“We hold ourselves accountable to the success of our advertisers.”
“Success for us is anything we can do to offset the print decline.”
“[The model in Dallas] allows us to fail but rewards us for trying.”
- The Dallas Morning News is teaming up with three providers to update their advertiser’s revenue strategy.
- Through the use of SpeakEasy, 508 digital, and Crowd Source, they are creating new advertising opportunites on the digital front.
- (The Dallas model) allows us to fail but rewards us for trying.
The Dallas Morning News Senior Director of Marketing, Kelly Christen, gives the audience insight about building new businesses.
Speaker InfoKelly Christensen is in her third year as the senior director of marketing at the Dallas Morning News. She has twenty years’ experience in eclectic marketing, sales and advertising environments. Her diverse roles include new business generation, strategic planning, administration, personnel management, strategic methodology innovations, departmental strategies and marketing plan development.
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:
- Christensen described SpeakEasy as a company that helps clients build social media gatherings.
- The Dallas Morning News also uses 508 Digital, which helps builds a mobile sites.
- 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.