Allthenewsfittoshare.

Aproposalby WillTucker

 ThepasttwoyearshavetransformedthestudentnewspaperattheUniversityofAlabama. Today,weareacentralhubofinformationsharingoncampusandhavethewebtraffic, FacebooksubscriptionsandTwitterfollowingtoproveit.Theprinteditionremains cruciallyimportantaswell,servingasthedefinitiverecordofcampuseventsandthe communitysstories.Thechangehasbroughtthenewspaperintothenewdecadeandhas vaultedusintonationalcollegemediaawardsconversations.Thisriseisadirectresultof oursuccessatstickingtotheCrimsonWhitesprimarygoal:providingcampusa servicebysharingaccurate,timelyandrelevantinformationwithmembersofthe community. Wevecrafteduniquecontent.Wevebuiltacommunity.Wereengagedandwereuseful. Now,thegoalistosustainwhatweveattained. Forsustainability,weneedamodelthatkeepstheCWstrongacrossthreeequally importantplatforms.Eachofthesethreeplatformswilla.)distributeourcontentandb.) furtherinvitethereadertoengagewiththeothertwoplatforms.Wealsoneedtocontinue theclearvisionofpersonnelmanagementwithwhichwevesucceededinthepastanda visionforeachdesk.Bydoingthis,wecanremainthepremierinformationsharingservice ourcommunityhascometoexpectustobeandmaintainasustainablepresenceonour userssmartphonesandcomputersaswellasinprint.

TheCWhaschanged.

SectionI:ThreeplatformsforanewCW
OVERVIEW:Whatsnew Emphasisonprintdesign TheApp Petitions Projects Videodesk Culturedesk Staffstructure

PRINT

TosustaintheCWsprintservice,wemuststressforwardthinkingdesign,regularityof coveragethroughaviablebeatssystem,andhighqualityenterprisereportingthatfurther addstothepublicrecordoftheUniversityofAlabamacommunity. MAKINGDESIGNAPRIORITY Readerswillpickupapaperthatlooksclean,novel,andthoughtfullydesigned.With integrationofthenewworkflowsystem,CWdesignerswillhavemoretimeeachdayto devotetothinkingaboutdesignandwellusethatextratimetoplanahead.Aesthetically pleasingdesignnecessitatesaestheticallypleasinggraphicelementsand photographygraphicart.Toattainthis,CWphotographerswhohaveproventheir conventionaltalentwillbeencouragedtouseadvancedphotographytechniquesand experimentcreatively.Forinstance,basketballphotosarenearlyalwaysvertical,severely limitingwhatdesignerscandowiththephotosonthefrontpage.Everyonesseenthedunk photobefore.Onefixcouldbetotakeapanoramicphotoofthecourt,thenstitchthephotos togetherinPhotoshoptocreateahorizontalphotoshowingthewholeteam, contextualizingtheaction.Wecanusethistypeofinnovationtotellatruerstorya basketballgameisnotjustoneplayermakingadunk,itsateamgamewithmoreemotion. (Figure1A).

Figure1A

Photographscanalsobeusedmoreactivelyinproducingtitlesforseries,etc.Afterthe tornado,weusedadesignelementinspiredbyAlJazeeraEnglishscoverageoftheArab Springtodesignsectionheadsofthe firstprinteditionafterthestorm.

Figure1B

 THERULE:Itisimportanttonote,however,thatwecannevereditphotosinamannerthat detractsfromthetruthofthestory.Weonlyusethetechniquesofarttomorethoughtfully representthestory. Additionally,weneedhigher qualitygraphicelementsin theCWtoservethesame purpose.Whenwehave numberstorepresent,we dontneedachartwithandx andyaxis.
Figure1C

Weneedgraphicstovisually representlargeamountsof data,andmakeobvious correlationsthatarent apparentfromablockofraw information. Howweachievethis: 1.Recruittheabsolutebest talentpossible.Thismeans morethansendingouta graphicdesignerneededTweet.Thismeanstargetingthebeststudentsandinvitingthem tohavetheirworkpublished. 2.Planahead.Noteveryphotographcanbetheamazingcenterpiecephoto,butweshould planaheadandmakeithappen.Wellhavemoretimetoworkondesignwiththe integrationofNewsEngin. 3.Writethestoriesthatneedgraphics.Withoutablockofinformation,youcantmakea graphiclikeFigure1C.Toshowcorrelationsandrelationships,wehavetofindthemfirst. Tosustainthisnewemphasisondesign,wellneedtopqualityjournalismthatattainsthe right,relevantinformation. INTEGRATENEWSENGIN Thedemandforinnovationindesignwouldnecessitateoneresourcemorethanothers time.Wehavethecapabilitytoseriouslyincreaseourproductivitybyutilizingthebought andpaidforwebbasedworkflowsystemthatwecurrentlyhave.NewsEnginhasitsflaws, butbykeepingwithitwecanensurethatlesstimeisspentwritingheadlinesandmore timeisspentlayingoutthepage. QUALITYREPORTINGASTANDARDFOROURJOURNALISM AstheUniversityofAlabamaspublicrecord,theprinteditionwillremainthe primaryoutletforwrittencontentproducedbytheCW.TheCrimsonWhitehasattained

overthepasttwoyearsaleveloflegitimacyunmatchedinitsrecenthistory.Wemust maintainthat.Severalguidelineshavehelpeduswithourreportingofseriousissuesand breakingnewssofar,andwemustmaintainthemtheyarethesustainable,tested strategiesthatweshouldbegintoinstitutionalizeintheCWandcollegejournalismasa whole. FactorsandElements.Drawingfromalegalconcept,weadoptedthisphilosophy after@TheCrimsonWhitesentatweetthat8studentshaddiedinthetornadoonApril29. April30wasspentscramblingtofindthenecessaryinformationtosubstantiateourreport. Toensurethisneverhappenedagain,weadoptedthephilosophythatinformation thatisntavailableonthesurface,orthatsomeonemayactivelybetryingtowithhold,or thatisundergeneralspeculationordoubtmustpassatestbeforewecanreportit.This preventsusfromdoingsomethingIthinktoomanyjournalistsaredoingtodaygivinga partywithintenttomisleadthepublicthesamespaceandvalueinastoryasthe researchedandprovenfact. Thetest,establishedatthebeginningofreportingonthesubjectandunchanged throughouttheprocess,determineswhethertheconditionoftheinformationhowwegot itmeetsoneofseveralpredeterminedfactorsorallofseveralpredetermined elements.Iftheinformationpassesthetest,wecanreportitastrue.Factorsaredifficult orunlikelyconditionstoobtain,liketheannouncementoffuneralarrangementsinthecase ofadeath,firsthandaccounts,confirmationfromthreeimmediatefamilymembersora pressreleasefromanofficialsource.Elementsareeasiertoobtainsingularlybutjustas difficulttoobtainasfactorsintheaggregate,suchassocialmediaposts,confirmationfrom 3friendsorfamilyandinabilitytoreachthepersonafter24hours.

 Seriesoncontroversialtopics.Oncewehavethistestestablished,weuseit,againand again.Thisistheessenceofgoodjournalismkeepingwithit,andrememberingthe Watergatestory.Wealsoneedtokeepthestandardofreportingonastorybeforewe editorializeonitasaneditorialboardtheVictorRule.Then,theeditorialpiecebecomesa partoftheseries.

ONLINE

KEEPINGTHEFOCUSONTHECETEAM TheCommunityEngagementteamisthegluethatholdsouronlineoperationtogether.The communitymanagergivesafaceandapointofcontacttoourentirewebaudience.We mustkeeptheemphasisonmaintainingagoodpresenceonsocialmediathatactivelyseeks arelationshipwithourreaders,mainlyour13,000Twitterfollowers. ASocialMediastylebook Currently,wehaveasystemofbestpracticesthatensuresthatourcommunitymanager andthoseoperatingourTwitterhandleinbreakingnewssituationsmaintainasingular, recognizablevoiceonsocialmedia.Weneedtoconsolidatethislistofbestpracticesinto averifiablestyleguidewithcodesonhowtolinktostories,howtoengageviewersand conductconversations,ensurethatAPstyleremainsthebasisforalltweetsandmaximize charactereconomyworkingunderthe140characterrestriction. Settingagoal FromthebeginningofFall2011todate,@TheCrimsonWhitegrewfromaround8,600 followerstoaround13,000followers.Ourgoalforthenextyearwillbetoincrease from13,000to16,000followers. INTERACTIVEMULTIMEDIAANDINFOGRAPHICS Expandingourmultimedia.Wehavetheabilitytomakeinteractivemultimediapieces usingwebtoolslikeGoogleMapsandStorify.Thesemaybecreatedasstandalonepieces fortheweb,butusuallywewillaimtomakethemcompanionpiecestotheprintstory. OurgoalwiththesepieceswillbetocreatecontentwithviralpotentialinUAscornerof theInternet. VIDEODESK VideosandalternativestoryformatsthatusevideoclipsareexclusivetotheCrimson Whiteswebsite.WewillteasetotheminprintanduseQRcodestopromotethem,butthey areperfectpiecesofcontenttokeepoursocialmediapresenceengaging.Again,theywill beintendedtogoviralamongstudents. Styleguide Peoplewillsharegoodqualityvideos.Videosthatutilizecreativityandtellgoodstories havethepotentialtogoviraloncampus.Therefore,wellbegintofollowaformatforour short,storytellingvideosandabidebyavideostyleguide(outliningtheuseoftitlecards, 7

introsequences,audioediting,)etc.tomakesureoursignatureCWbrandisapparentinthe videos. Shortdocformat 1. Tellastoryintwominutes,withacompletethreepartdramaticstoryarc: exposition,conflictintroduction,conflictresolutionorcliffhanger. 2. Generallyhaveonlyoneortwocharactersandrecapeventsorexpressonepersons feelingsaboutasubject. 3. Followanobservatorydocumentaryformat:nonarration,thecharacterspeaksfor himselforherselfifatall. Documentaryformat 1. Fivetosixminutesinlength.Threepartstoryarc,butwithmultiplecharacters protagonistsandantagonistsintroduced. 2. Nonarration,butthevalidityofeachcharactersstatementsarecrossexaminedand challenged.Theconflictcomesfromdifferingviewschallengingeachother. 3. Dramaticstoryarcexposition,risingaction,climax,andresolution. 4. Utilizesmoreskillfulcameraworkfortimeeconomy,framing,Broll,anddevices liketherackfocusshouldhaveintentionalsymbolicmeaningasmuchaspossible. Hybridstoryform Theonlineversionofstoriestakingthisformthiswillintegrateshort,10to15 secondvideoclipsthatillustratewhatthewriterisdescribingusingcodedevelopedthis yearbutyettobeutilized. CONTINUINGTHEAL.COMPARTNERSHIP Maintainingourblogonal.comalreadyineffecthasahugeeffectontheperceptionof ourbrand.WhentheCWpublishesabigstory,peopleacrossthestatemaybeinterestedin whatisgoingon.Withourblog,theal.comcontentmanagerisoneclickawayfromputting anaggregationofourstoryonthefrontpageofal.comasitewithmillionsofviewers daily.Inthepast,ouraggregationsonal.comhavegeneratedhundredsofcommentsand highwebtrafficbacktooursiteasreadersclicktoreadthefullstoryonoursite.Apaid employeewillmakesurethatcontentisuploadedconsistentlyeveryday.

MOBILE

Ultimately,theappwillhavefourbasicfunctions: 1. Sharecontent.Userswillbeabletoreadallthenewsandopinioncontentinthe printeditionontheirmobiledevice. 2. MyCW.ThiswillbeaplatformforstudentstosubmitcontenttotheMyCWuser createdblog.TheAppwillutilizemobiledevicescamerafunctionstoallowusersto takeapictureorvideoandimmediatelypostittotheblog.Thisfurthersourcasue asanewsorganizationbyfurtherengagingourusersandgivingthemaplatform fromwhichtospeakaboutwhattheyviewasnews.Additionally,imagineifwed hadthiscapabilityduringtheaftermathofthetornado.WillbecuratedbytheApp editor.

 3. Petitions.FollowingthesuccessfulmodelofChange.org,userswillbeabletostart andsignpetitionsontheappandonline.Thiswillpromotecommunityengagement bytheCWifauserreadsacolumnorstoryandfeelsstronglyabouttheissue discussed,heorshecanimmediatelystartapetitiontocausechange.TheCrimson Whitewillregardtheviewsofthesepetitionersinthesamemannerwithwhichwe regardtheviewsofcolumnistsandletterstotheeditor.Petitionswillconsistofan onlineformthatrequestsafullname,email(askingstudentstousetheircrimson accountsforthesakeofcollectingUAvs.offcampussigneedata),andstreet address.Theappandthewebsitewillbothallowuserstocommentonthepetition andsharethepetitionpageviasocialmedia. 4. Projects.(SubmissionsbyApponly)FollowingthemodelofGood.isprojects,we willsolicituserssolutionstoproblemswewriteabout.TheFergisovercrowded? TheprojectthatmonthcouldbetoRedesigntheFergsfloorplan.Wewould encourageourcommunitytousetheappscamerafunctiontosendpictureswhich wecuratethattheyvesketchedinclass,andrunthemostsuccessfulone(decided byoureditorialboard)inprint. Projectideas:1.RedesigntheFerglayout

Howdoweaccomplishthis? Theappisalreadyinearlystagesofdevelopment.CodeisavailablefromBoiseStates campusnewspaperthatwouldprovideusthegroundworkweneed,andwewillhirea computersciencedeveloperastheAppEditortocreateandmaintainexactlywhatwe want. AppEditor Theneedtocuratecontentuploadedviatheapp,adjustsettingsandmakesureeverything runssmoothly,aswellasworkwiththesocialmediateaminbreakingnewssituationsto solicitcontentfromuserswillbegreatenoughtoaddanemployededitorposition.This editorwillworkimmediatelyundertheOnlineEditor.

SectionII:Raisingourstandardagain

TheCWmustraiseagainthestandardsetbyVictorLuckersonin2009forthecontentwe produce.Additionally,weneedseveralstructuralchangestoreflectourgoalofbecoming viableacrossthethreeplatforms. ABEATSSYSTEM Asystemofregularcommunicationbetweenwritersandeachcornerofcampushaseluded theCWfortoolong.Realbeatswillbeestablishedandreporterswillbeexpectedtowritea storyfromtheirbeatatregularintervals. Howweachievethis: Conventionalcommunicationiscrucial.Additionally,wecanandwillcreatelistsor accountsonTwitterthatfollowonlystudents,faculty,andstudentgroupsassociatedwitha beat,andusethemtoobservetheactivitiesandinterestsofthebeat. BREAKINGNEWSSITUATIONS Inbreakingnewssituations,wewillfollowthemodelthatorganicallyoccurredfollowing thetornado. Roleswillbedeterminedbywhateachpersonhastheabilitytodoatthatminute, andtheEICwillberesponsibleforallocatingresourcesaccordingly. TheCommunityEngagementteamwillbebroughtintoactionimmediately,and beginworkingtoproducetipsandcontactsaswellasfactors,ifnecessary. TheOnlineEditorwillworktooverseetheCommunityEngagementteamand contactthenewseditor,whowillberesponsibleforeitherprovidingsomeoneto producecontentorproducingithimselforherself.Thegoalwillbetoupdatethe websiteasquicklyaspossibleoncetheFactorsandElementstestispassed,and theOnlineEditorwillseethisthrough. DEFINITIONOFROLES

EditorinChief Managing Editor Production Editor Opinion Editor Magazine staff NewsEditor Assistant NewsEditor Assistant NewsEditor Sports Editor Assistant Sports Editor Culture Editor Assistant Culture Editor Graphics staff Designstaff Visuals Editor PhotoEditor VideoEditor Documentar ySpecialist Coverage Specialist Multimedia staff Community Manager Assistant Community Manager Online Editor AppEditor Copyeditor

BlogStaff

WebEditor Assistant WebEditor

Figure2A

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 Editorinchief Ultimatelyresponsibleforeverythingdisseminated,printed,andsharedbyTheCrimson White.Servesasthepublicfaceoftheorganization.TheEICmustproduceandmaintaina sustainablesystemforpersonnelmanagementandensurethateachhirededitor,manager andassistantexecutestheirjobtothebestoftheirabilities,makingadjustmentsasneeded. Heorshemustidentifytheneedsofthestaffandrespondaccordingly,providingeach employeewithwhattheyneedtocarryouttheirjob.Articulatingalongtermvisionand ensuringsustainabilityandqualityalsofallundertheresponsibilitiesoftheEIC.Works2 nightsperweekuntiltheendofproduction. ManagingEditor WilloverseedaytodayproductionofthenewspaperandreporttotheEIConpersonnel issues,productionprogress,aswellasthelongtermprojectssuchasdocumentaries, specialprojects,magazines,andseries.Hisgoalshouldbetoseetheselongtermprojects tofruitionandensurethattheprinteditionmakesdeadlinenightly.Willparticipateon editorialboardandmustwork3nightsperweekuntiltheendofproduction. ProductionEditor WillcoordinatetheactivitiesoftheOpiniondesk,Newsdesk,Sportsdesk,Entertainment desk,andthemagazinestaffresponsibleforallstagesoftheproductionofcopycontent. Mustwork3nightsperweekuntiltheendofproduction.Willensureconsistentcontent throughthemaintenanceofthebeatssystemacrossthethreemajordesks,andfocuson improvingthequalityofwritingproduced VisualsEditor Willdesignthefrontpageandspecialdesignprojectsdaily.Responsibleforthe coordinationofgraphics,photographyanddesignstaffsandmakingthethreework togetheraccordingly.Willplanfeaturepagesandensurethatthecontentisproducedon timeanddonetostandard.Willassignvideos,multimedia,andphotosweekly.Willalso makesurecleandesignandimagesappearonthewebsitedaily.Worksnightlyonhisor herspecifictasks. Onlineeditor WillberesponsibleforallaspectsoftheonlineeditionoftheCrimsonWhitedaily.Must coordinatetheactivityoftheCommunityEngagementteamandworkcloselywiththe CommunityManagertocarryoutcampaignstoincreasetheCWsreachonsocialmedia andrecognitioninthecommunity.Willnumberstoriesdailyforthewebsite,communicate withthewebeditorandensurethateachstoryispublishedaccordingly.Mustcoordinate Projectsandcarryoutcampaignstopromotetheapp.Willalsocoordinatewithal.comto buildontherelationshipwevealreadystarted.Worksnightlyonhisorherspecifictasks. ChiefCopyEditor Thechiefcopyeditorwillmanagethenightlyrotationofcopyeditorsandworkacross platformstoensurethatCWcontentisinlinewithourstyleguides(video,socialmedia, 11

print,APstyle.)Heorshewillalsoleadtheeffortinensuringaccuracythroughfact checkingandflawlessgrammar,storystructure,styleandwordeconomy. Opinionseditor Willcoordinateweeklycolumnistsandberesponsibleforrecruitingnewcolumnists.Heor shewillalsoensureabalanceofviews,andensurethatthepopularopinionsaround campusareallexpressed.TheOpinionsEditorwillalsotakepartinmanagingthePetitions andProjectssections,decidingwhentointegrateaspectsorproductsofthoseoperationsin theprintedition.Heorshewillrecruitandmanageacartoonistandberesponsibleforthe productionofPage4nightly,workingwiththeProductionEditorwhennecessary. NewsEditor TheNewsdeskrepresentstheconsolidationofCity,AdministrativeAffairs,andCampus desks.Newsstorieswillbetiedtoeventsreporterswillpreviewandcoveralleventsnot coveredbytheCulturedesk,thatistosay,thosenotdealingwithart,music,foodor identity.Workingwithtwoassistants,theNewsEditorwillbekeenlyintunetowhats goingonatAlabamathroughouttheyearandproducecontentaccordingly.TheNewsDesk shouldproduceapproximately10storiesonadailybudget. SportsEditor TheSportsEditorwillensurethateverysportoncampusaswellasintramuralsportsis coveredinaccordancewithdemand.Footballcoveragewillbeexpectedtoinclude extensivefeaturesonplayers,coaches,mediacoverageofthefootballteamorfans,student andotherwise,andtheSportsEditorwilltakeanactiveroleinproducingGameday MagazinewiththeMagazineeditor. CultureEditor TherenamingoftheLifestylesdeskcomesatatimewhenthecoverageofcampusand Tuscaloosacultureneedsmorefocus.Thenamechangeshoulddojustthat.TheCulture Deskwillcoveraspectsofcampusinvolvingart,music,foodandidentity(racial,sexual, socioeconomic,etc.)Thesectionwillalsoprovidecommentaryandwritedefinitivefeature storiesaboutidentitiesandlifestylesthataretimelyonlyinthebroadercontextofour generation.(Newswillstillberesponsibleforfeaturestorieslinkedtoevents,liketherace issueinGreeklifeandtheevent,ablackwomanrushingawhitesorority.)TheCulture Editorwillmaintainthiscoverage,beats,andproducefeatureideasandseethemthrough topublication.TheLifestylesDeskshouldproduceapproximatelysixstoriesperdayona dailybudget. VideoEditor Thevideoeditorwillaidineditingrawfootageobtainedbyhisorhervideographers,as wellasproducingvideocontentofhisorherown.Additionally,heorshewillbalance shortdocs,documentaries,andHSFs(seeVideoDesk)andproduceonevideo,etc.per day. CommunityManager

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 TheCommunityManager,withtheassistanceofhisorherstaff,willmanagetheCWs socialmediapresenceTwitter,Facebook,Google+,Flickr,Vimeo(tobecreated).Heor shewillalsoserveasamainpointofcontactforthecommunitywiththeCrimsonWhite, organizingpromotionaleffortsandevents.SeeKeepingthefocusontheCEteamfor more. AppEditor SeeTheAppsectionforadescription.TheAppeditorwillmanageallaspectsoftheapp anditsinteractionwithprintandonlineeditionsoftheCW. WebEditor TheWebeditorwillworktomaintaincw.ua.edu,designingandcodingdifferentdesigns whennecessaryandensuringthatstoriesappearonthewebsiteinanappropriateorder andlayoutnightly.

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