“Everything we do in editorial is connected to programming.”
That’s Patrick Yee of Refinery 29 confirming how editorial roles have evolved through the years as online publishing keeps changing face, too. “Editorial now has equal partnership with product and technology.”
Editors have taken on many roles beyond editing and closing pages indeed.
Yee said editors today get SEO training, find out what are the implications of posting on Twitter, oversees how a photo on Facebook will look like and makes sure to know what articles are trending online.
Yee was at the AppNexus offices on 23rd St near Flatiron last April 29 talking about business development and digital marketing with the other speakers: Rich Kennedy of Business Insider and Kia Hsing of IAC. Gawker’s Erin Pettigrew moderated the talk with Alex Guttler, partnerships manager at AppNexus, serving as host.
How is programming connected with editorial? Just take a look at the immense popularity of BuzzFeed. “They (quizzes) get 5 to 10 million uniques a day,” Yee claimed.
With talk of digital marketing, Google was bound to come up. “The biggest traffic in media was Google but not anymore,” Yee said, pointing out how lots of disruption will continue to go on and you just have to embrace agility.
Yee said the size of the market of media is going to grow ten-fold. “We may even see media companies with valuation of $300 million to $10 billion.”
But going back to editorial has journalistic integrity been compromised by the race to get more page views? A tough one to answer because ignoring page views can also spell doom for online publishers and content creators.
Now it’s always about the packaging vis-a-vis the salacious headline.
But that’s not the only editorial challenge these days. “(It’s about) the person who spent 10 minutes who will be more interesting (for the publisher) than someone who spent only a few minutes,” Yee said.
It’s all about the time you spend on a site these days. It makes perfect sense, because we have become so easily distracted. Let me say this: Our attention span will be the most elusive commodity. You can quote me on that.