THE PLURALIST ORIGINAL
THE PLURALIST THE PLURALIST IS A NON-PARTISAN PUBLICATION DESIGNED TO FOSTER A COMMUNITY OF WRITERS AND READERS, CEDE EDITORIAL CONTROL TO ITS USERS AND CREATE AN OPEN AND IN-DEPTH CONVERSATION AROUND THE ISSUES THAT MATTER TO YOU.
By: Patrick Reynolds Peter Nguyen Stephanie Tran Courtney Hamilton Karl Orotea Nicole Gugeler
THE PRECEDENTS Aggregates Content and Utilises Social Media The â€˜i-Tunes of Journalismâ€™
Crowd Funded Investigative Journalism
WHAT MAKES US DIFFERENT? Nobody else has taken these ideas and sought to blend them together to create something unique. The Pluralist does this in a way that creates a flexible business model that is able to sustain itself whilst responding to the desires of its customers.
THE BREAKDOWN Original content + aggregated content + nonpartisan approach. Web presence only. Partially free, with a reasonably priced pay wall. Token allocation: readers play a role in writing process.
THE CONTENT THE PLURALIST ORIGINAL
THE CONTENT OPINION
THE FINANCES STARTING UP
Domain Name Cost: $5-20/year Website Building/Design: Free Paypal Business/Hosting: $0/month | 2.9% + $0.30 per transaction of $10 or more Advanced Keyword/Tagging Targeting Research: $99.95/month or $995/year Shared Web Hosting by Dreamhost.com: $8.95/month Subscription/Membership software: $179.95 lifetime licence by amember. com Possible Pay-Per-Click Advertising (Google Ad-words): $100/month Kickstarter Campaign & Sponsorships, Bare minimum needed to Fund Website For 6 months: $1453.35 For a Year: $2502.35
For significant sales, at least 30,000 – 50,000 searches/month for specific niches (themes). Premium Membership: • $9/month featuring exclusive content and unlimited/unrestricted access to The Pluralist on any computer or device • $75 annually! You save 2 & a half months of subscription • Newsletter informing subscribers of featured new content with exclusive top picks by editors. • 4 “tokens” are given to each premium member that can be used to support an article and it’s author.
THE FINANCES • Another token is given to each member to back a pitch/project • Billed every month and renewed automatically. Charged in advance for the next month. • Cancellation of subscription can be made any time. Cancelling will have us stop charging your account the next billing cycle (the following month).
VIEWERS AUTHOR’S ROYALTIES & ARTICLE PRICES PITCHES SUCCESS & SALARIES
The Pluralist will need to accumulate 100,000 members in order for it to be ideally successful. 100,000 x $9 = $900,000/2 = $450,000 x 0.05 = 22500 + (100000 x 0.05) + 2500 = 30,000 $450,000 (50% royalties for The Pluralist) - $30,000 (Fees taken by Amazon & to fund website) = $420,000 o This guarantees the Editor-in Chief’s salary is 80,000 while everyone else makes the following in salaries. o Director of Operations salary: 68,000 o Editorial Director salary: 68,000 o Public Relations & Social Media Director: 68,000 o Visual Design Editor: 68,000 o Web Editor: 68,000
THE AESTHETIC THE THREE PRINCIPLES OF WEB DESIGN EVERY JOURNALIST SHOULD KNOW 1. FAVOR THE SIMPLE OVER THE COMPLEX. 2. BE CONSISTENT. 3. EXPRESS YOUR VOICE. Source: Poynter Magazine, “What journalists need to know about Web design,” Mar. 14, 2013.
THIS IS WHAT THE PLURALIST STRIVES FOR.
THE ATTENTION DATA MINING
Facebook log-in, access to personal information Track which articles are bookmarked Track which articles are saved Google Analytics account Cookies are optional Short optional surveys about the articles
OFF-SITE AUDIENCE ATTRACTION Pay attention to SEO Email members bimonthly Social media usage, site pages and posts: Facebook, Twitter, Tumblr, LinkedIn, Google+, Pinterest, Imgur, Reddit, and Instagram Print ads and online ads Diversity throughout device types, eventual app launch Cooperate with other journalism websites http://searchengineland.com/seotable
THE ATTENTION ON-SITE AUDIENCE RETENTION Clean and crisp pages Small amounts of color Blog forum on a separate page Scrolling versus page based articles depending on length Strong logo Social media link embeds Invisible on-site tags Strong content
Using surveys to justify new piece commissions Journalists names as links to compilations of their other works, potentially being used as a journalist archive Hosting short videos for crowd sourcing Attending journalism conferences Being active in college programs