www.newsandtech.com www.newsandtech.com November/December 2019
The premier resource for insight, analysis and technology integration in newspaper and hybrid operations and production.
Raised from the dead: The Bigfork Eagle lives! u by Marc Wilson Special to News & Tech
Editor’s Note: The Bigfork, Montana, half that in the winter. The town Eagle resumed publication on Oct. 30. — some call it a village — sits on What’s the big deal with the rebirth of a small-town weekly newspaper? Our Marc the shores of Flathead Lake near Wilson tells you the back story. the confluence of the Swan and Flathead rivers. The snow-capped The most difficult — and re- Swan Mountains rise over the warding — job I ever had was edi- town to the west. Bigfork is used tor/publisher/janitor of the Bigfork by many as a gateway to Glacier Eagle, a small weekly newspaper National Park and the Bob Mar- in rural northwest Montana. shall Wilderness. Gourmet restau- My wife and I ran and co- rants serve a clientele that lives or owned the Eagle for 14 years be- camps on the edge of wilderness. fore selling it in 1997 so I could Visitors are reminded that grizzly devote fulltime to building Town- bears are first on the food chain in News, which we’d started in the Montana. No joke. back shop of the Eagle in 1989. It’s a beautiful place to live or Lee Enterprises bought the visit, but a very difficult place to Eagle from us before selling it to make a living or run a business, Hagadone Newspapers in the including a weekly newspaper. early 2000s. Hagadone also owns Four years ago, Hagadone shut the Daily Inter Lake in Kalispell, down the Eagle, citing financial 17 miles from Bigfork. losses. Bigfork is an unincorporated Although disappointed, I un- community of some 10,000 resi- derstood. dents in the summer and about Bigfork continues on page 8 FTI’s Doucette on evolving paywalls, models u by Mary REARDON News & Tech MANAGING Editor
News & Tech caught up with Pete Douc- Technology at oft-cited FTI Consulting, head- his firm has completed and provides his takes ette, managing director of Telecom, Media & quartered in Washington, D.C. on paywalls and subscriptions. At FTI, Doucette recently developed the Subscriptions News & Tech: What can you tell us about Lab, a partnership with the studies or material FTI has produced recently Google News Initiative. Before or will produce? Turn to joining FTI, Doucette was the Doucette: Two major focus areas of FTI Con- chief consumer revenue offi- sulting’s current work with the newspaper in- page 37 cer at Boston Globe Media. He dustry are the growth of digital subscriptions for expanded speaks globally on subscription for publishers along with the digital transfor- models, digital transformation mation of the traditional seven-day printing industry and other industry matters. and distribution operating model. coverage Doucette updates News & With regard to digital subscriptions, FTI Tech readers on recent research Doucette continues on page 6
News & Tech November/December 2019 u 1 www.newsandtech.com
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ABB-Ad_Newsandtech_228x276_a.indd 1 21.07.2017 07:51:57 www.newsandtech.com Yearlong project aims to keep digital news from disappearing u by Tara McMeekin Contributing Writer
The Reynolds Journalism Institute is doing its part to ensure that In a nutshell, he said the project comes down to making sure digital news doesn’t lose its place in the annals of history. To cham- that digital news content is available, identifiable, uncorrupted, pion that cause, RJI and its home-base school — the University of and ultimately retrievable. And McCain warns that the cloud isn’t Missouri — have partnered on a project that calls on news outlets foolproof. to take a key role in preserving digital news. “Even though we think of the cloud as this virtual ether, there are The project — funded by a $250,000 grant from The Andrew W. still physical devices involved and those things can break down,” Mellon Foundation — builds on work done by RJI’s Journalism Dig- he said. ital News Archive and the Dodging the Memory Hole conferences. Furthermore, he said digital content has to be renderable, which From 2014 to 2017, those conference brought together librarians, can become a major challenge as software and systems change and memory institutions, newsroom leaders and others to engage in a evolve. dialogue about preserving and protecting news content. Over the course of a year, the team will visit news outlets across Competitive advantage the U.S. and Europe to identify and pose solutions to the techno- Besides helping to document history, maintaining thorough ar- logical and other obstacles hampering the preservation of online chives gives news organizations a great competitive advantage that content. sets them apart. “This is an impending problem,” Edward McCain, digital curator “Organizations like The New York Times are using theirs as a prof- of journalism at RJI and the University of Missouri Libraries told it center,” McCain said, citing Amazon’s “Modern Love,” which is News & Tech. McCain heads up the Journalism Digital News Ar- based on the longtime NYT weekly column-turned-podcast — and chive — or Journalism DNA as it referred to in a clever nod to the now turned television series. essence of news. Other organizations stand to benefit as well, he said, citing the “For thousands of years we’ve been used to storing information NFL and NBA, which have also invested in systems to preserve and on paper, so we know what we’re doing with that,” he said. “If you access content. This should be a large priority, but McCain knows store a paper in a cool, dry place you will be able to read it — the that it must also make financial sense for news outlets. language may be different, but it will be there.” “That’s why we are looking at those issues of profitability and Through the project, McCain said he hopes to establish a robust how it can be leveraged — and it goes to the core of what differenti- and complete news archive that enables thorough and responsible ates journalists vs. someone just spouting off on a blog somewhere. reporting now and into the future. We have this record of our communities, and we worked hard to “The way of preserving things is different now as is the way that get it right, so there is certainly value there.” things can break or disappear — for example in migrating from one CMS to another,” McCain said. “It takes a lot of careful planning to Finding partners not lose information.” Journalism DNA is interested in working with vendors including For Journalism DNA’s part, McCain said it’s key to work with the TownNews and its partner newspapers to find out how they’re solv- technologists in the newsroom as well as the journalists — although ing archiving challenges, and in turn, share those solutions with the journalists are ultimately the ones that must drive this. other organizations. It’s also tapping into large publishers includ- ing McClatchy and its technology and data center in Raleigh, North Newsroom response Carolina, as well as public radio affiliates and other news organiza- So far, the news organizations McCain has reached out to have tions. been receptive to participating in the project, and are largely “My goal is to give the news industry great information about bought into the notion that there is a need to safeguard digital and what they can do,” McCain said. “We all have an interest in hang- online news. ing onto our work, and as individuals we have to take charge of “There are still some challenges because it’s still early days, so what we’ve done. We want all of the hard work that went into the most people are unsure what digital preservation really means,” recording of history to survive and not be in vain.” McCain said. “There are different models and different ways.” The ultimate vision is to use the insights gained over the coming To that end, the group is looking at a variety of activities and year to improve CMS systems and other platforms to ensure the goals for archiving news that address myriad challenges. Among survival and future use of content. The results of the study will be them, McCain pointed to the pitfalls of digital, including the ease published in a report to be released a year from now. with which content can be changed or altered, whether intention- Any news outlets or newspaper industry vendors interested in ally or unintentionally. He said he’s even heard from newspapers participating in the study are encouraged to contact RJI. p that are shutting down and have no plan for preserving or archiving their content and preventing it from disappearing.
News & Tech November/December 2019 u 3 November/December 2019
contents Volume 31, No. 6 FTI’s Doucette on evolving paywalls, models 1 News & Tech P.O. Box 478 Beaver Dam, WI 53916 Raised from the dead: The Bigfork Eagle lives! 1 Check out p: 303.575.9595 www.newsandtech.com Yearlong project aims to keep Editor & Publisher digital news from disappearing Mary L. Van Meter 2 [email protected] Art Director Google, TownNews partner on dynamic paywall 5 Violet Cruz [email protected] News & Tech’s new Managing Editor Tech to shatter paywall barriers 10 Mary Reardon expanded coverage [email protected] Parse.ly’s Conversions tracks the path to a buy 12 Contributing Writer starting on page 37 of Tara McMeekin [email protected] ‘Coach, this is PostRobo3 calling’ 13 the digital edition at Contributing Writer Marcus Wilson Newspaper moving more ops to the cloud 14 [email protected] www.newsandtech.com Contributing Writer Kirsten Staples Mid America rolls out free waste audit 20 [email protected]
Geldermann: Drupa a must in times of change 22 We’re PUBLISHING GROUP President News Hub Media adds AI4Images.com to lineup 23 James E. Conley Jr. Overflowing! DIGITAL EDITION OFF THE RECORD: iFRA World Publishing Expo 24 In partnership with Olive Software, News & Tech is available as a digital edition, containing an exact replica of articles and advertisements. The Digital Merged association America’s Newspapers launched 28 MORE: Edition is available free of charge on our Web site, www.newsandtech.com
People News DATELINE Vendor News 30 Each Monday, News & Tech distributes Dateline, an Industry News electronic newsletter that covers breaking industry news and events. To subscribe to the free newsletter, At Print 19 in Chicago Mergers & Acquisitions send a request to [email protected] Gathered at Print 19, which ran Oct. 3–5 at Chicago’s McCormick Place, were Ronald Reedijk, SUBSCRIPTIONS managing director, QIPC-EAE Americas; Bruce Barna, vice president, The Siebold Company; Vendor News Subscriptions are free to qualified industry hoto: QI PC P hoto: Beau Campbell, vice president, The Siebold Company; Erwin van Rossem, director of global personnel. To subscribe, visit our Web site at sales and marketing, QIPC-EAE Americas; Cameron Nelson, project manager, The Siebold www.newsandtech.com, or call 303.575.9595. Company; and Richard Palmer, senior vice president, The Siebold Company. Association News ADVERTISING SALES Education To schedule advertising or confirm space availability, please contact Mary L. Van Meter at Marketing Partners 303.575.9595 or email [email protected] News & Tech, ISSN# 2150-6884, is published bimonthly by Conley Magazines, LLC, P.O. Box 478 Beaver Dam, WI 53916. Phone: 303.575.9595; columnist Fax: 303.575.9555. Copyright ©2019 by Conley Magazines, LLC. All rights reserved. No part of Marc Wilson 18 this publication may be reproduced by any means, mechanical or electronic, without the expressed consent of the publisher. Opinions expressed herein do not necessarily reflect the views of the publisher, staff or advertisers of News & Tech. The department return of unsolicited manuscripts or other material Classifieds 33-34 cannot be guaranteed. Periodicals postage paid at Denver, CO, and additional mailing offices. Free to qualified newspaper personnel. POSTMASTER: Please send 3579 for address correction request to News & Tech, 5139 Yank Court, Arvada, CO 80002
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4 t November/December 2019 News & Tech www.newsandtech.com Google, TownNews partner on dynamic paywall u News & Tech Staff Report
The Google News Initiative is partnering ers who are deemed more likely to subscribe content management systems for local me- with Lee Enterprises and its digital technol- would get fewer content views, while those dia, our ability to leverage the expertise of ogy subsidiary, TownNews, to expedite the with a lower probability may be served a Lee and Google will allow TownNews to rap- development of a machine learning-based larger amount of content to sample. idly enhance our paywall technology with paywall technology. Testing on the program is set to begin in innovative features that grow revenue for all “Google and TownNews are the leading December. of our customers, and move the industry for- technology providers for our industry, and ward.” Google ML, coupled with TownNews’ tech- Openly shared “Today, publishers have access to extensive nology platform, is ideally suited to turn data “The great benefit of metering the use of our data, but making sense of the numbers and we’re already gathering into action,” said Lee sites is that it supports the high value of our putting those insights to work can be a chal- Vice President of Digital James Green. “We unique local content and drives digital sub- lenge,” said Jason Washing, managing direc- know that users engage with local news in a scriptions,” Green said. “But, it does create tor, News Partnerships at Google. “We’re variety of ways across our sites. Some visit challenges in that it limits our opportunity thrilled to use Google’s machine learning daily, while others visit much less frequently. to serve advertising to our users. We believe technology to help Lee and TownNews de- By applying artificial intelligence to infor- that a smart, dynamic meter is a huge step velop a dynamic paywall, which will provide mation such as frequency of use, the type of forward because it is a means to support both a tailored experience for readers and the right content viewed, and the location of the user, revenue streams.” meter strategy for Lee’s business. Once com- we can better serve our readers and reach Other partners chimed in on the effort. plete, this technology and associated best our audience goals.” “Streamlining the process of converting practices will be openly shared to expand According to Green, the amount of content browsers to subscribers is a crucial piece of the impact.” a user consumes before being encouraged the revenue puzzle for many of our local me- Google describes Google News Initiative, to subscribe would vary based on the user’s dia partners,” said Brad Ward, CEO of Town- launched in 2018, as the company’s effort to previous actions and a model developed by News, headquartered in Moline, Illinois, in work with the news industry to help journal- Google ML, Lee and TownNews. Those read- a news release. “As the leading provider of ism thrive in the digital age. p REMOTE INK CONTROL • Reduce Waste • Reduce Make Ready Time • Improve Quality • True sliding segmented blade offers precise and consistent metering of ink film • ROI in less than 2 years— Boost your bottom line • Custom fit solutions for all press profiles
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Doucette from page 1 scriptions were the only major category of revenue that was growing for a group of local newspaper publishers. I think over the next few years almost all local newspaper publishers will make a pivot to a digital subscription-centric model their top priority. hoto: S ubmitted P hoto: These paywalls may take different forms — metered, freemium, hybrid, hard wall etc. — but in our work with newspaper clients, I’ve found that paywalls have consistently gotten tighter, meaning less free content for read- ers. I expect the models to continue to evolve in two key areas: regis- tration where publishers require readers to provide information like an email address in order to read content, along with a shift to a dynamic model where the pay model settings are based on user data or patterns and not a one-size-fits-all approach. I also expect news- letters to become an even bigger part of the publisher tool kit, where they can have a direct relationship with consumers and provide a curated news experience.
News & Tech: What promising revenue streams do you anticipate in the near and long term? Doucette: I expect that reader revenue is going to be the centerpiece of the future sustainable operating model for local news publish- ers. What once was an approximately 70/30 revenue split between print advertising and print circulation, I expect to flip to 70/30 for digital consumer revenue vs. digital advertising revenue. I also ex- pect publishers to develop more revenue from expanded consumer products and offerings — memberships, events, experiences, etc. — but I expect them to be more of a secondary revenue stream behind subscriptions.
News & Tech: As Gannett and GateHouse complete their merger, what other moves do you anticipate in consolidation? Doucette: I think we will continue to see consolidation in the news- paper industry as publishers look for additional cost efficiencies and synergies to extend the digital transformation runway. The Gannett- GateHouse merger, because of its scale, puts additional pressure on major newspaper companies like McClatchy, Tribune Publishing, Lee and others to assess their strategic options.
News & Tech: What do you forecast as the future for print? Consulting recently published two research papers, “Critical Pub- Doucette: Print is still a very effective medium for reading daily news, lisher Benchmarks for Digital Subscription Success” and “Digital and I anticipate that print will be around in some form for a long Subscriptions Playbook,” as part of the Google News Initiative (GNI) time. I also expect publishers to begin or continue to move less-than- Subs Lab with 10 local news publishers in North America. These daily printing and distribution over the next few years, settling on a reports give industry publishers an understanding of the important Sunday or weekend print-plus-digital model in the next five years or metrics for achieving success with digital subscriptions along with a so. At that time I would also anticipate the format of the newspaper to playbook on how to execute on strategies to scale digital subscriber transition from a broadsheet to a more magazine-like print edition. growth. FTI Consulting has also developed a print-to-digital transformation News & Tech: Is there anything else you would like to tell News & model for newspapers and magazines. This financial model looks at Tech readers about the industry? baseline revenue and expense trends for publishers and compares Doucette: Our work with publishing clients along with the GNI Subs that to future operating model changes such as eliminating print on Lab shows that there appears to be a sustainable business model certain days of the week or even altogether. This powerful tool gives for local news publishers that is centered around digital subscrip- publishers visibility into when they may want to make operating tions. The challenge is that in order to achieve that new business model changes to improve their long-term financial performance. model, publishers must fundamentally transform into a new type of organization and do so quickly. Market forces are working against News & Tech: What do you see as the future of subscription models local news publishers and the time to transform is now … if they wait and paywalls? too long it may be too late. p Doucette: Recent research by FTI Consulting found that digital sub-
6 t November/December 2019 News & Tech www.newsandtech.com
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Bigfork from page 1 The town started holding community meetings about two years When we bought the Eagle in 1983, Bigfork had a grocery store, ago, and the No. 1 request of the citizens was for a “respectable, hardware store, building supply center, bank, travel agency, a small legitimate news outlet to cover our town — everyone agreed social department store, a drug store, a great book store, a downtown gas media news coverage was simply not enough,” King said. station that sold tires, an auto parts store, two motels, multiple res- At one of the community meetings, attended by 60 to 70 people, taurants, specialty shops, bars, a bowling alley, a marina, a five-star participants were asked what they wanted in a news outlet — print, dude ranch and an 18-hole golf course that was under development. online, weekly, monthly, etc. The town also had numerous small service companies — dentists, “Overwhelmingly,” King said, “they wanted a weekly, printed doctors, barbers, plumbers, auto body repair. The town still has a newspaper that costs $1 a week.” thriving artist community. The chamber took the results to the Inter Lake, and Weaver said he These businesses were almost all locally owned, and in need of could restart the Eagle if enough support could be demonstrated in promotion. subscriptions and advertising. The business owners liked dealing with fellow business owners, “I traveled around to Bigfork businesses with an ad sales rep from including me. The grocery store ran a weekly double-truck ad. The the Inter Lake,” King said. “I wanted to help get commitments from bank, hardware store, drug store, department store, building supply advertisers. Time after time, we’d meet with people who would open center, travel agency and others were regular advertisers. The state up a drawer and pull out an old copy of the Eagle. They loved that press association sold ads for its member papers. Businesses in Kal- newspaper.” ispell bought ads to attract Bigfork’s affluent residents. State Senator Bob Keenan, who ran the Bigfork Inn for many years, Bigfork residents — including many seasonal snowbirds — sup- said: “The Eagle sometimes stirred up a hornets’ nest and made peo- ported the local businesses, although there were dollars that bled to ple mad, but it was the heart of the community, and it bound us larger, sometimes less-expensive stores in Kalispell, Missoula and together. We learned the hard way that were not the same without Spokane. our newspaper.” My wife and I and our small staff of three worked long, hard hours, Weaver said subscriptions continue to come in for the re-birthed but we loved what we were doing. We always paid our bills, and newspaper, and that the Eagle has obtained “27 or 28” advertising served on various community committees. We covered every street contracts. fair, parade and festival. We wrote obits (always free) about people “The people of Bigfork want their newspaper back, and they’ve we knew and cared about. Bigfork High sports teams received exten- proved to me and my boss that they’ll support it,” Weaver said in an sive coverage, win or lose. interview. We called the Eagle “the best little newspaper in Montana,” and On Oct. 30, the Bigfork Eagle resumed publication as a tabloid. we won many awards from the state press association. Four times we Volume 39, issue 1, it says on the cover. were named the best weekly in the state. Award-winning weekly newspaper veteran MacKenzie Reiss will TownNews — then known as International Newspaper Network be in charge of news coverage. Production and ad sales will be man- — started to prosper in the mid-1990s. I decided I needed to spend aged out of the Inter Lake. Overhead, wisely, will be kept as low as full time helping fellow publishers deal with the so-called Digital possible. Revolution. (The company now helps more than 2,000 customers Weaver was quoted in an article in the Inter Lake and Eagle saying: worldwide.) “As a Flathead Valley native, I am extremely pleased and proud of So we sold the paper. The Eagle lost its local owners — and, frankly, the folks that have made this new version of the Eagle possible. With some of its passion. Hired hands were hardworking and dedicated, your help and support, the Bigfork Eagle will once again serve the but not as much as Ginny and I were. Chain ownership was viewed community for years to come.” with some skepticism by readers and advertisers. Lesson learned: Little towns need their little newspapers. Something bigger was going on too. I call it the Amazon Effect. On- Truth told, every town needs its newspaper. p line shopping and home delivery ate into the sales of Bigfork’s mer- chants, most of whom operated on very thin margins and struggled to survive lean winter months. The department store folded, followed by the travel agency, the shoe store, the book store, the hardware store and others. Business churn rose. In 2015, after years of losing money, Hagadone shut down the Ea- gle, except for a sporadic online presence. “We never made money in Bigfork,” Inter Lake (and now Eagle) Publisher Rick Weaver said. I believe him. The town hated not having a newspaper. Local sports weren’t cov- ered. The Bigfork School Board and the water and sewer board met without a pesky reporter on hand. Parades, festivals, spelling bees, golf and bowling tournament lacked promotion. Elections came and went without candidate profiles, endorsements and results. Baby and wedding photos went unpublished. No more free obits. “Our sense of community was lost,” says Rebekah King, executive director of the Bigfork Chamber of Commerce. “We tried with our chamber newsletter to fill the void, but it just wasn’t good enough.”
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Tech to shatter paywall barriers u News & Tech Staff Report
frictionless. No forms, no registration, two click-access to content. On mobile, this translates to verify with an existing ID and hit the Apple Pay button. Our entire business focus has been around making aul M c C arthy-Brain it simpler for the consumer to give the publisher money. hoto: P P hoto: N&T: How can a newspaper benefit from content monetization tech- nology? McCarthy-Brain: Although Flip-Pay started its life as a micro-payment play, it became apparent very quickly that we needed to also include full subscription management functions into the platform. Because of the unique way in which our technology was architected, the pub- lisher now has an incredible level of functionality available to them in comparison to legacy paywall solutions. In Flip-Pay, a publisher can offer standard subscriptions, day pass- es, ad-blocker charges, but at the same time sell access to bits of pre- mium content to new market segments. For example, a newspaper might have incredible college football coverage and can sell access to this content directly to the consumer for the duration of the sea- son. This package can then be pushed down social media channels to attract new readers to your content. It is also perfect for individual billing of video, podcasts, box sets, series or content categories. The most important element to take away from our platform is that it empowers the publisher to create new market segments and revenue opportunities.
N&T: Why is your company having success with content monetization tools? McCarthy-Brain: I’ve launched large scale complex systems before and integration was always a challenge. Huge amounts of documen- tation, endless project management meetings, difficult to install, sup- port and maintain. At the outset of Flip-Pay we made the platform quick and simple to integrate with a publisher, their existing BI (business intelligence) tools and suppliers. You can be up, running and testing the Flip-Pay platform in a couple of hours and monetizing shortly after that. We take the complexity and risk out of the deployment. The platform also has full analytics, reporting, customer service help-desk systems, A/B testing (creating two versions of a page to measure which campaign is the most effective), API (application pro- At the Oct. 8–9 World Publishing Expo in Berlin, Germany, Mary gramming interface) integration and more. Everything that is required L. Van Meter, publisher of News & Tech, caught up with the founder to run an operation like this, plus our team are iterating the platform and CEO of Flip-Pay, Paul McCarthy-Brain. Following is a discussion daily. It reduces costs for the publisher, simplifies operations and of the next generation of content monetization technology and the most importantly drives new revenue into the bank account. launch of his company. N&T: Why have paywalls failed in the past? N&T:Tell us about Flip-Pay and how you decided to start the company. McCarthy-Brain: There has always been an expectation that digital McCarthy-Brain: Our business started as an R&D project to examine publishers should give their premium content away for free and be the challenges facing digital publishers in the face of declining ad ad supported. This has led some publishers to focus on impressions revenue and a customer base unused to paying for content. Initially and thus a general lowering of content or perceived value of that our focus was with micro-payments, digital wallets and understand- content when a viral headline can boost metrics. Simply asking for ing why the internet was littered with the corpses of failed attempts. money for this content doesn’t work as the consumer sees what is in Our first job was to understand why they had failed before we started effect, click bait. to construct new technology. It turned out that it wasn’t a payment is- The reason why The New York Times, Washington Post, etc. have sue at all. The problem was actually an identity management issue. In success with subscriptions is that their content has intrinsic value. order to get people to pay frequently, you need to make it completely Paywalls are on or off, you have access or you don’t. With Flip-Pay
10 t November/December 2019 News & Tech www.newsandtech.com
you can up-sell content from within your freemium estate — there for app sales and are building out home delivery systems to integrate u NEWs & TEch is no on-off just a series of sales opportunities to monetize the con- with digital bundles. sumer, then up-sell them some more. Paywalls are too restrictive and We are in the process of launching a streaming service for a global this is the problem we set out to solve. sports team as our platform is perfect for creating a Netflix-style sys- tem with pay-per-view options. N&T: what is the future of paywalls and content monetization? Now that word is spreading about what we are doing, we’ve also mccarthy-Brain: Natural language processing, graphing databases now been engaged by publishers in the Far East and Europe and in- and machine learning. Flip-Pay built a recommendations engine terest is growing rapidly. based on NLP that ingests the content produced by the publisher, Flip-Pay is a Google Technical Partner and has worked closely identifies people, places, events, brands, items and key words then with Google on developing our global-scale cloud architecture. This places this in a graphing database, like that used by Facebook, to scales on demand and dynamically, providing the publisher with the measure the relationship between articles. This worked incredibly confidence to know that the system is resilient, secure, fast and will well. We soon realized that we could pair this data with viewing and grow with your traffic. purchasing data and feed that back to the editorial staff so they now We've also won some awards for our technology, which was a know what is selling and what isn’t so that could make more of the huge honor for us. content that attracted subscriptions/sales. Machine learning (sometimes referred to as AI, but it’s not) also has N&T: how easy is it to set up? a huge role to play in the future of publications. Flip-Pay employs it in mccarthy-Brain: It was designed from the ground up to be simple to A/B testing, to measure the effectiveness of a campaign and to modify integrate so the publishers’ focus can be on the content and brand- it on the fly to alter language and prices based upon demographics, ing. We have two models, first a JavaScript component to get started time, historical actions, etc. We are also starting to do pattern analy- rapidly. Injected into every single page, and Flip-Pay does all the sis on behavioral data to increase the effectiveness of recommenda- heavy lifting. Then we have an API model, where app developers can tions and the placement of calls to actions. talk directly to our systems. You can deploy Flip-Pay into literally any device, mobile, app, desktop, AMP, set-top box, tablet, digital voice N&T: what are some of your company successes? assistant and more. We’ve had publishers get the system set up in mccarthy-Brain: We trialed the technology in an Irish-based national their test environments in a matter of hours, not months, and that for newspaper and the publisher is now rolling it out to their entire estate us is key. If it is simple to set up, configure and get running, it's easier covering all national titles and regional papers. This is going live in to support and maintain. Uptime is everything. the next few weeks. We also integrate with iTunes and Google Play www.flip-pay.com.p
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News & Tech November/December 2019 u 11 www.newsandtech.com Parse.ly’s Conversions tracks the path to a buy u by Kirsten Staples Contributing Writer
When considering what turns a site visitor bers are displayed nice and neatly, where you’d verting session, including the page where con- into a conversion, the leading question is how expect to find them, at the top of the report,” Bier- version occurred. This allows the business to website content made that conversion a reality. ly said. “The Conversions report provides both see all pages that contributed to a conversion The answer is critical to business success, but is a simple overview and plenty of detail, too. We within that session. hardly ever easy to come by. created a standard set of options for companies to • Pages Before Conversion gives credit to every Parse.ly, the content analytics company, an- track conversions and attribution. By providing page except the page where conversion oc- nounced in late October its new Conversions pre-set parameters, business users can quickly curred. This makes it easy to see what pages platform, aimed at bringing simplicity to how make sense of the Conversions report. No data were visited on the path to conversion. This is content drives conversions. It is an add-on to the scientist interpreter required,” Bierly said. a good option if a user is measuring, say, sub- existing Parse.ly Analytics platform. scriptions, where the conversion to buying a “Conversions paints a clear picture of how con- Simplicity subscription always happens on the same page tent influences conversion, showing not just the In the spirit of maintaining simplicity, Conver- of a site. tipping point, but the routes and pathways that sions offers users three attribution models to view Companies also have the option to view con- audiences take as they engage with the brand based on what they find relevant to their business. versions by conversion type: lead capture (when along the journey to conversion. Whether a com- Attribution shows patterns in how content influ- a user provides identifying details via a form), link pany needs content to help fill a job application enced a consumer to become a conversion. Con- click, newsletter signup, subscription and pur- funnel or drive paid subscriptions, Conversions versions attribution options are Last Touch, Linear chase. Users can create labels that fit under each gives a big picture and fine detail view of content and Pages Before Conversion. Bierly describes the conversion type, which allows for more personal- impact,” said Melissa Bierly, product manager, attribution models as follows: ization when attributing a conversion to content. Parse.ly. • Last Touch gives 100 percent of the credit to the According to Bierly, nearly 60 percent of Con- The Conversions report is presented in the form page where conversion occurred. Companies versions users are media and entertainment com- of infographics and tables, as opposed to a wordy can use this model when trying to understand panies. This is the infancy of the platform, but report. what content finally pushed someone to con- Parse.ly is hoping its simple approach will pro- “We go ahead and do the math, breaking down vert. vide value to companies looking to better under- conversions by categories that have meaning to • Linear (also known as “equal weighting”) gives stand consumers’ conversion actions. p all types of stakeholders. Those conversion num- equal credit to every page viewed in the con-
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12 t November/December 2019 News & Tech www.newsandtech.com
‘Coach, this is PostRobo3 calling’ u by Marc Wilson Special to News & Tech The resource-strapped Denver Post has con- tinely called the Post sports department with game every major college football home and away game tracted with a Seattle software company that will results, stats and quotes. Winning coaches wanted in Colorado and Wyoming (Colorado, Colorado create prep sports stories without the helping hand to see their players’ names published in the Post, so State, Air Force Academy, Northern Colorado, Wy- or insights of humans. they were especially cooperative. oming and sometimes the smaller colleges such as Data Skrive will “provide Colorado high school Not so much for coaches whose teams lost. Colorado Mines). football fanatics with automatic game recaps,” says They’d just as soon forget the game, and didn’t re- Saturday afternoons at the Post sports depart- a news release issued by the software company and ally care if the Post carried a story about the loss. ment were hectic as sports writers and columnists the newspaper. At that time, the Post published a Saturday after- called in stories from multiple locations across the Data Skrive describes itself as a SaaS technol- noon edition, and we part-timers couldn’t go home nation. ogy platform “producing contextually relevant, until we had tracked down every single prep game The Post covers the city’s big four — NFL Bron- ready-to-publish content. Whether audiences want story in the state. cos, MLB Rockies, NBA Avalanche and NHL Nug- text, infographics, slide shows, or interactive con- After midnight, we part-timers would take invento- gets — very well. But most everything else is an tent, the Data Skrive platform drives engagement. ry and determine which games were in and — more afterthought, or just plain ignored. The Seattle-based company generates additional importantly — which coaches hadn’t called in. Early deadlines often mean night games even of media-rich content for the Associated Press, col- We split up the workload and called and woke the big four aren’t over before the presses roll. lege athletic departments, minor league baseball the coaches. We told them we weren’t going away Today, the Post has many fewer sports writers, clubs and more.” until they dug out their score books and gave us a photographers and columnists. Deadlines are much One of my first journalist jobs was writing prep box score and a few highlights. earlier. So, I guess adding artificial intelligence (AI) sports stories for The Denver Post in the 1970s. We knew prep sports teams, coaches and players software to write stories is better than nothing. Way back then, the Post considered itself the well. The thrill of victory and the agony of defeat, as Now computers will be converting data into sto- newspaper of record for Colorado. I was one of ABC’s Wide World of Sports used to say. ries that once had a human touch. three or four part-timers who worked every Friday That was a long time ago during a different era of Better than no coverage. night during the football and basketball seasons. newspapering. My guess is that back then the Post I wonder if the computer will call up delinquent We were charged with tracking down scores, box sports department had as many staff members as all coaches at 2 a.m.? scores and game stories for EVERY high school in employees employed today by the Post. “Coach, this is PostRobo3 calling. I need your the state. Today, the Post sports department has a greatly data. I must have your data!”. p For the most part, coaches or their assistants rou- diminished staff and budget. The Post once covered
News & Tech November/December 2019 u 13 www.newsandtech.com Newspaper moving more ops to the cloud u News & Tech Staff Report egas Review-Journal hoto: L as V P hoto:
The Las Vegas-Review Journal prints a number of commercial jobs across its Newsliner and Ron Ehrhardt Didde presses. Its updated prepress workflow will position the publisher to court more com- [email protected] mercial work in the future. 717 329 4231 Cloud-based software certainly isn’t a new technology. In fact, the term cloud-based was first coined by Google CEO Eric Schmidt at a conference in August 2006 — and the concept itself arguably dates back much further. No matter the exact date of inception, industries of all different types have been reaping the benefits of cloud-hosted systems for over a de- cade. But for some industries with a lot of moving parts, adoption has been slower. Newspapers certainly fit that criteria, with many pub- lishers still relying on a mix of cutting-edge technology and legacy systems. Prepress operations is one area where newspapers have experienced the widest adoption of cloud-based systems, and reaped the great- est benefit. What used to be the domain of big-name newspapers is now seeing more small publishers as well. Pressroom controls and operations have begun to follow suit and there’s little doubt we’ll see increasing adoption of cloud-based systems in press and postpress operations in the next decade and beyond. Denton Publications of Elizabethtown, New York, is among the smaller publishers that have moved critical prepress operations to the cloud. Denton publishes newspapers including The Sun Community News, which serves Clinton, Essex, Franklin, Hamilton and Warren counties in New York state, and The Vermont Eagle, based in Middle- bury. The publisher’s history dates back to 1948. “In the 1950s we got a small 5-unit Goss Community press and we are now at 22 units, but we were still handling prepress in a fairly old-fashioned way,” Dan Alexander, president of Denton Publications, AH Tensor International LLC 10330 Argonne Woods Dr. told News & Tech. “Switching to the cloud has allowed us to move to Suite 300 newer versions of software.” Woodridge, IL 60517 Phone: (630) 739 9600 Denton’s previous prepress processes were based on Adobe InDe- www.ustensor.com sign. “Eliminating those manual processes has allowed our designers to
14 t November/December 2019 News & Tech www.newsandtech.com get back to doing the jobs they were meant to do,” Alexander said. Besides printing approximately 71,000 copies of The Sun, Denton produces roughly 35 weeklies and a handful of monthlies and college papers. All of those jobs run through NewsWay. Press Control Solutions Prepress integration Denton completed installation of the hosted version of ProImage’s For Any Press. NewsWay and associated software in October. Alexander said the move has enabled the automation of several prepress processes, in- cluding integration with the publisher’s ink presetting software from Print is always on the move. In dynamic markets, QuickSet Corporation. printers need to adapt to new conditions, sometimes Alexander said color registration is now “next to perfect,” and that without the investment of capital equipment costs. Our Denton is realizing significant savings on ink and paper. Next up, retrofits and upgrades for any press controls platform Denton will roll out cloud-based OnColor Eco, ProImage’s ink-opti- mization software. can make presses of any brand new again, and provide “Being in the cloud affords us all of the latest versions of these ap- the tools to develop new business models for a more plications,” Alexander said. “And certainly this has helped with effi- profitable future. ciency, allowing us to do more with fewer bodies — and to take better care of the employees we have.” www.manrolandgoss.com The Las Vegas Review-Journal has also moved its key prepress func- tions to the cloud, launching NewsWay X, OnColor Eco, and Intelli- tune earlier this year. In addition to its flagship daily — with circulation of approximately 65,000 copies daily and 85,000 on Sunday — the software is helping bolster its commercial printing offerings. The installs followed the Review-Journal’s rollout of computer-to- plate equipment from Agfa, which went live in March. “These apps can be accessed from anywhere and upgrading is simpler and faster in the cloud,” said Prepress Manager Julie Herron. “Maintenance is better managed, and as our IT staff has been reduced it’s nice to have the vendor support we need when issues arise.” Like Alexander, Herron cites the benefits of easy integration with other systems — specifically the publisher’s PitStop Server preflighting app and Asura production software. All of these apps are helping the Review-Journal to court more commercial work, which it spreads out among its double-wide Goss Newsliner press and its Didde commercial press. The workflow is integrated with both presses and the Review-Journal is producing glossy work, books and single-sheet inserts on the Didde pres. It is producing some smaller papers in Nevada and southern Utah on the Newsliner press. “We want to fill open press windows for newspapers and then we also want to get more work for the Didde press, so we are looking at add-ons to expand the options we can offer to those customers,” Her- ron said. Cloud-based image toning Meantime, AIM Media’s Ohio newspaper group deployed ProImage’s cloud-based OnColor automatic image toning and correction soft- ware across its newspapers, with great results. Managing Editor David Trinko, who oversees the Lima News and the Sentinel-Tribune in Bowling Green, said he’s received extremely posi- tive feedback from staff on the photo-toning functions in particular. “J.D. Pooley, a longtime photographer [for the Sentinel-Tribune] said the photographs haven’t ever looked this good in Bowling Green’s printed paper,” Trinko said. “They’re hearing good things about photo reproduction from the community and the press alike.” While many of publisher’s operations will remain outside the cloud for some time to come, there’s no question confidence in the cloud is growing, thanks to the simplicity and reliability of hosted solutions. p
News & Tech November/December 2019 u 15 www.newsandtech.com Newspaper Solutions, LLC
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