Tag Archives: newspapers

“Mass Roots Marketing”

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Interesting post at AdAge.com on hyperlocal media and how one big media company –in this case NBC– is attempting to play “at the intersection of advertising, marketing and programming, potentially creating new kinds of content in the burgeoning local arena.”

“We’ll explore what the best solutions are to connect across all platforms. Maybe it’s finding a great blogger who lives in that community who becomes an on-air personality. It’s creating things for people to feel more connected to their community.”

“Local media is going to be the intersection of utility and entertainment and everyday life. As things are globalizing, local becomes even more vital. You have the same brands, the same food, etc., wherever you go now. Local is what makes things different; it gets to what people love about their neighborhood, why they decided to live there.”

“You start with an event or something that happens in a small community in one locale and you’re looking at it to amplify out from that. NBC Local is well-placed to help big marketers to put those new kinds of programs in place. You’ll still have people buying local 30-second spots, but more and more also putting together programs that make an impact on a very local level and have that radiate out in significant ways.”

Uh, isn’t this what local broadcasters and newspapers are doing? Or should be doing? Or used to do? Are the Big Guys planning on doing “local” better than local media?

Stay tuned.

“The audience is being assembled by the audience”

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NYU professor and Internet thinker Clay Shirky on the future of accountability journalism in a world of declining newspapers. On the advertising-based business model of journalism:

“Best Buy was not willing to support the Baghdad bureau because Best Buy cared about news from Baghdad. They just didn’t have any other good choices.”

On the death of the home page:

“The number of people who go to the Times’ homepage as a percentage of total readership falls every year — because you don’t go to the Times, you go to the story, because someone Twittered it or put it on Facebook or sent it to you in email. So the audience is now being assembled not by the paper, but by other members of the audience.”

You can listen to Professor Shirky’s talk here.

Digital marketing no longer experimental

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At Forrester Research they “…interview as many marketers as we can about their plans, identify trends and project future likely conditions, and then we put together some numbers to make a projection.”

That’s the way Josh Bernoff explains it in a recent blog post that focuses on a five-year interactive marketing forecast. A few tidbits from the study:

“Unlike the last recession, digital marketing is no longer experimental. Now it looks more like advertising is inefficient, relative to digital. More than half of the marketers we surveyed said that effectiveness of direct mail, television, magazines, outdoor, newspapers, and radio would stay the same or decrease within three years. In contrast, well over 70% expected the effectiveness of channels like created social media, online video, and mobile marketing to increase.

The result is that digital, which will be about 12% of overall advertising spend in 2009, is likely to grow to about 21% in five years. Along the way overall advertising budgets will decline.

This is huge.

It means we are all digital marketers now, since digital is at the center of many campaigns anyway.

It means media is in trouble, or at least in the middle of a transformation. For example, online video ads, which will be about $870 million this year, will grow to over $3 billion in 2014. What will this do to networks plans to put more of their shows online in places like Hulu. How will it accelerate some newspapers plans to become more and more centered around online?

And it means that social “media”, which will account for $716 million this year between social network campaigns and agency fees, will generate $3 billion in five years. And this doesn’t even count displays ads on social networks (which are in the display ads category.) Of all the parts of digital marketing, social network marketing one is poised for the most explosive growth.

Pundits have been declaring the end of mass media and advertising for years now. From my 14 years of experience analyzing this stuff, I’ve learned that things die very slowly, but there are real trends you can see. If you’re in advertising, you’d better learn to speak digital, because that’s the way the world is going.”

This was the point I was trying to raise in a company meeting earlier this year when I asked if any of the attendees could imagine a time when there was no advertising.  That “advertising” and marketing as we now know it would probably be unrecognizable at some point in the not so distant future. And are we ready for that?

“The Newspaper & Radio Bailout”

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I’m a little fuzzy on whether the following description of the newspaper business model should be attributed to Warren Buffett or Eric Rhoads (Radio Ink) but the point is the same:

“Write the news, cut down millions or trees for paper, build massive printing plants to print it overnight, have a distribution model that pays people to fold and bag hundreds of papers and burn thousands of gallons of gas to go house-to-house throwing papers out of their car windows so people can walk out into the cold or rain in order to read news that is 12-24 hours old.”

Well, if you put it that way… And I particularly liked the line: “Do they really believe the Internet generation can be convinced to sign up for home delivery?”

Uh, I’m gonna say no.

Scott Adams: “Super-local news”

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“It’s not just news about your community, but also about your homeowner’s association, your apartment building, your kids’ classrooms, and the sports teams they belong to. Every family would have their own online local newspaper, assembled electronically every day based on that family’s log-in information. Your personal and super-local news would include everything from world events to school lunch menus for that day. Eventually it might even include your child’s report card. Obviously the schools have to be partners in this, and I think that could happen. Most school information is online already or heading in that direction. It just needs to feed to the newspaper’s site for aggregation.

The key is for the super-local information to come to the newspapers from volunteers. For example, every youth sport team would have a parent with a digital camera and the willingness to upload some pictures and write a few lines about the game. A simple user interface would make it easy to integrate the news about little Becky’s soccer game with news of the Lakers. They would have equal billing.”

New series from creator of The Wire

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David Simon –creator of The Wire and Generation Kill– is currently shooting a pilot for Treme, his proposed new series about musicians in post-Katrina New Orleans.

“It will feature at least two veterans of his earlier work: Clarke Peters, who played Lester Freamon in The Wire, and Wendell Pierce, who played Bunk Moreland. If commissioned by HBO, Simon promises, Treme will remain true to the philosophy he pungently encapsulates in the phrase “Fuck the average viewer”. His shows, he explains, reject the conventional TV wisdom that everything must be explained upfront, instead demanding intense concentration from viewers, who must grapple with an unfamiliar world. Rather than writing for a general audience, he says: “I want to write for the guy living the event.”

So, are there people who watched and enjoyed The Wire… and were also regular viewers of Extreme Home Makeover?

Newspaper endorsements

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This is the story of a friend who works in municipal government– we’ll say he’s the city administrator– in a medium size city in… let’s say Vermont. The need for obfuscation will become clear.

The city administrator is unhappy with one of the editorial policies of the local newspaper publisher. (It’s a one paper town) In order to be published, letters to the editor must be signed. But comments on the newspaper website can be anonymous.

Recent comments on one story had gotten kind of personal (toward the administrator). When he complained to the publisher, pointing out the inconsistency of the print and online policy, the publisher explained it was a matter of cross-promoting the two, and readers online expected to be able to share their views anonymously.

I suggested my friend tell his side of the story on his blog. “I really can’t do that,” he explained. “I need the paper’s support in the upcoming annexation vote.”

I’ve never given much thought to the tradition of newspapers endorsing candidates and issues. And I struggle to understand how it’s a good idea. Once the paper takes a position, let’s say “Yes On Annexation,” how can the readers have any confidence in their reporting of the issue going forward?

It seems to me they can wield this kind of power for only as long as they are one of limited sources of news and information in that community.

And if their editorial support for a candidate or issue is pure, how can it be used to intimidate those who call them out in public, on a blog, for example. Seems like you’d have to keep your position secret until the last minute in order to keep folks in line.

If this is the way the game works, I don’t think the public is well served. It’s all about power. Power of those who govern. Power of the media who help them get elected. Where’s the power for the little guy?

I have no idea what will replace the dying newspaper business. But I bet it won’t have this kind of don’t-piss-us-off-or-you’ll-regret-it power. And we’ll see soon enough.

Local newspaper subscription drive

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I almost didn’t post this because I don’t want to read anything into the photo. But this young man is soliciting subscribers to the local newspaper. This might be part of an on-going effort. I don’t know and was uncomfortable asking the young man. He did say he had picked up “a few new ones.”

The signs offer a $10 Hy-vee gift card with every new subscription. Or you can just try the paper for free for three weeks.

This reminds me a story old radio “time salesmen” used to tell. They’d give a car dealer a little break on their ad buys if the dealer would tune all the radios on the lot to their station. Sweet!

If I had been given this assignment, I like to think I would have dressed in my best Mickey Rooney outfit, grabbed a HUGE stack of papers, and started shouting (as loudly as store management would allow)… EXTRA! EXTRA! READ ALL ABOUT IT IN THE NEWS TRIBUNE! EXTRA! EXTRA!

When they came over (okay, IF they came over) I’d make my pitch.

PS for the paper webmaster: Dude. This is THE slowest loading page I’ve come across in a while. GOT to get that fixed.

Where do former newspaper reporters go?

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Rebekah Denn has posted links to blogs “and other online works” from other staff members from the former Seattle Post-Intelligencer newspaper. The list included a number of photographers but the thing that caught my attention was the variety of “beats.”

  • Reporter, food writer, former restaurant critic
  • Features writer, children’s book reviewer
  • Art critic
  • Restaurant critic
  • Freelance classical music writer
  • Reporter, specializing in neighborhood sustainability
  • Lifestyles editor, former sports columnist and TV critic
  • Environmental reporter
  • Copy editor
  • Business reporter
  • Investigative reporter
  • Researcher and editor
  • Pop music critic
  • Photo Assignment Editor
  • Illustration, graphic artist
  • Aerospace reporter

And that’s probably not a complete list of the positions that went away when the paper folded. My guess is, these folks really knew their stuff. And are good reporters and writers. I hope they find good jobs.

Knowing absolutely nothing about the newspaper business, it’s difficult for me to imagine how any paper could afford have all these. Did the restaurant critic write one story/column a day? How can you make that math work? Is it heresy to suggest the “food writer” also be the “restaurant critic?”  Why do you need a “pop music critic” AND a “freelance classical music writer?” “Environmental reporter” and “neighborhood sustainability” reporter?

And I DO understand the same sort of analysis could be done of our business. Or any media business.

I suspect they had all of these niche positions because they could. When the ad dollars were flowing in, why not. Let’s cover everything. But those days are gone.

One final thought. Rebekah’s blog is “Eat All About It: Food, journalism and recipes from the great Northwest.” It’s okay but I’m not sure it’s any better than this one by a former co-worker of mine, Lane McConnell. I suppose Lane is technically an amateur since she doesn’t get paid. And there must be thousands of of these. Probably hundreds in Seattle alone.

When such a wealth of information is just a Google search away, how does a newspaper make the case, “We have the best food stories, read us.”

I think it only worked when they could say, “We are one of only two sources of stories about food in Seattle.”