Category Archives: circulation

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

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

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

The audience game is forever changed; will we change, too?

Media folks, can we all agree on this statement?

  • We’re in the audience business.

If you disagree, we need to talk, and we’ll do that in a minute.

But first, here’s the nut graf:

As an audience business, we’re overdue for a drastic rethink of what we do. Too often, we’re still doing 20th-century audience thinking amid the starkly different realities of the 21st century. We’re getting pounded on the audience front, and we have to figure out what audience strategies will work in this new environment. Read the rest of this entry

Media disruption: Bad for us, wonderful for humanity

Disruption of the mass media is a big subject. But here’s an even bigger one: The incredible amount of good this same disruption is bringing to humanity worldwide.

So let’s forget about the mass media for a few minutes. Let’s take a look at the massive and mostly positive impact this digital revolution is having and will continue to have on humanity. Read the rest of this entry

Why the definition of news must change in the digital age

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

Four huge takeaways from Borrell’s “The Future of Legacy Media”

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

The big picture: Mass media era was the blink of an eye

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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

Desperately needed: More innovation on the audience side

Just how disrupted is the old newspaper business model — the model that’s centered on providing news to a geographic market?

A lot more disrupted than many people in the news media think.

The local media industry is scrambling to innovate around sales. This is seen, for example, in the race to create new digital sales teams and agencies selling digital marketing solutions to small and medium businesses. And the industry is innovating around costs by consolidating, outsourcing and otherwise whacking at the high costs of producing and distributing its products.

But I don’t see a lot of innovation happening around the content model that’s been the basis of the newspaper business for the last 100 — even 200 — years. Read the rest of this entry

Price hikes on content — and then what?

As more and more newspaper companies charge more and more for their content, it’s important to ask — how are they using the money?

Read the rest of this entry