SEO is More Important Than AP Style

Robert Niles of The Online Journalism Review makes a compelling point. As journalism shifts more to online content, so should the style in which it is written. So say good-bye AP style and hello SEO.

Some may wonder, what is SEO? SEO stands for search engine optimization. This allows readers to find you based on the information they are searching for, instead of you going to readers through ads.

Instead of you ad just popping up at random, it will pop up because you have posted something with several keyword matches the potential reader has been searching for.

SEO techniques help to provide clear cut writing that stays to the point and on topic. It also helps to frequently reference words and phrases that match the articles topic.

This would be great if, like AP style, there was a book to tell writers how to do this effectively. One day though, SEO might just be the new AP style and taught to journalism students through out the country.

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Discovering New Online Ad Types

Like it or not, journalism obtains a large amount of its funding through advertising dollars. Therefore, with the field constantly changing, it remains important for advertising to keep up with new journalistic mediums. Unfortunately, advertisers have, much like in the newspaper industry, simply utilized online advertising as a new way to offer the same old thing. However, in a recent article for the Online Journalism Review entitled "Moving Beyond Traditional Display Advertising: Its All About ME," Dave Chase describes three new methods being embraced by hyperlocal Web sites that follow the simple ME principle.

First, what is the ME principle? According to Chase, the inability measure their effectiveness renders the current banner type ads useless. Thus, the first letter of the ME principle stands for measurable. Secondly, these ads must be Easy for businesses to offer (the second part of the principle).

In his article, Chase describes three types of innovative online advertising currently working on independent hyperlocal Web sites. Internet coupons top the list, with several new features built in, such as the ability to share with friends or send to a mobile phone. Next, group buy offers, in which a business, such as a restaurant, would offer a discount if a certain amount of people buy in. Lastly, is the idea of a "deal of the day" in which visitors to a Web site can then visit a local business to receive the exclusively online deal. It should be pointed out that Simpson's own Holy Grounds Coffee shop utilizes this technique with daily Twitter specials. Since all three of these advertisements would exclusively exist online, businesses would have no trouble in judging their effectiveness.

I found this article to be very interesting and important for communications students, as many of us may someday find ourselves working for a small hyperlocal Web site or a local newspaper where these advertising tactics could be applied. Having an understanding of the techniques of the business not necessarily taught in class can only give us an edge on the competition. In addition, in this developing field there is limitless opportunity for creative ideas. These new advertising techniques provide excellent examples of how simple ideas can change a professional field.

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The Importance of Getting Active in Politics

It may be assumed that it remains in journalists' best interests to remain politically neutral. However, according to an article published Tuesday on the Online Journalism Review by writer Robert Niles, in the case of independent online publishers (a position many of us may find ourselves in), getting politically active actually proves to be an important part of the job. Succeeding in this task gives publishers the opportunity to give input on important issues affecting the field as well as the ability to gain credibility with readers.

The government always has the potential to create legislation that drastically changes the media/news world including higher taxes or stricter access to public documents. Traditionally, big media conglomerates have lobbied to ensure that new legislation stays favorable to the field, however, the independent online publisher cannot rely on these businesses to have his/her best interests in mind. In some cases, as Niles points out, media companies may actually work against small independent sites.

Concerning public records, for instance, newspapers and other established media entities may have the staff to access public documents physically at the courthouse or other location and may or may not be concerned with lobbying for laws dealing with online public records. Independent Web sites, however, may not have the staff or time to deal with physical public records, and need to be willing to lobby for better access to online records. For another example of this idea, research net neutrality, a complex issue dealing with access to online content.

In addition to ensuring a beneficial economic environment for business, getting active in and understanding local politics should be a top priority for independent online journalists and publishers. These issues could be almost anything, ranging from school board issues, city budgets, local business, or even sports and culture. Covering and standing on these issues allows a journalist to gain credibility as a community leader and participator. However, as we've discussed in class, all opinions on these issues should be based on solid reporting.

While, getting politically active may not be high on the to-do list for students here at Simpson I would argue that based on Niles' advice, now is the time to start. Our Student Government Association makes decisions that affect the student body, so as student journalists we should be familiar and form opinions on these decisions. Hopefully, obtaining an understanding of politics now will pay off in the future.

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Local Newspapers are Dying

Newsflash: The newspaper industry is dying. I know this isn't exactly a new development, but the fact is that to most people, newspapers are already dead.

In his latest post for the Online Journalism Review, Robert Hernandez said that white males are the ones that don't realize that newspapers are dead. This is because newspapers tell stories that relate to this demographic. Hernandez said for African American, Native American, Asian, Latinos, gays, females and those under 25 feel that newspapers are already dead. These groups believe this because they are continuously left out of their local newspaper.

Hernandez said that if local newspapers don't reflect the diversity of their community then why would they bother to read it, or even buy it?

As a journalist, it is very important to cater to your audience. If you choose not to, readers will lack confidence in your reporting. They like to read stories in which they can relate to, and if your writing doesn't reflect your audience, they will lose interest in the paper. In addition, more readers are turning to the Internet to find stories that relate to them or they have become journalists themselves.

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Digital Media Pyramid

Since the Civil War, journalist have used the Inverted Pyramid to write their news stories. With the change in technology, so too must the Inverted Pyramid change.

Using the Inverted Pyramid, journalist put the the five W's and H at the beginning of the story so readers know what it is about at a glance. The rest of the article contain information that supports the five W's and H.

While this style of writing is time-tested and true, the world of journalism is making a major transition to digital and so must the pyramid. The Inverted Pyramid is a style that can only really be success full in print media.

According to the Online Journalism Review, the Digital Media Pyramid is the way of the future.

Like the Inverted Pyramid, the Digital Media Pyramid starts off with the five W's and H and a body. However, this body is filled with copy, paste, and copywright taken straight from Internet sources, with restrictions of course. Next the pyramid contains art of pictures, videos, and interactivity with readers and ads. Lastly, the new pyramid has links, resources, and social content.

Its kind of like this blog. You get your five W's and H, a body derived from another Internet source, pictures, links and social content. Which means that this pyramid was already a component in the journalism world, but now it must become the one of the main elements for journalism to continue to be successfull in the future.

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