by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : March 2006
48 | PaNPa bUlletiN March 2006 guy Ruddle's recent appoint- ment as podcast editor for Telegraph.co.uk created something of a stir in the industry, representing the much-discussed shift towards convergence in tradi- tional media. Speaking at the Association of Online Publishers forum in Lon- don in January, the former BBC Five Live broadcaster said that podcasting is such a new area that it is like working in the WildWest. The Telegraph claimed to be the first UK newspaper to produce a daily news podcast, a 30-minute product featuring journalists read- ing out their columns. Within days, MediaGuardian called the podcast 'inutterably boring' and Mr Ruddle admitted that was not far from the truth. The following week, Telegraph.co.uk was us- ing actors to read columns but that still did not work, he said. "Some columnists are actually very good at reading their columns, but news needs to be written com- pletely differently for radio than for print," said Mr Ruddle. "Podcasting is all about winging it at the mo- ment, but that's fantastic because we can do anything we want to." An audio option provides a better platform for some types of story. The London whale, for example, would have been useless as an audio story because the audience needs pictures. But when James Cracknell and Ben Fogle finished rowing across the Alantic, the au- dio coverage allowed the site to tell the emotional story in a way that was not possible in print. Podcasting also fulfils the user demand for more flexible con- tent. The control and choice over material also means that putting content into chapters has been a priority for Telegraph.co.uk and the site launched the new browsea- ble.podcast in early February. "We have to make our news available to listeners, viewers and readers in a variety of for- mats so they can take what they want, how they want it," he said. Publishers also want to mon- etise their podcast products, and Telegraph.co.uk will be looking for sponsorship for its podcast material, as well as offering pod- cast adverts as part of a broader cross-media package. But accu- rate measurement of podcast us- age remains problematic; once users download files, they can- not be monitored by the site. "From a commercial standpoint, this is not a standalone product, and actually the technical chal- lenges are very simple," said Mr Ruddle. "But without proper meas- urement, how are we ever going to get people to buy into this in a big way?" Courtesy of Jemma Kiss, Journalism.co.uk YOU know a new technology is worth using when the people who report on it start utilising it. Such is the case with ePaper, with Ifra deciding to publish their monthly magazine newspaper techniques with the new technology. Ifra has been holding off ex- panding into ePaper, ensuring they had their publishing standards and cross-media strategy in place. Once they did, they benefited from the knowledge their editors had of the emerging technologies as they were covered for the magazine. "We have watched ePaper technologies mature significantly within the past year or so, such that many now leverage the traditional reading experience rather than try- ing to impose some new paradigm just for the sake of a technology," said Kerry J. Northrup, Ifra Direc- tor of Publications. "As all of us in the publishing in- dustry know there are thousands of years of human experience and evolution behind the way people read, the way they acquire news and information from a display of text and images. Pamphlets, books, newspapers and maga- zines look and work the way they do today based on this human ex- perience. We could not abandon all that just to put newspaper tech- niques into electronic distribution. So we waited and now we are quite happy with what we can offer." Northrup said that a significant number of today's ePaper publish- ing vendors met the magazine's re- quirements. NXTbook Media from NewPress, based on Adobe Mac- romedia Flash, was selected. The combination of paper and ePaper editions of newspaper techniques -- available in English, French, German and Spanish ver- sions -- will now make newspa- per techniques even more widely available to CEOs, chief editors, technical directors and advertis- ing/marketing managers at media houses around the globe. Traditionally, newspaper tech- niques has circulated mostly within Ifra's membership, plus distributions at major industry conferences and events. Non- members of Ifra could acquire the magazine, but only with substan- tial handling charges on top of the subscription price, to cover the required special processing and international airmail postage. Via ePaper, however, non-members of Ifra will now be able to subscribe to newspaper techniques at just a slight premium over member rates. Ifra member companies will also benefit from being able to receive an unlimited number of newspaper techniques subscrip- tions for their managers and ex- ecutives. Ifra has made the January 2006 issue freely accessible via ePaper without registration. The perma- nent link for the English version is www.nxtbook.fr/nxtbooks/ ifra/2006_01_nt. ACCORDING to consultant Michele Fitzpatrick, "How well a marketer integrates its mix of channels for prospects and customers will determine how well it delivers incremen- tal benefit for all parties."With that in mind, Fitzpatrick iden- tifies some common myths about channel integration: Myth #1: Most loyal cus- tomers still prefer interacting via one channel. In reality, re- search demonstrates that loy- alty migrates across channels. Marketers must use known information to identify and leverage data about channel preferences. Myth #2: Most people shop and buy via the same chan- nel. Different channels are used by consumers for vary- ing purposes. For example, an offline purchase at a retail lo- cation can follow online prod- uct viewing and research. Myth #3: Most people do not like direct mail. Snail mail is less intrusive than e-mail, telephone or personal con- tact. Surveys continue to indi- cate that it remains the chan- nel of choice for many. Myth #4: Online marketing cannibalises offline efforts. Adding a response channel can dramatically improve the results of an offline initiative. Myth #5: Becoming a mul- tichannel marketer does not require restructuring. Typical- ly, silos must be dismantled to ensure a customer-centric point-of-view. Myth #6: The over-55 audi- ence is not web savvy. False. Myth #7: Each channel is a separate user experience. Multiple channels converge into a unified user experience. Without a cohesive voice, look and feel, a company is not be- having as a true multichannel marketer and risks alienating customers and prospects. From ASTECH i-News: NAA Markeing Conference Edition, February 14, 2006. Uk telegraph's new podcast editor on audio challenges Newspaper techniques now also published on ePaper channel integration: the Seven Myths