Rather than just think ‘advertising,’ think of ‘useful services’ for readers and sponsors Publishers should fundamentally rethink how to monetize mobile products, beyond just conventional display ads shrunk to smaller screens. That was a universal message among the participants in our mobile summit. Publishers moving into mobile have to figure out how they can be […]
Jeff Sonderman (Page 5)
Deputy Executive Director and Executive Vice President
Jeff Sonderman is the deputy executive director of the American Press Institute, helping to lead its use of research, tools, events, and strategic insights to advance and sustain journalism.
He is a leader in helping modern journalism thrive through the right blend of technology, audience engagement, data-driven content strategy, integrated business models, and transformative leadership. He has worked as a writer, editor, manager, coach, trainer, speaker, and consultant with diverse types of news publishers across the country.
He is the architect and developer of API's Metrics for News analytics software that reinvents how publishers use data to inform content strategy. He also edits API's Need to Know newsletter, a uniquely designed resource for spreading fresh, useful insights across the industry, and designed API's Strategy Studies research format for in-depth strategic guidance. And he consults with publishers on a range of issues related to content strategy, organizational transformation, audience development, newsroom structure and workflows, product management, and much more.
He has taught digital journalism at Georgetown University. Before joining the American Press Institute in 2013, he was the digital media fellow of The Poynter Institute. His earlier journalism background includes digital news — helping to launch TBD.com, a local digital news startup in Washington, D.C. — and various roles in newspapers, as an award-winning reporter, online editor and metro editor of The Times-Tribune in Scranton, Pa.
He graduated from the Missouri School of Journalism and resides in Falls Church, Va., with his wife and daughter.
News organizations aren’t the only ones trying to adapt to mobile technology. There are many other industries bidding for the limited pool of people with experience and expertise in mobile jobs. As a result, mid-size or small newsrooms likely won’t win a bidding war for the obvious mobile talent out on the job market. They […]
We have thoroughly entered the age of mobile news. People are shifting so rapidly to smartphones and tablets, various data suggest, that mobile devices in the last year became the primary platforms for news. With that comes a whole new level of uncertainty and opportunity for news publishers. The American Press Institute recently gathered more than 40 […]
A mobile-first organization has editorial, technology and business teams working together in new ways
This wasn’t the case in older days, when the newsroom, sales and IT departments were kept apart to avoid conflicts and rarely spoke. That’s now changing, and mobile technology is a big reason why. Mobile, like online technology in general, ties revenue more directly to content, and content more directly to technology. The people responsible […]
Every print newspaper article goes through a process of reporting, editing and design to optimize how it appears in print. And most publishers have gotten comfortable with customization of online stories for things like SEO and adding additional content or updates. But content customization for mobile is scant, the participants at our summit said–even at […]
Any discussion about how to reach and serve people using smartphones almost certainly must begin with social media. This was a major point of consensus among mobile leaders at our summit. Using social media to connect with other people is the most popular purpose of smartphone app usage other than gaming. More popular than utilities or […]
News publishers need to think about their mobile audience as consisting of two quite distinct groups. One is made up of possibly longtime readers or subscribers of legacy products, people who know the publication in its other forms. They often like the notion of a complete and finite bundle of news, organized under a brand’s […]
There are many ways of defining “engagement,” but those working in mobile emphasized that they all are about making valuable connections with mobile users to build loyalty or create content. The word engagement is thrown around so often that it’s easy to dismiss, but drill deeper and the concept actually gets at essential aspects of […]
Much has been made of the concept that mobile devices are a “second screen” companion to watching television. But those working in mobile also caution there’s more to understand than that. Mobile devices are a “second screen” at work as well. The desktop computer is equivalent to the TV — it’s supposed to be the […]
Images & Voices of Hope (ivoh) is a 15-year-old nonprofit organization that highlights how media can foster change and healing in communities. It defines “media” broadly — to include journalism, photography, documentary film, gaming and more. Mallary Tenore came on board as managing director in December after seven years at The Poynter Institute. We spoke with Mallary about […]