Pioneer News Group, a family owned news company based in Seattle, Washington, USA, cultivates a culture of innovation by including employees in the process.

“We actually have a corporate-wide innovation programme that allows them to submit their ideas, get rewards for it,” Eric Johnston, chief operating officer at the media company, explained at the INMA Mobile Strategies Conference in Seattle, Washington, USA.

One such innovation: a mobile initiative with partner Microsoft, providing tablets to subscribers. The initiative also involves an integrated app and small- to medium-sized business app strategy.

“For us innovation is really making sure we deliver the content that people want in the way that they want it,” Johnston said. 

The future? User-generated content and the devices consumers want to use to get it.

“What we have to be cautious of as an industry is getting passed by, so making sure to be engaged with people and making sure that they see us as a platform for their content to share, not just going around us to YouTube or to Facebook or other places.”