You’ve arrived at a blog about transforming the companies that publish newspapers. And it’s a blog with an unorthodox point of view.
Here it is: News will not save you.
Why not? Because the disruption that’s pounding newspaper companies is not about people Read the rest of this entry
Last time I blogged about a fairly simple but powerful “Big J” journalism project we did years ago in my hometown, shaking up the judicial system in a very positive way.
Here’s another “Big J” project we did back then. It can be done in any community, and it will reveal very interesting things about who has and wields power in the community. Read further to learn how, and to see clippings of the stories we produced.
It started in 1992, when I was editor of my family’s newspaper in Monroe, Mich. At the time, I was doing some serious thinking about the local power structure.
The trigger was some disturbingly dysfunctional behavior I was seeing among the various political units at the time.
Cities and neighboring townships were feuding on various topics. The elected officials were deploying zoning and development policies designed to maximize growth at the expense of neighboring governmental units. Annexation battles were ugly and divisive.
I started to think about who really pulled the strings in our community. Who operated behind the scenes? Who could apply pressure or persuasion and get things done — or stop them?
I didn’t really know, although I had some ideas. I’d heard that this or that individual was quietly powerful or influential, but the only people who were routinely visible as decision-makers were the elected officials.
So, in the newsroom, we started trying to figure out a way to reveal who actually had political, economic or social clout in our community.
We came up with the idea of doing it with a survey. We decided that the best way to conduct it was to send it to a list of people we were certain had power or influence, asking them to name others who did.
So we started out by identifying what we saw as the most important categories of community activity at the time:
- Commercial business
- Human services and the arts
(Your list might be different; these were the sectors that made sense to us in Monroe County at the time.)
Within each of these sectors, our news team made a list of the people we were seeing or hearing most often as movers and shakers. We would send the survey to those people, asking them to identify others whom they saw as being the most “powerful or influential.”
We would ask each one of them to name people in his or her own sector, and we would ask them to name those with wider spheres of power or influence.
We hoped this would produce some visibility into the unknown networks of individuals who actually had and used some amount of power, authority or influence to make things happen.
I wish I could provide a copy of the survey here, but that’s long gone. I’m not even sure that I recall quite how we did it.
I think I wrote a cover letter that told the survey recipient that he or she had been identified as one of the powerful or influential leaders in Monroe County. I think the letter explained that we were attempting to identify who else in Monroe County wielded power or influence, so we wanted them to fill out and return the enclosed survey.
The survey asked each recipient to name other individuals they believed had the most power or influence, and it gave them space to explain the reason for each name they listed.
We asked them to complete the survey and mail it back to us.
A few days later, the response was looking very good.
Cindy Chapman, who was tabulating the surveys and would write the story, stepped into my office. As I recall, the conversation went something like this:
She said, “There’s good news and bad news.”
“What’s the good news?” I said.
“The good news is, there’s a lot of consensus on who is most powerful or influential. And there are two people who were named by every sector,” she said.
“Great,” I said. “What’s the bad news?”
“You’re one of them.”
I was flabbergasted. It hadn’t occurred to me for a second that I would show up in the survey. And now I was going to have to be quoted in the story, trying to explain away my presence on the list.
As I saw it, I kept a low profile. I didn’t belong to civic organizations other than my church, didn’t call leaders and try to influence them, didn’t eat lunch or play golf with power brokers.
I just directed the newsroom as we covered our community. And I just wrote local editorials.
And I had recently led some behind-the-scenes planning that produced a major civic retreat and discussion about how best to manage growth and progress in our community.
Well, as I saw it, all of this was just doing my job. I was just trying to keep the community well informed, keep people focused on the important local issues, and encourage other people to move those issues ahead. I wasn’t wielding power, although maybe I was exerting influence, in a broad way.
In my quote for the story, I did my best to downplay any notion of personal power: “It was a surprise to me at first but when you think about it, if a newspaper’s doing its job in the community, the editor’s name will probably come up.”
The survey gave us great material for a major front-page story and multiple sidebars, attached here. (I apologize for the sketchy quality of these scanned, reassembled and photographed clippings, but I couldn’t find any electronic archives for these stories.)
The survey gave Cindy a great opportunity to talk to those who were named, getting their comments about how they saw the community’s needs and how they worked to get things done. We produced a sidebar on each of the eight most-named individuals, with photos, factoids and quotes.
It was a fascinating read, and it generated immense amounts of buzz in the community.
And it did succeed in teasing out identities of some folks who had operated entirely behind the scenes. Check out the sidebar on Bama Owen, a local Democratic Party kingmaker who had operated for years with total invisibility to the public.
Best of all, the project placed a bright spotlight on the civic power structure. It revealed that power was spread across a wide base, and it put faces and identities to names both known and unknown.
And it didn’t take weeks or months of hard-pounding investigation. Just a survey and some phone calls.
It’s a project that would work very well in thousands of communities, and it would drive strong readership and community discussion. Why not give it a try?
It’s an article of faith in the local media business: High-quality content is our trump card in the high-stakes business of attracting and monetizing digital audiences.
But how much of that high-quality content do we really produce? And how much of it really has the huge audience pulling-power we need?
It’s the same answer for both questions: Not nearly enough. Read the rest of this entry
Yeah, sure — Big Data. We get it, right?
We all know that the digital age is producing huge amounts of data about consumers and their behavior. And, sure, we know that anybody who’s in the marketing and advertising business — like local media companies — needs to get good at it. Right?
Not that we’ve quite learned how to do it yet. But surely we know — don’t we? — that we simply must master it to benefit both ourselves and our customers? And we’re working on it, right?
Well, I am. I hope you are, too.
Why? Because somebody is going to bring Big Data to Main Street. If it’s not us, Big Data will be the next big wave of disruption in our advertising and marketing business. It’s guaranteed to whittle down our local media ad revenues still further. Read the rest of this entry
Ah, real estate. It used to be such a wonderfully profitable sweet spot for newspapers, back in the dear, now-dead days before the Web. And now it’s just a shadow of its former self.
The real estate business itself is doing okay these days, although it always has its ups and downs. It’s print real estate advertising in newspapers that’s been deeply and permanently disrupted.
The question I’m trying to answer these days is, isn’t there another model through which local media companies can play key roles in the real estate market? Read the rest of this entry
And the industry has seen some notable successes. Jason Taylor’s energetic advocacy has lit up many a convention stage since he started as president of the Chattanooga Time Free Press in 2007. And Brent Low, CEO of Utah Media Group in Salt Lake City, has made events a cornerstone of his diversified revenue model since he was publisher in St. George, Utah, more than a decade ago. Read the rest of this entry
Data, data, data. From every direction lately, I’m being hit with urgent reminders about the imperative for local media companies to master data.
Every day, I’m more convinced: This is the next wave of threat — or opportunity — for local media companies. That’s how disruptive innovation works — you either grab the opportunity, or you are overrun by it.
As Big Data marches down upon us, I’m reminded of Longfellow’s poem, “The Midnight Ride of Paul Revere.” It tells how, on the eve of the American Revolution, patriots gave warning of the British Army’s advance by hanging lanterns in the belfry of Boston’s Old North Church:
“One if by land, two if by sea.”
I’m hanging out three lanterns. Big Data is bearing down on us right now — by land, by sea and from every other direction. Read the rest of this entry
In the fall of 2006, as the Internet was devastating the newspaper industry in earnest, the American Press Institute unveiled a new program to push back against the disruption.
We called the project Newspaper Next, and its first report was called Blueprint for Transformation.
Ten years later, what did it accomplish? And what should we still remember from that body of work? Read the rest of this entry
In the last several weeks, my whole concept of advertising and marketing has been reframed, and I’m still sorting out what it means. But I know this: It has given me a clearer understanding of the path local media companies must take in sales.
Now I’m going to try to work the same kind of reframing on you.
Reframing is what happens when some new fact, or a new interpretation of old facts, reveals a subject in a very different light. It’s often a breakthrough that clarifies your priorities and shows you new ways to overcome your challenges.
And in advertising and marketing, we have more than our share of challenges. Print and broadcast media have been struggling for years to assimilate a bewildering array of new tactics.
The list includes buzz terms like SEM, SEO, targeting, retargeting, social media, video, reputation management, email, native advertising, content marketing, Big Data, programmatic advertising and more. And new ones show up all the time.
This time, let’s go up 100,000 feet for a look across the globe. As the media industry in the developed world struggles, billions of humans elsewhere are moving from information scarcity to full access to the world’s knowledge.
Some time ago, thinking about this strange dichotomy, I tried to come up with a visual metaphor to reflect what’s happening.
I was picturing the globe and its many nations and peoples, and thinking about their drastically unequal access to information. And I was thinking about the rapid and Read the rest of this entry
Let’s try some thought experiments, in the best tradition of Albert Einstein.
The hypothesis we’ll explore is this: That the large, lucrative revenue stream that newspaper companies have enjoyed from major/national advertisers will decline to something approaching zero.
Our thought experiments will examine what we should do about that. Read the rest of this entry