New York Times

2016: Trends and Opportunities

 

If anyone knows for sure what "mobile content" will look like next year, it should be Forbes, with several apps already out and more on the way. But even Forbes doesn't. That's why last month it held an internal "100% Mobile Day" in which reporters, editors and folks from the sales and PR side brainstormed what "Forbes for your phone" might look like.

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CEO Profiles, Parts 1 & 2

We've been studying CEO profiles lately -- because subscribers have been asking us to. Here's what we found. CEO profiles focus either on CEOs getting to the top, or the techniques they use to stay there. The getting-to-the-top pieces are almost always "Can They Do It" stories, portraying a CEO's quest to establish a new marketplace or vanquish entrenched competitors.

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At Bloomberg, the Brad Stone/Tom Giles Era Begins

Bloomberg tech reporters are happy these days. Brad Stone and Tom Giles, two admired figures in the newsroom, were promoted this week and now run Bloomberg tech edit free from bureaucracy. Says one Bloomberg insider of Brad: "I think he's one of -- if not the most -- respected journalist in the Valley just based on the fairness of his reporting and how he treats people."

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Where Are All the Narratives?

Is the tech narrative endangered? Lately we've cased the web for the kinds of stories we used to see everywhere -- the 600-to-800 word news story about a tech company claiming to have built something better, cheaper or faster, or otherwise out to change the world. We found far fewer than we expected, even where they once were abundant.

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Native Ads: They've Arrived. Here is Why You Should Care.

July turned out to be hot for native advertising. The New York Times this week launched native ad operations in London. On Jul. 21 in San Francisco, Sharethrough will stage its annual native advertising summit, reaping $1,450 per ticket for an eight-hour event.

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Profile: Steve Lohr, NY Times

Steve Lohr began reporting professionally 40 years ago. Since 1979 he's been at it for the New York Times. A guy like this is beyond PR persuasion. Best to stand back and listen to the man. "On the PR side you really don't want to hear this, but what you want is tension. We shouldn't be writing 'victory lap' stories about companies. This is a journalism by-product of the boom -- writing hero stories. We're starting to see it come back..."
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Pitching Security Stories: Mission Impossible?

Never before have we seen PR pros struggle so mightily to land security coverage in business publications. Considering that businesses will spend $76 billion on cybersecurity in 2015 and $155 billion by 2019 (say Cybersecurity Ventures and Gartner), you'd think business editors might care to address where that money might be spent. Yet they don't. "I think there are lots of reasons why, not the least of which is that security journalists have become crime reporters," says a veteran security PR pro, who asked to remain anonymous. 

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Profile: Farhad Manjoo, NY Times

Eight-year-old Farhad Manjoo left South Africa with his sister and parents in 1987, bound for a new life in southern California. He spent his college years among the gorges of New York's Finger Lakes, studying economics and editing Cornell's student newspaper. Upon graduation, Wired gave him his first tech edit job just as the (first) tech bubble burst. Farhad rode it out, eventually freelancing for top-tier titles and authoring a book about truth.

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Profile: Steve Lohr, NY Times

"Snarkless" may not be a word, but the term sums up New York Times enterprise tech reporter Steve Lohr. Steve has never framed a story unfairly, which may explain why so many of our subscribers ask how they can get on his good side. The quick-and-dirty answer: recruit an academic who can explain your client's value as well as you can.

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Tier 1 Pitching Secrets

We've never seen PR pros more pressured to deliver "Tier 1" business coverage than we did this year. Not to pander, but we know how difficult this can be: clients rarely give you what you need. Often, though -- and as we see in the skyrocketing number of SWMS valet requests -- PR pros often spend too much time finding targets for an idea that's weak in the first place.

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Journalists are leaving media brands every week. Read the fruits of 16 confidential interviews with journalists now working at tech brands or PR agencies, and five interviews with the executives who hired these journalists.

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Fri, 2014-10-24 07:04

Maybe so, says (SWMS subscriber) Edelman's Steve Rubel. Quoted by DM News, Steve worries that if 50 percent of content is consumed... Read more

Tue, 2014-10-21 08:05

Though he is damn near synonymous with data journalism, Nate Silver is still having a hard time launching FiveThirtyEight at ESPN.... Read more

Thu, 2014-10-09 06:14

... and the headline ended with ...That May Surprise You. A great click-bait technique. Well, the things didn't surprise us and they won't surprise... Read more

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