© 2011 Dow Jones & Company, Inc. All rights reserved. Experiential Newsrooms & Why the Intersection of Technology and Content is our New #ISOJ12 Austin April 21,

© 2011 Dow Jones & Company, Inc. All rights reserved. Our recent past, our present and our future lies in expanding our digital audiences 2

© 2011 Dow Jones & Company, Inc. All rights reserved. In 2012, “talking” about print and web integration issues in a newsroom is akin to sweating over dial-up web access. 3

© 2011 Dow Jones & Company, Inc. All rights reserved. But what is reality in Circa 2012 is that the definition of a journalist’s job must now include: “getting more people to consume more of my journalism” 4

© 2011 Dow Jones & Company, Inc. All rights reserved. But we also know now that digital audiences are and will be more promiscuous, amid a proliferation of original and aggregated content, and multiple platforms. 5

© 2011 Dow Jones & Company, Inc. All rights reserved. So how do we both bring new audiences to our journalism and keep this inherently promiscuous reader coming back to our “virtual” newsroom and brand? 6

© 2011 Dow Jones & Company, Inc. All rights reserved. Great and relevant journalism is a given. But just great content is no longer enough. 7

© 2011 Dow Jones & Company, Inc. All rights reserved. To first win, and then get readers to come back for more, news rooms should pivot from creating great content to creating great experiences. 8

© 2011 Dow Jones & Company, Inc. All rights reserved. And in the “experience” is where we will either win or lose journalism’s future. 9

© 2011 Dow Jones & Company, Inc. All rights reserved. Words + Picture + Chart + Sound + Slide Shows + Interactive Graphics + Databases + Video 10

© 2011 Dow Jones & Company, Inc. All rights reserved. The Good News News rooms by and large have mastered the parts that make for a complete digital story. And we are getting good at doing things On THE WEB 11

© 2011 Dow Jones & Company, Inc. All rights reserved. The Bad News We are terrible at turning the parts into a great experience every day. We are nowhere close to doing journalism Of THE WEB 12

© 2011 Dow Jones & Company, Inc. All rights reserved. Good (and Bad) Experiences all come at the same intersection: of content and technology 13

© 2011 Dow Jones & Company, Inc. All rights reserved. If we thought integrating print and online in the newsroom was hard, try integrating Content & Code/Hacks & Hackers 14

© 2011 Dow Jones & Company, Inc. All rights reserved. Some lessons, learnings and observations from this ongoing battlefront 15

© 2011 Dow Jones & Company, Inc. All rights reserved. Developers see Content as “stuff” and Code as “art.” Journalists see Code as “stuff” and Content as “art.” So, can we begin with what is the audience/user “experience” we want to create? 16

© 2011 Dow Jones & Company, Inc. All rights reserved. The “experience” can’t come from the IT department alone: Developers are not short-order cooks Can we “embed” developers in the newsroom, into news flow? 17

© 2011 Dow Jones & Company, Inc. All rights reserved. Where you sit--physically and organizationally--matters -- Architecture matters -- Titles matter -- Credit (s) matter 18

© 2011 Dow Jones & Company, Inc. All rights reserved. To preserve good experiences, in a world of digital permanence, news rooms must now plan for impermanence. Re-thinking shelf-life matters 19

© 2011 Dow Jones & Company, Inc. All rights reserved. A growing challenge is how do we find this “experiential” journalist? We moved from “Show Don’t Tell” to “Show and Tell” Can journalism training pivot to engaging our audiences/users? 20

© 2011 Dow Jones & Company, Inc. All rights reserved. Streams on WSJ.com A New Way To Engage Readers With Top News & Events 21 Streams are a new immersive experience which update in real time around events, breaking news, markets coverage and other important areas that are core to the Journal’s reporting. It pulls content from across WSJ including articles, blog posts, photos, video and Twitter to present a total view of all the coverage.

© 2011 Dow Jones & Company, Inc. All rights reserved. Markets Stream 22 Streams will come to life every day on the Markets section of WSJ.com a real time stream of what’s happening in the economic marketplace and the impact it has on personal and professional lives.

© 2011 Dow Jones & Company, Inc. All rights reserved. WSJ.com and “The Ticker” Mobile Streams 23 Available for iPhone and Android devices

© 2011 Dow Jones & Company, Inc. All rights reserved. News Viewer 24 Newshounds need to stay on top of the latest news, but don’t always have much time to do so. News Viewer allows them to see the latest news, markets, and blog updates in a quick digestible manner. How it works: After clicking on “Latest Headlines” on wsj.com, users will be directed to the News Viewer landing page which gives them a list view of latest news articles, and when they were published that day. Social: Users can share featured top stories within the News Viewer with their Facebook and Twitter networks.

© 2011 Dow Jones & Company, Inc. All rights reserved. A promiscuous audience is our new reality. Are our news rooms ready to give them an experience worth coming back to, over and over 25