World Association of Newspapers and News Publishers

Creating compelling experiences that are mobile and shareable at WSJ

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Creating compelling experiences that are mobile and shareable at WSJ

Narisetti will speak at the WEF session entitled "The newsroom – beyond integration."

WAN-IFRA: What does the News Corp. spin-off of its newspapers mean to The Wall Street Journal Digital Network?

NARISETTI: The Wall Street Journal Digital Network is and will be an integral core part of the proposed publishing spin-off company, and digital, as Rupert Murdoch noted in several conversations on the day the spin-off was announced, will play an even more central role in that entity. With the proposed spin-off likely to take a year, it is way too soon to discuss any other implications.

WAN-IFRA: What role does mobile distribution play in the network's strategy?

NARISETTI: Mobile is fundamental to WSJ's audience reach and engagement plans and is a key part of our WSJ Everywhere strategy to making available premium Journal content where our audiences want it. Already some 20 percent of our digital audiences access WSJ content through mobile devices, and that number continues to rapidly grow, and we intend to grow with that trend.

WAN-IFRA: The Journal has greatly increased the amount of video content it produces in the past several months. How involved are you with what WSJ is doing with video, and do you have any advice for other editors who are beginning to work more with it?

NARISETTI: WSJ is unique for a non-TV newsroom in the amount of video we now generate via live shows, reporter video and produced pieces. WSJ Video journalism ( generates 100 hours of original live and on-demand content each month. Video makes sense both for our audiences – we have seen dramatic growth in video streams this past year – and our advertisers who want to reach WSJ Digital Network audiences as part of premium content.

Video is a significant investment in training, technology and daily execution, so I would suggest newsrooms start small and experiment, making it part of mainstream newsgathering and dissemination rather than keeping it as a silo. Video does require specialized skills – in production, editing and presenting – but for it to be really successful, it has to be part of how journalists view their daily job. Newsrooms should also not be afraid to experiment, as it is still early days in web video, and audiences are forgiving as you experiment and figure out what works for your newsroom.

WAN-IFRA: What is the "next wave" of news publishing that must be jumped on now, before it's too late? What are your plans to catch that wave?

NARISETTI: I am not sure there is a next "wave" per se that we haven't yet spotted. Increasingly, our success is going to play out in giving our audiences a compelling "experience" that will make them want to engage and make them come back to our brand. Such "experiences" come about at the intersection of great content and technology and therefore successful newsrooms will be those that pivot from just generating great content to creating great experiences for our audiences.

And chances are that many of these experiences will be delivered to – and shared by our audiences – through mobile devices rather than through print or desktop devices. So compelling experiences that are mobile and shareable will set the winners apart from those struggling to build engagement and loyalty.


Anton Jolkovski's picture

Anton Jolkovski


2012-07-03 13:03

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