Today marks the launch of The 12, a Washington Post blog where myself and 11 other student journalists write about the issues that make our states swing states in the 2012 election. Check out my first post below and be sure to visit whichwaync.com for news about North Carolina politics.
Which way will North Carolina go?
Once known as “the Dixie Dynamo,” North Carolina has long been characterized by its tug-of-war between tradition and progression. Now, the state is being torn between more than old and new patterns of thinking. It has become a political battleground — a place where liberal and conservative, urban and rural, and public and private interests all collide.
According to this graph and an article in The Atlantic by Derek Thompson, advertisers are still behind the times when it comes to capturing the attention of their audiences. If we all realize that print is a dying medium and mobile is the way of the future, why do print advertisements get 25 times more money than their mobile counterparts? The answer in the article is that advertisers get more in return from what they put in print. As Thompson puts it, the task now is to “convince marketing firms that an eyeball on a screen is worth an eyeball on paper.”
How do we do this? The answer has yet to be determined, but here are a few options:
Prove to advertisers that user engagement is what matters.
Set mobile rates at competitive rates with print advertising.
Better explain the opportunities mobile provides.
Always, always, always define the key users. Then think about them in every step of the process, including advertising.
Journalism can never be silent: that is its greatest virtue and its greatest fault. It must speak, and speak immediately, while the echoes of wonder, the claims of triumph and the signs of horror are still in the air.
Hey guys! I’m a senior multimedia journalism and political science double major with a minor in history at UNC Chapel Hill. After spending two years writing and editing for the city desk at The Daily Tar Heel, I just finished spending a year as the newspaper’s online editor where I worked to create multimedia pieces and study user analytics. Originally from Greensboro, I enjoy finding untold stories and explaining to citizens how political decisions impact their lives. This summer, I’m working as the team captain for WhichWayNC, a mobile-optimized news site covering the changing political scene in North Carolina. Through this project, I hope to help create multimedia packages that combine the best forms of storytelling while also learning more about journalism in the mobile world.