Guest: Mitra Kalita, co-founder and CEO, URL Media

“From a mission perspective, we did not want Black and Brown audiences to be only charitable endeavors. We see our people as a very important, vital, necessary market.” – Mitra Kalita, URL Media

You know you were meant to be a journalist when, as a pre-teen, you created a newspaper to protest your parents’ decision to move your family from Puerto Rico to New Jersey! That is exactly how Mitra Kalita, co-founder and CEO of URL Media, got her start in journalism.

On this episode of News Take, News Media Alliance President & CEO David Chavern and Kalita have a heartfelt discussion about her journey from being a busy CNN Digital executive to starting her own newsletter, Epicenter-NYC, and media company, URL  Media, in Jackson Heights, New York City amidst a pandemic and racial justice movement. During this light-hearted and honest talk, Kalita shares how she and her business partner were able to achieve instant scale, launching the URL Media network with seven million users, and how they’ve embraced a for-profit business model at a time when many similar groups were launching as nonprofits. In addition, she shares advice for improving diversity in content as well as in the newsroom, including ensuring changes to improve DE&I are lasting and become a part of the organization culture.

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Speaker bio

Mitra Kalita is a veteran journalist, media executive, commentator and author of two books. She is the co-founder/ CEO of URL Media, a network of Black and Brown community news outlets that share content and revenue. URL Media works with mainstream newsrooms to syndicate content and partner on diversity initiatives in content, staffing and culture. She is co-founder and publisher of Epicenter-NYC, a newsletter designed to help New Yorkers get through the Covid-19 pandemic, as well as the newsletters The Unmuted and The Escape Home.

Previously, Mitra was Senior Vice President at CNN Digital, overseeing the national news, breaking news, programming, opinion and features teams. She also worked in leadership roles at the Los Angeles Times and Quartz. She sits on a number of journalism industry boards, most notably, the board of the News Media Alliance.

Related links

URL Media

Epicenter-NYC

Watch the next episode: Protecting Journalists Reporting on Russia’s War in Ukraine 

Watch the previous episode: Leveraging Products to Connect with Your Audience 

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Send your suggestions for future News Take guests to Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org.

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Guest: Kim Bui, Director of Product & Audience Innovation, Arizona Republic

“The product side is a personal interest of mine in that it really is the ‘how’ – I love looking at how we can tell better stories, how we can integrate better with our audience’s lives, listen to them, become more useful, and really get away from the pedestal style journalism that has ended up with us not being trusted by a majority of people.” – Kim Bui, Arizona Republic

What comes first, the product or the user? How do we close the gap between the addressable market and market penetration? What are ways to use newsletters and text notifications to get personal with readers? How can we position ourselves now with younger readers and Gen Z readers as a useful news source? What are the “winners” in the news product space doing that we are not?

On this episode of News Take, News Media Alliance President & CEO David Chavern chatted with Kim Bui, Director of Product and Audience Innovation at the Arizona Republic/AZCentral.com, about how to leverage the latest trends in digital products to connect with your audience and be useful to them, while at the same time building trust and emphasizing community-centered journalism. The conversation flows into a discussion of the evolving workplace and how Kim’s columns, “Sincerely, Leaders of Color” and “The Middles” reflect the importance of improving diversity in news media and providing education to those emerging leaders who are navigating unfamiliar management and leadership roles.

Listen now or download the audio file to listen offline:

Don’t forget to subscribe to the News Take podcast by clicking “Follow” and selecting your preferred podcasting platform, or click on your preferred platform: Spotify, Apple, Google.

Watch with video:

Download transcript

Speaker bio

Kim Bui is the director of product and audience innovation at the Arizona Republic. She’s focused her career on leading real-time news initiatives and creating new storytelling forms for digital, print and broadcast companies catering to local, national and global audiences. Prior, she was editor-at-large for NowThis News, focusing on original, social reporting and breaking news. She was also deputy managing editor for reported.ly, a digital media startup specializing in social journalism. She’s been a speaker, trainer and teacher on digital and social journalism at universities, conferences and gatherings worldwide. She writes a syndicated newsletter for emerging leaders and managers, The Middles.

Related reading

Sincerely, Leaders of Color

The Middles

The Key to Gen Z: Insights and Ideas to Build Lasting Relationships

Watch the next episode: Encouraging and Sustaining Diversity in News Media

Watch the previous episode: Tech Trends: What Publishers Need to Know

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Send your suggestions for future News Take guests to Alliance VP, Research & Insights Rebecca Frank at rebecca@newsmediaalliance.org.

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The post News Take Episode 103: Leveraging Products to Connect with Your Audience appeared first on News/Media Alliance.

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marchmeena29 / iStock/Getty Images Plus via Getty Images

Steve Jobs was famous for announcing “one more thing” toward the end of his Apple product announcements. Typically, that “one more thing” was a new device that would reshape consumers’ expectations of what technology could do for them. (Sometimes that one thing was a price point – how much would the future cost?) In more recent years, the tone of Apple’s presentations has shifted, as the company’s focus has moved away from new devices to services and features designed to keep users happy. But the June 2021 Worldwide Developers Conference (WWDC) keynote speech, which introduced the company’s iOS 15, did feature one more thing that should have many news organizations paying attention.

The iOS announcement highlighted how the upcoming operating system can integrate into users’ lives in a post-pandemic world and continued Apple’s theme of supporting user privacy. As SVP of engineering Craig Federighi said, “We don’t think you should have to make a tradeoff between great features and privacy. We believe you deserve both.” Much of the pre-announcement conversation focused on App Transparency Tracking (ATT), which provides individual users with the ability to opt out of having their app behavior tracked and shared with advertisers. The feature is seen as a particular challenge to Facebook, which earns the bulk of its massive revenues from advertising (due to its ability to provide advertisers with valuable metrics about app behavior). Following its release in February, one study found that “U.S. users choose to opt out of tracking 96 percent of the time” when prompted. Many news organizations, rightly concerned about Facebook’s power in the advertising market, saw ATT as an attack on the platforms’ dominance. The hope was that advertisers would shift budgets away from Facebook (and to channels that used their own first-party data, such as news publications and apps) once it lost some power to target and track users.

However, the iOS 15 announcement featured “one more thing” that has some in the news industry concerned: an update called Mail Privacy Protection. As CNN described, “The email app on Apple devices will now hide users’ IP addresses and their location, so companies sending emails can’t link that information to users’ other online activity. Additionally, senders can’t see if or when users open their email.” Specifically, Mail Privacy Protection will not allow email senders to track the pixel that is used to determine open rates. Email senders – including news organizations – will lose the powerful engagement metrics on how many of their promotions, offers, and importantly, newsletters, are being opened.

In his analysis of the announcement, Nieman Lab’s Joshua Benton points out this change is substantial – “This is Apple Mail, the dominant platform for email in the U.S. and elsewhere. According to the most recent market-share numbers from Litmus, for May 2021, 93.5% of all email opens on mobile come in Apple Mail on iPhones or iPads. On desktop, Apple Mail on Mac in responsible for 58.4% of all email opens.” Benton’s piece reviews the ongoing conversation about the changes and points out, “Open rates will now officially be useless,” and that small publishers, especially individual newsletters, have the most to lose. In a tweet, Matt Taylor of the Financial Times points out that the change will “hurt small pubs the most,” and that “for those with no audience it might stop them from ever succeeding.”

Platformer writer Casey Newton – who rounded up multiple tech and news industry responses to the announcement – agreed with Benton’s conclusion that without the ability to track email opens, publishers will “adjust, somehow.” In Newton’s newsletter, he shared that he wasn’t “sure that people doing email-based journalism have all that much to worry about from the shift.” He cites independent newsletter publisher Alex Kantrowitz, whose ad-supported newsletter “was sold out for the first half of the year, thanks to a premium audience he identified not by pixel-based tracking but by a good old-fashioned reader survey.” As Renee Cassard, chief research officer at the media conglomerate Omnicom pointed out to Digiday, “The marketplace has sort of realized that there are limits to behavioral data.” Beyond straightforward behavior tracking, publishers can leverage research and data-generation tools to understand not only what their readers have done, but who they are and what they want. This data would be of high value for internal product development as well as advertiser needs.

Kantrowitz’s perspective may be the most helpful for news publishers that send newsletters and are concerned about the changes. But as with any alternative, it is not practical to view it as a magic bullet solution to preserving long-term relationships – in fact, a simple open rate calculation was never an indication of that, either. It has just been the key metric by which advertisers value newsletter placements (until now). The point is that there are many ways to build relationships with readers, and as the industry shifts toward a more consumer-needs driven model, newsletters should be seen as tools for promoting engagement and building habitual, loyal, paying readers; not viewed solely for their potential to attract advertisers. Eventually, there will be a new “open rate.” But as these indicators evolve, continuing to meet readers where they are and provide high-value products will best position your organization for success.

The post Apple’s Latest Privacy Announcement Will Impact a Key Tool in News Publishers’ Audience Engagement Toolbox: Email Newsletters appeared first on News/Media Alliance.

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Postponed – new dates TBA

innovationXchange is the News Media Alliance’s premier roundtable event. This one-day conference convenes an intimate group of executives to discuss the problems facing their publications and come up with real, applicable solutions.

We are planning a robust discussion around email newsletters and need your participation to inform and enhance the value of the discussion for you and other members.

Previous innovationXchange events have addressed topics such as subscription rates, paywalls, the digital duopoly and how the industry should combat the narrative of fake news — leading to the Alliance’s award-winning Support Real News campaign.

If you are interested in attending, please RSVP to Rachel Fox.

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