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"When art connects with the Kraft": the publishers of the online media about technology, AI, and life
Material posted: Publication date: 25-12-2018
The basis of the article is the transcript of a round table with our November conference "Contenting 2018". Speakers – Maxim Gradev (Pikabu.ru), Sergey Baryshnikov (Bigpikcha.ru), Evgeniy Volnov (Cyber.Sports.ru) and Roman Hudonogov (Setka.io) shared their experiences and gave tips to budding authors and journalists. Does it make sense to open your own media – read under the cut.

Blockchain in the media: kryptonite for the content

— A few years ago there was a media based on the blockchain that implement the process of monetization: people get tokens for posting, likes, etc. How is it relevant? Is there a future for such media?

Maxim Gradev: That the content is of high quality, the user needs to be internal motivation. I think for the money it is difficult to write a good post. Another point which I noticed a bit after watching "Voice" (Golos.io): the content is affected by the value of the cryptocurrency. When it grows, users are happy, they have a lot of posts on this topic. The rate falls – all are upset, which is reflected in the content. I think it's not very interesting to a wide audience.

Sergey Baryshnikov: I don't see on the market good examples of implementation with tokens, although many platforms have experimented with this. Once upon a time LiveJournal has introduced a badge, now Yandex.Zen tries to pay authors money. Wins the one who first set up this work and will be able to offer truly substantial income for their authors. But when it happens – is unknown.

Evgeniy Volnov: considered to be super perspective initiative, but only as a research project. If you read "the Voice", everything immediately becomes clear. People discuss the whole blockchain stuffing as it is to scale... the Process as in any aquarium: to watch, to laugh and to be glad that we do not have.

Roman Hudonogov: Of these blockchain-pieces I liked the most the browser of Brave, although it is a slightly different approach. There the user can pay for content that he likes. When you install the browser, get to your account 10-15 BAT – is the currency of Thailand, only crypto. The more often you visit the sites, the more they earn. If the user more frequently (compared to other resources) comes, for example, sports.ru the major part of his kryptonate goes back to his Wife. This model is interesting, it motivates the authors and publishers to make really interesting content. And a good scheme for the distribution of funds.

Recommendation systems: is it worth advising alcohol alcoholic?

— Let's talk about systems that suggest additional content to the articles. There is such a service as relap.io, which allows you to make personalized recommendation for users, taking into account their interests and some statistics. Another example is Echobox, positioning itself as a smart online posting. Question: how sophisticated steel Advisory services in General and how far in Recommender systems you have on your sites?

Maxim Gradev: We had one recommendation, the system will not call her. In the end she started to give users the most CTR-wide records. But CTR doesn't guarantee quality, and we received a lot of negative feedback. Was often very funny headlines that I even hesitate to voice. From this system we refused, but our own. We have the content shown in the feed, and the user can interact with it – like, vote for it, comment, etc. So it is easier and clearer than with third-party Recommender system.

When you use these services, you need to understand why you're doing this, what purpose they serve. And to assess whether it somehow helps: increases the depth of view affects your income or other indicators.

Sergey Baryshnikov: If media has the resources to develop their own analysis tools and Recommender systems, no external system can not compare with them. I respect the guys from Relap, we tried several times to work with them – but still our internal recommendation system showed the best results, and we left.

Evgeniy Volnov: you Should use these systems to earn money and supply your own. How did we and apparently everyone else. I, too, respect the guys from Relap, and to all the guys who are doing something with your hands. But Recommender system left, I think, somewhere in 2013-2014 and have not moved forward. In this field, you can do everything and nobody does it. Although this is obvious. If there is someone who is engaged in Recommender systems, come to me, tell me how we all earn.

Roman Hudonogov: I, too, sincerely treat everyone, this is important. We had a different experience: first did my system, then tried someone else. In the end, I realized that our still better. I'm talking about projects Look At Media. I do think a bit flawed the idea is to encourage readers simply abstract the post to which he is likely to click. Media there are a lot of different tasks, including information, education, entertainment. But Advisory services are now only perform the last task, ignoring educational function – in my opinion, extremely important for the media. If you read about some phenomenon – political, sports, it's great to go for recommendations on similar material. So, to you, for example, delved into the subject, understood or discovered something new in this direction. Has long been discussed in the information box, Facebook and other networking concepts the type of echo chamberwhen you're in some kind of vacuum. Modern Recommender systems are more and more of us in there tighten. And diversity is cool.

— How soon do you think that recommendation systems are an artificial intelligence?

Roman Hudonogov: Has a cool post on Facebook: if you see on the slide ML, then it is written in Python, if you see AI in PowerPoint. That is, AI is too abstract, I guess. And logistic regression written in Excel, is is quite quite ML and AI. So the recommendations already have ML, AI and everything else. Depending on how you prefer to call it.

Evgeniy Volnov: From recommendation systems have two objectives: to narrow the horizons of man, or to expand it. It seems that all this time we were going to to narrow it down. It seems to me that in 2019-20 years these recommendation things will start to go away from the agenda. People need to show some other things, not only what they are likely to click. Agree, it is strange to recommend that the person's alcohol, if he drinks alcohol. Maybe it's better to show him that in life there are many other pleasures?

Roman Hudonogov: most Likely, so soon they leave. Example of Chinese newsfeed Toutiao, which is 72 minutes per person per day with 200 million active users, confirms that the business is going in this direction. So the alcoholic will continue to show alcohol.

Maxim Gradev: Eugene offers to broaden the horizons of readers. But a recommendation system "or/and" it is very difficult to do it: she still doesn't understand how to show something new, that it was pleasant to the user.


From left to right: moderator of the roundtable, Anton Polyakov, head of the content Studio Habra, publisher Pikabu Maxim Gradev, publisher Bigpikcha Sergey Baryshnikov, publisher sports.ru Evgeniy Volnov and co-founder of the service Setka (Look At Media) a novel Hudonogov.

About formats of presentation and new branded media

— What formats of material feed today interesting, relevant? If something new and promising for the people clinging to?

Maxim Gradev: I was actively studying this issue, but it seems to me that the main thing – the essence of the content, not the packaging. In my opinion, the format in this sense secondary.

Sergey Baryshnikov: I don't see anything new. The media issue right now is that there is nothing revolutionary happens. Linked to this is a certain fatigue of advertisers from the media. So they periodically go to the brand-media, experimentation with bloggers and so on.

Evgeniy Volnov: You may recall yandeksovsky narrative, although this is a weak example: a good product, but a trend it is difficult to call... I think we do not know how to entertain people, to speak in plain English on some complex topics – and life becomes harder and harder. Moreover, we have a very suitable country. I like when the media can talk about difficult things in the format of quizes, but it does not descend into some kind of a gesture. We have sports.ru I always talk about this project as ranker.com: look, smashing model, is very simple. I don't remember other examples where the content would be re-packaged in some kind of interactivity that a person can perceive in half a minute.

Roman Hudonogov: I found the answer while driving here in the taxi: a study of the Reuters and the University of Oxford, which is called Time to step away from the ‘bright shiny things’? The guys interviewed 39 senior journalists from 17 countries on "what to do next." It turned out that the last five years there throwing from trend to trend. Like, "Oh, stories! Let's make stories, it's very cool!.." "Quartz has launched Facebook Messenger" – there you sit, suffer, read the news in the messenger, don't know why – but it was pretty cool! Conclusion – it would be good to return formats such as investigative journalism, narrative, caring about the reader. It's cool, in my opinion. In General, when there is some kind of trend, wave of advanced technologies, first of all rises up, then the bottom. After all suffering, and then everything begins to grow again. We are now moving along this J curve funnel.

Now I am interested not so much the format, as a specific publisher. The fact that lately there are interesting alternatives to classical media. Under classic, I mean the Internet media. Books and magazines is already far away. Now brands began to create more and more great media. These publications are outside of the model "let's accumulate an audience and its attention to sell to advertisers". They are perfectly open topics, especially professional. Now I don't know of any traditional media, which could read a lot of good articles on a specific subject. But I think over the next 5-10 years we will see a radically new landscape of media, where the brand will stand on a par with the publisher. He will also become the publisher and will often solve the task of the reader better. The fact that brands are maniacally focused on User eXperience, they can't just say: "Buy, please, I have! I have cool!" They need to tell the story so that people still associate this is a cool message with the brand.

For example, the brand of Intercom – a thing that appears to the right on every third site and incredibly annoying – publishes a cool magazine Inside Intercom. Do not write about how amazing they were, and how to make the product, how do you organize support. This is a super cool trend! Second example: I know of no media that talks about extreme sports better than Red Bull. And if you ask the audience, what media is the best in Russia talks about money, about how to save, most likely, most would call the publication of a brand that we all know. It's really cool. It is possible that soon any brand will release a political publication. It seems incredible, but I think it will be.

Distribution and new distribution channels

— What new distribution channels have emerged over the last time? What experimented? What channels have you well went, have caused concern?

Maxim Gradev: With messengers experimented, tried Viber and Telegram. In Viber there are such groups, as in the Telegram. From the old, they differ in that displayed among the list of your personal contacts. But still we have not gone. With the Telegram goes well and scored 164 thousand subscribers in the group sale is. After a while we may recoup the investment in the development of the channel. Very well-monetized channel in Vkontakte. But Facebook doesn't pay, but we historically do not have a relationship with him.

Sergey Baryshnikov: In 2017-18 years, many media are hooked on the needle traficului Yandex.Zen. Probably, everyone will be hurt in 2019 her jump, as it was four years ago with a Rambler. Yandex.Zen, in my opinion, now "number one" as he pours the traffic. And here then – who learned to work with him, he will be able to monetize.

Evgeniy Volnov: the Word "distribution" already stuffed mouth. I hope that in 2019, the frequency of its use will fall. While nothing new has appeared – and thank God: we'd have to hire people, to explore, to fill the cones. And already we are tired. Things are moving very quickly above us, someone always makes experiments. They are somewhere good, somewhere not. What to do, we have to live with it. Although everything has turned into some kind of domestic assault, which is just boring to do. I agree with Roma about the media: the media is getting crowded from the fact that someone comes to you – advertisers, platforms, and so on – and all the time tells how it should be done. And brands do not have these restrictions. There are other frames, but they allow you to do something, what classic media just can't afford it due to some templates. Media has turned into a brick factory: the type here is a channel of distribution, let's... the Question of distribution is part of this factory is absolutely standard, no interesting product. This is terrible, this is necessary to move away.

Roman Hudonogov: We began to forget that your website and your app is great. You have direct access to the whole of his audience. While in Facebook, accumulate a group of 150 thousand, publish the post and have access to 2% of their audience. Distribution need to be addressed, otherwise you'll lose. But own content hubs in their apps and platforms – that is really cool! You can collect data, recommend and understand. No one will do it better than you know yourself. And most importantly, that you have at arm's length, this is the audience. For example, you can send an email to prokonsultirovat with the user. You don't have to rely on the allocation mechanism of attention, which uses a particular service. Wanted to post a message, you say: "are You in your group can zapustit for money. Pay us and get access to what you yourself typed".

Evgeniy Volnov: In our company about a hundred native mobile applications in different languages. I know how much we have spent and how much earned, so I want to tell you: don't do mobile apps, especially if you have not sports media.

Roman Hudonogov: He specifically says so, I assure you: "Guys, please, don't go in any platform! Don't do media, it will end badly..."



— How the reader's attention dispersed on these channels?

Maxim Gradev: we Have one of the engineers happened to this story. When he met his girlfriend and talked about his work, she asked: "are You in the group in Vkontakte work?" That is, she didn't know about our site in principle. So due to additional traffic sources we gain a new audience that are not familiar with our original site, sites, applications.

Is it possible to measure the quality of the content

— With the mass advent of bloggers the quality of content has declined. Is there a demand for a higher quality product? And how the quality can be user-generated content (UGC)?

Maxim Gradev: When we started, the quality of the content for me was the most important factor. I judged myself why I use the resource? And decided that I need every day to go and see quality content. Somewhere blogging content and sags in quality, but still there are some very cool materials. I love how the same Vkontakte experimenting with longride. It's even difficult now to offer the user of the content and quality is the main struggle. So I think, in absolute terms, the amount of quality content on the contrary increased.

Users can make good content, but you need to understand what motivates them: it's not going to do something worthwhile for 10 rubles – or whatever "Voice" you can earn. With the right motivation will be and the quality of UGC. Especially if by quality we mean not only the decoration, but the essence of the content.

Sergey Baryshnikov: the quality of the content is rather subjective. I will argue about the fact that bloggers have reduced quality, on the contrary: take the same Dude, which lifted the bar on YouTube for all media including.

— Yes, there are good examples. But even on YouTube the quality blogersha content is now very controversial.

Roman Hudonogov: the Quality is not deteriorated, just have more channels, communications, and people. Take channels one million: it was, for example, 100 bloggers became 12 thousand. Probably, some integral quality has decreased, but overall remained at the same level.

Evgeniy Volnov: I do not like the setting content as the quality. Let's draw a parallel with art: we do not talk in the gallery about quality or poor quality picture. It may be boring, uninteresting, with a lot of debt and so on. But I can't say anything about its quality. In any case some kind of statement. Even one letter – it is a statement which can be fun in context. And if the bad texture, but the text is 20 thousand characters – who will read it? It may be tough and high-quality analytical content, which nobody wants. Because the author understands what people need, what is, how to convey his emotions. I – for any of the content, and therefore to UGC, I have no claims to any comments etc. the Main thing that all was done skillfully. Then it's cool.

Roman Hudonogov: I believe in quality content – in terms of the existence of such a term.

I think the coolest thing – when art connects with the Kraft, that is, with production and classroom formats.

Again, going back to the brands and to request high quality content: we wanted to give our readers maximum benefit. I really like when guys do the work for the reader when they are trying to understand a certain topic. No need to look for some more sources, and when this post is really good when you're nice to consider and to read. I would call it quality content, and it is, in my subjective opinion, can overcome the above-mentioned panel of text, is not very well written, and so on. If we return to some retro-media, it is simply a book on an interesting topic – and famously written about the same book. The second is hard won, so quality content is great. Request personally, I have, I want quality content.

Maxim Gradev: I really liked WO's analogy with art. Indeed, on what parameters do you like the picture, as you will appreciate? Perhaps this is the style of the author, the story itself, it may be on the wall or a small... Similarly, you can evaluate the content: how it is decorated, how beautiful photos, easy to read, is the humor picked up facts and so on. That is, there are a number of parameters, and it is already possible to judge collectively. It turns out, is within us a kind of scoring system by which we assess how much we like or dislike the content.

Factchecking: benefit or harm

We know that people can make mistakes. Sometimes the posts that have some kind of fatal error and collect a million views and hundreds of likes. And nobody will pay attention, if somewhere in the 15-m comment someone wrote: "Guys, it's really not..." whether any system factchecking? And in General, how the UGC can be reliable?

Maxim Gradev: Yes, there is such a problem. Some users post inaccurate content, others deny it, write a rebuttal or require, for example, to remove the post. On the other hand, in the publication without UGC can be an author who will write invalid content – and no one would give him feedback about what content this is false. We are working with this on the basis of feedback of users. If they show us support, some facts that refute the post, then we get into, study it. After the inspection, either make controversial content of the website on a particular topic, which nobody can see, or editable, or something else is doing to him. Users have major demand for factchecking. This is a very important indicator of the content that you have read, and it was true.

Sergey Baryshnikov: As a consumer and, on the other hand, as someone who in the company is quite close to the money, I believe that factchecking is an absolutely harmful thing. This kind of lobbying, manipulation, etc. first, it may look only as an ecosystem solution: different players sat down and agreed on some common rules like: "We need to improve the environment of our information environment, let's put a few tens of millions of rubles and our brains to solve this problem for society." Can you imagine in Russia such a situation? I don't. Second, factchecking is a good way of manipulation, including some regulatory bodies. That is, any media that you get stuck on something, you can come and say: "Guys, we have papantonio, you were kind of bad, now we will punish you..." We see similar examples. Who said anything about factchecking how about some supermalloy problem? Facebook and similar players, almost monopolistic. Not sure if they want to bring honesty into our lives. In addition, our system is still capable of self-regulation. The same Bulk – the perfect system factchecking: funny, interesting. I think these things enough. Plus it is technically very difficult to do.

Roman Hudonogov: In my opinion, this question is kind of personal hygiene. I wash my hands, but to go out and shout about it – not very cool. I agree with the guys that a good solution is factchecking based on some kind of feedback-loop: users complained, you checked.

Evgeniy Volnov: Yes, there can be some hybrid stuff. While us media with large coverage, you need to think about how to teach people a culture of consumption to explain to them many things. And factchecking need to create inside. There definitely is no one right way, everyone this can happen in different ways.

Robots – structure, human – creativity

— When the articles for the journalists start writing artificial intelligence, machine? How is it really?

Maxim Gradev: it seems to Me these articles are not very interesting. You need some personality to invest in the content to other users with a different personality, it was interesting to read. So I don't really believe.

Sergey Baryshnikov: on the Contrary, in a year or two we will see a simple, news from some automatic media. They will probably arise in our field. But how deeply they will step further – nobody knows.

Evgeniy Volnov: Some hybrid models will definitely emerge. Artificial intelligence can help a person to make a correct word, identify which of the two synonyms more clickable, or choose from multiple headers with climatewell, send post to Facebook or Yandex.Zen.

Roman Hudonogov: During the last Olympics, the robot company Byte Dance that makes newsfeed Toutiao, composed and wrote news on the sports theme. They were well-structured, understandable, and it's not that simple. To create each text had to look at several sources to understand – who beat whom, to do a little paddock. There were very many such publications, and it really worked. That is, in the formats, where the structure can clearly be seen, robots are already writing. This is correct, let journalists do all sorts of things – more creative.

Your media: don't even try or not to listen to anyone

— What advice can you give to editors and authors? What technologies and services – from new – would be useful for them? And anyway, what the main content?

-Evgeniy Volnov: anyone not pay attention! Do not listen to anyone. The formats? Score! Examples, including Dada, with whom I worked in the same company, was sitting in one conference room talking about the fact that you don't need to drive themselves into the framework. Yura never tried to make the "this is to earn money... to say this and this... and be sure to look expensive." Would come out trite and uninteresting. In our time, when so many opportunities – both technological and in terms of topics – you just have to go and do.

Roman Hudonogov: I represent a Professional service, so to recommend it to someone not very cool. But still I want to say that design is a very important thing. If you have created a story, article or something else, do not forget that proper packaging in a cool structuring of text and the rest – job done for the reader. The important thing that is very often overlooked, because of this we have a small company and organized: working in the publishing house Look At Media, have come to the conclusion that stories can be told with more interesting, better. Trying a little to change this industry.

Sergey Baryshnikov: I Have literally the last tip. Do not try to open your video, because the money is not there.

Evgeniy Volnov: Maybe there was no money. But there is an opportunity to make a real revolution. Spit on the money, go there and do super cool things! Now there is weak competition, few of those who make very cool things. This field freely.



How to generate feedback, where to go for an aspiring writer, and other questions of conference participants

— At the recent RIW media unanimously criticized Yandex.Zen because he doesn't give them enough traffic. Today you mentioned that Zen pays authors money. In what way exactly? Now there seems to be, there are the tapes of the coolest media in Russia.

Sergey Baryshnikov: Every author when a certain amount of dociton – seven thousand or ten – can insert blocks of Yandex.Direct and to obtain some money. Big authors get, in my opinion, a few tens of thousands rubles a month.

— Recently watched Habra admin. On average, the post, which 50 thousand views, have 100-150 reactions (plus or minus karma). Now there are some new ways to involve users in feedback – so they have something to push up, to Express their opinions? For example, in Medium there are claps, Pat...

Roman Hudonogov: I think that reaction is a throwback. If you can conduct the reader to understand, like him or not, why ask him to click on the claps? Therefore, most likely, they became less.

Evgeniy Volnov: When we make the person explicitly to respond to the content, it becomes like an accomplice. This is no way to know what he thought – as if it is important for us. But it is a way to involve him a bit in content creation. I like the widget from Disqus service comments: you can read the article and how to display your mood – you know, like Sberbank, as you served. Probably looks weird, but it's fun. Plus stuff like "You read – what do you think?" "Who is right, this or that?" I talk about that we entertain bad. Only in this direction still have a lot to do, and nobody does anything. Incidentally, I do not understand why.

Roman Hudonogov: In UGC-projects that resonate: great to engage the user and give him not even the illusion, and the ability to influence. It's cool, I agree.

Maxim Gradev: the Guys said about a user who leaves a reaction. But it is equally important to think about the content author who wants to get some comments, reactions, advantages. He is important to assess the audience – a well-written article or a bad thing. About the statistics – it is important to clarify how many of the 50 thousand viewers have been registered users, how many slovenias. Because not all the audience can this reaction to leave.

Evgeniy Volnov: by the Way, we talk so much of any donation to the authors. Does anyone know a tool that can be easily embedded on the site and which would be allowed without hemorrhoids directly to pay the author that it was some kind of scalable system? I don't know.

— What information resources do you personally read? Of particular interest to the Western examples.

Roman Hudonogov: I really like MIT Technology review, especially their magazine in electronic form. They began to produce a publication every two months. About work in the 21st century was one of the magazines, the other about democracy. Cool, when on the same topic, speaks a bunch of different experts. Quartz like.

Evgeniy Volnov: I love all of Western hipsters. All who are called Roma, and I read them. In Russia, of course, read Habr. Very like Medusa: I'm pretty involved here, the regular, active reader. RBC read and, of course, sports.ru. Something must've forgot, but all of the above is included in my daily intake. This is a media that make a good product.

Sergey Baryshnikov: Read Peekaboo, Sports, Habr. Actually, I'm a very bad example: consume the content of the media, and not on their own. It certainly leaves a mark. For fun consume news exclusively from Twitter, Facebook, Telegram.



— Today I heard a couple of times that now in almost any industry have the opportunity to do something new. If a person wants to write on a specific topic, for example sports, will tell him something of their own to do some conditional bloek, or go for the big aggregator, where he could theoretically be traffic sports.ru Tribune? Second question: what areas of media are still not well covered?

Maxim Gradev: First you need to check how you are a good author. And whether or not a topic about which you want to write to someone interesting. To do this, it is reasonable to use the aggregator to conduct field research, wrote, saw, read or not. If all very well, you and your site to have.

Evgeniy Volnov: I would have immediately offered to do his. So you will learn many things that do not learn on a different platform. Maybe you will write bad and uninteresting, but someday will learn. Snapshot of success you have in any case will not. I've been writing in my spare time. Although it is very badly written, have a lot of work. On the second question – just last night on sports.ru went to read about table tennis and was disappointed. All media is just awful talk about this sport. There are only a few good pages on Instagram and Facebook. That's a very sexy sport, but no sane person won't say that – don't know why. There is so much to uncover! In sports there are several categories, which are poorly disclosed. Even skiing is so-so. And the list can go on and on.

Sergey Baryshnikov: I will Answer the first part of the question. Jack gave great advice: don't listen to anyone. So go for the biggest platforms and where the comfortable feel – there and work. Don't force yourself, do not be guided by the principle "all went to Instagram and I will go there". If you're uncomfortable, why stay? Nothing good will come of it.

Anton Polyakov: you just Need to love your job. Then many questions will disappear.

Roman Hudonogov: I would Like to end on a positive note: the guys who make media! There is much to say, but... Go to Instagram, anywhere you want to go – everywhere cool. I always have a desire for something interesting to read.

Source: https://habr.com/company/tm/blog/433578/

Tags: culture


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