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Satisfying Audiences

The ultimate news marketing plan: Jay-Z, Taylor Swift as beat reporters

30 July 2015 · By Kevin Curnock

“Journalist as rock star.

I heard this phrase earlier this year at the INMA World Congress in New York City. The gist is that news media companies might reverse their current fortune if they could hire more rock star journalists … and fewer of the ho-hum type. 

On the surface, this seems like a legitimate strategy. Imagine: Ms. News Reporter, formerly unknown and practically invisible in daily life, becomes Ms. J-Star. She gains the fame, and more importantly – the audience – that rock stars command. 

Journalist as rock star. Hard-drinking, chain-smoking, and hotel-bashing can be legitimised as authentic audience engagement tools. Journalists rejoice! 

Or maybe not. 

Journalist as rock star makes a nice expression. But in reality, it is doubtful that the public will treat print news creators as stars. I’m not saying news creation is not important. Of course it is. Our business depends on it. What I mean is that there will never be throngs of newsies chasing down journalists’ tour buses in hopes of taking selfies with scribes.

On the other hand, perhaps ...

...[more]




Great data — like great content — should not be free

21 July 2015 · By Jim Fleigner
The news media industry has beaten the drum on the importance of charging for great content. The argument goes as follows: 
 
First, great content has a tangible cost — after all, the story does not write itself! Further, if readers believe that content has zero value, they will treat it as having zero value. This only perpetuates the very phenomenon (readers turning to awful Web sites purporting to be “news” outlets for free news, which may or may not be accurate) that news media organisations are striving to avoid.
 
So if the customer will not value the content unless the news organisation charges for it, the only way to be properly compensated (and keep on the office lights) is for there to be a real charge for great content.
 
Make sense to me.
 
However, if this is true, why do news media organisations refuse to pay for great circulation data? After all, the very same arguments ...
...[more]




New York Times finds breaking news readers want better digital experiences

19 July 2015 · By Emily Goligoski

Between major U.S. Supreme Court rulings, shooting incidents, and presidential candidacy announcements, the first half of 2015 has been busy with breaking news. 

Together with staff from The New York Times newsroom, our research team set out earlier this year to ​l​earn about audience needs during and after breaking news stories. 

What do readers seek most in breaking news moments? 

What role do devices play in shaping their news gathering decisions? 

How important is social media as a news discovery mechanism? 

To address these and other questions, we recruited 15 news consumers from across the United States who demonstrate a range of news interaction behaviours. We invited them to record their news consumption over the course of a week and share photos ...

...[more]




3 insights from a non-seeker in the Information Age

16 July 2015 · By Maria Terrell

I was getting my grey-covered hair done with my long-time stylist the other day, and I asked her a few questions. To note, she is both a publisher’s and advertiser’s prime demographic: She (prime No. 1) is a Millenial (prime No. 2), and in a fantastic income bracket (prime No. 3). She is cool, travels, and lives an alternative lifestyle.

She is all the things that make most advertisers drool – and is the owner of the eyeballs that content providers are clamoring for.

Now, it is said that great truths come from bartenders and taxi drivers. Personally, I include stylists in that statement as well.

“So how do you get your news?” I ask. Her answers lead me to realise how much we, as an industry, have to do if we want to not only keep up with her, but keep up with the people who “get” her, already have her attention, and are going to fight to keep it.

  1. “I have a news app that pushes alerts ...
...[more]




If you think Big Data investment is optional, your news media company is in trouble

25 June 2015 · By John Newby

It is no secret the onset of the Internet and digital ages truly transformed and continues to transform the way news media companies conduct their business. In fact, most news media companies are still trying to gather their sea legs during the current storm of digital progress as they continue to figure that model out.

The saying “there is no rest for the weary” is certainly appropriate for the violent transformation storm that rages on. Even as news media companies are trying to stand back up from the storm, along comes the next wave of stormy change.

The storm of Big Data. Big Data will not only transform the way we think about our businesses just as the Internet and digital has, but, more importantly, it will change the way we view and think about our customers forever.

It will once again transform the entire landscape.

Big Data really isn’t the most appropriate term. It isn’t about Big Data at all, but rather many bits of small data with ...

...[more]




From marijuana to Minecraft enthusiasts, news media audiences are in constant flux

10 June 2015 · By Dan Johnson

My family recently moved back to our hometown of Denver, Colorado, after having been gone for just over 12 years.

During the time we were away, the world changed a great deal. When we left in 2002, there was no such thing as Facebook or YouTube. Google was still privately held, and the word “google” hadn’t even been used as a verb yet! Cell phones did little more than make calls and no one had heard of “smartphones,” “apps,” or “tablets.”

Many things changed in Denver while we were gone, as well. The city had grown a great deal and infrastructure development projects that were just in the planning stages in 2002 (such as a highways and the light rail system) had become a reality and are still developing.

As I pondered these changes both locally and across the United States, it occurred to me that these developments also represented the potential for new audiences.

When we talk in terms of audience, we are talk about demographics, psychographics, etc., but we also focus on culture, interests, and trends. As the pace of global change increases, so do the audiences that are available to media companies.

In addition, because of the pace of change, many audiences haven’t even ...

...[more]




5 steps for cultivating deeper consumer relationships

08 June 2015 · By Dan Schaub


Today’s publishers have the opportunity to celebrate the deepest and most enriching relationships they’ve ever had with their consumers. While it’s been known for years that newspaper publishers have rich pools of data on their users, the pot of gold has gotten even richer.

Publishers don’t report the size of their audience by using magical black boxes in a small sample of living rooms. They don’t use a survey to estimate how many users might be absorbing their product as they drive to work.

Most publishers have actual names and addresses for the majority of their users. In fact, publishers receive payments from their users each month and they drive by the homes of these users on a daily basis. While this is impressive, this is old news.

Many publishers are developing three-dimensional type relationships with consumers. The modern day “all-access subscriber” often has several connections to a publisher’s products throughout the course of a day.

This can start with the consumer receiving the daily print newspaper. A little later in the morning, the consumer may receive a morning sports update covering scores and highlights from across all time zones.

Later in the day, this same consumer might receive a digital evening edition or ...

...[more]




Publishing companies can keep pace by hiring digital specialists, not generalists

04 June 2015 · By Claire Hawley

Staying up-to-date with your favourite brands and news sources is becoming ever easier. As technology evolves, the separation between platforms blurs and the communication stream steadily drones out messages regardless of whether you’re on a mobile device, tablet, connected television, or smartwatch, and whether you’re in your car … or on your lawnmower?

The downside to this seamless connection for readers is that, for publishers, connecting with our audience has become far more complicated.

In the past couple months alone, we’ve had several noteworthy launches from the big guys:

  • Facebook launched Instant Articles amid a flurry of questions around whether the company’s intentions are good or bad, but leaving us with the conclusion that Facebook is every publisher’s best frenemy.

  • The first car is now available with ...
...[more]




6 ways employees can be marketing ambassadors for your news media company

25 May 2015 · By Dan Johnson

I was recalling recently how several years ago, when preparing to go to market with a new subscription model at a newspaper where I worked, we decided to put together focus groups to gauge reaction to the product offering, the pricing, and the marketing of our new model.

We did two focus groups: one with outside participants who signed up via our Web site, and a second focus group that included a cross-section of employees from different departments (and different demographics) throughout the company.

The feedback we received from both groups was valuable. Needless to say, it was nice to have an “outsider’s” perspective from the folks recruited from our Web site, although the group was not truly representative of our market, as the people who responded and signed up for the group were all over the age of 65 with one exception.

The comments and suggestions we received from the employees, though, were priceless for many reasons. Their working knowledge of our vision, our mission, and what we were trying to ...

...[more]




Dallas Morning News changes reader comment strategy to satisfy silent audience

19 May 2015 · By Nicki Purcell

In my last blog post, I talked about why The Dallas Morning News participates in Matter, the only media-based accelerator. One of the reasons is to be continuously reminded that to really satisfy your audience members, you have to get out and meet them, talk with them, and listen.

When I think about a future when we are great at satisfying the audiences that will engage with us, it gets me thinking: How do we satisfy the silent audience?

You know who I’m talking about. They read content and read the comments at the bottom of the story but don’t participate. Are they satisfied? Could it be that while they prefer not to publicise their thoughts, they are actually quite dissatisfied?

Sure, we can track click behaviour and frequency of visit metrics among our millions of ...

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About this blog

The Satisfying Audiences Blog aims to reflect print and digital content not just across platforms but extending into consumer events, non-news-related subscriptions and other audience vehicles for newsmedia companies. This blog written by INMA members is dedicated to identifying the emerging linkages between content, audiences, and platforms. The blog is an initiative by the INMA North America Division Board of Directors.


Meet the bloggers

Lynne Brennen
Principal
New Leaf Media Consulting
Montclair, New Jersey, USA
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Nadine Chevolleau
Manager
Consumer Marketing
The Toronto Star
Toronto, Ontario, Canada
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Kathleen Coleman
Director
Sales & Marketing
S-R Media
Spokane, Washington, USA
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Kevin Curnock
Executive Director
Business Improvement
Brunswick News
St. John, New Brunswick, Canada
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Jim Fleigner
Managing Partner
Impact Consultancy
Santa Monica, California, United States
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Claire Hawley
Vice President of Audience Development
Tribune Publishing
Los Angeles, California, USA
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Dan Johnson
Vice President,
Business Development
CirTech
Gilbert, Arizona, USA
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Sandy MacLeod
Chief Operating Officer, Print
The Toronto Star/Metro English
Toronto, Ontario, Canada
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John Newby
Publisher
The Times
Ottawa, Illinois, USA
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Nicki Purcell
Chief Digital Officer and Senior Vice President of Consumer Sales
The Dallas Morning News
Dallas, Texas, USA
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Dan Schaub
Corporate Director of Audience Development
The McClatchy Company
Sacramento, California, United States
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Maria Terrell
Director of Content
PressReader
Dallas, Texas, USA
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New York City, New York, USA


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