Newspapers lag far behind in the share of time spent on mobile devices. That’s a reality the Los Angeles Times is hoping to counter when it relaunches its site early Tuesday morning with mobile users top of mind.
“We know that there are readers who are coming to us increasingly on mobile,” said Emily Smith, svp of digital for the Times. “We’ve not yet reached the turning point where they are the majority, but that day will come soon. So we are absolutely getting ready for that moment. We knew that we had to rethink the experience on a mobile screen. We also knew we had to future-proof our platform, because we wanted to be available on all the new devices, regardless of what screen sites are coming out.”
The Times is part of Tribune Co., which is preparing to spin off its eight newspapers as an independent company under CEO Jack Griffin later this year. Newspapers face a challenging operating environment, so moves like the site relaunch are likely to be closely watched as a model for the company’s other dailies, including the Chicago Tribune and Baltimore Sun.
Latimes.com, which was designed with help from Code and Theory, will be fully responsive when it goes live after midnight on May 6 — making it the latest publisher in the industry to pay more than lip service to being “mobile first.”
With people increasingly coming straight to articles through social sharing, the Times realized it needed to make article pages the new home page. So at the end of articles, readers will be given recommendations for content elsewhere on the site. That’s pretty standard, but readers also can view that content by just continuing to scroll without going to a new page, doing away with endless clicking.
A key feature is the visual browse, which lets readers search content by displaying stories by section in an image-based way. The feature reflects the visual nature of the way people are consuming news and content on mobiles and tablets.
Finally, the Times is trying to make it easier for people to share stories. A third, notable feature is the Sharelines. They’re prewritten summaries of articles that lie below each article. So if a reader wants to share an article on Facebook or Twitter, the tweet is written for them. Not bad — readers can sound intelligent without even reading the article.
However, Fitzco’s research “has consistently shown that environmental issues and sustainability are important topics to younger skewing audiences. The focus on social, along with visual representation of data, aligns with the type of content a younger audience consumes,” she said. Joyce, on the other hand, said interest in sustainability content from advertisers and consumers “has […]
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
Media Briefing: Publishers’ Q3 earnings reports show promise, but not without sacrifice
Publishers' third quarter earning reports are in.