Category Archives: Audience

Local media need to think bigger about the Big Data opportunity

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

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10 years later: Seven disruption lessons from Newspaper Next

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

Lead generation: Reframing the future of advertising

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.

799px-Rosetta_Stone_BW

The Rosetta Stone was the key in unlocking several ancient languages

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.

Read the rest of this entry

Global disruption: The information lowlands are rising fast

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.

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A topographical world map. (Copyright 2000 Seajester)

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

Rethinking the mission and purpose of local reporting

How do you define the mission and purpose of local reporting?

Cover the news? Hold institutions accountable? Maintain a well-informed citizenry? Hold up a mirror to the community? “Comfort the afflicted and afflict the comfortable?”

Search around the Web for statements of journalism’s purpose and you’ll find all of the above, and more like them.

And there’s a lot of anxiety these days about the present and future of this mission. With local advertising and circulation revenues spiraling steadily downward, and with newsrooms shrinking along a parallel line, two things are evident. Whatever the mission of local reporting is:

  1. A lot less of it is happening now.
  2. Even less will be happening in the future.

In many places in this business, the central question these days is: How can we drive revenue from new sources, so we can keep supporting the functions of journalism that are critical to a free society?

To an extent, I buy that. But there’s also something seriously misguided about it. Read the rest of this entry

See Big Data and glimpse the future of advertising

I’ve been getting a series of demos from Big Data providers as we at Morris Publishing Group work to figure out how we will offer Big Data services to local advertisers.

Just lately, we’ve been getting down into the details. For me, this brought a profound leap in comprehension.

It was like staring  into a crystal ball and seeing a monumental event that’s about to change your life. Read the rest of this entry

Four keys to leadership in times of change

When your organization needs large-scale change (and what disrupted media organization doesn’t?), how do you get it done?

Leader heading the team. Lead by example concept.Terabytes have been written about the strategies and tactics that legacy media organizations need. I’ve written my share, too, here at MediaReset.com. But I’ve seen precious little written about how to lead and manage effective change to carry out these strategies.

Read the rest of this entry

Finally — Big Data targeting on our own local media sites

For several years, local media companies have been in a nasty predicament.

We’ve worked hard for years to build sizable, high-quality local audiences on our websites. And we’ve worked hard to sell banner advertising on those sites.

But we haven’t been able to sell what savvy digital advertisers now want and expect: highly targeted impressions on our sites reaching only the individuals with the highest propensity to buy their products or services. Read the rest of this entry

Big media sales opportunity: Take Big Data to Main Street

What if your local media company had a product that could make local businesses say, “Wow! Can you really do that???”

That’s the Holy Grail of media sales — a solution that meets an urgent need for customers in a way they have never before thought possible.

I saw that kind of solution a couple of weeks ago. I promise you — it will be big. Read the rest of this entry

Direct access — a huge disruption of local media

For local news media, the most crippling disruption served up by the Internet isn’t in news — it’s in advertising.

And it’s not just other players getting the ad spending we used to get, although there’s plenty of that going on.

The more insidious advertising disruption is that local businesses need less and less advertising than they once did. Read the rest of this entry