Mov­ing sto­ries

Daily Tribune (Philippines) - HotSpot - - News - By Joshua Lao

The mar­riage be­tween tech­nol­ogy and jour­nal­ism brought us back in the game

As the com­mu­ni­ca­tion medium continues to evolve and the ap­par­ent shift of read­er­ship from the tra­di­tional to the dig­i­tal per­sists, it is ab­so­lutely needed for those in the print busi­ness to adapt to the tech­no­log­i­cal change. Dig­i­tal­iza­tion, as most tra­di­tional in­sti­tu­tions such as banks have been adopt­ing, has made its way to the news busi­ness. And as var­i­ous mul­ti­me­dia chan­nels now of­fer in­for­ma­tion about the lat­est de­vel­op­ments in real time, the old-school news­pa­per mod­els have to catch up. En­ter the on­line plat­form.

On its 19th an­niver­sary, Daily Tri­bune puts the spot­light on its on­line chan­nels by in­sti­tut­ing its own dig­i­tal cam­paign to re­in­stall print me­dia to its for­mer glory, all thanks to a new man­age­ment.

Straight Talk’

Among the changes ini­ti­ated in the past year is the use of dig­i­tal space to com­ple­ment the printed ver­sion, serv­ing to in­crease the news­pa­per’s mar­ket reach and al­low­ing it to gain more sub­scribers and read­ers.

Daily Tri­bune’s ex­ec­u­tive ed­i­tor Chito Lozada said the con­cept of “Straight Talk,” a dis­cus­sion with news sources, such as pub­lic of­fi­cials and celebri­ties through an on­line plat­form, is to ad­dress the most burn­ing is­sues in the coun­try, while of­fer­ing au­di­ences the con­ve­nience to watch and in­ter­act with the guests via dig­i­tal means.

“The use of mul­ti­me­dia was a first for the news­pa­per since it had stuck to the tra­di­tional news format through print for 19 years. It was made pos­si­ble through its merger with Con­cept News Cen­tral, Inc. which uses tech­nol­ogy ad­vances to the hilt,” Lozada said.

“The difference has been re­mark­able, as many have noted. Daily Tri­bune now has an ac­tive pres­ence on the In­ter­net, which was not true in the past,” he added.

He said this “happy mar­riage” be­tween tech­nol­ogy and jour­nal­ism brought the broad­sheet back in the game, gain­ing its well-de­served spot among the com­pe­ti­tion.

Lead­ing the pack for the pa­per’s ad­ver­tis­ing and mar­ket­ing cam­paigns, Kom­fie Manalo sec­onded the idea of the im­por­tance of com­bin­ing mod­ern tech­nol­ogy with tra­di­tional meth­ods.

“Tra­di­tional me­dia needs to in­te­grate on­line plat­forms. Read­ers nowa­days also want video con­tent. So, by hav­ing ‘Straight Talk,’ we are hop­ing to cap­ture that mar­ket. That will add read­er­ship, on­line sub­scribers and loyal sub­scribers to Daily Tri­bune,” Manalo said.

“These numbers will then trans­late into rev­enues as on­line read­er­ship com­ple­ments print read­er­ship, and the in­dus­try has to adopt to that be­cause there are more read­ers on­line,” he added.

Dig­i­tal speed­bumps

Tran­si­tion­ing to­wards dig­i­tal me­dia is not easy. Of course, there will be bumps along the way. Aside from hag­gling with a guest’s schedule, dig­i­tal prob­lems re­main a chal­lenge for Daily Tri­bune’s dig­i­tal team.

“Num­ber one is the In­ter­net. We need at least 20Mbps to 50Mbps. If your In­ter­net provider is slow, then your live video feed will be choppy. That’s just the prob­lem,” Daily Tri­bune’s dig­i­tal ed­i­tor John Henry Dod­son said.

Sought for com­ment if filming the in­ter­views be­fore­hand could help solve the In­ter­net prob­lem, he said do­ing the in­ter­views live is im­por­tant.

“It is bet­ter done live as we can field ques­tions from the view­ers. That’s the ad­van­tage. There is an in­stant re­ac­tion. They can com­ment on the web­site and we, as mod­er­a­tors, can ask the ques­tion,” Dod­son ex­plained.

He added that de­spite be­ing new to the dig­i­tal space, Daily Tri­bune has al­ready cap­tured a sig­nif­i­cant chunk of read­ers and view­ers in the on­line plat­form.

“(In terms of read­er­ship,) we don’t have a ceil­ing as we don’t want to limit our­selves. We have to achieve as much as we can,” the news­pa­per ex­ec­u­tive said.

“The fu­ture that we see in broad­cast­ing is In­ter­net­based. It is no longer ter­res­trial or ra­dio fre­quency,” he added.

Into the fu­ture

De­spite the hurdles it en­coun­tered, Daily Tri­bune is de­ter­mined to get as many read­ers and view­ers as it can as it continues to de­velop and sus­tain its dig­i­tal as­set.

Ac­cord­ing to Lozada, projects in the pipe­line in­clude the set­ting up of a tele­vi­sion-type pod­cast, as well as cov­er­ing var­i­ous sub­jects and top­ics, such as sports anal­y­sis and po­lit­i­cal commentari­es.

For Manalo, it is a must to bring the news­pa­per to­ward other pos­si­ble sources of read­er­ship and sub­scribers, in­clud­ing the mas­sive pop­u­la­tion of stu­dents in the coun­try.

“We’re plan­ning to have short film com­pe­ti­tions for schools and uni­ver­si­ties, but that is still on the pipe­line. And as you can see, our on­line plat­form re­ally helped boost and im­prove our read­er­ship,” he said.

“We are now be­ing no­ticed by sub­scribers and ad­ver­tis­ers. It is dif­fi­cult to quan­tify at the mo­ment as we are not mon­e­tiz­ing our on­line plat­forms yet. There’s a team al­ready work­ing on that in terms of mon­e­tiz­ing our on­line plat­forms,” he con­cluded.

“Tra­di­tional me­dia needs to in­te­grate on­line plat­forms. Read­ers nowa­days also want video con­tent. So, by hav­ing ‘Straight Talk,’ we are hop­ing to cap­ture that mar­ket.

Newspapers in English

Newspapers from Philippines

© PressReader. All rights reserved.