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INNER CIRCLE

VIEWS: 4 PAGES: 46

									 INNER
 CIRCLE
 2012
GATEHOUSE MEDIA INC.
NEWS & INTERACTIVE DIVISION
GATEHOUSE MEDIA INNER CIRCLE 2012


INTRODUCTION
                  ABOUT INNER CIRCLE 2012

                  As you may be aware, GateHouse Media has embarked on a major intiative called “Project
                  Apple.” The basic goals of the initiative are to help the company grow its digital offerings and
                  audiences, as well as stabilize the audience and revenue of the print products.

                  With those goals in mind, we are making some adjustments to the Inner Circle program and
                  launching a variety of new initiatives that are part of Project Apple. The changes will take place
                  beginning Q1 2012, but are being released to you today so you have plenty of time to implement
                  them before we start certifying papers based on the new expectations.

                  The Inner Circle program has had considerable impact on our newsrooms, increasing the
                  amount of web content we're publishing, and introducing new alternative story formats and
                  reader engagement that has made our print products more lively.

                  But we recognize that our audiences – and their expectations of how we deliver content to them –
                  are changing. The 2012 goals hit at the heart of this by shifting some focus to videos, community
                  blogging, social media and platform-appropriate publishing.

                  We have adjusted the Inner Circle guidelines for 2012 to create realistic expectations so
                  newsrooms can meet the new criteria. As has been the case in the past, we will have regional
                  meetings and on-site trainings that will provide newsrooms detailed, hands-on instruction that
                  will help them meet the new guidelines.

                  There's no doubting the fact that our newsrooms have made considerable progress in the past
                  year. The number of current Inner Circle papers is proof of that. We applaud and thank every
                  newspaper that has made progress with the initiatives. Now, we have to continue to evolve and
                  help our newsrooms meet the growing needs of our readers across all platforms. The 2012 Inner
                  Circle expectations will help us move in that direction.




                  BRAD DENNISON
                  Vice President, News & Interactive Division




                  DAvID ARkIN
                  Executive Director, News & Interactive Division




                                                                                                                     1
GATEHOUSE MEDIA INNER CIRCLE 2012


TABLE OF
CONTENTS          I         OvERvIEW . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
                              New Inner Circle initiatives  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 4
                              2012 expectations  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 5
                              Adjustments to Inner Circle  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6
                              FAQ: New initiatives  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 7
                              key dates  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 9

                  II        vIDEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
                              Content .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 11
                              Shooting video techniques  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 14
                              Editing  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 17
                              Zope video analytics  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .20
                              Zope how to: videos  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .24

                  III       COMMUNITY BLOGGING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
                              Recruiting community bloggers  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .28
                              Working with community bloggers  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .30
                              GateHouse News Service's national blog network  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 31
                              Community blogs' look and launch  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .33
                              How to set up a blog  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .34

                  Iv FACEBOOk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
                       How to get started  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 37
                       Promotion  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .38
                       How to post  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .38

                  v         PLATFORM APPROPRIATE PUBLISHING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
                              Only in Print  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 41
                              Only Online  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .42

                  vI RESOURCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
                       video network house ad  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
                       Opening, lower-thirds and ending slides templates  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
                       Facebook house ad .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
                       Only in Print and Only Online promotions .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
                       Community blog materials  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .45




 2
GATEHOUSE MEDIA INNER CIRCLE 2012




SECTION I:
OVERVIEW
                                    I
  2012 Inner Circle initiatives .  .  .  .  .  .  .  .  .  .  .  .  . 4
  2012 expectations  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 5
  Adjustments to Inner Circle  .  .  .  .  .  .  .  .  .  .  .  . 6
  FAQ: New initiatives  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 7
  Key dates  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 9




                                                                                                    3
GATEHOUSE MEDIA INNER CIRCLE 2012




         I        2012 INNER CIRCLE INITIATIvES
                  GateHouse Media News & Interactive Division is rolling out four new
                  initiatives and expectations starting in 2012 . Strategy, expectations
                  and how-to material is included in this handbook .
 OVERVIEW
                  vIDEO
                  Goal: Produce consistent video that is in line with reporter
Notes:            assignments such as coach Q&A interviews, pets of the week and
                  public service journalism updates .
                  Expectations:
                     • 1-2 staff members: 1 video a week
                     • 3-5 staff members: 2 videos a week
                     • 6-19 staff members: 3 videos a week
                     • 19+ staff members: 5 videos a week


                  COMMUNITY BLOGGING
                  Goal: Develop a group of community bloggers who are experts in specific fields in an effort to build a
                  robust network of community voices online .
                  Expectations:
                     • 1-2 staff members: 2 community bloggers
                     • 3-5 staff: 2 community bloggers
                     • 6-19 staff: 3 community bloggers
                     • 19+: 6 community bloggers
                  Every blog should be updated twice every seven days . Blogs need to be fed into Zope, not just linked
                  to from your website .


                  SOCIAL MEDIA
                  Goal: Engage daily (Monday through Friday) on your Facebook page, with status updates and
                  community outreach, which will drive traffic to your website .
                  Expectations: Two posts to your Facebook page daily, Monday through Friday .


                  PLATFORM-APPROPRIATE PUBLISHING
                  Goal: Rename the First in Print program Only in Print to make it clear that the content you’re
                  promoting will never go online . Also, introduce Only Online, a program that teases in print two online
                  elements every day .
                  Expectations:
                     • Only in Print appears daily in print and online, and teases three stories that are only in the print
                       edition .
                     • Only Online appears daily in print and teases two online elements.
                     • Weekly newspapers need to produce Only in Print and Only Online once a week.




  4
GATEHOUSE MEDIA INNER CIRCLE 2012




          I         2012 EXPECTATIONS
                    Below is a breakdown of production expectations used when grading newspapers .

                    DIGITAL EvALUATION
                    Website updates: Newspapers need to                 video: Produce consistent video every week .
 OVERVIEW           produce unique updates that are relevant
                                                                        1-2 staff members:         6-19 staff members:
                    to that day, not print content held from the
                    previous day . Some print content can go online,    0 per week: —              0-2 per week: —
                    but this doesn't qualify as a "news now" update .   1 per week: √              3 per week: √
Expectations key:
√ Meets             1-2 staff members:        6-19 staff members:       3-5 staff members:         Staff of 20 or more:
— Doesn't meet
                    0-1: —                    Fewer than 10: —          0-1 per week: —            0-4 per week: —
                    2 or more: √              10 or more: √             2 per week: √              5 per week: √
Notes:
                    3-5 staff members:        Staff of 20 or more:
                    Fewer than 5: —           Fewer than 15: —          Community blogging: Every blog should be
                    5 or more: √              15 or more: √             updated at least twice every seven days . Blogs
                                                                        need to be fed into Zope, not just linked to from
                                                                        your website .
                    Photo galleries: Based on one week                  1-2 staff members:         6-19 staff members:
                    1-2 staff members:        6-19 staff members:       0-1 bloggers: —            0-2 bloggers: —
                                                                        2 bloggers: √              3 bloggers: √
                    0: —                      0-2: —
                    1: √                      3 or more: √              3-5 staff members:         Staff of 20 or more:
                    3-5 staff members:        Staff of 20 or more:      0-1 bloggers: —            0-5 bloggers: —
                                                                        2 bloggers: √              6 bloggers: √
                    0-1: —                    0-4 : —
                    2 or more: √              5 or more: √
                                                                        Platform-appropriate publishing: Tease in
                                                                        your newspaper content like blogs and video
                    Social media: Newspapers should post                that are only on the website .
                    content to their Facebook page Mondays-
                    Fridays .                                           Requirements are the same for all newspapers:
                                                                        Tease fewer than one piece of content that's
                    Requirements are the same for all newspapers:
                                                                        only online in each edition: —
                    0-1 post per day, Monday-Friday: —
                                                                        Tease in print two pieces of content that are
                    2 posts per day, Monday-Friday: √
                                                                        only online in each edition: √


                    PRINT EvALUATION
                    Community partner journalism/Public                 Reader involvement: Newspapers must
                    service journalism: Newspapers must have            anchor reader callouts in every edition .
                    weekly anchored positions for community
                    profiles (volunteers, students and coaches          Requirements are the same for all newspapers:
                    of the week) OR for public service journalism       None: —
                    formats ("what's your problem" and "what's          1: √
                    going on here") . Newspapers have to produce
                    one CPJ or one PSJ a week, not both .
                                                                        Platform-appropriate publishing: Tease
                    Requirements are the same for all newspapers:       stories in print and online that will only appear
                                                                        in the print product .
                    None: —
                    1: √                                                Requirements are the same for all newspapers:
                                                                        Tease fewer than two stories in each edition
                                                                        and each day online that are print only: —
                                                                        Tease three stories in each edition and each
                                                                        day online that are print only: √


                                                                                                                      5
GATEHOUSE MEDIA INNER CIRCLE 2012




         I      ADJUSTMENTS TO INNER CIRCLE
                Are you making adjustments to
                the expectations for Inner Circle
                certification for 2012?

 OVERVIEW       Yes . There are a few adjustments that
                will go into effect in 2012 .


Notes:          COMMUNITY PARTNER
                JOURNALISM & PUBLIC
                SERvICE JOURNALISM
                For all newspapers: One Community
                Partner Journalism or Public Service
                Journalism feature per week .
                While the expectations have been
                adjusted, newspapers that are
                meeting the current expectations are
                encouraged to continue their good
                work .


                ONLINE READER CALLOUTS
                GateHouse News Service in 2012
                will be able to syndicate callouts
                to your websites, and through our
                user generated content technology,
                readers will be able to upload the
                photos to your website without
                having to email the photos . This
                means in 2012 you will not need to
                place a callout online, though you
                could do callouts in addition to the
                news service callouts . Newspapers
                will still be expected to publish a print
                callout each time you publish . This
                adjustment will go into place on Jan .
                1, 2012 .




  6
GATEHOUSE MEDIA INNER CIRCLE 2012




         I        FAQ: NEW INITIATIvES
                  Are these new initiatives part of Inner Circle certification?
                  Yes . The expectations will go in place in first quarter 2012 . That means the current expectations will be
                  used for the third and fourth quarters of this year . This gives newsrooms time to implement the new
 OVERVIEW         expectations .


                  Q&A: vIDEO
Notes:
                  We don’t have video cameras, so how are we supposed to meet the new expectations?
                  Earlier this summer, the News & Interactive Division asked newspapers in a survey how many
                  operational cameras they had that shot video . Nearly 80 newspapers didn’t have operational
                  cameras . We’ll provide each of those newsrooms with one camera at upcoming regional meetings or
                  in fall site visits .
                  How did you determine if there were enough video cameras for those who already had them?
                  As long as there was one video camera for every six content producers, a newsroom wouldn’t receive
                  a new one .
                  What happens if we accidentally damage the camera?
                  If you lose or damage the camera, each newspaper will be responsible for replacing or repairing it .
                  Does Zope accept video?
                  Yes, it accepts many formats . Because of News Distribution Network, every newspaper has a video
                  player on its site today and has the ability to upload video . In early August, we’re launching a new
                  video player with a variety of enhancements .
                   Doesn’t it take a long time to produce a video?
                  It can . But our strategy is focused around shooting a video once in a staged environment and
                  uploading the video without editing . The strategy also calls for aligning the videos with content
                  reporters already are producing .
                  You previously told us not to focus on video. Why the change?
                  This new strategy will simplify and speed up video production . One of the reasons we shifted our
                  focus from video was the time commitment . However, the emergence of mobile technology has
                  pushed us to make this a priority for our newsrooms .




                                                                                                                          7
GATEHOUSE MEDIA INNER CIRCLE 2012




         I        Q&A: COMMUNITY BLOGS
                  How will we do community blogs in Zope?
                  Our top development priority with Zope is developing functionality that will allow your community
                  members to post content — headlines, blogs, photos and videos — into Zope . We expect that feature
                  to be available sometime this fall . Before that feature arrives, if news organizations want to launch
 OVERVIEW         community blogs, they would need to have that resident email the copy to an editor, who would paste
                  the copy into a Zope blog .
                  Do newspapers need to be on Zope blogs?
Notes:            Yes . The News & Interactive Division will be working on transitioning all blogs to Zope . Being on Zope
                  blogs will allow your newspaper to better feature blog content, both staff and community blogs,
                  on your website . Also, it’s important that centrally we’re able to manage staff and community blog
                  content from one content management system .
                  If we want to feature a community blogger who is on WordPress or another blog platform, how
                  will we get that content into Zope?
                  We’ve built technology that will easily allow a newspaper to feed the content from a local blog, have it
                  featured in Zope and look like Zope blogs . The News & Interactive Division will work with newspapers
                  that have community bloggers on different platforms to get that content fed into Zope . In August,
                  we’ll share information on how a newspaper can take content from a current blogger’s site and get it
                  to appear in Zope .
                  How will we get our staff blog content transitioned to Zope?
                  You will use the same process as with community blogs . Once a staff blog is transitioned, though,
                  staff content will be published in Zope, while community bloggers who are already on Word Press or
                  another blog platform will be able to stay there and have their content fed . New community bloggers
                  will be published in Zope .
                  Whether we want to get started today on blogs or when the community blog functionality is
                  released in Zope, how would we get one launched?
                  Instructions on launching blogs are in the “community blogs” section of this handbook . When the
                  community blog functionality becomes available in Zope, we’ll also email instructions to all of our
                  newspapers . If you want to launch a blog before then or after the community blogs become available
                  and are having difficulty with the instructions, simply submit a support ticket, and we’ll handle the
                  request .
                  Will there be a national community blog network?
                  We’ve developed a national blog network of more than 30 bloggers who write on topics such as food,
                  entertainment and fashion, and those blogs will be featured on your website with your local blogs .
                  That platform will be launched in September for papers on Zope blogs or for papers that don’t have
                  community blogs . We’ll work on a launch process with those newspapers that are on a different
                  platform today .


                  Q&A: SOCIAL MEDIA
                  What if we don’t currently have a Facebook page?
                  The News & Interactive Division has launched Facebook pages for those that didn’t have them, and
                  we’ll be in touch with those papers about turning over administrative rights to them so they can
                  populate content by the end of July .




  8
GATEHOUSE MEDIA INNER CIRCLE 2012




         I        MORE INFORMATION
                  Will there be more information about these new initiatives?
                  From August through October, we’ll hold regional meetings to discuss the initiatives in detail and
                  hand out video cameras to those who don’t have them . A schedule of the meetings is attached to this
                  memo . You also can find the list in our training schedule on GHnewsroom .com .
 OVERVIEW

                  kEY DATES
Notes:
                  • Aug. 11: New Zope video player launches
                  • Aug. 15: News & Interactive Division will have reached out to all newspapers on an external blog
                    platform to start discussions of transitioning to Zope .
                  • Aug. 15: Central Illinois regional meeting (Springfield, Ill .)
                  • Aug. 16: Southern Illinois regional meeting (West Frankfort, Ill .)
                  • Aug. 17: Missouri regional meeting (Columbia, Mo .)
                  • Aug. 18: Missouri regional meeting (Springfield, Mo .)
                  • Aug. 23: New York regional meeting (Syracuse, N .Y .)
                  • Aug. 25: New England regional meeting (Needham, Mass .)
                  • Sept. 13: Pennsylvania regional meeting (Harrisburg, Pa .)
                  • Sept. 15: Delaware regional meeting (Dover, Del .)
                  • Sept. 15: Michigan regional meeting (Battlecreek, Mich .)
                  • Sept. 15: New community blog form featured on local sites
                  • Sept. 20: Community blog network launches for all papers on Zope blogs or those who don’t have a
                    blog platform today .
                  • Sept. 20: Ohio regional meeting (Canton, Ohio)
                  • Sept. 20: Louisiana regional meeting (Alexandria, La .)
                  • Sept. 22: Kansas regional meeting (Wichita, Kan .)
                  • Week of Oct. 3: Site visits for Minnesota, North Dakota and Colorado papers
                  • Week of Oct. 17: Arkansas regional meeting
                  • Week of Oct. 31: Site visits for California, Oklahoma, Tennessee papers




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GATEHOUSE MEDIA INNER CIRCLE 2012




  SECTION II:
  VIDEO
                               II
• Content  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 11
     Shooting video techniques  .  .  .  .  .  .  .  .  .  .  .  . 14
     Editing  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 17
     Zope video analytics  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 20
     Zope how to: videos  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .24




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         II       vIDEO
                  INNER CIRCLE EXPECTATIONS
                  • 1-2 staff members: 1 video per week        • 6-19 staff members: 3 videos per week
                  • 3-5 staff members: 2 videos per week       • 20+ staff members: 5 videos per week
 VIDEO

                  WHY vIDEO?
Notes:
                  As we continue to evolve in the digital world, we want to explore all of the storytelling opportunities
                  available to us, and video is sometimes the best way to tell a story or to add a layer to a story or
                  package . It conveys immediacy, motion and emotion in a way that no other medium does .
                  The key to managing video as an added layer is to aim for quick-hit, consistent elements . The more
                  you work with video, the more comfortable you will be and the more efficient you’ll become . The goal
                  is consistency . You want to ensure that your community members know your website will feature
                  fresh, locally produced video every week . People will look forward to new video offerings, and you’ll
                  see more page views and an increase in time on site, which are valuable as we continue to find ways
                  to monetize our websites .
                  We have two approaches to video: the quick-hit video and the higher-level multimedia projects . If
                  you’re a small paper, you will want to stick with the quicker-to-produce ideas . But if you have more
                  resources, you will want to add the project videos into the mix . We’ll describe ideas and best practices
                  for both levels of video here . When you produce videos that require editing, the process can be time-
                  consuming . To manage the production time, we encourage papers to rely on staples that require little
                  or no editing .
                  Today, Zope video can appear on mobile devices, and as more newspapers launch on mobile
                  applications, the appetite for video will grow among the audiences we serve . As more Americans
                  use smartphones – Morgan Stanley’s report projects that more people will access the Internet via
                  mobile than desktop computers by 2013 – the audience for video on mobile devices will be huge. At
                  any given time on any day, one in 10 mobile users is watching video, according to Bytemobile’s Mobile
                  Minute Metrics report in March 2011 . The demand is there, and it’s growing . GateHouse wants to
                  capitalize on these trends and offer quick, interesting video on our websites .
                  A video committee has been established at the corporate level that includes field advertising
                  executives who are working on monetization plans of the video our newsrooms are expected to
                  create . Before those plans can get off the ground, it’s our newsrooms’ job to start creating the volume
                  we’ll need to monetize this effort .


                  CONTENT

                  What makes good video?
                  Studies show people watch about a minute of your video, so keep it short . Look for motion and
                  emotion . Here are topics that make for video that will get some attention:
                     • Breaking news: Fires, bad weather and accidents.
                     • Events: Festivals, fairs, reunions, school functions, sports.
                  What if we don’t have breaking news or events going on in town?
                  Since we need consistency to build an audience, we need to look for other opportunities to keep video
                  flowing on our websites and to allow us to practice and become proficient at producing video . Here
                  are topics that can be used consistently . They will help develop a relationship with your viewers and
                  offer useful information:
                     • What the newsroom is working on: This could be a regular Monday video that features the
                     editor discussing upcoming stories to promote the newspaper . Or you can also have reporters
                     discuss news, sports and lifestyles stories . Aim to have three stories for each video – at least one
                     news, one sports and one other . If you have one person talking, you can have that person in an



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GATEHOUSE MEDIA INNER CIRCLE 2012




         II         office or at a desk, but be aware of the noise in the area where you’re shooting . If you have multiple
                    people speaking, keep them nearby so you can avoid needing to edit or having the camera follow
                    you somewhere else in the room . You might position the people at one end of the newsroom so
                    the shot shows the newsroom in the background . Or you can have them standing in front of a wall,
                    which isn’t as interesting visually but offers more control .
                    • What's coming up this weekend: This works perfectly to highlight events going on around
 VIDEO              town . You can shoot someone on staff who coordinates an events calendar and you can highlight
                    three events . Or you could highlight one recreational event, one sports event and the weather
                    forecast . Another option is to shoot someone in the community who knows about a variety of
                    events . This could be an event coordinator at the parks and recreation district, the chamber of
Notes:
                    commerce or a college . Again, you can ask the person to discuss three upcoming events . You can
                    shoot at the scene of the set-up for an event to give the video some visual appeal, too, although the
                    quickest video to shoot here is a staff member in the office .
                    • Festival coverage: For a quick video, instead of trying to shoot the entire festival or event,
                    zoom in on one “story” for your video . For example, you can choose someone at a booth to tell
                    that person’s story . Tip: Work on your print story and photos first, and save the video for the end .
                    You’re bound to come across someone who would be a great focus for a video .
                    • Pet of the week: Work with your local animal shelter to shoot a quick video of one of the pets .
                    You’ll want to interview someone who can speak about the animal . If possible, have the person
                    hold the animal during the interview so you can capture both the person speaking and the animal
                    without moving the camera or editing .
                    • What's happening here: This video works in conjunction with the Public Service Journalism
                    format of the same name . Shoot the scene, preferably with someone explaining it right there so
                    you don’t have to edit for a voice over . These can be construction sites, roadwork, a new business
                    going up or a business that is recently closed . You can use an official on site, or you can have
                    someone shoot the reporter who can discuss the information .
                    • A minute with …. You can rotate these to include any of the people on your list of Community
                    Partner Journalism profiles: newsmakers, coaches, athletes, students, teachers, professors,
                    pastors and more . You can also stick with one of these . For example, during football season, you
                    can rotate among your coaches, or stick with a weekly minute with the head coach of your biggest
                    team . If you choose someone you are profiling in a Community Profile Journalism template, you
                    can ask the three questions you use in the Community Partner Journalism form . The quickest way
                    to shoot this is to ask the person to come to your office for the video . Or, if you do a minute with a
                    newsmaker, you can shoot the video after you interview the person whether that’s in an office, on
                    the field after the big game or on location at a business that is about to open, etc .
                    • Coach/athlete: You can grab the coach after the game for a quick observation about the game
                    or a look ahead based on something that happened during the game .
                    • Sports events: At sports events, be sure to shoot more than just the players . Look for
                    cheerleaders, the drill team, poms and band . Shoot an entire routine or song .
                    • Fan of the game: How about a “fan of the game” interview with someone who’s dressed in team
                    colors, has face paint on, etc .? If the person is totally decked out in fan gear, you can ask how they
                    prepare for the game . You can also ask if they are supporting a specific player and details about
                    the player (dad of the running back, etc .) . Ask for their favorite cheer, favorite part of the game,
                    what they bring to the game, what they thought of the game, what they think the prospects are for
                    the season, etc .
                    • Plays, musicals and concerts: See if you can shoot a bit of a dress rehearsal, which makes an
                    excellent promotion for a theater production or school production in town . Package it with your
                    preview story .
                    • kids’ band: You have a lot of options here, including marching band, concert band or garage
                    band . Shoot part of a song or an entire song or routine to promote an upcoming show or game .
                    • Featured weddings: For big anniversaries shoot video with the couple talking about how they fell
                    in love . Again, you can package the video online with your story . You can add to your anniversary
                    form a box that people could check if they would be willing to be videotaped . Or you can have the
                    clerk who takes the anniversary form ask about video and notify the editor to schedule a time for
                    the couple to come to the office to be videotaped .
                    • Sermons: If your pastors rehearse their sermons, you can shoot part of the practice session at
                    the church .
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         II          • Weather this week: If you can find a meteorologist or even someone who loves weather as a
                     hobby, this makes a great weekly video .
                     • History this week: Find someone who loves digging through archives or who is your town’s
                     official or unofficial historian to offer a few interesting stories about what happened locally during
                     the week many years ago .
                     • Golf tips: You can rotate among the pros in your town to do a weekly golf tip that the pro
 VIDEO
                     demonstrates as you shoot . Or if you have one you can rely on, you can ask that person to come
                     up with one tip per week .
                     • Doctor tips: You can rotate among doctors or choose a general practitioner to do a health tip
Notes:               of the week . You can also think of other health-related tips: nutritionist, trainer, sports medicine
                     specialist, etc .
                     • Fashion: You might focus on just one shop owner or rotate and have someone demonstrate how
                     to tie a scarf, use the trendiest colors to create a new look, etc .
                     • Autos: You can find a mechanic or rotate among several to offer tips on maintaining your car,
                     getting better gas mileage, etc .


                  How can I ensure that I’ll meet expectations? Breaking news will drive the most views, but we all
                  know those news events don’t happen every day . To ensure consistency, you’ll want to rely on the
                  topics above to give you a steady flow of video . Here’s a sample week:
                     • MONDAY: What we’re working on this week, weather for the week ahead or history this week .
                     • TUESDAY: Tip of the week: These could be the golf, fashion, health or auto .
                     • WEDNESDAY: Pet of the week, featuring a pet from your local animal shelter .
                     • THURSDAY: A minute with …
                     • FRIDAY: Weekend planner, showcasing what’s going on around town this weekend .


                  When would we use the quick-hit video?
                  Quick-hit video will form the basis for your consistent video offerings . You can also use a simple video
                  to post a breaking news video to your site when you’ll want something up quickly .
                  How do we do it?
                  For the most part, you will post raw, unedited video . Once you have shot the video, you will upload it in
                  Zope using the Zope video player . You can relate videos to stories or publish to the video player, which
                  is similar to the photo gallery .
                  What will the video look like on our
                  website?
                  Every GateHouse Media newspaper has
                  a video player today . Instructions in this
                  handbook explain how to upload videos into
                  Zope . You can add specific sections for your
                  videos, such as Coach of the Week, once
                  you get enough volume, the exact same way
                  you would create any other section in Zope .
                  If you need assistance with creating new
                  sections, please submit a support ticket .
                  Will local video appear on my homepage?
                  If you don’t have a local video widget on your
                  homepage, you can add one . Instructions
                  are included in this section .




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         II       Will there be any GateHouse News Service videos produced as part of this initiative?
                  Yes, starting in August, the news service will offer national videos on topics such as saving money at
                  home, food and kids .
                     • MONDAYS: GHNS Shoestring Living columnist Molly Logan Anderson provides frugal-living tips
                     in video form . Learn how to save at home, on the kids, in the kitchen and more .
 VIDEO               • WEDNESDAYS: GHNS food writer Margaret Maples shows you how to make her original recipes
                     for breakfast, lunch, dinner – and dessert – offering her tricks and tips along the way .
                     • FRIDAYS: Kids can learn to draw characters, animals and other items on a weekly theme with
Notes:               children’s book artist Mark Marderosian, of the public television show “Drawing With Mark .”
                  In fall 2011, more videos will be added to the rotation on the topics of pets, health and fitness,
                  technology, fashion and beauty .


                  SHOOTING vIDEO TECHNIQUES
                  What are best practices for shooting video? Here are basic tips for shooting video .


                  BASIC STRATEGY
                  1. Find your story: Before shooting, find the focus or point of your story . Look for these types of
                  videos opportunities:
                     • How-to
                     • Visual interest
                     • Emotional topic/subject
                     • Interesting character
                  2. Length: Keep videos short . Aim for 1 to 2 minutes .
                  3. Interview: Make sure the source answers the basic questions about the event (who, what, where,
                  when, why) .
                     • Before you start shooting, let the source know what you’ll ask or what you want them to address.
                     • Keep the interview conversational but focused to get the answers you need.
                     •Let the person know you want him or her to look at you, not the camera.
                     • Ask the person to rephrase the question in the answer, so it’s a more complete thought.
                     • Avoid “yes” or “no” questions.
                     • Don’t coach the person to give a specific answer.


                  SHOOTING YOUR vIDEO
                  1. Audio
                     • Pay attention to the sound around you .
                     • Keep quiet while the subject is speaking.
                     • Use nonverbal cues, such as nodding your head and smiling.
                     • Pay attention to background noise, and try to move to a quieter location if possible.
                     • Get close to your source.
                     • Be aware of your own voice.




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         II
 VIDEO



Notes:




                  2. Lighting                                            3. Framing
                     • Avoid background light.                              • Remember the rule of thirds for print
                     • Watch for shadows on faces.                          photographs . Don’t put your subject in the
                                                                            middle of the shot .
                     • Look for front-lighting.
                                                                            • Pay attention to what’s in the frame of the
                     • Avoid darkness.                                      video to avoid distractions .
                     • Avoid bright sunlight.                               • Hold the camera steady or use a tripod or
                                                                            something in the environment to steady the
                                                                            camera (this could be a wall, a table or your
                                                                            own body) .


                  4. Different shots: The three basic shots to incorporate in your video reports are the wide shot (or
                  establishing shot); the medium shot and the closeup . For example:




                   Wide shot                         Medium shot                         Closeup
                   Most commonly used to             Commonly used to bring              Commonly used to capture
                   establish a scene, good           viewers in closer to action .       emotional scenes and subjects
                   opening shots to establish the                                        during interviewing and for
                   scene for a viewer .                                                  detail-setting shots .




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         II       EDITED vIDEO
                  If we’re interested in producing higher-quality, edited video, can we do so?
                  The decision is yours whether to produce unedited video, edited video or a combination of both
                  to meet the expectations . Because of the time involved in shooting edited, high-quality video, we
                  encourage news organizations that aren’t producing weekly video now to go with the quicker, raw
 VIDEO            video to meet expectations .
                  How do we do it?
                  Edited video is much more involved than raw video . You’ll want to organize your video using outlines
Notes:            or storyboards . And you’ll need to shoot video differently and incorporate other elements into your
                  video .
                  1. Length of video: Keep in mind that readers usually don’t watch more than a minute of your video .
                  Obviously, you can go longer to develop a video story, but the longer it is, the more you have to justify
                  the length .
                  2. Create an outline: Whether it is on paper or in your head, just like developing a rough outline with
                  print stories, a simple video shot list and outline can help focus the video and save time in the field
                  and back in the office during editing . For example: If there is a car accident, determine the shots you
                  need before getting to the scene .
                     • Establishing shot of accident.
                     • Cut to police chief interview (describing the who, what, where, when, how, etc.).
                     • Cut to footage of the accident scene over chief’s interview.
                     • Cut to witness interview
                     • Cut to shots of the scene to match the witness interview.
                  3. Different shots: Be sure to get enough different types of shots. Aim for 50 percent detail or
                  close-up shots, 25 percent medium and 25 percent wide angle.
                  4. How to shoot: After you interview your sources on film, you’ll want to shoot establishing shots,
                  called B-Roll . B-Roll is TV talk for shots that correspond with what the source is saying during a video
                  report . Do your interviews first so you can match your B-Roll to what the person is saying . There are
                  several uses for B-Roll footage . For example, it can be used to bridge two different soundbites you
                  might want to use from one source .
                  B-Roll is most useful for showing your viewers what the interviewee is describing and to keep your
                  piece visually interesting . Examples of B-Roll in an accident story:
                     • An establishing shot of the accident scene.
                     • Police tape.
                     • Broken glass on the road.
                     • Emergency crews assisting the injured or directing traffic.
                     • Reaction shots of witnesses or onlookers.
                     • Shots of your source doing something related to story (assisting injured, directing traffic, etc.)
                  These shots are a good way to introduce interviewees in a video .
                  5. Audio: You’ll want to decide if a source is telling the story or you are going to do a voice-over, in
                  which the reporter tells the story . When you’re shooting, make sure the source answers all of the
                  basic questions of the story (who, what, where, when, etc .) .
                  6. Extras: Video stories can be enhanced by using existing content that may be available to you in
                  your archives or through sources in the community .
                     • Are there archival video, photos or graphics available? Example: Photos from the car accident
                     that could be used as B-Roll or archival video footage from an accident at the same intersection a
                     month ago .
                     • Are there other photos or is there other art available? Example: Do emergency responders or
                     readers have photos from the accident, fire, etc ., that you could obtain for the video, crediting the
                     source?



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         II       7. Logging your videotape: A video log is a transcript of everything on your raw footage videotape
                  or card . Logging is used to organize your raw footage before the editing process to determine the
                  footage you’ll want in the final video . Some producers only log what they need, noting the timecodes
                  of the footage they want, in order to go to that footage when importing into the editing program . But
                  for breaking-news video, you may not have time to log your footage at all .
                  In those times, adhere to the shooting recommendations in this guide:
 VIDEO
                     • When you get to your story, be it breaking news or a planned featured piece, get your interviews
                     first — then get the B-Roll footage you need . That way, you will be able to get matching shots of the
                     items discussed in the interview . This will, at the least, let you know you have your sources at the
Notes:               beginning of the tape and your B-Roll footage after the interviews .


                  EDITING

                  Editing is the last step of the production process, whether you are using iMovie, Final Cut Express
                  or Pro, Adobe Premiere or some other editing program . Editing is where all the pieces of your video,
                  source footage, B-Roll footage, graphics, voice-over, etc ., come together to make your final video
                  report . It is also where you will bring continuity in appearance and style to your paper’s videos and
                  among all GateHouse video .
                  1. Piecing your video together: Lay your source footage down first in your editing program and edit
                  the sound bites to get the story organized . Once you have your source footage down, insert your
                  B-Roll footage over the soundbites, matching those shots with your interviewee’s words .


                  2. Transitions: Editing programs come with numerous transitions (wipes, etc .) . But the three
                  transitions you will want to use most often, if not always, are the straight cut, the dissolve and the
                  fade .
                  Note: If you are using a voice-over to narrate your video, that should be written and recorded before
                  the edit process, to match your shots with the story .

                  Cut                                    Dissolve                                Fade
                  A cut is an instantaneous              A dissolve is a gradual                 A fade (fade-in or
                  change from one shot to                transition in which the                 fade-out) is a gradual
                  the beginning of another .             ongoing shot fades out at               transition from an image
                  (Effective uses: change                the same time/rate as the               to black (or another
                  scenes, points of view,                incoming shot . (Effective              color), or vice versa .
                  the most clean transition,             uses: to change time or                 (Effective uses: a feeling
                  feels more urgent and                  location or both in a story .           that something has
                  more powerful . Effective              Or to soften a piece for                ended or started . Should
                  for almost all straight-               emotion . Gentler than a                almost always only be
                  forward news pieces . The              cut .)                                  used for closings .)
                  most seamless transition
                  and most unnoticeable .)




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GATEHOUSE MEDIA INNER CIRCLE 2012




         II       3. Opening, lower-thirds and endings
                  Here are simple guidelines for standardizing your openings, lower-thirds (or title tags) and endings .


                  Openings
                  Openings should include your site URL and the title of the video .
 VIDEO
                     Black background /Miller Display Light font / White / 36 to 48 points


Notes:




                  Lower-thirds
                  Lower-third titles (or title tags) for sources should include your source’s name on top line and
                  additional identifying information on second line .
                     Miller Display Light font / White / Black lower-third matte




                  Endings
                  Endings should include your site URL, title of video, “GateHouse Media, Inc .” tag, and copyright tag .
                     Miller Display Light font / 25 point / White / Black background




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         II       EQUIPMENT RECOMMENDATIONS
                  Editing equipment:
                    1. Mac-based: iMovie (latest edition) / Final Cut Express
                    2. PC-based: MovieMaker / Premiere

 VIDEO
                  Cameras:
                    • Nikon D90: $1,300 (includes body and lens).
Notes:              This is a good camera for a staff photographer who needs to shoot front-page photos and video .
                    • Canon HV40: $850.
                    This is recommended for higher-end video production .
                    • Nikon CoolPix S6100: $199.
                    This is also recommended for basic video shooting and takes photo stills .


                  CONTACT
                  Managers of Content Development Jean Hodges at jhodges@gatehousemedia.com or Sarah
                  Corbitt at scorbitt@gatehousemedia.com .




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GATEHOUSE MEDIA INNER CIRCLE 2012




        II                  ZOPE vIDEO ANALYTICS
                            Now that the Google Analytics plugin is installed and configured, you’ll want to start looking at the
                            data being sent out about your videos . Google Analytics aggregates this data into reports, each of
                            which can help answer some questions about your viewers .
VIDEO



      NOTE
      Google Analytics
      generally updates
      its data once per
      day, at midnight,
      but it make take
      up to 48 hours for
      event tracking data
      to first appear .




                            REPORTING
                            Once you have logged into Google Analytics,
                            click on “Content,” then “Event Tracking” to get
                            an overview .
                            From the “Event Tracking / Overview” page,
                            you can click on “Categories” to see up to three
                            categories of data .
                            • Video Plays
                            • Seconds Played
                            • Percentage Played




 20
GATEHOUSE MEDIA INNER CIRCLE 2012




         II       FAQS




 VIDEO



Notes:




                  How many times were each of my videos viewed? How are viewers watching each of my
                  videos?
                  Clicking on “Video Plays” from the “Categories” page will bring up a report detailing which videos
                  were started, listed by the URL of the video file .




                                            WHAT IT MEANS                         DISTRIBUTION INFORMATION

                  TOTAL       The total number of times the specified        Clicking on any video from “Video Plays”
                  EvENTS      video was started, across all sites . This     will give you a site-by-site breakdown of
                              includes views that occurred after the         the number of plays of that video on that
                              viewer pressed stop, or completed the          site .
                              video and pressed play again .

                  UNIQUE      The total number of unique viewers that        Clicking on any video from “Video Plays”
                  EvENTS      viewed the specified video, across all         will give you a site-by-site breakdown of
                              sites .                                        the number of viewers that viewed the
                                                                             video on that site .


                  Note: If viewers are rewatching your videos, the value of “Total Events” will be greater than the
                  number of “Unique Events .”




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GATEHOUSE MEDIA INNER CIRCLE 2012




         II
 VIDEO            Which websites are people using to watch my videos?
                  Clicking on “Detail Level: Label” from the “Video Plays” category will give you a site-by-site
                  breakdown of the number of plays .
Notes:




                                            WHAT IT MEANS                          DISTRIBUTION INFORMATION

                  TOTAL       The total number of times your videos          Clicking on any site will give you a video-
                  EvENTS      were started on the specified site, across     by-video breakdown of the number of
                              all videos . This includes views that          plays of that video on that site .
                              occurred after the viewer pressed stop,
                              or completed the video and pressed play
                              again .

                  UNIQUE      The total number of unique viewers on          Clicking on any site will give you a video-
                  EvENTS      the specified site, across all videos .        by-video breakdown of the number of
                                                                             viewers of that video on that site .


                  Note: If viewers are rewatching your videos, the value of “Total Events” will be greater than the
                  number of “Unique Events .”




                  Where are my viewers located? What languages do my viewers speak?
                  It is often interesting to see where a video is popular geographically, and to know the language they
                  speak . After drilling down into a specific video, select from “Language,” “Continent,” “Sub Continent
                  Region,” “Country/Territory,” “Region,” “City” from the “Dimension” drop-down. A report will be
                  displayed outlining where each view of the specified video came from .




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GATEHOUSE MEDIA INNER CIRCLE 2012




         II       How much time are viewers spending watching my videos?
                  Clicking on “Seconds Played” from the “Categories” page will bring up a report detailing how much
                  time each viewer spent watching your videos, listed by the URL of the video file .



 VIDEO



Notes:


                                            WHAT IT MEANS                         DISTRIBUTION INFORMATION

                  EvENT       The total number of seconds all viewers       Clicking on any video will give you a
                  vALUE       spent watching the specified video,           site-by-site breakdown of the number
                              across all sites . This includes time spent   of seconds viewers spent watching your
                              rewatching a section .                        video .

                  AvG.        The number of seconds the average             Clicking on any video will give you a
                  vALUE       viewer spent watching the specified           site-by-site breakdown of the number
                              video, across all sites .                     of seconds the average viewer spent
                                                                            watching your video .

                  If viewers are rewatching the video, the average value of “Seconds Played” will increase .
                  In order to determine which sites are generating the greatest amount of video viewing, simply click on
                  the “Detail Level: Label” from the “Seconds Played” category as demonstrated above in the “Video
                  Plays” section of this user guide . Additionally, you can find information on the language groups and
                  geographic regions that are watching your videos by using the “Dimension” drop-down, which is also
                  demonstrated in the “Video Plays” section of this user guide .




                  How much of my videos are viewers watching?
                  Clicking on “Percentage Played” from the “Categories” page will bring up a report detailing what
                  percentage of each video the average viewer watched, listed by the URL of the video file .



                                            WHAT IT MEANS                         DISTRIBUTION INFORMATION

                  AvG.        The percentage of the total video content     Clicking on any video will give you a site-
                  vALUE       played by the average viewer, across all      by-site breakdown of the percentage
                              sites . This does not include sections that   of your video watched by the average
                              were rewatched .                              viewer .

                  In order to determine which sites are generating the greatest amount of video viewing, simply click on
                  the “Detail Level: Label” from the “Seconds Played” category as demonstrated above in the “Video
                  Plays” section of this user guide . Additionally, you can find information on the language groups and
                  geographic regions that are watching your videos by using the “Dimension” drop-down, which is also
                  demonstrated in the “Video Plays” section of this user guide .




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         II       ZOPE HOW TO: vIDEOS
                  Add a video section
                  Under “section view,”
                  choose “Deep Dish: Zope
 VIDEO            Video .”Because you can
                  have channels or sections for
                  your video, be sure to select
                  “Deep Dish: Zope Video,” for
Notes:            all of those sections .
                    1. In Zope, go to “add” and
                       “add video .”
                    2. Add title, keywords,
                       byline, copyright .
                    3. Browse to find your
                       video on your computer
                       and click “add” to start
                       uploading the video .
                       While your video is
                       uploading, the window
                       needs to remain open until
                       the upload is complete .


                  Add a poster frame
                  You have three options to add a poster frame (the image that will serve as the tease for your video):
                     • You can upload an image from your computer.
                     • You can add an existing photo as the poster frame if the image already exists in Zope.
                     • You can set a poster frame from the video once it is uploaded and transcoded in Zope by using
                     the scrubber to find the image you want to use in the video and clicking on “set poster frame .”


                  The video player page offers you the opportunity to have sections for your video . When creating
                  sections, select “Deep Dish: Zope Video .”
                     • Click on Save > Publication > Choose your Publication Targets > Click Save


                  Relating a video to a story
                  If you want video to appear that’s related to a story, you would relate it through the related content
                  tool, the same way that you relate all other content . You can also paste the embed code in the story
                  (you’ll want to click on “source” before and after pasting the embed code into the story in Zope) .




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         II       Setting up video on your homepage
                    1. Choose your homepage from the section dropdown menu .
                    2. Navigate to “Section slots” and choose the “home_media” type .
                    3. From the gray bar at the bottom of the page, choose “Add widget .”
                    4. Choose “home_video_origin” from the menu .
 VIDEO
                    5. In “Section Tease,” choose your video section .
                    6. Under “Number of items,” choose 4 .
Notes:              7. Under “side-by-side display,” choose “false” to have the widget present in a horizontal line (for 3
                    widgets or fewer) and “true” to present the widgets side-by-side (for 4 widgets) .
                    8. Press “Add .”




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SECTION III:
              III
COMMUNITY BLOGGING


  Recruiting community bloggers  .  .  .  .  .  .  .28
  Working with community bloggers  .  .  .  . 30
  National blog network  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 31
  Community blogs' look and launch .  .  .  .  .33
  How to set up a blog  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 34




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     III          COMMUNITY BLOGGING
                  INNER CIRCLE EXPECTATIONS
                  • 1-2 staff members: 2 community bloggers
 COMMUNITY        • 3-5 staff members: 2 community bloggers
 BLOGGING         • 6-19 staff members: 3 community bloggers
                  • 20+ staff members: 6 community bloggers
Notes:            Blogs should be updated at least twice a week with two new posts, not simply updates on previous
                  posts . Updating older posts is fine, but the expectation is for two new posts each week for each blog .


                  Q&A
                  What is the community bloggers initiative?
                  Our strategy is for newsrooms to partner with existing bloggers within the communities they cover,
                  as well as recruit community members who are not currently blogging to become our community
                  blogging partners .
                  Why are we doing this?
                  We want our websites to become true hubs of the community conversation online . Community
                  bloggers will provide a rich resource of voices and viewpoints that our online readers can use, our
                  newsrooms can draw upon for expanded online coverage of topics and for reverse publishing as well .
                  How do we recruit community bloggers?
                  Post a note on your website, anchored in your carousel, asking folks if they currently have a blog, and
                  inviting them to partner with us . You should post a link to our community blogger form in the story
                  (this will be available Sept. 15 and will be communicated through our newsletter). If you want to start
                  recruiting bloggers before the form is available, post the copy in Example 1 below without the form .
                     • Example 1: Are you blogging on WordPress, Blogspot or some other blogging platform? Want
                     to increase your audience and page views? Partner with us here at newspaper .com and see your
                     blog take off! Contact editor John Smith (HYPERLINK "mailto:jsmith@newspaper .com"jsmith@
                     newspaper .com) and get your work noticed . Or you can fill out this online form .
                     • Example 2: Always wanted to blog, but weren’t sure how to get started? Let us know, and we’ll
                     work with you, training you on all the ins and outs of the blogosphere .
                     • GateHouse News Service has designed a graphic
                     you can use in your carousel and for print
                     promotion that could be used with your callout for
                     bloggers . http://www.gatehousenewsservice.
                     com/features/x1054484193/Community-
                     blog-house-ads-collateral
                     • In September, a blogger application form will
                     be launched for all of our sites and will work very
                     much like the weddings and engagement forms,
                     meaning it will be a global form that will go to an
                     editor’s email address . It will be a nice way to offer
                     potential community bloggers an opportunity to
                     express interest . The next page shows what will be
                     on the form .
                     • Other promotional recommendations:
                     Post a link to the story on Facebook and Twitter .
                     Post the same note in print in every edition in a prominent, consistent spot: page A1 rail, Your
                     News or page 2 . Run the promotion for a few weeks, until you have several community bloggers
                     signed up .




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       III        COMMUNITY BLOGGER APPLICATION FORM
                  We want to partner with members of our community as local
                  bloggers . If you are interested in becoming one of our community
                  blogging partners, please fill out the form below . We will get back
                  to you as soon as we can .
 COMMUNITY
 BLOGGING
                  Your name:
                  Your email:
Notes:
                  Your phone number:
                  Why do you want to become one of our community blogging
                  partners?
                  What would the topic of your blog be?
                  Are you willing to update your blog at least twice a week with new
                  blog posts?
                  Have you ever blogged before?
                  If you have blogged before, please include a link to your blog here:
                  If you’ve never blogged before, please give us a sample blog post
                  on your chosen topic:
                  Tell us a little bit about yourself (where you live, your connection to
                  our community, what you do, why you chose the topic you’d like to
                  blog about) .


                  RECRUITING COMMUNITY BLOGGERS

                  How should I contact established bloggers?
                  Do a search for blogs in your area in Google, on WordPress .com and at Blogspot .com: “blogs in
                  Helena, Arkansas” or ”Helena blogs .”
                  When you find a local blog, see if it meets these guidelines:
                     • Blogs should have good, community or topical content that is updated regularly (at least twice a
                     week) . The content should add value and information to your website .
                  If the blog meets these guidelines, reach out to the blogger . Send the blogger an email, using the
                  contact information on the blog, and invite them to partner with you . Example:


                     Hello, Helena-West Helena Animal Hospital blogger .


                     We here at the Helena Daily World love your blog, and would like to partner with
                     you on our website . If you partner with us, your blog will have more exposure and
                     more traffic since it will be seen by more people .
                     We would set you up on our blogging platform that will be featured prominently
                     on our website .
                     We think your blog will make a great addition to our coverage of our community,
                     giving our readers added perspective on life in Helena .
                     Please reply back to this email or give us a call at 555-555-5555. You can also fill
                     out the form on this link .
                     Thanks,
                     Editor’s Name
                     Paper
                     Website link


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     III          How should I contact community members without their own blogs?
                  We have a list of potential bloggers (see below) that we think will work well on our websites . Find
                  people from these groups in your community and call, email or approach them in person .
                  When you reach out to these people, tell them you would like to work with them as a community
                  blogging partner because you think they have a valuable perspective to add to your coverage of the
 COMMUNITY        community (if they don’t represent organizations, such as a master gardener or first-year teacher) or
 BLOGGING         have valuable information to share with the community (if they represent an organization such as a
                  hospital or chamber) .
                  What do I do once I have recruited a community blogger?
Notes:
                  Make sure they understand the need to update their blog at least twice a week with new posts . Make
                  sure they understand that if they don’t already have a blog, they will blog on your Zope blogging
                  platform . If they have a blog, make sure they understand that we would feed content from their blog
                  and have the content appear on your website . Also:
                     • Provide them with our blogging tip sheet for best blogging practices. You will find the tip sheet in
                     this guide .
                     • Set up the community blogger with a blogger account in Zope (we will provide training to local
                     editors on setting up Zope blog accounts) . Zope blog accounts provide the blogger with limited
                     access to Zope, allowing them to publish only to the areas the local editor chooses . Local editors
                     will need to create new sections in Zope for each community blogger . Training on setting up new
                     sections in Zope also will be provided .
                     • Monitor their blogs on a regular basis to make sure they are updating regularly and the content
                     meets expectations . Provide them with feedback and traffic data for their blog (instructions for
                     finding traffic data for blogs in Google Analytics are at the end of this guide) .
                  Zope community blogs are in development . If you wish to launch a community blog prior to the Zope
                  release, the blogger will have to email posts for you to copy and paste into Zope . Whether you wait for
                  the community blog functionality to arrive or follow the manual process, you will want to create a blog
                  through Zope for the content . Directions on how to do that are in this guide .
                  What are the community blogging partner guidelines for newsrooms?
                  Do not partner with business blogs that are primarily promoting their business, and, in general, use
                  caution when partnering with controversial opinion or politics blogs . It’s not to say that you shouldn’t
                  ever run a political or opinion blog, just consider the content and the community perception around
                  running it . We are looking primarily for topical blogs: blogs about parenting, books, movies, music,
                  sports and the like .
                  Who are potential community bloggers?
                  There are many opportunities, and the list varies based on your community . Here are some
                  suggestions:
                     • Hospital: The public relations manager can post photos about the latest news from the hospital,
                     along with blog posts about new staff hires, new equipment, blood drives and special events .
                     • Chamber: The chamber director or PR person can post photos about chamber events, and
                     posts about corporate sponsorship opportunities, fundraisers, etc .
                     •Park district: A public relations manager or a special events manager can blog about upcoming
                     events and post photos after events . If the parks department has a Facebook page, you can
                     encourage them to post that on the blog .
                     • Religious leaders: Invite a religious leader to blog about the sermon of the week, and post
                     photos of church groups and activities .
                     • Cheerleader moms: Is there a mom whose child is on the high school cheerleading squad who is
                     very active and submits content to your paper about the squad? See if she would be interested in
                     posting updates about the team, photos from games, practices and competitions .
                     • Veterans’ organization: Local veterans organizations are usually eager to get word out about
                     the help they can offer local veterans, as well as to recruit new members . A blog on your website,
                     where they can post news and information about their organization, as well as post photos from
                     events, will help them get the word out .



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       III          • Arts council: Arts councils offer programs to the public, facilitate funding for artists, hold
                    exhibits and generally promote the arts . The public information officer for your local arts council
                    would be a good community blogger .
                    • Agricultural or cooperative extension office: County agricultural or cooperative extension
                    offices offer a wide array of services to the community . Work with the public information officer,
 COMMUNITY          who can post updates and photos about programs and events .
 BLOGGING           • Therapist: Is there a local marriage or family therapist who would be willing to post an
                    informational blog about marriage or family issues?
                    •Parents: Parents often make good bloggers, as they share the ups and downs of parenting . Check out
Notes:              parenting groups or playgroups to find new parents . Also, check with the libraries, parks and recreation
                    departments or your PTA to find parents who could blog about issues related to school-age children .
                    • Foodies: Is there someone in your town who is known as an amazing baker or cook, or someone
                    who constantly wins ribbons for pies or barbeque at the county fair? See if they’d like to blog about
                    their passion and post photos of their creations or videos with how-to tips for cooking .
                    • Gardeners: Gardeners often love to share tips and stories . Check your local gardening club for a
                    gardener or group of gardeners who would like to blog about tips and post photos of their plants .
                    • Athletes: Check out local running, skiing, sailing, golfing, tennis or rowing clubs to see if there is
                    a local athlete who would like to blog about his or her sport . See if the sports organization would
                    like its own blog to post news, information and photos about the club .
                    • High school organizations, such as band, newspaper: High school band members could
                    be invited to post updates and photos about the band – competitions, trips, performances and
                    practices . A staffer at the high school newspaper could be invited to blog about a topic of their
                    choice . Make sure you set clear ground rules for high school blogger topics and monitor the blogs .
                    • Local clubs: Local Scouting organizations, 4-Hers and other local clubs are often eager to get
                    the word out about their group – how to join and what they do . A community partner blog would be
                    a good way for them to do that .
                    •Pet owners: We know pet owners LOVE their pets . See if one or more of your readers who have
                    responded to pet reader callouts would like to blog about their furry (or feathered) friends .
                    • Animal shelter workers: The animal shelter director can share information about animals
                    available for adoption, volunteer opportunities and fundraisers .
                    • First-year teacher: A new teacher would be a good candidate for a community blog . Work with
                    principals to find someone willing to share observations about his or her first year in the classroom .


                  WORkING WITH COMMUNITY BLOGGERS

                  Will we have to pay the bloggers?
                  We encourage newsrooms to work with people who simply want exposure for themselves or their
                  organizations – those who want to share their news and thoughts on the most relevant local news
                  and information site in their community .
                  Should community bloggers sign a freelancer contract?
                  Yes . In the resources chapter of this handbook is our non-paid freelancer contract .
                  Should we provide guidelines for community bloggers?
                  Yes . Before you set up a community blogger, each would agree to post at least twice a week . The
                  posts will be brief observations on community issues and events, or their topic of interest .
                  As part of this document, a tip sheet for bloggers includes:
                    • Frequency of posts: If the blogger drops below two new posts per week for more than one
                    month, you will pull the blog .
                    • Length of posts: Remind bloggers to keep posts short, which means under 300 words.
                    • Other best practices: Links, specific headlines, photos .
                    • Tone and content: You can establish parameters, such as sticking to an agreed topic, to avoid
                    problems such as someone using a blog to campaign for political office .
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     III          Make sure you contact the blogger well before pulling the blog . If posting frequency is down one
                  week, make sure the blog is working for that blogger . If post frequency is down a second week,
                  contact the blogger again to say that if posting frequency continues to lag, you will have to shut the
                  blog down . Keep your conversations with the blogger polite and friendly, but let him or her know you
                  are serious . If it happens for a fourth week, pull the blog by submitting a support ticket .

 COMMUNITY        Once Zope functionality becomes available, a how-to-post content guide will be built that newspapers
 BLOGGING         can provide community bloggers .
                  Will newsrooms clear the posts?
                  The Zope community blogging technology will not have the ability for an editor to approve the
Notes:            content before it’s published . It’s not efficient for editors to have to approve blog posts before they
                  go live, so it’s important that newspapers pick bloggers who are responsible and who editors feel
                  comfortable with . That’s why we ask for sample blog posts before choosing a blogger .
                  How can we avoid problems with our bloggers?
                  The goal is to find trusted bloggers . If someone is already blogging in your community, you can judge
                  for yourself if this is a blog you want on your website . Perhaps someone already writes a column or
                  has been a contributor to your newspaper in another way .
                  What if elected officials want to blog?
                  In some communities, the mayor is a figurehead, appears at events, knows everyone in town
                  and doesn’t vote on issues . But if the mayor is elected, political season presents a problem if an
                  established blogger wants to discuss the campaign or use the blog as a campaign tool . The goal is
                  to be fair to all candidates . You might offer all candidates the opportunity to blog during the lead-up
                  to the election to be fair, or you might decide you don’t want any political blogging on your website .
                  Again, strive to be fair and to make the decision that would best help your community to be informed
                  at the polls .


                  GATEHOUSE NEWS SERvICE'S NATIONAL BLOG NETWORk

                  What kind of bloggers will be featured in the GateHouse News Service blog network?
                  GateHouse has compiled a network of national blogs that will be profiled on each of our newspaper’s
                  websites, aimed at offering advice and information for readers on such popular topics as
                  entertainment, family, health, food and sports . Newspapers will get all the page traffic for views for
                  the blogs on your site . Our bloggers and topics:


                  ENTERTAINMENT
                     • Comic book author and Rockford (Ill.) Register Star movie reviewer Will Pfeifer blogs about
                     movies, comics, Hollywood and more .
                     • Author and GateHouse freelance columnist D.A. Kentner interviews some of today’s top writers.
                     • GateHouse News Service columnist and author Melissa Crawley writes about what’s hot on TV.
                     • Play GateHouse’s weekly Sudoku puzzles, and get tips on becoming a master.
                     • Bruce Springsteen fans from Asbury Park and beyond (including GateHouse Wicked Local
                     staffers) blog about The Boss and his music legacy .


                  LIFESTYLE AND CULTURE
                     • Norwich (Conn.) Bulletin freelancer Racquelle Nash dishes on fashion, trends and who wore it
                     best .
                     • Rockford Register Star senior copy editor Barry Wood writes about grammar and how words and
                     phrases came to be .
                     • GateHouse News Service columnist Jeff Vrabel has a humorous take on family, music and
                     culture .



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       III        FAMILY
                    • Canton (Ohio) Repository reporter Melissa Griffy Seeton writes about working and taking care of
                    her young children .
                    • Parenting educator and GateHouse freelance columnist Diana Boggia writes about surviving the
                    parenting struggle .
 COMMUNITY          • MetroWest (Mass.) Daily News contributor Sai Ghose is a stay-at-home dad who blogs about
 BLOGGING           relationships, fatherhood and more .
                    • GateHouse News Service’s Shoestring Living columnist Molly Logan Anderson is an at-home
Notes:              mom of three active kids who tries to live as frugally as possible .
                    • Nationally syndicated columnist, GateHouse News Service contributor and author Tracy
                    Beckerman is “Lost in Suburbia” – managing the chaos with a healthy dose of humor .
                    • Family Time offers advice, kid-friendly movie and book reviews, and other family tidbits,
                    compiled by GateHouse News Service .
                    • Augusta (Kan.) Gazette publisher Kent Bush has adopted two sons, one from Ethiopia, and tells
                    of his adventures in adoption and fatherhood .


                  SPORTS
                    • NASCAR Week looks at upcoming races, who took home the checkered flag last week, and who’s
                    ranked where through the season, compiled by GateHouse News Service .
                    • Sports Watch features videos from News Distribution Network on national pro teams.


                  HOME & GARDEN
                    • Wicked Local blogger Joe Reppucci writes about dogs and keeping them a healthy part of the
                    family .
                    • Home Help offers garden tips, DIY and décor advice, green living tidbits and information for
                    homesellers, compiled by GateHouse News Service .


                  FOOD
                    • Food for Thought has entertaining tips, new product reviews, simple recipes and more, compiled
                    by GateHouse News Service .
                    • MetroWest’s Norman Miller, aka The Beer Nut, reviews brews, offers food pairings and writes
                    about breweries .
                    • Author and culinary school teacher Linda Bassett, also a columnist for Wicked Local, provides
                    recipes for and tips on the season’s freshest ingredients .


                  HEALTH & FITNESS
                    • Health Watch offers information on the latest research and studies, better-health tips, and advice
                    for children’s and seniors’ health, compiled by GateHouse News Service .
                    • Get in shape with the Fitness League – a dozen personal trainers who offer exercise tips and
                    nutrition advice, from the Springfield (Ill .) State Journal-Register’s BeHealthySpringfield .com .
                    • Doctors, nurses and other health experts provide information on health and wellness in our
                    Health Experts blog, also from BeHealthySpringfield .com .


                  BUSINESS
                    • Eric Bloom of Manager Mechanics, a GateHouse News Service columnist, provides advice for
                    managers in any industry .
                    • Biz Bits has consumer tips from the Better Business Bureau, job-search advice and technology
                    news, compiled by GateHouse News Service .
                    • Author Stephen Balzac’s Business Sensei blog offers ways businesses can increase revenue and
                    attract more clients .
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     III          AUTO
                     • Auto Bits has advice on keeping your vehicles in good condition, saving on gas and tips from
                     national auto columnist Junior Damato, compiled by GateHouse News Service .
                     • Syndicated auto writer Silvio Calabi reviews the latest cars and trucks.

 COMMUNITY
 BLOGGING         POLITICS
                     • GateHouse News Service cartoonist Dave Granlund’s blog features his editorial cartoons on
                     politics and current events .
Notes:
                     • Writers for the MetroWest Daily News Opinion pages blog about national politics and issues at
                     Holmes & Co .
                     • Pat Cunningham of the Rockford Register Star writes Applesauce, an “an unabashedly liberal
                     perspective on national politics .”


                  COMMUNITY BLOGS' LOOk AND LAUNCH

                  How will community blogs appear on
                  our websites?
                  The design of the individual blogs can be
                  seen on numerous GateHouse websites
                  today, including GHnewsroom . This
                  will be the same design for community
                  blogs .


                  What will the community blog landing
                  page look like?
                  The page will display local blogs
                  prominently, but also feature links to
                  categories, a mix of local staff blogs,
                  community blogs and GateHouse News
                  Service blogs . The goal of the network is
                  to help readers find local blogs, but also
                  find topics of general interest .


                  When will the landing page launch?
                  The blog landing page will launch Sept .
                  20 for newspapers that are on Zope
                  blogs already or don’t have any blogs
                  launched today . Even if a site doesn’t
                  have community blogs launched, the platform will launch and will feature the national content until
                  local blogs are launched . Newspapers that are on an external blog platform will have a launch date
                  coordinated with the News & Interactive Division .


                  How can I find stats for blogs in Google Analytics?
                     • Go to your Google Analytics account.
                     • Click on Content in the left rail.
                     • Click on Top Content.
                     • Scroll down to the bottom of the listing in the middle of the page to the gray bar that says “Filter.”
                     • Fill in the box next to “containing” with “blogs.”
                     • Click on Go.
                     • This will pull up a listing of the page views and other stats for your blogs.

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       III        HOW TO SET UP A BLOG
                  Creating the blogs header and about
                  areas:
                    1. From the “Add . . .” dropdown menu in
 COMMUNITY          Zope, choose “Blog Entry .”
 BLOGGING
                    2. Enter a title .
                    3. Upload a photo as related content:
Notes:                 • This photo will appear in the header.
                    4. Enter a synopsis .
                      • This text will appear below the title in
                    the header
                    5. Write your blog entry in the body area .
                       • This is the text in the About this Blog
                    area
                    6. Publish to the blog section that you
                    wish for this information to be displayed
                    7. From the Section drop down choose
                    the blog section that this post had been
                    published to .
                    8. Click the “Content ranking” tab
                    9. Locate the newly created post and rank
                    it as the “Featured Story”


                  Adding widgets to the right rail of a blog’s
                  landing page:
                    1. From the “Choose section… .”
                    dropdown choose a blog section
                    2. Locate the “blog_section_right” slot
                    3. From the Add Widget menu choose an available widget to add


                  Create a new blog entry:
                    1. From the “Add…” dropdown menu in Zope, choose “Blog Entry .”
                    2. Enter a title .
                    3. Enter an author’s name .
                    4. Enter a synopsis .
                    5. Write your blog entry in the body area .




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     III          Adding photos to a blog:
                  • If you have a single photo that you want to appear at the top of your blog post, you can add it
                  as related content (the way you normally do for a story) .
                     Upload photo as related content:
                     1. Choose “Add related” from the right side of the page .
 COMMUNITY
 BLOGGING            2. Choose “Add Content” in the related content box that appears .
                     3. From the “Add a content item” dropdown menu, choose “Photo .”
                     4. Choose “Add photos .” Select the images you would like to add .
Notes:
                     5. Once the photo is uploaded, enter a title, caption, image credit and source .
                     6. Choose “relate all.”
                  • If you have multiple photos that you want to appear at different places in your blog, here’s
                  how to do it .
                  Upload inline photo:
                  1. From the WYSIWYG menu in the body of the post click the furthest icon to the right .
                  2. From the widgets dropdown menu select “inline_images .”
                  3. Click the “Select Content” button .
                  4. Enter the title in the Search field and/or press the select button to the right of the image.
                  5. The image that you have selected will appear in the widget . Select the Add button .


                  Publish the blog entry:
                  1. Choose “Save .”
                  2. Choose “Publication” from the yellow bar at the top .
                  3. Choose the appropriate sections you would like the blog to be published to .
                  4. Click “Save .”




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SECTION Iv:
FACEBOOK
               Iv
  How to get started  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 37
  Promotion  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 37
  Five examples
  of good Facebook posts  .  .  .  .  .  .  .  .  .  .  .  .  .  .38




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     Iv           FACEBOOk
                  INNER CIRCLE EXPECTATIONS
                  Each newsroom is expected to post two status updates daily on Facebook Mondays-Fridays .

 FACEBOOK
                  INTRODUCTION
                  Facebook’s primary purpose for newsrooms is to drive traffic to our websites by encouraging user
Notes:            interaction through links, polls, photo galleries, reader callouts and conversation . Facebook is an
                  indispensable outreach tool that helps newsrooms and journalists connect with the communities
                  they support .
                  Facebook also serves as a way to attract new readers to your site and drive more page views .
                  GateHouse sites get more referrals from Facebook than any other social network . In April 2011,
                  Facebook referred 754,299 visits to GateHouse sites, an increase of 149 percent from April 2010.
                  Page views were 2 .1 million for April 2011 .


                  HOW TO GET STARTED
                  Should we have pages or profiles?
                  Facebook profiles must represent an individual
                  by name . Facebook pages are created
                  specifically for businesses and are managed by
                  administrators who also must keep personal
                  profiles . As a business, you should have an
                  official business page . If your newspaper is
                  currently using a personal profile, you run the
                  risk of having the profile deleted by Facebook
                  and having to start from scratch to build a fan
                  base . Using a personal profile as a business is a
                  violation of Facebook’s terms of use . Facebook
                  pages have grown significantly in the past year
                  in their ability and reach, and they now closely
                  resemble personal profiles in their functionality .
                  If your newspaper is using Facebook as a
                  profile and not a page, we recommend creating a business page as soon as possible . After the page is
                  created, send messages out to all of your current “friends” asking them to “like” your new page and
                  informing them that the profile will be deleted .
                  If we don’t currently have a page, how do we get started?
                  The News & Interactive Division has created a page for each GateHouse newspaper that isn’t using
                  Facebook . To access this page, you must first find your official page using the Facebook search box,
                  then “like” that page . A News & Interactive staff member will then make you an admin of your page .
                  Admins have the ability to manage all aspects of Facebook pages, including posting stories, creating
                  polls, editing your profile, and responding to any posts on your wall . Anything an admin posts on the
                  newspaper’s page shows up with that page’s icon, not a personal profile picture .


                  PROMOTION
                  How should we promote our pages?
                  Advertise and link to your Facebook page on your website, email signatures and wherever your
                  paper has a Web presence . Run a house ad in your newspaper letting readers know about the
                  page . Consider a promotion in the rail on your newspaper’s front page . A house ad promoting your
                  Facebook page is available at this link: http://www.gatehousenewsservice.com/features/
                  x920801855/Facebook-house-ad




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GATEHOUSE MEDIA INNER CIRCLE 2012




       Iv            • Send messages to friends through your personal Facebook profile suggesting they “like” your
                     newspaper’s page . If you use Twitter, ask followers to like you on Facebook, also .
                     • Don’t be white noise: Post only the most compelling stories that have the best chance of
                     interaction . Don’t use an RSS feed . Don’t link to the headlines only . Don’t post everything you put
                     up on your website, or people will be tempted to unlike you .
                     • Use the “like” button: Use the recommend tools at the top of each story on your website . When
 FACEBOOK
                     you “like” a story, a link will then appear on your personal Facebook profile wall for your friends to
                     see . To help drive traffic to your site, you can encourage other newsroom staffers to recommend
                     stories to their friends .
Notes:               • Be consistently good: If you build it, they will come. Facebook has more than 750 million active
                     users . Many of these users are in your area . If you are a thoughtful and active source of reliable
                     local news on Facebook, you will gain more fans .


                  HOW TO POST
                  How many stories should we post?
                  At the very least, post two updates a day . Larger papers should be closer to four a day .
                  When should we post?
                  We recommend posting once in the morning, to hit the early riser Facebook traffic, and once in the
                  evening after 6 p.m. Any extra posts can be spaced out between those two, but keep in mind that
                  afternoon and evening posts seem to get the most traction, with a Facebook high in traffic occurring
                  around 9 p.m.
                  We recommend using free online tools such as Hootsuite and Tweetdeck to time posts to update
                  throughout the day and evening when you might not be available to post .
                  How should we post?
                  Your Facebook posts should be written in a conversational voice that aims to interact with fans and
                  encourage conversation . Always respond to criticism, comments and questions that are posted to
                  your wall, and remember that your fans are potential leads and sources, so be professional .
                  Five examples of good Facebook posts:
                     1. Link to a story on your website
                     Don’t post every news item on your Facebook page; choose the ones that will spark the most
                     conversation . Write engaging one-sentence intros and link to the story on your website . Ask
                     thoughtful questions .
                     Story headline: Smith ousted as city council president
                     Facebook post headline: Yet another shakeup at City Hall . What do you think should be the first
                     thing on the agenda for the new president?
                     2. Link to a poll
                     Link to a story on your website with a related daily poll . If your poll is only on your homepage,
                     create a story to promote your poll (vote in our poll on Christmas shopping, for example) and add
                     the poll using related content (the same way you had a photo to a story in Zope) . You can post the
                     poll in Top Stories or in your highlight area . Then, you can link to the story with the poll attached on
                     Facebook .
                     Facebook post headline: Have you finished your Christmas shopping yet? Let us know on our
                     latest poll .
                     3. Ask for reader content
                     Facebook is the perfect place to fish for reader submissions of stories, pictures, comments and
                     more . Use your Facebook fan base to call for this information and link back to your website .
                     Facebook post headline: Calling all ghouls and goblins, pumpkins and princesses! We’re looking
                     for the best Halloween costumes in town . Think you have what it takes?




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GATEHOUSE MEDIA INNER CIRCLE 2012




     Iv              4. Use your fans as sources
                     Ask your Facebook fans questions to help generate sources or ideas for stories you're working on .
                     Look for story ideas, search for sources, and ask for historical information and archive materials or
                     for tips in breaking news situations .
                     Facebook post headline: We’re looking for residents who had family survive the big East Coast
                     storm last week . Know anyone? Let us know .
 FACEBOOK
                     5. Post photo galleries
                     Post two or three photos from a gallery, then link to the gallery on your site with a headline .
Notes:               Facebook post headline: Here are a few of our best shots from last night’s state basketball
                     championship, including that amazing buzzer beater . Find more at the link below .


                  TRACkING THE SUCCESS OF YOUR FACEBOOk PAGE
                  Reaction and participation to your questions and callouts is one way to tell how effective your
                  individual posts are . Another is to track referrals from Facebook . In Google Analytics, find the traffic
                  overview on your dashboard and click “view report” to find your top traffic sources .


                  MORE INFORMATION
                  For updates on uses for pages and tips for journalists using Faceboook, follow these pages:
                     • Facebook.com/media
                     • Facebook.com/pages




                  GateHouse News Service has a package
                  of house ads you can use in print promote
                  your Facebook page.
                                                                                                                        39
  SECTION v: PLATFORM
  APPROPRIATE PUBLISHING
                          v
• Only in Print  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 41
     Only Online  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 42




   40
GATEHOUSE MEDIA INNER CIRCLE 2012




         v        PLATFORM APPROPRIATE PUBLISHING
                  What is the strategy?
                  GateHouse Media's platform-appropriate publishing strategy highlights content that readers can only
 PLATFORM         find in print and only online . Because your website is not a laundry list of what’s in the day’s paper, the
 APPROPRIATE      print promotion is a way to remind readers of the compelling, in-depth stories and local content the
 PUBLISHING       newspaper provides them every day . The Web promotion is a way for newspapers to bring attention
                  to the special features and multimedia content our newspapers produce online .

Notes:



                                       ONLY IN PRINT

                                                                           Is there a brand for the print promotion
                                                                           piece?
                                                                           Locally, you can make that choice . But the
                                                                           corporate-recommended brand is "Only in
                                                                           Print .” This brand makes it clear the content
                                                                           will only be in the printed edition and not online .
                                                                           We recommend not using "First in Print" as
                                                                           a brand any longer because of the confusion
                                                                           it creates that the content will eventually go
                                                                           online . To be certified into Inner Circle, we’re
                                                                           just looking to make sure you have a brand . A
                                                                           paper won’t lose certification if they don’t use
                                                                           “Only in Print .”
                                                                           Should the print content we’re promoting
                                                                           never go online?
                                                                           Correct . The goal of the program is to show the
                                                                           print reader the value they're getting by buying
                                                                           or picking up your newspaper . By eventually
                                                                           putting that content on the Web, you're de-
                                                                           valuing that experience for the print reader .
                                                                           Also, this kind of content has been proven to be
                                                                           unsuccessful online based on the page traffic it
                                                                           generates .
                                                                           How does the Only in Print program work?
                                                                           Every day (or week, in a weekly newspaper),
                                                                           anchor a list of three stories that are print-only
                                                                           in a rail on your front page, section front or your
                                                                           skybox . You should explain to readers in this
                                                                           promotion that these stories are only in print .
                                                                           Or you could put a logo above the headline of
                                                                           a story that is print only, with an explainer that
                                                                           readers won’t find that content online . Every
                                                                           day online, also promote that day’s print-only
                                                                           content in your carousel . The promotion should
                                                                           tease to your e-edition, encouraging readers
                                                                           to purchase the service to find the article,
                                                                           or include a link to a page about circulation
                                                                           rates or a phone number to your circulation
                                                                           department .




                                                                                                                          41
GATEHOUSE MEDIA INNER CIRCLE 2012




         v                                              What kinds of stories should I promote as print only?
                                                        Appropriate stories include but are not limited to long-form
 PLATFORM                                               feature stories, non-narrative profiles, such as a neighbor of
 APPROPRIATE                                            the week, community columns, honor roll lists, submitted
 PUBLISHING                                             community and education news and any type of content we
                                                        have established as appropriate only for the print edition in the
                                                        Newsroom Handbook .
Notes:




                                       ONLY ONLINE



                  How does the Only Online program work?
                  Every day in print, you should promote two pieces of content that are only on your website . These
                                                      promotions could be anchored in your rail, like Only in Print,
                                                      or they could appear as a promotion in a story that has related
                                                      online content . The promotion only needs to appear in print .
                                                      It doesn’t need to go online, as it’s clear to online readers that
                                                      the content is online only (such as video or blog content) . It also
                                                      could create some duplication, as we anticipate some of the
                                                      content will already be posted to a paper’s carousel .
                                                       What kind of content should we promote as Only Online?
                                                       Many of the new initiatives you will be rolling out are perfect for
                                                       Only Online, such as video and community blogs . Other ideas
                                                       include photo galleries, polls, online archives, weather, Radar
                                                       Frog, Daily Deals, social media and Local Loop .
                                                       How specific do we need to be in the promotions?
                  Very . Don’t do general teasers like “check out our videos” or “upload your photos to Local Loop .” Be
                  specific .
                     • “Check out a video from last weekend’s strawberry festival.”
                     • “See photos readers submitted from the July 4th weekend.”
                     • “See what readers on our Facebook page had to say about last night’s council meeting.”
                  When should we start using these elements?
                  If you decide to change the name of the print-only promotion, you can start immediately . You are
                  encouraged to start Only Online promotions immediately, as well, though expectations won’t be part
                  of the Inner Circle certification process until the first quarter of 2012 .
                  Are there logos we can use?
                  The News & Interactive Division has Only in Print logos and Only Online logos that you can use in print
                  and also for your carousel . Find the logos at http://www.gatehousenewsservice.com/images/
                  logos




  42
GATEHOUSE MEDIA INNER CIRCLE 2012




            vI
SECTION vI: RESOURCES


  Video network house ad  .  .  .  .  .  .  .  .  .  .  .  .  . 44
  Opening, lower-thirds
  and ending slides templates  .  .  .  .  .  .  .  .  .  . 44
  Facebook house ad  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
  Only in Print and
  Only Online promotions .  .  .  .  .  .  .  .  .  .  .  .  .  . 44
  Community blog materials  .  .  .  .  .  .  .  .  .  .  .  .45




                                                                            43
GATEHOUSE MEDIA INNER CIRCLE 2012




       vI         RESOURCES
                  Find the complete package of resources to promote the new Inner Circle initiatives at http://www.
                  gatehousenewsservice.com/ghns_pages/house_ads/x1259733767/Inner-Circle-2012-
                  collateral?page=None . If links don't work, copy and paste the URL into your web browser .
 RESOURCES
                  video network house ad                 Only in Print                       Facebook house ad
                                                         & Only Online
                                                         promotions
Notes:




                  Run in print to promote                                                    Use to encourage
                  all of the new local                                                       readers to “friend” your
                  video that will be                     If you change from                  Facebook page .
                  on your site . You                     First in Print to
                  could also use this to                 Only in Print, use                 http://www.gate
                  promote the syndicate                  these logos (both                  housenewsservice.
                  video that GateHouse                   in print and online) .             com/features/
                  News Service will have                 Also, you’ll find the              x920801855/
                  on your website .                      Only Online logo .                 Facebook-house-ad
                  http://www.gate                         http://www.gate
                  housenewsservice.                       housenews
                  com/features/                           service.com/
                  x1797075890/video-                      ghns_pages/
                  network-house-ad                        house_ads/
                                                          2085343988
                                                          Only-in-
                                                          Print-logos



                  Opening, lower-thirds and ending slides




                  Use these recommended slides for videos that have been edited .

                  http://www.gatehousenewsservice.com/features/x920801926/video-slide-templates
  44
GATEHOUSE MEDIA INNER CIRCLE 2012




     vI           COMMUNITY BLOG MATERIALS
                  Community blog house ads and collateral can all be found at the following address: http://www.
                  gatehousenewsservice.com/ghns_pages/house_ads/x1054484193/Community-blog-house-
                  ads-collateral . Find the complete package of resources to promote the new Inner Circle initiatives at
                  http://www.gatehousenewsservice.com/ghns_pages/house_ads/x1259733767/Inner-Circle-
 RESOURCES        2012-collateral?page=None . If the links don't work, copy and paste the URL into your web browser .


                  Customized community blogger house ad template                       Community blogging network
Notes:
                                                                                       house ad




                  Once you launch a community blog, use this house ad
                  template to promote a specific local blogger .                       You will have more than 30
                                                                                       national blogs on your site .
                                                                                       This house ad can be used
                                                                                       to promote the network .


                  Independent Journalist            Community blogger                   Community blogger graphic
                  Agreement for                     tip sheet
                  community bloggers




                                                                                       Use this in your carousel to get
                                                                                       those who might be interested
                                                   Once you get community              in blogging to contact your
                                                   bloggers signed up,                 newspaper .
                                                   provide them the
                  Before a resident starts         following tip sheet .
                  blogging, you should
                  have them sign this
                  contract .
                                                                                                                       45

								
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