County magazines: lost in cyberspace?
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How are county magazines adapting to the demands of online and socially networked worlds when their USP is about closed clubs and exclusivity?
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County magazines: lost in cyberspace?
- 2. County magazines: lost in cyberspace? Clare Cook, Senior lecturer in Print and Online journalism, Uclan @cecook Catherine Darby, Course Leader MA Magazine Journalism, Uclan
- 3. County magazines are bucking the trend CHAMPIONING PRINT OVER DIGITAL STEPPING INTO LOCAL NEWS TURF TRANSLATING FROM THE COFFEE TABLE TO DIGITAL
- 4. County: top of the pops Under researched yet... Leisure (421 titles) Sport (283 titles) County, Town and Local (277) Women’s interests (227)
- 5. Vital statistics 160000 • Lancashire Life 140000 120000 50:50 £3995 100000 • Lancashire magazine 80000 60000 55:45 £2200 40000 Circulation • Cumbria Life 20000 Readership 0 65:35 £2600 Lancashire Mag Cumbria Life Carlisle Living Lancashire Life Live Ribble • Carlisle Living 75:25 £1850 • Live Ribble Valley 30:70 £895
- 10. Aspirational
- 11. Filling the local news gap on their turf Campaigns Human interest Education “boring news in newspapers”
- 13. Cashing in on the printed format Positive dual product Commercial beasts Accountability
- 14. Can county print translate online? Print Digital Selectivity Generality Kudos Timelessness v Mass conversation Instantaneous Targeting Mass drivers Tactility Virtual
- 15. Shop windows Shop window Potential for added value Photo competition entries Touch points
- 16. Dipping toes in social
- 17. Negative: content Resisting publishing online Herd mentality Bolt-on or by-product Shoe horning Print first strategy Cannabalising print Resourcing Commercial uncertainty Physicality
- 18. Negative: relationships Suspicious and nervousness Protecting content Managing adverse comment Damaging the club Lack of understanding
- 19. Luxury hero Online limited brand puts scope print first Scarcely resourced teams where accountable v Conservative leadership advertising News page CMS clubs and Free online content kudos cannabalising win print
- 20. Prospects • Data capture • Extending brand interactivity • Alternative business intiatives
- 21. @cecook www.clarecookonline.co.uk cecook@uclan.ac.uk Find me on Linked in, Flickr, Paper.li, Delicious, Foursquare, or in a nice Thai restaurant! CLARE COOK
- 22. http://www.phil-rose.co.uk/blog/?p=609 http://www.google.co.uk/imgres?imgurl=http://4.bp.blogspot.com/- W2ggi3RTPTk/TfOKs7zX8qI/AAAAAAAABto/pja- R4DO_WE/s1600/Social%252BMedia%252BWorld.jpg&imgrefurl=http://donaldclarkplanb.blogspot.com/2011/ 06/7-objections-to-social-media- on.html&usg=__3Lxk1WJL1_eeF6HcL4ZcfauBF_o=&h=401&w=480&sz=50&hl=en&start=0&zoom=1&tbnid=JAj c9V5Tw_1kUM:&tbnh=113&tbnw=135&ei=2ugSTsv- OMWo8AOh8_CeDg&prev=/search%3Fq%3Dsocial%2Bmedia%26hl%3Den%26biw%3D1262%26bih%3D551%2 6gbv%3D2%26tbm%3Disch&itbs=1&iact=rc&dur=511&page=1&ndsp=20&ved=1t:429,r:4,s:0&tx=77&ty=62 Image credits to Lancashire Magazine, Lancashire Life, Carlisle Living, Northern Life, RW Media