tronc Unveils Its Content Monetization Engine

Fight disinformation. Get a daily recap of the facts that matter. Sign up for the free Mother Jones newsletter.

A couple of months ago, the company that owns the LA Times drew mockery for its plans to introduce a “content monetization engine” that would “create more revenue…than you’ve ever seen.”

Then, a few weeks ago, they drew yet more mockery by renaming themselves tronc, for Tribune Online Content. Seriously. tronc. All lower case. I thought we’d gotten over that kind of nonsense in the 70s.

Today they officially began trading as TRNC on NASDAQ—and employees began receiving videos describing how all this content monetization will work. Monday’s blast features Malcolm CasSelle, tronc’s Chief Technology Officer, and Anne Vasquez, tronc’s Chief Digital Officer, who team up to toss around a whole mess of trendy buzzwords. tronc is all about “having a tech startup culture meet a legacy corporate culture.” They tell us that an “optimization group” will feed content “into a funnel and optimize it.” There will be “machine learning” and “artificial intelligence.” Stories will be “more visual.”  But what does all this mean? About three-quarters of the way in, we finally find out. It’s all about video:

VASQUEZ: Right now we’re averaging about 16 percent of our article pages have the type of video player that we can monetize. By 2017 we need to get to 50 percent of our article pages have a Brightcove video player attached to it.

CASSELLE: The CPM that we can earn with a video, or visualized content, is significantly higher than a page without it. And that’s the reason why we have to raise these numbers. It will significantly increase our annual revenue per user, which is a key metric for us to grow as a company.

I have too many friends who work for the Times to give this quite the snark it deserves. And besides, who knows? Maybe print really is dead. Maybe video is the future. And not just any video, but video being played on a Brightcove player that can be suitably monetized.

I hope there’s more to tronc than just this. Using artificial intelligence to slap monetizable viral videos onto every piece of journalism tronc produces is surely a wonderful thing, but it’s not exactly a vision of the future likely to inspire the troops. It sounds more as if reporters are now going to get daily summaries telling them how many of their pieces have Brightcove video attached, with stern talking-tos for everyone who fails to make their 50 percent quota. Exciting!

HERE ARE THE FACTS:

Our fall fundraising drive is off to a rough start, and we very much need to raise $250,000 in the next couple of weeks. If you value the journalism you get from Mother Jones, please help us do it with a donation today.

As we wrote over the summer, traffic has been down at Mother Jones and a lot of sites with many people thinking news is less important now that Donald Trump is no longer president. But if you're reading this, you're not one of those people, and we're hoping we can rally support from folks like you who really get why our reporting matters right now. And that's how it's always worked: For 45 years now, a relatively small group of readers (compared to everyone we reach) who pitch in from time to time has allowed Mother Jones to do the type of journalism the moment demands and keep it free for everyone else.

Please pitch in with a donation during our fall fundraising drive if you can. We can't afford to come up short, and there's still a long way to go by November 5.

payment methods

ONE MORE QUICK THING:

Our fall fundraising drive is off to a rough start, and we very much need to raise $250,000 in the next couple of weeks. If you value the journalism you get from Mother Jones, please help us do it with a donation today.

As we wrote over the summer, traffic has been down at Mother Jones and a lot of sites with many people thinking news is less important now that Donald Trump is no longer president. But if you're reading this, you're not one of those people, and we're hoping we can rally support from folks like you who really get why our reporting matters right now. And that's how it's always worked: For 45 years now, a relatively small group of readers (compared to everyone we reach) who pitch in from time to time has allowed Mother Jones to do the type of journalism the moment demands and keep it free for everyone else.

Please pitch in with a donation during our fall fundraising drive if you can. We can't afford to come up short, and there's still a long way to go by November 5.

payment methods

We Recommend

Latest

Sign up for our free newsletter

Subscribe to the Mother Jones Daily to have our top stories delivered directly to your inbox.

Get our award-winning magazine

Save big on a full year of investigations, ideas, and insights.

Subscribe

Support our journalism

Help Mother Jones' reporters dig deep with a tax-deductible donation.

Donate