Chang­ing into dig­i­tal garb

Daily Tribune (Philippines) - HotSpot - - News - By AJ Bajo

When the disrupted be­comes the dis­rup­tor

Just as the new cen­tury clocked its first tick, Daily Tri­bune grabbed the reins to lead the pack as one of the coun­try’s top news sources, ea­ger to put into re­al­ity its tagline — Without Fear. Without Fa­vor. Al­most 20 years later, through thick and thin, Daily Tri­bune kept its bold and fear­less stance. Al­ways in tune with the times, it be­gan to gear up for in­evitable changes in the in­dus­try, specif­i­cally the meth­ods in which it de­liv­ers the news.

Just a year af­ter em­brac­ing the dig­i­tal mold, the so­cial me­dia chan­nels of the Daily Tri­bune are emerg­ing as some of the coun­try’s top choices for by-the-minute news up­dates on the Philip­pines and be­yond.

The Face­book page of Daily Tri­bune is gen­er­at­ing more than a mil­lion likes on a monthly ba­sis, while the fresh but steadily-grow­ing Twit­ter and In­sta­gram ac­counts (@tri­bunephl) have scores of fol­low­ers as well.

Stay­ing true to its com­mit­ment, among the widely read ar­ti­cles pro­duced by Daily Tri­bune are commentari­es dis­cussing to­day’s po­lit­i­cal en­vi­ron­ment.

Aside from these fierce commentari­es, the 19-year-old daily has also ex­panded its cov­er­age through sto­ries that go be­yond what had tra­di­tion­ally made news.

For one, it tells the story of the youth sec­tor through the NextGen page, fea­tured every Sun­day. It also puts fo­cus on hap­pen­ings out­side the Philip­pines re­lat­ing to the coun­try through Em­bassy Row, while it cu­rates heart­warm­ing hu­man in­ter­est images cap­tured by its in­trepid pho­tog­ra­phers through Snaps.

When it comes to plans to boost the news­pa­per’s reach and read­er­ship, the Daily Tri­bune web­site’s IT ex­perts said there are enough in the pipe­line to ex­cite so­cial me­dia-savvy young­sters who pre­fer news that is en­gag­ing and in­ter­ac­tive.

“The on­line team is ex­pand­ing to cater to a wider mar­ket to earn more au­di­ence and traffic. This will in­clude projects that will hook mil­len­ni­als and na­tive speak­ers alike,” said on­line news writer Sundy Lo­cus, a gen­er­a­tion Z baby her­self.

“One ex­am­ple is the set­ting up of Daily Tri­bune’s YouTube chan­nel. The videos to be pre­miered in the ac­count in­clude a cook­ing show where the host will speak in Ilo­cano, an en­ter­tain­ment talk show and a mu­sic show which will fea­ture up­com­ing lo­cal bands and mu­si­cians.”

To make the tran­si­tion more ef­fec­tive, the so­cial me­dia team has adapted by re­shap­ing the re­portage to main­tain the essence of the news and the re­spon­si­bil­ity that comes with be­ing an in­for­ma­tion gate­keeper at the same time.

“In con­trast to the old Daily Tri­bune where ar­ti­cles from the news­pa­per are sim­ply be­ing mir­rored on the web­site, the on­line team writes break­ing news, posts up­dates, uses mul­ti­me­dia such as photos, graph­ics and videos to cre­ate en­gag­ing con­tent, and de­signs so­cial me­dia cam­paigns, such as on­line polls, to garner traffic from the au­di­ence,” ex­plained Lo­cus.

“We also opt for user-gen­er­ated con­tent where we search for trend­ing sto­ries and videos, then ask the up­loader for per­mis­sion to use their posted con­tent.”

In an­tic­i­pa­tion of the trends that can still arise in the dig­i­tal sphere, more is yet to come as Daily Tri­bune keeps ahead of the game to come up with ways to de­liver the news as they hap­pen.

To make the tran­si­tion more ef­fec­tive, the so­cial me­dia team has adapted by re­shap­ing the re­portage to main­tain the essence of the news.

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