Geoff Shaw
Geoff Shaw

SSo, a 124-year-old weekly newspaper aims go multi-media and re-imagine its USP, punctuated by a paid content strategy with a detailed conversion campaign that works. But wait: this isn’t a publication traditionally thought of in the newspaper industry.

The Sporting News has converted to a bi-weekly magazine, a free Web site based on breaking news and trending topics, and a paid product for tablets, smartphones, and Web users. Through intense research in metrics that INMA believes is highly applicable to daily newspapers, The Sporting News made the transition to an online paid content model.

Today, the Sporting News’ vice president/director of digital media, Geoff Shaw, confirmed that he will present the newspaper’s case study at the INMA World Congress Tuesday, May 17, in New York.

Shaw has been in his current position with the Sporting News since 2006, previously serving in marketing capacities at Vanity Fair and VITALS Magazine.

INMA promised to break out of the daily newspaper industry this year, and the booking of the Sporting News helps to fulfill that promise.