Category Archives: Audience
Say the word “recruitment” and most newspaper executives groan. Over the last seven or eight years, our revenue in this space has shrunk to a fraction of its former size, and it’s still slipping.
At Morris Publishing Group, we’ve been looking hard at this vertical for several months. We’ve been trying to figure out two things: How can we do better at what’s left of our existing business, and how can we create new wins in this space?
We’re beginning to see path ahead, so it’s a good time to share some of what we’ve learned. Read the rest of this entry
Nothing is more deeply ingrained in the newspaper industry than the definition of news. It’s the foundation of what we do, the “product” we use to attract and serve consumer audiences, and the platform on which we sell most of our advertising.
Now the definition desperately needs fundamental change, as I’ll document below. If we hope to be relevant and engaging to the people in our markets, we need to start over, beginning with a fresh answer to the question, “What is news?” Read the rest of this entry
When your industry is undergoing massive disruption, getting a glimpse of the future is priceless. The more you know about where things are going, the smarter you can be about what to do right now.
For that reason, the report released earlier this month by Borrell Associates — “The Future of Legacy Media” — should be required reading for everyone responsible for the health and sustainability of any legacy media business in the United States and Canada. Read the rest of this entry
In the midst of major change, we can only make the right moves if we properly understand what’s happening.
Right now, we in the mass media are wrestling with the most massive change we’ve ever seen. But, as in the parable of the blind men and the elephant, we’re only aware of the tiny part of this change that we touch every day. Read the rest of this entry
What’s a local media company’s No. 1 job, whether it’s a newspaper company, a TV station or a radio station? Simple: Win the biggest audience, every day. You have to win audience to win advertising dollars.
Winning the biggest audience is a clear, simple, results-based goal. In the TV and radio industries, they’re all about it, based on standardized measures of audience share.
But in the newspaper industry, for far too long now, we’ve rarely held ourselves accountable for our audience results. Read the rest of this entry
The quality of newspaper content is getting some much-needed attention these days, as companies work to justify their print price increases and digital meters/paywalls. They realize they need to reverse the slide in amount and quality of content and talk plainly about it, so readers can see they ‘re serious about meeting their needs despite our shrinking ad revenues.
This strategy works, as several companies, including Morris Publishing Group, have shown. But from what I’m seeing, even the smartest companies are missing a huge part of the consumer value proposition: the advertising itself. Read the rest of this entry
Breaking out of the mindsets of traditional business models is one of the toughest challenges for any disrupted industry. And it’s one of the most important, because the old mindsets keep us from seeing new opportunities that are staring us in the face.
In the newspaper and magazine industries, we definitely need new ways to see opportunities. At last May’s World Congress of the International News Media Association, James T. McQuivey of Forrester Research presented a good one: Adjacencies.
We’re putting it to use in a practical process at Morris Read the rest of this entry