Media Update: Sky News was right to investigate McCann 'troll' story; UK's first official Twitter TV metric launches; Guardian membership scheme signals 'new era'
In this week’s media update, Chris Boffey defends Sky News after public backlash to its McCann ‘troll’ Brenda Leyland coverage which sparked Ofcom complaints; Twitter and Kantar Media unveil industry’s first official TV metric; Zuora’s Tien Tzuo makes the case for the Guardian’s ambitious new membership model; the UK’s information watchdog announces it will investigate use of RIPA powers to obtain journalists’ phone records; and the Daily Mail launches a centralised online portal to maximise scale and data driven by its print circulation.
Sky News was 'right' to investigate Brenda Leyland troll story
When Sky News confronted an alleged online troll accused of targeting hate at Kate and Gerry McCann, little did the broadcaster’s crime correspondent Martin Brunt think he would become the story.
After the news channel’s confrontation with Brenda Leyland the 63-year-old was found dead in a hotel room in a suspected suicide, prompting calls for Brunt to be sacked and for Sky News to be reprimanded for its irresponsibility. Following the news of Leyland’s death, Ofcom saw an upsurge in complaints about Sky News.
However, former Observer news editor Chris Boffey has come to the defence of Sky News and pointed out that it is the job of reporters to investigate such incidents and that demands for change to that fundamental principle would be a threat to the freedom of the press.
“The story was true, it was legitimate and proportional but tragically a woman, who sent almost 5,000 tweets in a year about the McCanns, is now dead,” he wrote, adding, “… we cannot have a media that does not investigate and hold to account. That would be the death of a free press.”
UK's first Twitter TV metric unveiled
Twitter and Kantar Media last week announced the launch of an official Twitter TV metric at an industry gathering in London. The metric comes on the back of a year-long partnership between the two companies and the tool was broadly welcomed by professionals at the launch.
Most of the people I spoke to at the event were particularly interested in the tool’s ability to measure the actual reach of tweets. For the first time, marketers can get an idea of how many people have seen tweets, and how many impressions of a tweet there have been.
However, all seemed to be in agreement that the figures will be difficult to interpret properly without some context to measure against, but as the Twitter/Kantar partnership is due to deliver another 50 or so products, improved or more relevant features may come in the months ahead.
The Drum also spoke to some industry experts after the event to get their verdicts on the tool.
Guardian membership scheme signals 'new era'
When the Guardian announced its ambitious new membership scheme last month, more than a few industry eyebrows were likely raised. The three-tier scheme – which at its highest rate asks readers for a £60 per month commitment – was matched however by some major investment from the company in the form of a 30,000 square-foot space at King’s Cross where a series of events will be held for members.
The approach to monetising digital is bold and different, and opinions have ranged on whether or not it’s the right path for the publisher. According to Zuora founder and chief executive Tien Tzuo, the move marks a “new era of companies formerly known as newspapers”, and despite being initially sceptical he now believes the scheme is “an ingenious alternative commercial strategy”.
“Ultimately the Guardian’s new membership programme is about aligning and engaging their readers under a unique editorial perspective,” he wrote. “The core of the Guardian is its values, culture and most importantly, its journalists.
“That’s an intellectual community that invites participation. We’re entering a new golden age of companies formerly known as newspapers.”
Information watchdog to investigate use of RIPA
The UK’s information watchdog is to investigate instances of police obtaining journalists’ phone records without a warrant under the controversial Regulation of Investigatory Powers Act (RIPA) in an ongoing row.
Under the RIPA legislation, police only need permission from a senior office to obtain records rather than a judge and journalists have no way of knowing whether or not the powers have been used to gather information on their work and sources.
The European Human Rights Act protects journalists’ right to protect their sources, however under RIPA journalists are not aware that their sources are being ‘spied’ on, leading to claims from media outlets that it is a breach of the Act.
Daily Mail launches central online portal to increase scale and data
The Daily Mail has created an online portal through which it plans to bring traffic from its many verticals, in a bid to increase the value of the scale it has from its print circulation and its data offering for advertisers.
The MyMail portal will pull in the Mail Rewards Club, a scheme DMG Media uses to drive its print circulation by rewarding readers with an online code used to claim rewards. In addition, the Mail’s various verticals for travel products, books and more will come through the portal instead of directing readers to different websites gather data separately.
Roland Agamber, chief marketing officer at DMG Media, told The Drum: “There are two aspects to it; one, from my perspective, is to drive value, but also for the first time I am in a place to come to meetings with advertisers and give them something that hasn’t been available before. I’ll be able to target a bespoke message at the right audience.
“It’s a content version of the Nectar card. There are huge opportunities.”