return Home

Donald Trump’s inauguration - and why it provides us with a glimpse of tomorrow’s media

In one way at least the jury is still out on the Trump inauguration. The battle over the number of attendees, both on the big day and the march that followed, rages on with both sides adamant that they are speaking the truth.

In many other ways though the impact of the Trump victory and his inauguration as president of the United States, has already had a profound influence on the world’s media.

Trump media ()

For the Trump inauguration provided two clear things. Firstly another high profile opportunity for increasingly tech-driven media brands to experiment with new platforms. Secondly, and possibly more importantly, a glimmer of hope that the next four years might not only bring about a renaissance in the political power of the media, but also maybe even shifting attitudes among the public towards funding it.

Virtual Reality

From an innovation perspective the big story around the inauguration was Virtual Reality. NBC had already premiered using VR in the Presidential debates, this time round companies offered readers the chance to experience the inauguration live through a number of channels.

USA Today, which launched its VR channel “VRtually There" a few months ago offered its readers the Trump inauguration VR experience. Those with a dedicated headset, like Google Cardboard or PlayStation VR, could visit YouTube and stream the footage in VR/360 degrees. While those without compatible VR headsets watched USA Today's livestream in 360 degree video on a computer or mobile.

Above: USA Today's 360 experience of the Trump inauguration. 

Notifications

The Guardian also saw the inauguration as great testbed for some of its emerging technology. Its Guardian Mobile Innovation Lab, which experiments with new ways of telling stories on small screens, offered a series of four options from an instant notification to an iOS lock screen - which kicked off the video coverage - (apparently the  first time this has been done) - through to a live blog which enabled readers to watch and read at the same time.

The Guardian also debuted a feature called “Shifting Lenses,” through its experimental mobile lab iOS app, that enabled readers to swipe left and right between two views. 

TheGuardiapp_screengrabs ()

Above: The Guardian Guardian Mobile Innovation Lab, "Shifting Lenses" feature

Re-invigorating journalism

Over the past few months several newspapers have reported a significant increase in the number of people subscribing or joining a membership scheme. For example The New York Times saw a massive rise of subscriptions in October and now has aggressive plans for extending its subscription offering in the future.

There is a theory that is gaining momentum that the Trump administration might not just prove to be a golden age for the media, but it also might mean that newspapers discover sustainable business models.

Writing in the Nieman Labs blog Ken Doctor argues that we have witnessed one greatly ironic unintended benefit of Trump. Doctor reports that newspapers have taken on more staff and are assigning more resources to investigate journalism in a bid to hold the new administration to account.

However Doctor also adds “beyond “support,” readers clearly recognise value. They reward reporting, factual reporting, secure in the knowledge that certain news brands are more immune from the fakeries, forgeries, and foolishness than others. They see their own questions being answered with dutiful reporting and thoughtful analysis.”

He goes on to argue that local newspapers, for so long in a spiral of decline, are superbly positioned to keep checks on the way that the administration is working on a local level. 

He believes that “more Americans will pay more for a growing, smarter, and in-touch local news source if they are presented with one.”

Whether Doctor's predictions turn out to be true remain to be seen. Whichever way you look at it though with a controversial figure in the White House who is already seemingly at odds with the established media, and a fake news phenomenon which is undermining trust levels of online sources, paid for media does have a golden opportunity to re-establish itself.

More like this

How Virtual Reality allows anyone in the world to immerse themselves in the Clinton/Trump race

Nine essentials for acquiring subscription and recurring revenue customers

Hearst and The New York Times: emphasis on subscription business

How The Washington Post drives innovation

  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • Rob Ristagno, founder and CEO of Sterling Woods, on the power of membership programmes

    At a time when media companies are seeking to find alternative sources of revenue to advertising, membership programmes have taken centre stage. Over the past couple of years we have seen The New York Times, The Guardian, Politico and others enjoy huge success in monetising readers in this way.

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • How Beano used data and insight to give digital life to a print brand kids love

    The longest running British children's comic magazine, Beano, has gone through a huge revolution in the past two years transforming itself from a purely print magazine into a global digital platform. At the recent FIPP Insider event in London, Hayley Granston, commercial MD, Beano Studios, UK, explained how they used data and insight to reinvent the iconic British brand for today’s tech savvy kids.

    10th Jan 2019 Features
  • How Italy’s most successful cooking website went multi-platform - all the way to print

    Spinning off a monthly print magazine in 2017 to create an additional revenue stream for Italy’s hugely popular cooking website, Giallo Zafferano, was such a significant success that it sold 2.5 million copies in the first year, says Daniela Cerrato, head of digital product marketing of the Italian magazine division at Mondadori Publishing Group.

    7th Jan 2019 Features
  • Magazine media M&As - what happened in 2018 in review

    In this industry, change is constant. Though, over the last number of years, we've seen increasing numbers of mergers and acquisitions on the media landscape. 2018 was no different, with magazine media marketplaces restructuring, consolidating and diversifying. 

    7th Jan 2019 Features
  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • The Atlantic launches "Unthinkable": 50 Writers. 50 Essays. 50 moments that define the Trump presidency

    As we near the midpoint of the Trump presidency, The Atlantic has cataloged the 50 most norm-bending moments of the administration, analysed by 50 of The Atlantic’s writers and contributors. The digital report, “Unthinkable,” enumerates the incidents that would have been unimaginable under most any previous US president, Republican or Democratic.

    14th Jan 2019 Industry News
Go to Full Site