What every J-entrepreneur can learn from a single mum
Meet Lauren Luke, a 27 year old single mum from South Shields near Newcastle, UK.
She dropped out of school at 16 and became a teen mum.
In 2007 she started video blogging from her home, when her son was asleep upstairs. Little more than two years later she is an in-demand fashion expert on TV and in print, and has launched her own make-up range. Hell, she’s even been featured in Time Magazine.
All pretty amazing, but not unique.
Lauren’s success story stands out because she is the perfect example of how to turn demand into money: and journalists thinking of start-ups should get their pens out.
The elusive niche…
“I hope what I do makes people more confident to experiment.”
There’s loads of talk about this right now. ‘Journalism’s future is in niche and hyper-local’ we’re told. And that’s probably true.
But simply having a niche isn’t enough. As with all business, your niche must be in demand.
And Lauren’s niche is certainly that. Unwittingly, she tapped into a massive market of women who wanted practical, accessible help with their make-up. Her videos did just that. Her Youtube channel, Panacea81, has been viewed more than 8,600,000 thousand times, and has nearly 400,000 subscribers.
Facebook CEO Mark Zuckerberg said recently “build something people want” and Lauren’s a true example of that.
So, if you’re planning a news start-up (and you don’t want it to rely on grants or donations) you need to ask yourself “is there a demand for this?”
…a position of authority…
“I just think there is a standard that is set by the beauty industry that is unobtainable by the vast majority of us normal people who pay for it. We are all entitled to have products that work and bring out the best in us and create looks that we can actually wear”
Lauren can teach us a thing or two about building a position of authority. Does Lauren have a qualification in make-up? No. Has she done make-up for the stars? Nope. Does she even work in a salon? Nope. In fact, when she started the videos, she was working for a taxi firm.
But this hasn’t stopped her becoming an expert, a person of authority on the subject. It’s one of the great things about the internet age. Career guru Jonathan Fields says that’s tough for some but great for everyone else:
“…for an increasing number of career paths, demonstrable mastery and/or expert positioning regardless of pedigree are the keys to success. That may scare and anger a whole generation of people who came up under a different set of rules, but…this phenomenon spells opportunity.”
So: it’s possible to build yourself into a respected expert, by publishing high quality content.
…extra products…
“The book will feature a range of celebrity looks, everyday looks for the office, as well as casual and bridal looks.”
8 million hits does not necessarily mean money. But Lauren’s business sense shines through again: recognising demand she has turned her knowledge (which she gives away for free) into tangible products. She has published a book, and launched a new make-up line.
For journalism this produces a host of opportunities. You might not sell your content, but can you sell the platform? Release iPhone apps? Run courses? Sell guides? Don’t just think of making money from your words (because you won’t!)
…and ambition.
“I want to make a huge change to the beauty industry”
The final key Lauren clearly possesses is ambition. She was not content with just becoming a youtube star. She wanted to release a make up brand & publish a book. And now she’s got the big players in her sights.
From make-up, to Yoga, to music…it is possible to make a good living doing what you love. Why should journalism be any different?
Mashable’s How To on launching your own Indie Journo site
There’s a tidy post over at Mashable today with advice on how to launch your own indie journalism site.
It doesn’t offer anything we didn’t know before, but sums it all up quite nicely:
- it’s pretty much free to set up a site like this
- think about how to get advertisers or sponsors (without losing editorial control)
- wordpress is best
- use Twitter and Facebook to build up an audience
Interestingly, at the time of writing, this article – by Maria Schneider over at Editors Unleashed – has been retweeted 445 times and facebooked 25 times.
There’s clearly an appetite for this and with so many lay offs this year, it’s not surprising. Will 2010 be the journo-start up year?
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It is time for commercial radio to embrace the web
Newspapers, television and radio – the rule is simple: embrace the internet or die.
Newspapers were the first to feel the cold breeze of death standing nearby. Now papers from the Guardian right down to local titles run regularly updated websites, often complemented with video coverage.
The BBC has embraced it with much gusto across both TV and radio. From the groundbreaking (and bandwith-breaking) iPlayer to the Editors Blogs to Scott Mill’s daily podcast.
But commercial radio – not for the first time – is standing on edge of the swimming pool, tentatively dipping its toes in, while the others are doing underwater cartwheels. Visit any local commercial radio website and it is distinctively web 1.0. The focus is “what comes out of the speakers.”
But new communities are forming. People don’t just make connections with the box in the corner of the kitchen anymore.
As a whole, and as individual groups and stations, radio needs to act. Now.
What can it do? Well the wonderful world of web 2.0 offers a whole host of options and ideas for the digital prospector; here are a few. For as many as possible I have tried to include real examples.
Local news
This is the first and the most obvious web option. But news editors across the land please don’t just copy and paste 3 line cues onto the web. It doesn’t make the viewers journey there worthwhile, and you don’t write online text like you write radio cues. If this isn’t an option, at least take the time to remove radio-isms like spelled out numbers, typos, pronunciation guides and the word “sez”. Here’s an example of how Real Radio do it in Wales.
Presenter blogs
A well maintained and updated blog can create a new channel for presenters to connect with their listeners. It can reveal the ‘off air’ side to their life, and make listeners feel a closer connection. Features and competitions can be plugged too.
Newsroom blogs
The same thing goes for a newsroom blog. A chance to show what goes on ‘behind the scenes’ of the daily newsroom operation. Appeals for stories and interviewees could turn it into a goldmine. Similarly it must be regularly updated, and must use platforms like WordPress to ensure a Google ranking, tags, meta data and comments. Mercia FM in Coventry were an early adopter. Sadly the blog looks abandoned since October, and it didn’t contain any RSS feed.
Presenter twitter
Tweeting during shows gives followers the inside scoop on what’s going on in the studio. Most of all it gives listeners a free way to respond to on air elements. Text revenue might take a hit, but interaction will boost. It works particularly well on ‘getting-the-listener-to-suggest-ideas’ features. According to the Media UK twitter table, Radio 2 DJ Jonthan Ross has 106,000 followers and Chris Moyles has 66,000. There are more than 164 radio presenters registered.
Playlist twitter
An automated system can tell music fans what your station is playing now and next. Imagine if you just saw your favourite song was about to be played on XYZ FM. Wouldn’t you click on a link to listen online? Q-Radio based in London have their own playlist twitter-feed.
Podcasts!
The only reason these haven’t become a stable of commercial radio, like they have with BBC radio, is resources. In honesty though, making podcasts is so much fun, it’s hard to see why programmers aren’t gagging to put in an extra hours work once a week.
Online specials and archive
Big events and news stories should be given their own specific pages, with background information, extra facts, audio downloads and advice on where to go next. Key 103 in Manchester has developed an excellent page on cervical cancer in response to Jade Goody’s terminal diagnosis.
Audio slideshows
I believe this is a massive growth area for radio news. Practically it’s not possible to send a reporter out with both a microphone and a video camera and hold them both. But a small digital camera plus some cheap Slide Show technology can give your station the edge when a big story rolls round, and create something memorable.
Online video
For the reasons mentioned above this will likely remain a rareity. But it shouldn’t be disregarded altogether. Radio Aire in Leeds produced a report on the Karen Matthews case as the verdict was announced.
Traffic mashups
Connect your traffic and travel data with google maps and show your listeners where the snarl ups are. The CN Group started this in 2008 and it looks great.
Web chats
A big issue affecting your listeners? Get an expert in to answer questions, during a live webchat. As well as giving presenters something to talk about it gives your station an authority over a particular issue. At Viking FM we got a local financial expert to answer questions from listeners on the credit crunch. Lots of on air plugs and we got a good response.
Online polls
Thankfully this obvious way of generating original news content is being used all over the shop. In my previous life, working at Touch Radio, I used to run a daily news poll on the big issue of the day and run the results as an add-on to the story in the 5pm news.
A design overhaul
Turn listener communities into virtual communities
Imagine if listeners could register on your station website and set up their own profile? They could build their own community of fans of a particular show, swap pictures, get heads up on competitions and all that.
Facebook bonuses
The next best thing for this is to create an effective, regular and well run Facebook community. Thinking outside the box reaps rewards too. After launching a Facebook campaign to save a presenter from suspension, Viking FM then gave everyone who’d joined the group free entry to a local nightclub. Even before the nightclub announcement more than 3,000 people had joined.
Just a taste of the sheer numbers of people out there – if stations would just reach out and touch.
What’s your “news eco-system”?
The BBC have carried out some research into how the modern homo-sapien consumes its news. They asked a load of people to keep a diary noting everytime they checked up on the news, and how they did it.
Steve Hermann writes about the results here.
Interestingly, their researchers described each person as having their own “news eco-system”: ‘where an individual might read several papers, hear news on the radio, look at various websites and/or TV channels for news’.
Well I hope that pattern isn’t news to the BBC.
But that’s an interesting term, and got me wondering what my news-ecosystem might look like….
0630: BBC 5 LIVE – DAB radio, in bed – to find out the headlines and who’s saying what
0800: Viking FM – DAB radio, in bed – to see what stories I’ll be sent out to cover that day
0830: Radio 1 – radio, in car – to get an idea of how Newsbeat are tailoring the news for their audience.
0900: Scan through the local papers, plus Mail, Mirror and Sun – to get an idea of what our listeners are reading.
Mid morning – a catch up with the big stories online. I also check Media Guardian, BBC News Online, NY Times. I also get email alerts from various sources.
All day – brief glances at Sky News in the office. I’m also drip fed news via IRN’s wire service.
1330 – BBC Look North – to see what the opposition are up to; inevitable plug of Peter Levy’s show.
Evening – check up on social news: Facebook, Google Reader/blogs and Twitter all tell me what people I’m interested in are up to.
1900 – Channel 4 News – but these days for just a few minutes. On Friday’s I love Unreported World.
Evening – alternative news sources if I have time: Current TV
There you go – I count 17 different sources (20 if you breakdown all the local papers, 50 if you add each blog). Each one consumed for no more than 5-10 minutes, and each one I select, chew and spit out as I please.
So what could be a useful conclusion for the future of news? It can be alternative. And it needs to be short.
What’s your eco system? Post below, and maybe we can give David Attenborough a ring!
My TV manifesto
I’ve been working in broadcast news for two years now, and I’ve been following it, I guess for five. And well, I think I’m just a bit tired with it all. With the formats, with the delivery, with the writing, with the style, with the editorial choices.
Surely there must be something different?
Here’s thing: I don’t think there is. We all know radio is in a state, and as for TV? Well I could write a long diatribe, but it’s been done already, far more succintly and wittily, and then put on television by Charlie Brooker:
Watch part one here:
Then part two here
And part three here:
Whether you like it or not, or whether you think it’s the way it’s always going to be or not, I am convinced there is room for something different.
Something aimed at a younger audience; with a journalistic transparency, a complete fluid harmony with digital and web technology, delivered differently, cheaply, eco-friendily, telling different stories, off the agenda, breaking the rules, offering something new.
To avoid sounding like the Alistair Darling when he gave his speech about how to fix the economy the other week (and didn’t actually announce anything), here is – for what its worth – my own TV news manifesto. Just some ideas; debate them, slate them!
a new news manifesto
This is my own idea for an online based alternative news platform. At its heart is a daily studio news programme, uploaded to the website and to Youtube. It is of no fixed length – only dictated by the content.
Content
Ignore the stories of the mainstream media. That means crime stories are out. Court stories with no lasting impact are out. Surveys, unless by major bodies are out, so is the sort of PR pollster rubbish that fills the airwaves. If people want that they have no end of sources. This will be different.
Solution journalism?
Rather than just reporting on a problem and ending with the cliche “whether this problem will be solved is yet to be seen” there’s a good argument for solution journalism. Jake Lynch and Anna McGoldrick suggest it as part of their own ideas on Peace Journalism (could it be adapted to non-conflict reporting?) Reports which examine how a problem might be solved rather than just reminding us there’s a problem.
A younger audience; a digital existence
A programme for the ‘web 2.0 generation’. That’s the people who blog, use facebook and myspace and exist in a digital online world. It’ll be up front and direct, but not patronising like Newsbeat‘s “something bad has happened in a place called abroad” style. VJ pieces will be created for web use not to mimic TV styles.
Video Journalism
At its heart will be the ethos of video journalism. David Dunkley-Gyimah laid out his own manifesto on this here. As well as staffing young creative VJs for firefighting stories and assignments, this brand would tap from a huge source of international freelance sources as well as other existing solutions like Demotix and Vimeo. Stylistically it would take its cues from already successful projects like Current TV. Packages are edited fast and with attitude -they know the rules of conventional film, but aren’t afraid to break them.
Focus
It would have an international focus, remembering the unreported stories. It believes the phrase “if your pictures aren’t good enough, you’re not close enough”. It would focus on unreported issues and people with the story tellers getting right into the story. Creativity is the norm, and the packages do not try to emulate TV news in content or form.
But what about the main agenda?
This wouldn’t be ignored – but would be wrapped in each show in a “newsbelt” form – “the stories the other shows are talking about” It would need to feel connected to the national agenda but not neccessarily following it.
Transparent
A key element to this type of journalism would be transparency in reporting and editing. Packages would be VJ produced – from the root to the fruit – and VJ led. In other words the viewer follows the VJ as they investigate and tell the story. If it’s from a press release the audience deserves to know that. There would also be an openness in editing with misleading cutaways, noddies and GVs removed, and edits to interviews clearly signposted (for example through a flash wipe). Agency footage labelled as such so viewers know it’s not inhouse. Images of reporters can appear on screen as they cover the story.
Delivery
The platform is digital – through an accessible, well designed fluid website. Viewers can watch whole shows or individual reports. Each show would have no time requirements as broadcasters do. It would need to host an online community of viewers who watch, comment, submit and review. They are reflected in the content. The people at 4iP lay it out quite nicely right here.
Attitude
The journalism would have attitude, and would be not afraid to take risks. At its heart is good story telling and brilliant writing. Creative treatments would set the standard mainstream broadcasters will adopt months later.
Cheap and green
The video journalism model is cheap and green. One man bands on assignment, sourcing, shooting and cutting themselves. No need for live satellite link ups or expensive foreign trips housing 5 people in big hotels (what’s wrong with a hostel?) The central programme itself would be studio based but avoiding the “absurdist cathedrals of light” preferred by the mainstream. Solar powered lighting? Light cameras on light peds?
Presentation
The central programme is relaxed, young and doesn’t appear to be trying too hard. The team have the mind set of the Daily Buzz and create great moments even when they’re not trying too. Stylistically the presentation takes its cues from a more fluid version of C4 News in the UK, with almost constant (but not distracting) camera movements.
This news platform doesn’t need to report the mainstream stores – because there is a plethora of media to do that already. It avoids the distorting pressures of the other networks, like the need for live pictures from the scene, uninformed 2-ways and time pressures. It focusses on bringing something new, but allowing analysis too. It’s VJ packages are well produced – but do not try to emulate the style of TV news.
That’s pretty much all I got. As i mentioned I strongly feel there is a demand for a new way of doing things-we just don’t know what that is yet.
And just a quick disclaimer: I’m just a young broadcast journalist with only 2 years under my belt. I certainly don’t suggest this any good a solution, or that I should have anything to do with it. But for what it’s worth I thought it was worth jotting down.
You might agree, or you might disagree…stick your thoughts in the comments box!
Jack Bauer: the Facebook 24
For not very interesting reasons I’ve been searching Facebook for a Bauer group. I didn’t find what I was looking for, but what I did find was dozens of groups hailing appreciation upon “24” icon Jack Bauer.
More than 160 different groups in fact. Each with at least 100 members.
And some of them are brilliant – so here’s my compilation of the 24 best ones
24. I am going to be jack bauer when i grow up (150 members) Nice to see people have ambitions in life.
23. If you wake up in the morning, it’s because Jack Bauer spared your life (276 members) A warning to us all.
22. Jack Bauer- Part man part machine, ultimate legend (38 members) Not so popular this one. Not sure Jack Bauer is part machine either.
21. In God we Trust, but God trusts Jack Bauer (916 members). The first of several religious based groups. Enjoy comedy lines like “curiosity didn’t kill the cat. Jack Bauer did.”
20. If Hilary Clinton becomes president, Jack Bauer will probably kill her (6,919 members) Just as well that’s not going to happen then.
19. Superman Wears Jack Bauer Pyjamas (360 members) Yeah he does.
18. Jack Bauer is Back and Refuses to Stop Kicking Ass (133 members) I think you really have to believe this one.
17. If Jesus was a CTU agent his name would be Jack Bauer (157 members) …but JB would clearly kick some JC ass
16. In my free time, I pretend to be Jack Bauer (180 members) That’s a lot of people with too much time on their hands…
15. The new facebook helps Jack Bauer protect freedom (138 members) And he also likes the design of the status application.
14. Coalition to change the dictionary definition of ‘Badass’ to ‘Jack Bauer’ (130 members) He is one Jack Bauer Muthafucka afterall.
13. Fuck sending troops to iraq….. send jack bauer (312 members) He can’t have done a worse job in honesty.
12. If Jack Bauer shopped at Tesco, he’d destroy the self-service machines (251 members) Lesson: never tell Jack Bauer there is an unexpected item in the baggage area. This group also claims ‘Jack Bauer has 657 points on his Clubcard, but he’s too hard to redeem them.’
11. I‘ll name my first born son Jack Bauer if this group reaches 500,000 people Sadly this isn’t going to happen. So far it only has 177 members.
And here’s the long awaited top ten….
10. Don’t ask what Jack Bauer would do for a Klondike bar. (1,447 members) I don’t know what a Klondike bar is, but this is still funny.
9. 1.6 Billion Chinese are angry with Jack Bauer. Sounds like a fair fight. (258 members)
8. If Jack Bauer Were Real, Iran Would be Nuc-Free in 24 Hours (174 members)
7. I would gladly take a bullet for Jack Bauer (230 members) Also claims “if it looks like chicken, walks like a chicken, tastes like chicken, but Jack Bauer says it’s beef…then it’s fucking beef.”
6. Guns Don’t Kill People… Jack Bauer Does (2,837) And rappers, obviously.
5. Your attraction to Jack Bauer in no way affects your sexual orientation. (267 members) Thank God for that.
4. All men are created equal. They are all vastly inferior to Jack Bauer. (20,148 members) The most popular group here by far.
3. Every mathematical inequality officially ends with “< Jack Bauer” (154 members)
2. …and on the seventh day Jack Bauer said, “I’ll take it from here.” (758 members) The last of the many, many religious piss takes…
…and the numero uno group is…
1. Jack Bauer Could Strangle You With a Cordless Phone (3,334 members) Yes, he’s that good.
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