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Uc.6.fragment[1]
- 1. Class 6: Media Fragmentation More than a newspaper: Target audiences and niche products on varied platforms
- 3. The old way Daily newspaper as a mass medium NEWS We decide it PRODUCTION CIRCULATION MASS We print it We deliver it AUDIENCE Whatever . . . Just make sure it’s on time and dry ADVERTISING We take it
- 5. It’s about audience aggregation
- 7. Enquirer Media is more than a newspaper #1 The Washington Post #2 Milwaukee Journal Sentinel #3 Enquirer Media #4 The Kansas City Star #5 The Columbus Dispatch #6a San Diego Union-Tribune #6b St. Louis Post-Dispatch #6c Portland Oregonian #9 The Detroit News / Detroit Free Press #10 Denver Post/Rocky Mountain Press Ranked third in overall local market newspaper and Web site audience delivery among the nation’s 35 largest markets. Source: Scarborough Research, 2008 Newspaper Audience Ratings Report. Based on audience reach within the DMA (Designated Market Area). Website information based on Cincinnati.Com and Enquirer.com
- 10. Traditional Newsroom Structure Editor Metro Editor Editors Business Reporters News assistants Reporters( News assistants Life/Arts Assistant Editors Reporters Sports News Managing Editor Photo and graphics Editors Reporters Copy desk chief Copy editors and designers Photographers Artists
- 11. New structure for news Collaborative, cross-departmental, media-neutral
- 12. Audience-based Collaborative, cross-departmental, media-neutral AUDIENCE
- 13. Track 3: Audience-based channels
- 14. The Edge: A channel at work
- 15. It’s not a bureau, it’s a business
- 16. Today in Cincinnati: Brands
- 30. WORKSHEET What is : _________________________________________________________ Audience(s): (geographic, demographic, topic of interest):___________________________________ In 140 characters or less – describe the “job” this audience delivery vehicle does for its intended audience. _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________ _________________________________________________
Notas del editor
- COMMENT: First thing, knock off the top guy and “lead from behind.”
- We’ve struggled over the years trying to figure out how to win the battle in Butler-Warren. Narrowed target to The Edge, a highly desirable and fast-growing audience People told us they were satisfied with weekly competitors, liked us on Sundays and occasionally another day or two, and going online to other places. Content, marketing and revenue staffers work together well New ways to reach audiences beyond the daily — creating web sites, magazines And the same reporters who do our finest public-interest journalism are not above filing an online update or taking a point-and-shoot to a community event to feed the Connect web sites Most importantly, connecting with communities with outreach and interaction It’s more than a job and it shows
- Photos of Edge OC, Liz out, GP cards, Our Town mag, web site, video (screen grab only it will be shown), and an Enquirer page that shows good journalism with an inset of the reporter (Sheila?) … XXXX Metric … reasching XX%