What if local newspapers, instead of chasing after ever-bigger traffic numbers via platforms like Facebook, cultivated fewer but more receptive users — the kind that would be more attentive to advertising messages, especially if the messages had less blare and more flair. Could going deeper on community coverage result in higher CPMs?
“We built an online community newspaper the old-fashioned way — with daily deadlines, plenty of shoe leather and a grueling schedule of personally attending dozens of community events every month,” publisher James Macpherson says about his 12-year-old local news site.
A month ago, four major newspaper chains proudly announced the founding of Nucleus Marketing Solutions, a partnership that would help them compete with “the platforms.” Today, one of the chains, Tribune Publishing, is threatening another, Gannett, with a “poison pill” strategy to prevent a hostile takeover.
A new Tow-Knight Center for Entrepreneurial Journalism study find news publications tipping their revenue funnel toward native advertising. What caught my eye had nothing to do with dollars. It was all about how sponsored content could connect with readers as much as “news.” And sometimes maybe more.
Advertising network LiveIntent has 1,300 publisher clients, including Hearst, New York Times, Washington Post and ESPN. Through these relationships, it can target 130 million unique visitors. We caught up with the company’s president, Jason Kelly, to talk about how local publishers can compete with social-media platforms for ad revenue.
Christian Hendricks, the longtime leader of McClatchy’s digital operations who was recently promoted to VP of Products, Marketing and Promotion, talks about at NMS from the perspective of one of its four founding newspaper groups, and discusses its relationship to the 3-year-old Local Media Consortium.
The top four newspaper groups in the country — Gannett, Tribune Publishing, McClatchy and Hearst — have formed a national network called Nucleus Marketing Solutions. Street Fight recently spoke with NMS’s CEO Seth Rogin, about the push-pull dynamics involved in creating and monetizing quality journalism online.
I’ve been a cheerleader for local news organizations in their quest to attract Millennial audiences, but I’m starting to wonder if publishers are too convinced that reaching the youngest generation of adults is the magical elixir for all their problems.
“Ad blocking is a crucial wakeup call to brands and all that serve them about their abuse of consumers’ good will,” says the IAB. Street Fight recently spoke with IAB general manager Scott Cunningham about how the group is working to help publishers combat ad blocking.
As founder of the independent pureplays Times of San Diego and My News LA, Chris Jennewein is going up against Tribune Publishing, owner of the San Diego Union-Tribune and the Los Angeles Times, both once-reigning print dailies that are trying to make a comeback in the crowded digital space.