The new scarcity — human attention — has caused news publishers to rethink their attention-holding strategies. Authors Bill Densmore and Daniel L. Williams dive deep into the 2011 Donald W. Reynolds Journalism Institute’s report, “From Paper to Persona: Managing Privacy and Information Overload; Sustaining Journalism in an Attention Age.”
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The cover story, “The Attention Age and its opportunities for the newsmedia industry,” reviews and updates some of the findings and assertions of the report, focusing on a case study from a U.S. daily newsmedia company — The Day, in New London, Connecticut.
The September issue also includes these case studies:
- South China Morning Post relies on its friends to increase circulation of its employment publication.
- Fairfax Regional Media’s reader-engaging app transforms Australian newspapers.
- Expressen Bus becomes mobile marketing tool, strengthens local brand.
- Ekstra Bladet curated comic strips by cartoonist Morten Ingemann to create revenue and boost brand and circulation.
- VG collaborates with Statiol Fuel & Retail to build traffic for a carwash advertiser and customer satisfaction.
- Goldcoast Bulletin’s Saturday campaign ups traffic for local advertisers and gives budget-minded consumers a break.
- The Press’ “Long Lunch Competition” helped rebuild a local theatre damaged in the earthquake.
- U.K. Regional Publishing Company Archant’s multi-platform “Where’s Jack?” campaign drives home page visitors.
- West Australian’s Festival of Christmas lights up the city for the holidays, increases circulation, and brings in A$100,000 in advertising revenue.
- Vanguardia’s “You Write the Future” initiative uses a highly visual campaign, mobile voting research, social media, and “bathroom” opinions.
- The Dominion Post partners with Suzuki to entice single copy buyers and Web site users for a new car give-away.