every day... 250 million users accessing Facebook through a mobile device. Those users are twice as active as computer users on the site.

 

In essence, Facebook is a revolutionary tool that helps connect people to other people and allow them to form groups . It can and will continue to be a great promotional tool for businesses, charities and fund raising, and even for love connections.

 

Facebook will and must take measures to protect their users. Facebook will be forced into somehow policing its site.

 

Cyber bullying and stalking are a grave problem that Facebook (and eventually Congress) must figure out. Teens are being harassed, beaten and killing themselves. Teens and young adults are creating pages and scattering social websites with derogatory, false rumors. The psychological damage is immeasurable.

 

Murders, thieves and stalkers can find private information with a click of the mouse. To prove my point I “googled” my father's name on my Android at a recent dinner. In five minutes, I found my brothers, myself, our addresses, phone numbers and previous cities we had lived in. Through a people search site, I was offered additional information for an additional cost. I could even enter my father's address and show him a picture of his home through Google Street View.

 

What about terrorists using social platforms to plan and carry out terrorism. It's happened already and I have no doubt that our government is aware of this new technology, and hopefully, fully engaged in monitoring these new methods of communication.

 

I predict that Facebook will make an honest attempt to help people. I envision a system that categorizes key “danger” words. For teens in trouble, having suicidal thoughts, or a under peer assault, a computer would recognize the language and contact a psychologist or even police.

 

Along with Facebook, our phone apps are watching us. These apps access your contact book, current location, name and a unique ID number that is assigned to your phone. Marketing companies buy this information and use it to generate targeted advertising. They create a profile from the apps that you download.

 

These tracking apps are not going away. It's important to read what apps are gathering from your phone. A list of what the program looks at in your phone is usually given before the app is downloaded.

 

Many believe that their privacy is being invaded, but according to Epic Media Group, the data is not assigned to a specific person. It is aggregated.

 

I predict in the future, Facebook will continue to make a fortune off of advertising. They will offer more expensive advertising due to the fact they know their audience. Target ads generate 2-5 times more money than untargeted advertising.

 

Drawing from the NY Times article entitled, Anonymity and the Dark Side of the Internet, I realized that legislation is needed, but it's not likely to happen. It cites court cases that defend free speech and protects the anonymous blogger that spits profanities and disrupts the constructive chat on the web.

 

Ian Brown of the Oxford Internet Institute explains, “Facebook understands the importance of ring-fencing our net conversations.” Starting now (and I predict will be more common) is a service called Social Miner created by Cisco, that follows internet conversations and assists subscribers with their problems.

 

For example, an airline customer is upset with an airliner because of poor baggage handling. As she discusses her problem with a friend on a social media platform, the tool recognizes the key words and alerts the problem to the company. A representative contacts the customer through email or even through the site the customer is using, to address the problem.

 

Facebook should look into how to help it's audience, but the number of users is enormous and it will be a challenge. Accountability is the only real answer for a person to protect themselves from the evils of Facebook. Read the privacy settings and teach your loved ones about the dangers.

 

Ultimately, an optimistic view can be shared. With the evident appeal of marketing and reaching new audiences, I believe the good outweighs the bad. There will new job growth in the technological field and adaption is key. So how do I apply at Facebook?

 

In what ways are musicians taking that next step to ensure that their music and videos are being absorbed by the ever growing music audience? Some bands here in Kansas are taking those steps.

 

In order to be heard, there are a variety of ways musicians are exposing their music to anyone with an internet connection.

 

Through research and interviews, I have compiled examples how independent acts gaining an audience, booking shows, and making a little money.

 

The music industry is in trouble, but iTunes has the right idea. The numbers from the Forrester Report expose this.

 

For much of the report, the numbers only confirm what we've already come to expect over the past decade. “Music industry revenues in 2009 were $6.3 billion, less than half what they were in 1999, and people spent 32% less in 2009 on music than they spent in 2008.”

The challenge for producers and musicians is the same. People want music for free. We understand that the digital age is the wave of the future, but the industry is trying to figure out how to make it profitable. The leader in digital distribution and monetization is iTunes.

In 2010, Forty-six songs were downloaded from iTunes every second. To commemorate the $10 billion dollar sales mark, ITunes rewarded a lucky subscriber a $10,000 iTunes gift card. Is there even that many songs to buy?

ITunes and Amazon are not just looking for the big act anymore. They realized that half of the money generated from downloads were independent music downloads, so enters the power of the niche market. The simple fact is there are more independent bands that have their music on Itunes, than larger well-known bands.

This phenomena is best described as the long tail effect.

Green recommended the book entitled the Long Tail. Author Chris Anderson, editor-in-chief of Wired Magazine, takes a deep look into the new ideology of Itunes. This passage definitely gives hope to the little guy.

 

“The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of "hits" (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-targeted goods and services can be as economically attractive as mainstream fare.”

 

The Forrester Report explains how digital music revenue has ballooned 1,000% over the past seven years. But the entire music industry has lost a third of its value over this time period. The industry has fears of the digital revolution, but also hopes.

 

Here is a short glimpse of some local players in this new game. They have provided me an insight into how things used to be, and what the future may hold.

 

Kacie Brown

• Studied journalism at Newman and Kansas University

• Managed the Lawrence band, Holy Mountain

• Used Facebook, Twitter, and MySpace as promotional tools

• Host of “Back Stage with Kacie Faye,” a small site dedicated to highlighting local and national artists playing regional and national tours

• Currently works in the post production studio for ICT Wichita, working on a reality show at a local car dealership

 

Chaney Kimball

• Web designer at the Greteman Group in Wichita, Kansas

• Former owner of UpDesign in Wichita, Kansas

• Proficient in Flash, DreamWeaver and numerous other applications

• Keyboard, synth player in the local band the Mobilization

• Degree in Graphic Design from Wichita State University

• A self proclaimed “music nerd,” who finds new music through different online medium

 

 

Carter Green

• Owner, sound engineer at GreenJeans Studio in Wellington, Kansas

  • Front man for the Mud Bugs, a Cajon party band, who has seen national exposure on the Praire Home Companion radio program

• Has recorded, mixed, and mastered music that has been featured on national television and radio programs

 

 

“It's the age of the Independent Artist.” Green lined out steps an artist must take, before making it big. Talent is only part of the formula. There are a lot of talented bands, but only the smart ones can actually make a dent in the scene. You must get online and explore.

 

Create a demo.

 

The better quality, the better platforms you can reach. If you don't have the money for profession recording equipment, record the basics at home. There is free recording software on the web, here you can tweak your songs until it is time to visit the studio.

 

There are even apps on smart phones, like uloops, where you can record tracks, add pre-fabricated effects, and even import your own vocals or instruments.

On uloops, after your song is complete, you can upload it to the site, where collaborators can remix your song, comment, and share it with other music and social media platforms. (Beware, uloops owns the rights to your music once it is uploaded to their site.)

 

The Ipad demonstrates the power of turning your computer into an instrument. Kimball admires the initiative that Apple has taken in making synthetic drum pads. He predicts that even more bands will be using these devices for live and recorded works.

Although he acknowledges that, “technology is there, but maybe people just haven't quite yet figured out how to use it.”

Once you have your songs recorded at home, it is advisable to send the tracks to a studio, or go into the studio to re-record your ideas and have the album or songs mixed.

 

It is important to get your demo or album licensed and copyrighted. There are simple, low cost ways to document your music online. After sending your music, with the list of songs and writers to the copyright office, the band is now a legit brand.

 

The Digital Press Pack.

This is an important step that can make or break a band. You must manufacturer a professional bio, detailing your band's influences, genre, back story, anything that is interesting and can set you apart. Mp3s, band pictures and video are now expected.

Your Digital Press Pack can be posted on band promotion sites, sent to magazines, record companies, newspapers, or music blogs. There are free and paid sites that can help you navigate the ins and outs.

 

Blogs

Blogs have shown their staying power and are a valuable source of spreading music.

A Blog Aggregator is a tool that can be used by music consumers to find and discover new music. It has search features, and highlights new and upcoming music. The key is that it helps music fans find different bands that satisfy their different tastes. Finding free, downloadable music helps the fans and helps create buzz about a group.

 

The digital age isn't for everyone. Make yourself personable. The telephone call or face to face conversation is a dying art. Wanting to play that exclusive club in Lawrence?

Put yourself out there. Find phone numbers, send emails, and go through the different avenues of talking to an actual person, without being annoying. Although the CD looks to be on it’s last leg. You must include a physical copy of your work. A physical press pack with band buttons and quality paper and photos takes another essential step into getting noticed.

Establish yourself online.

 

Facebook

There are a variety of ways to promote your band through social media. On Facebook for example, you can post your music, quickly invite fans to your shows, and post videos of your performances. A majority of shows are booked through Facebook.

 

Facebook also offers your band weekly analytics. You can see how many visits and track listens your songs have received, as well as where your audience is.

The global audience is here and ready to listen.

According to Green, “We have sales all over Europe, Japan, New Zealand...it's unreal!”

 

Connections can be made on Facebook. Look at other bands' pages, to see who is taking their photos and making their videos. These photographers and video producers are often looking for a way to market themselves. It can be a “win, win” for both parties.

 

It's not one thing. It's many pieces. I believe in the ten fingered approach, you can't put all of your eggs in one basket.

Green has accumulated three times the amount of revenue from digital downloads, compared to CD sales.

 

Several sites show how to promote your music to millions of eyes and especially ears.

 

Pandora

Pandora offers free, streaming music from a variety of artists. It allows the user to hear songs that have similar attributes to the artist they are listening to. How does Pandora do it? Creating the Music Genome Project, Tim Westergren analyzed melody, harmony and rhythm, instrumentation, orchestration, arrangement, lyrics, and vocal harmony to classify the numerous bands the site offers.

 

So how does a local artist get on Pandora?

A physical CD containing exactly two songs must be sent to Pandora, the music must be copyrighted and available on Amazon, and within weeks the company will contact you.

 

 

SoundExchange

This is a non-profit website that helps independent and signed artists collect royalties from different satellite and internet radio sites, television, and other platforms that offer streaming sound recordings.

This site is an example of a helpful tool that gives the artist the rights and ownership of their music. SoundExchange has the markings of a legitimate, non-profit, government sanctioned registration site.

 

SoundExchange royality payments climbed to $252 million in 2010, the biggest year to date.

 

“These revenues are an industry success story, hinging on the collaboration of artists, copyright holders, streaming services, and the committed SoundExchange team,” said Michael Huppe, SoundExchange’s president. “This is part of the business equation that enables music creators to continue their extraordinary work, and when that happens, everyone wins.”

 

Band Camp

Through this promotion site you can quickly and reliably stream your music. They are a multi-platform, analytic service. In other words, they fill you in when your band is hot in Japan.

They advertise a site that is “truly yours,” they are there for the technical side, allowing fans the ability to share the files with others easily.

 

 

CD Baby

Green highly recommends using the CD Baby service. Instead of searching through different sites to upload music and bios, for a one-time, fifty dollar payment, CD Baby does it for you.

 

It is a site “run by musicians for musicians.” They leave the distributor and major labels out of the equation.

 

Their motto is “independent.” They even give their own definition of the word.

 

[In•de•pen•dent: (adj.) Not having sold one's life, career, and creative works over to a corporation.]

So once you are connected to several different promotion sites, it’s important to keep the content fresh and creative. Posting videos, photos, band posters, or even an editorial comment helps spur the attention of fans.

 

 

YouTube

We all know that people respond to visual stimulation. YouTube is here and it’s power is evident on a national and local level.

 

Kacie Brown and her colleagues used YouTube as the sole device to broadcast their Lawrence music show. She was able promote regional and national acts in a fun, creative way. Artists would engage in the typical, sit down interview, but at a distinct local. For example, Brown interviewed Minus the Bear in a remote field, and the host and band participated in a friendly game of Pictionary during the interview.

 

Powerlifter is a local band consisting of friends Martin Swiggart ad Mathew Weisman. They create and play their music with a handheld gaming device. Moving away from traditional methods, the band and it’s fans have not looked back.

 

Powerlifter worked with local freelance photographer/director Kevin Wildt to create a highly engaging party video. As of today the video has been viewed over 55,000 times.

 

YouTube can be credited for starting one national act’s career. Indie rock group OKGO! took full advantage of the dawning of the viral video. “Here it Goes Again” was been viewed tens of millions of times. The treadmill dancing video catapulted the band into international super stardom, garnering the group a Grammy and selling out venues.

 

Even a teen age girl, whose parent’s have the assets, can become a star. Enter Rebekah Black, a spunky teen that wants to be a singer.

 

Ark Valley Production, a production company that promotes 13-17 year-old potential pop stars, was happy to help out.

 

They are essentially a one-stop shop for becoming a star. They auto tune your voice, write the lyrics, music, and produce a professional video.

 

Black’s 16 million YouTube views and rise on the iTunes Top 100 are a startling revelation of the power of YouTube.

 

"After seeing it go from 4,000 views to 70,000 views in one night and then waking up to see it was at 200,000 views, that's when I knew it was going to be big."

 

Some say this is a travesty, but the people I interviewed all appreciated the work done by the producers of Miss Black’s record.

 

Kimball acknowledged his admiration for the pop princess creators.

“The vocals are a little cheesy, but the production is clean and catchy. With the right people and a little luck, anyone can be a star.”

 

Since the advent of Napster in 1999, music has come a long way. It is up to the artist to get themselves out there. Talent is not enough.

 

There are thousands of bands using the same tools as you, so how do you set yourself apart?

“I’ve found that a creative element is the most important aspect of making a band special, and of course, exposure,” Brown said.

 

Through musical promotion sites, social media and YouTube, and with a lot of luck and determination, independent artists have the power to make music on their own terms.

 

 

How is this Wichita Advertising Firm adapting to new media and technology?

A presentation and tour showed me that this innovative local company is well aware that you must change to survive. Several examples show just how SHS is adapting and adopting old and new principles to compete and flourish in the local and national world of advertising.

We Hate Sheep.com

The 10 year-old domain name is designed to be memorable and to differentiate the brand. The name incorporates the mission statement of the company, to "stand out from the flock."

The Changing Marketing Career.

Want to start a career in advertising? As marketing careers change, so do the credentials. Being able to interpret and measure analytics, having several internships under your belt and being an exceptional storyteller is a start.

Lathi de Silva (VP and director) stressed the 5 E's that make a candidate: expectations, exploration, enlightenment, experience, and evaluation. 

A Public Relations expert must be adept in all mediums, be willing to adapt and research, have experience and understand that mistakes and risks are a must. So what has SHS done to adopt these principles? Let's look at some examples.

CAGW- Citizens Against Government Waste Campaign

When SHS was assigned the task of creating a campaign to expose $7.2 billion in wasteful government spending, they demonstrated their use of technological creativity and strategic planning.

The first task was identifying the placement of the ad and where the target audience could see it. Research exposed the train line that many congressmen traveled on their way to the capital building.

Next, they used tag readers on the posters, this allowed the congressmen the ability to see videos and to learn more information about the cause, simply by scanning the () with their cell phones.

According to Greg Standifer, “this (CAG campaign) has been our most effective mobile campaign to date.”

BEEF

A new beef company called on SHS the task of promoting a new, healthy beef. The product was to be distributed at Super Targets. There was one catch. They could not use traditional advertising.

Once again, the first step is to research the target audience and find similarities in the way they receive a message.

A survey of organic and traditional beef eaters was conducted.

SHS found that most consumers who were concerned about healthy beef were smart phone users.

The first Microsoft tag reading technology is introduced to the meat case. SHS placed the scan code on the front of the packaging and curious customers could view a short commercial about the product.

During the pitch to the company, SHS wowed the client with the quick, multi-platform download. This example joins the thinking to the article, 5 Predictions for the Rublic Relations Industry by Leyl Master Black. He says a public relations team must incorporate “podcasts into their pitches” and “infographics and other visuals” to entice prospective clients.

Microsoft was also happy SHS used their software, sending a tweet applauding the creativity and showing appreciation for the promotion in Super Targets.

Most importantly, a minimal investment was required.

Another technique used with a campaign for the Myer National Angus Company was to use the invaluable use of bloggers.

Don't forget the Basics.

In the article, 11 Public Relation Trends for 2011, it states PR professionals must identify, develop and maintain contact with the client. It may seem simple, but psychology affirms the fact people trust people that keep engagement, show sincerity and display an on going interest.

By requesting help from food critique bloggers, SHS sent a free sample to food blog critics. Once again, a little research into engaging, high ranking blogs, SHS found a way to create a buzz for their clients.

Next, an online, interactive website was built. The mission: create a site where the distributors and consumers could understand how Myer National Angus consistently creates the most tender beef.

Solution: A digital cow floats in the middle of the screen, the viewer adjusts the “hump height, days on feed, and the cattle's weight.” Each category is given a meter that is adjusted by the user.

SHM has put an enormous effort into finding the niche market. Facebook has given opportunities for these niche groups to form online, on the biggest social experiment in the world's history...and advertising agencies are drooling.

Keep It Interesting.

You don't want your service or message to be viewed as spam, so it's advisable to keep your content interesting and responsive.

What about negative comments? The best idea is too address those comments. A “flag policy” is used by many companies, that removes the content after a certain number of flags, then let's the website's administrator(s) review the comment and take action.

How do you bring clients who are apprehensive about social media into the game?

First of all, there are business veterans who are not totally sold on the idea of Facebook. It's understandable. There are many dangers of social media that evident. But the rewards outweigh the risks.

Let the client share control of the administration. Often if the client is informal, engaging and personal with, let's say, twitter posts, the audience is engaged and hopefully (cross your fingers) retweets the message to their friends.

Not all of us have the ability to create great tweets and can sometimes react to post responses in the wrong way. What to do?

SHS has developed a social media readiness quiz for their clients. It is a hierachial, chain of command, step-by-step guide to dealing with problems with social media.

Why I think that SHS is on the right track is not only it's technological presence, but it's sound creativity and fundamentals.

SHS is about an image. They are about firsts.

 The first building to be renovated in the Old Towne District, the owner decided to recycle as much of the old furnishings to respect the former building's karma. The Coleman Company was the former tenant, and the boiler room doors are still visible in front of the reception area as you walk in the door. From the sprawling boardroom with the newest, biggest televisions and comfortable, unique furniture, they have created a comfortable environment for the workers. The office is aesthetically beautiful and the pool table and Guitar Hero in the break room is a nice touch.

 

Recently  our Media Transformation class took a tour of KWCH's studio in Wichita. We talked strategy with Brian McDonough, DWCH general sales manager.

Not only did we discuss important trends and ideology, I learned a few other things.

1) Meteorologist Merrill Teller doesn't wear pants while giving his weather forecasts. (Just kidding. I just stole Lou's joke.)

2) Millie the dog is as friendly as she seems on TV.

3) Cindy Close eats pizza on her dinner break.

On a more serious note, I found that KWCH is taking the appropriate steps to become a competitive power in the age of new media.

Television sells itself, we are an image-oriented society, but you must take the steps to encourage the viewer to stay reactive and responsive in the changing world of media. The growth rate of television watching exceeded time spent on the web. But the web audience is an obvious growing niche that can't be ignored.

Television is a "big intrusive microphone." The audience is there.

Can you get them involved at work?

This is where most people check on news. It's a sad revelation, but the statistics never lie.

KWCH isn't holding back.

1) Ed Source- offers information on trade schools and education

2) Vehix- a guide to everything cars

3) Video Tours- The CW Crew explores local businesses in a fun and unique way

4) Fashion 411- A former Miss Kansas explores fashion and trends

KWCH is acknowleding and working towards innovative ideas within their company. 

We all understand the power of Facebook. This is not old news.

It is important to look at some demographics. Fifty-five and older is the fastest growing demographic. This demographic is also the biggest news crowd. KWCH can't ignore the obvious. They realize their role on Facebook.

Weekly meetings are called to order to address issues pertaining to strategy and new ideas. A group of department heads and savvy Facebook users discuss trends and find the best way to relate to the audience.

An example is a post from a viewer, who commented on Merril Teller's forgotten afro and mustache. (Sorry Merrill, I've gotten two jabs in so far.)

A staffer saw the post, posted a pic, and the comments poured in. It's about relating to the consumer.

Here's another example. Sometimes errors happen. Technical difficulties happen far to often, but with the dialogue between the viewers and KWCH, the viewer can often give ideas into diagonising the problem or pointing out the error.

KWCH.com is also offering interactive weather. Let's face it. The audience is now the reporter. Simply by clicking on an icon, a viewer can pull up weather spotter video.

Let's look at the money side of things. Page views will always be important, but the number one factor is monetizing a site. This is the sticky question that looms above the advent of mobile mania.

How did they start the online game?

Catch It Kansas.com

The site was thrown together in three weeks and has been growing ever since. A lot of that is due to the input of local high school writers.

Each school is designated a page and highlights different sports. It was a cumbersome, but fruitful expedition. It allows a strong local presense, that provides the local aspect people want.

“The audience is the captain.”

Making the Big Template

Each reporter is obligated to post stories on the web. By making a template, this eases the anxiety of the not-so-savvy tech person to post pictures and video.

With new technology, the workload increases. Photographers now must film 5-10 minutes of the cheerleaders and the band. You must give the audience the chance to see their kids!

The dark side of the powerful audience is evident. In some forums cyber bullying has popped up. The call to fire coaches, ignorant racial comments, and even threats have proven to be a problem on the site.

The solution? If a comment or photo receives two flags, it is taken off the site until it can be reviewed.

Television and the new media are, and I believe will, blend itself into a collective that we can't even imagine.

I read a blog by Mark Suster entitled, The Future of Television and the Digital Living Room. He made some thoughtful predictions that I find applicable to this vague future.

He believes that the internet, PCs, mobile devices, and television will merge together. They will inter-operate, but not become a single convergence.

This makes sense to me. Everyone wants their piece of the pie. I understand certain companies may work together, but a total convergence seems unlikely.

We can already see these technologies splicing together.

While watching the Oscar's, Twitter was rolling wild. With every performance, outfit, or speech came a barrage of (usually inappropriate) comments.

The game industry, in my opinion, must also grasp onto the trend of the mobile revolution.

According to Suster, “There are 60 million, 7^th generation game consoles in the United States in 110 million homes.”

I suggest that mobile devices dedicate more time into developing emulators to let consumers play old games on familiar consoles for free. I won't mind looking at a few ads to play a little Super Mario Brothers.

Now they're getting tricky.

I recently downloaded a shoot-em-up game on my Droid phone. The game is technically free, but in order to purchase new weapons, I must answer a survey or log into a site that will share more information about myself.

KWCH and the rest of the world has the pulse on the nation and the world. It's time to keep up with the Jones'. Mobile TV is coming. The question is how much is it going to cost them?

 

I recently took a trip to The Wichita Eagle to discuss how they have evolved in the face of the new media. Not surprisingly, they have been aware of the shift in the way we obtain our information and have been looking for ways to embark on the new way we, the public, want to get our news.

 

The Wichita Eagle has survived for 137 years. Here is a look at the instrumental individuals trying to make it another 137. I met with Sherry Chisenhall (editor), Jason Schlitz (advertising), and John Boogert (web editor).

I read University of Northwestern case study about the ever changing technology in the newsroom, called Life Beyond Print by Vicki Williams. It showed statistics of who in the newsroom is "willing to adapt to new media" and who is "set in their ways." 

Not surprisingly, the younger worker is more willing to embrace the technological shift in ideology. What was surprising is that the editors, who are typically older, share this view. 

I feel that's the reason these people are in charge. Most passive people, who aren't willing to change, usually don't hold leadership positions.

"We don't know what business we'll retire from."

In 2004, The word "digital" was introduced to the Eagle editor's job description.

Everyone's jobs are changing and an adaptive approach to the print career is essential. The Eagle has been proactive and has helped employees with training and support.

Catch it Kansas.com has been around for the last 12 years and is changing everyday. This website is the backbone to the online push by the Eagle, but is not the only venture up it's sleeve.

Although the website is flourishing, it comprises only 25% of the revenue. The rest is thanks to good ol' fashioned print. But the times are changing. The important question (which no one yet has the answer) is how?

Jason Schlitz started his career in real estate. In early 2005, five people were sharing one computer. My how things have changed!

The Eagle is well aware of the power of mobile devices. I am pleased to hear that they are working on the Android platform to create an Eagle application. (They promised it will be coming soon.)

John Boogert worked at the Rocky Mountain News for 16 years. This paper didn't survive. 

He started taking high school sport scores and developed a taste for journalism. His thirst for writing actually stalled his college career. He simply couldn't get out of the newsroom.

He explained a career in print journalism can be taxing. You work a lot of evenings and forget about holidays. News never stops.

After the collapse of the Rocky Mountain News, five years ago he got his start at the Eagle and became the web editor.

He acknowledges the power of "multi-platform journalism."

The Eagle had to develop a strategy with it's online format. With any writing, you must know your audience. They discovered that most people who read new online do this at work. Mobile traffic spikes in the evening.

You must take a psychological approach and know what the audience is thinking, and more importantly, when.

Page views are important, but unique and return visits are the new "click" the Eagle is looking for. They are looking for "organic" site growth. Having the reader check the site throughout the day is what the Eagle is striving for.

They want the content to be "sticky." The reader is expected to read a story, click on a hyperlink in the story, and navigate through the Eagle's site. At first glance, steering your readers to other news sources seems like a bad idea. Why give your audience to other sites? You must empower the consumer to feel confident with your site to start their investigation. 

Know the Numbers

The great thing about the internet is "everything is measurable." Keep in mind though, you can't trust everyone. False reports and numbers are thrown out by people trying to make a dollar, every report can be different. It all depends on who conducts it and their motives.

Boogert warns,"Learn the numbers if you plan on going into advertising."

The Eagle is also using the website to simply find out what stories are interesting to people. "We can know in real time...this story is resonating." If a story is hot, an editor can possibly assign more reporters to a give topic or dedicate more time to an interesting story.

Legal

With new technology, sometimes the legal aspect takes time to catch up. "It isn't clear." 

Photographers are having trouble making a profit off of their own pictures. Once it hits the web, it's hard to enforce. I found it interesting that sometimes the Eagle decides that sometimes taking legal action can set them back.

The newspaper is facing troubling times, with a certain sense of optimism.

An executive editor has been faced with many dilemmas, from a reduction of staff to the confusing digital start up.

"You have to be ruthless."

Chisenhall's new strategy for the future is to stick with a core of seven sections. Soon to be gone are the stock reports and TV guides that take up space and prove to be costly.

The new goal is audience growth and understanding the numbers on an hourly basis.

"Become a brand, not a byline."

A reporter is a marketer. They are marketing their own story and themselves.

A brain storming idea in 2002 was to listen in on conversations at a coffee shop to capture the pulse of the community and to generate story ideas.

How does a reporter do this? Social Media. Facebook is the coffee shop gossip that is on our computer screens. Not only for story ideas, but it can also develop your stories through interaction with the audience.

Advertising

Instead of simply selling ad space to businesses, the Eagle realizes they must take a proactive approach. You must work with the company. If you help the customer maximize their profits through several platforms and help them create ideas, they'll stick with you.

I believe the Wichita Eagle and it's website are on the right track. They have taken proactive steps in keeping their business thriving. Through employee education and acknowledgment that their job is changing, and will always be changing, they have the formula for survival.

I am eager to see the Eagle on the Android platform and it's growth in new media that is yet to be discovered. In reading, Six Competencies of the Next Generation News Organization, I found several interesting ways newspapers are planning on taking that step.

They discussed the creation of mobile, internet television. A site called Mogulus allows reports to take video and post stories immediately on line. We all know the first to be there, is often the first watched.

Creating semantic web searches allow users to find the information that is relevant to them, without much digging. The example that comes to mind is the Watson computer on jeopardy. The memory machine can think faster than a human, deciphering complex questions and coming up with a logical answer. Our search engines are only going to get better and faster.

The most interesting part of the article was about sensors and GPS. By using the location of our mobile devices, a reporter can see if a traffic jam is taking place, or a what if a flash mob suddenly develops? 

The news world is following suite with the ever-changing technological world. And in my opinion, it's literally in the palm of our hands.

 

I recently read a chapter from New New Media, a textbook authored by Paul Levinson, who served as the 2007 Chair of the Department of Communication and Media Studies at Fordham University.

The history and invention of new media is fascinating and we are living in the exponential curve of this phenomena. Levinson realizes this and understands his book may soon be out of date. As the author shares throughout the readings, this book was written and revised and finally finished in 2009. I feel his constant date references is a smart plan to protect his credibility.

His writing is personable, his political and musical influences are acknowledged. Generally, I admire this honest attempt at creating a textbook. 

Let's look at the good and the bad of YouTube. 

Personally, I generally use YouTube for evil. I kid, but here is a list of the last three keywords I have searched.

1) Smodcast animation: A smodcast is a podcast created by Kevin Smith and Scott Mosier. These guys shot to fame by creating low budget, independent movies that gained a cult following. Main stream eventually caught onto the buzz and Kevin Smith is a household name to the 25-35 year-old demographic. His podcasts are animated by fans and friends. 

2) Megan Fox Thumbs: I heard a rumor about actress Megan Fox having thumbs that resembled toes. It's absolutely true. 

3) High School Basketball Fight: Watching the intro to the evening news, I caught footage of a basketball player fighting a crowd of men, while another man exchanged blows with a uniformed police officer.

Instead of waiting, I saw the extended footage of the fight well before the newscast finally showed the story. All thanks to YouTube.

YouTube allows me to grab an instant image of almost anything, at any given time and (thanks to my Droid) almost anywhere.

The History...

In February 2005, Chad Hurley, Steve Chen and Jawed Karim, former co-workers at PayPal, created YouTube. Two months later they launched the site, with it's trademark logo, "Broadcast Yourself."

SNL's "My Dick in a Box" helped elect Barack Obama president...sort of.

The televised version of "My Dick in a Box" was changed to "Special Treat in a Box" to avoid recourse from the FCC. But the original song (thankfully) found it's way to YouTube.

Language restrictions don't apply to the internet. Legislation to stop indecency on the net was proposed by Bill Clinton in 1996, but (thankfully) it was struck down by the Supreme Court. 

Enter Ben Relles and singer/songwriter Leah Kauffman. They sought to create a video response to the My Dick in a Box, with My Box in a Box.

Four million views later they realized the power of YouTube and it's ability to promote his BarelyPolitical.com team.

Relles and the crew had a video idea titled "I've Got a Crush on Jack Bauer." The idea quickly shifted to "I've Got a Crush on Obama," when he announced his candidacy for president.

Amber Lee Ettinger starred in a humerous video about her love of Obama and became the Obama Girl. The video quickly attained viral status, receiving more than 2.3 million views in the first month.

The Obama seed was planted in America's minds. Levinson suggest that this could be a turning point in the election. 

Obama did surprisingly well with voters under 30.

Stats:

• Linda Wertheimer reported on National Public Radio (June 24, 2008) that the number of voters under age 30 in primaries and carcases across America was two to three times greater than four years earlier.

• 58% of these voters identified themselves as Democratic

• 50% of 18-29 year-old voted in America for the first time since 1972, and 66 percent of them voted for Obama.

YouTube and new new media has the power to shape political boundaries and change the world.

With the recent events in Egypt, Tunisia, and Iran, the power of the people is being transformed. Crowds can gather with quickness and power, gathering like armies, using satellites coupled with mobile platforms to mobilize and make a change.

I'm sure Levinson would have dedicated an entire chapter to the sheer power of instant mobile, mobilization, but two years is an eternity in the new new media world.

YouTube: Increasing Role in Public Relations 

With the advent of the remarkable capabilities of the Smart Phone and public awareness, politicians and celebrities beware.

If you have the capabilities and incentive to promote your business, YouTube can be a another avenue you can be seen on.

The numbers don't lie, YouTube is a major search engine for information. Psychology tells us that people are visual learners. Why not capitalize on spreading yourself or your company's message through a visual medium?

Self promotion through a variety of media is the norm. If you or your message is seen in a professional, positive light, what could a little experimentation hurt? Hesitation to promote because of indecisiveness or lack of knowledge could ultimately ruin a business. 

How Can YouTube be most effectively used?

YouTube can be used to capture politicians at their weakest moments, showcase embarrassing viral videos, display amazing feats or talents, uncover shocking world events, or even celebrate birthday moments with distant family members.

The most effective use is hard to define. It depends on who you are and your interests.

A business can advertise, citizens can disrobe democratic injustices, a parent can show their child's first step.

The possibilities are endless. The powers to promote are at our fingertips, if we're willing to press record. 

Source: New New Media, Paul Levinson, 2009. pg.58-83.