Kelly Christensen, senior director of marketing at the Dallas Morning News, assured World Congress delegates that there are multiple ways for news companies to offset the print revenue decline. 

“The core focus is to provide content strategy postings,” Christensen said.

She introduced three new strategies the Dallas Morning News is utilising to strengthen digital revenue:

  1. Christensen described SpeakEasy as a company that helps clients build social media gatherings.
  2. The Dallas Morning News also uses 508 Digital, which helps builds a mobile sites.
  3. CrowdSource is a company that promotes its client, in return for an opportunity at self promotion.

Although these options exist for companies, there are stipulations to their business, Christensen said. Companies must be capable of generating US$2 million, the business has to be local, and must fit with philosophical standards set by the news media company.

These partnerships have also given the Dallas Morning News confidence in trying new models. Christensen said the model at the Dallas Morning News “allows us to fail but rewards us for trying.”

With the new partnerships, the Dallas Morning News is gaining momentum: “We started slow, but we’ve been picking up speed,” she said.