Category Archives: innovation
Powerful local advocacy is essential to your news brand
As the relentless decline in ad revenues empties more and more newsroom desks, there’s been a little-noted side effect: Waning commitment to locally written editorials.
Nobody seems to be noticing, and that’s a shame. In this and probably a future post, I intend to make the case for strong local opinion-writing as a key element of community journalism.
In the local media business, we like to think that our brand has immense value. I believe the thoughtfulness and impact of our editorials plays a huge part in creating that value. 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. Read the rest of this entry
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