The Mario Blog
10.12.2017—12am
Taking your brand to where the young audience is: Instagram

Follow the ice cream truck and chances are you will find where the kids are. Go into Instagram and Snapchat, for example, and take your brand to the very young—the coveted under 25 set! Such financial publications as the Financial Times, The Economist and The Wall Street Journal have found a niche there for their content.

 

It is not exactly where you would expect to find the type of stories that the Financial Times is known for.  However, Instagram has become a major platform for the Financial Times’ visual content increasing its Instagram followers to 515,000 from 286,000 a year ago.

I admit that I am not a daily visitor of Instagram, but I am there because my grandchildren are, and it is nice to keep up with their activities that way, especially the two who are in college now.

The Financial Times has competition with Instagram: The Economist, Wall Street Journal, Business Insider are also there, competing for the same young audience. Coverage is appropriate to the younger set. For example. as we see here, a photo illustration of a dog, “in honour of Frida,” the Mexican Navy rescue dog who came to prominence after the earthquake last month.

 

Or a story about the 50th year anniversary of Che Guevara’s death.

 

 

 

 

I like it when a graphic is used to tell a more complex story, such as an explanation of the US making up less than 5 percent of the world population but almost  a third of the world’s mass shootings.  I often wonder why the same simple and direct visual storytelling strategies are not used in the mainstream editions of these publications.

 

 

The Economist @ Instagram

The Economist, perhaps the smartest of the financial publications, brings its charming headlines to Instagram, but, again, simplifies the stories, including such complicated ones as the issue of gun control in the US.  I like the images used too, some with animation.

 

 

 

The Wall Street Journal @ Instagram

For the Wall Street Journal, Instagram is an opportunity to sell more lifestyle related stories, such as the examples we see here.

 

 

The New York Times

 

The Times has secured a presence in Instagram, as well as in Snapchat Discover, and I found that its texts are longer than those of the other publications shown here.

The selection of Times stories runs from newsy to features, some with great animation, too.

 

 

News we like

Quartz is launching a new edition dedicated to the work place. Quartz at Work, it is called.

https://work.qz.com/?utm_source=PMemail&utm_medium=email&utm_campaign=siteviews&mc_cid=92d42ff70f&mc_eid=afe815f7b9

Here is how Quartz describes the new content:

Each day on Quartz at Work, you’ll find new stories about the topics we’re most obsessed with, including:

  • The delicate art of managing others
  • Tools and approaches for tapping into productivity and creativity
  • The progress being made (or not) in workplace inclusion efforts
  • The design of organizations
  • How to be a high achiever and still have a rich personal and family life

 

Here are some headlines in the first edition:

 

 

 

Digital Media North America

http://events.wan-ifra.org/events/digital-media-north-america-2017

 

 

This two-day event, organized jointly by WAN-IFRA and the News Media Alliance (NMA), will provide a unique opportunity for North American news media executives to hear and discuss digital revenue strategyfrom the world’s most advanced media companies.

I will be one of the speakers for this conference in New York City.

 

Finalists in the Digital Media contest 2017

 

https://mailing.wan-ifra.org/vm.php?m=4769&u=ed7c3017381fb21f96ef5cf355e244e7

 

 

Mario’s Speaking Engagements

Oct. 19, WAN IFRA Digital Media North America, New York City

Nov. 16-19, WAN IFRA Latin America, Buenos Aires, Argentina

 

 

TheMarioBlog post #2713

 

 

 

Blog Post10.23.2017—1am
Coloring opinions
Blog Post10.20.2017—1am
Digital Media Conference: First Day highlights
Blog Post10.19.2017—6am
Speaking today at the North America Digital Media Conference
Blog Post10.18.2017—1am
Long narratives still have a coveted place
Blog Post10.17.2017—1am
Some good print-related news
Blog Post10.16.2017—1am
Digital Transformation: no newsroom is too small to attempt it
Blog Post10.13.2017—12am
WAN IFRA: the best of digital awards
Blog Post10.12.2017—12am
Taking your brand to where the young audience is: Instagram
Blog Post10.11.2017—1am
Multitaskers consume more media
Blog Post10.10.2017—12am
Germany’s Sūdkurier: workshops for digital transformation
Blog Post10.09.2017—1am
In Spain’s El Mundo: native ads
Blog Post09.29.2017—1am
For newspaper publishers, not much to sing about?
Blog Post09.28.2017—1am
Interesting reference about new digital story formats
Blog Post09.27.2017—1am
It’s a new mobile-focused redesign for salon.com
Blog Post09.26.2017—1am
Three things that caught our eye
Blog Post09.25.2017—1am
Paywalls & newspapers: from leaky to hard ones, and in between
Blog Post09.22.2017—4am
Mexican earthquake: front pages tell the story
Blog Post09.21.2017—1am
Saying adios to The Village Voice in print
Blog Post09.20.2017—1am
Vogue in print: “point of view, attitude”
Blog Post09.19.2017—1am
The Boston Scene
Blog Post09.18.2017—1am
Thoughts on print: still here, still full of surprises, worthy of attention
Blog Post09.15.2017—1am
New report: For publishers, Facebook is no revenue panacea
Blog Post09.14.2017—1am
Smartphones and web traffic: where the action is
Blog Post09.13.2017—1am
Paris Match: a good visit and big plans
Blog Post09.12.2017—1am
Irma: the morning after
Blog Post09.11.2017—3am
Irma: the bad girl on every front page
Blog Post09.08.2017—1am
Type Magazine: the new Roger Black project
Blog Post09.06.2017—1am
Linear storytelling for mobile: a good example
Blog Post09.05.2017—1am
For Le Journal de Montreal: article page acts like home page, sort of
Blog Post09.01.2017—1am
Facebook the new front page?
Blog Post08.31.2017—1am
When it comes to news, “designer labels” can make the difference
Blog Post08.30.2017—1am
Those fabulous print glossy ads
Blog Post08.29.2017—1am
From here and there: what the email basket brings
Blog Post08.28.2017—1am
Why I would show this Times Mag cover to my class
Blog Post08.24.2017—1am
A caricature for the ages
Blog Post08.23.2017—1am
It was the day Americans looked up!
Blog Post08.22.2017—1am
It was all about the solar eclipse of the century
Blog Post08.21.2017—1am
A day without local news? In Minnesota, readers experience it
Blog Post08.18.2017—1am
The good news about print (in the USA)
Blog Post08.17.2017—1am
What’s your lead story right this minute?
Contact us with speaking requests, questions or to discuss a project.