AJ+, Al Jazeera's Digitally Native, Mobile-First News Network
Background
In the spring of 2014, Al Jazeera was quickly developing an ambitious new initiative that address for fast-changing video news industry, tentatively named AJ+. Having recognized the general decrease in television news viewership, especially among younger audiences, this initiative sought to go where they believed the news audience was clearly headed -- mobile.
In fact, the challenge of creating this new network embodied some of the core issues at the heart of the changing media landscape, including how "legacy" media organizations expand into the digital space, how to define and target a mobile first audience, what type of content and delivery platform works best for this new audience.
"Each of us, and the initiative as a whole, benefitted immensely from the chance to openly discuss and challenge our own thinking in conversation with the diverse range of academic and industry experts convened at the NU-Q strategy workshop."
Yasir Bishr, Executive Director of Strategy and Development, Al Jazeera Media Network
Participants
- Everette E. Dennis
Dean & CEO, NU-Q - Martin Nisenholz
Founding CEO of NY Times Digital - Joshua Benton
Director of Harvard's Nieman Lab - Carlos Castillo
Senior Scientist, Qatar Computing Research Institute - Rachel Davis Mersey
Associate Professor, Medill School of Journalism, Northwestern University - Mary Dedinsky
Director, Journalism Program, NU-Q - Klaus Schoenbach
Associate Dean for Research, NU-Q - Robb Wood
Director of Strategic Partnerships, NU-Q - Paul Reilly
Director of Media Strategy, Marketing, and Communication, NU-Q - Joe Khalil
Associate Professor, Communication, NU-Q
Session discussion
In advance of the workshop and with an agreement of confidentiality, the NU-Q team of experts review documents provided by Al Jazeera that had informed the company's approach to key strategic questions up to that point. During the session, members of the Al Jazeera executive team presented their current thinking on core issues that had been agreed with the NU-Q team in advance. The short presentation on each subject was followed by a directed discussion aimed at producing useful takeaways. The four subject discussions were:
Product
Is the core product of the enterprise the news content, or the platform (such as an app) on which the content is delivered?
Audience
How can a mobile news audience be defined and targeted?
Branding
How should the new enterprise be branded? What association, if any, should the new enterprise have with the core Al Jazeera brand?
Business models
What are the possible models for generating revenue?
Outcomes
- Following the session, NU-Q produced an executive summary that synthesized key insights and recommendations for the workshop discussion. The summary was presented to Al Jazeera leadership during a critical phase of the company strategic planning for the new venture.
- Connections made at the workshop led to further consultations on the new venture between AJ+ leadership and individual experts.
- NU-Q faculty used the AJ+ enterprise as a case in a number of curricular activities, including the core Public Relations class project
- Cooperation between NU-Q and the AJ+ team continues to this day, including guest lectures, internships, and research collaboration.