Regional Press Owners Need to Get with the Beat: Intelligence

Posts Roy Greenslade referencing a Paul Bradshaw post Local news is changing - but not fast enough

As the digital revolution moves forward are regional newspapers moving fast enough to appeal to online audiences? That's the question asked by Paul Bradshaw that should stimulate not only a wide debate but some swift action. There are two drafts, one published here by journalism.co.uk , and a slightly longer version on Bradshaw's blog here. In fact, his central argument is less about a lack of speed and rather more about the lack of intelligence in the application of video technology, the most potent form of story-telling now available to journalists. Despite considerable investment he argues that "there are few signs of real innovation or thinking beyond the obvious."

Indeed - if you look at itvlocal.com you can see that if ITV were to get their strategy right, they could transform regional news Journalism and cannibalise regional press revenues. By offering better reporting, connectivity and via Social Advertising Intelligence deliver a more targeted audience with better reporting, accountability and ROI. The Journalism becomes more relevant and engaging and the advertising services that form around the platform become a higher currency - beyond display advertising and banner ads. We migrate from Cost Per Thousands - to Cost Per Relevant Audience. In the digital environment how value is created changes because the technology allows us to improve that value. But this becomes a conversation beyond Journalism in the digital age to what are local newspapers in the digital age and HOW do they provide value for their advertisers and their readers? Yet we know that most sales people selling digital are also selling analogue display advertising. Have they sat down as a group internally and discussed - what is the role of our media platform in all its guises? How do we enable the local community? Because if life is local then the regional press really does need to address that core question.

Greenslade continues

Bradshaw, a lecturer in online journalism at Birmingham City University's media school, concedes that journalists are doing better than the earlier embarrassing examples of the genre. But there is still vast room for improvement. As he implies, the daily output on YouTube illustrates a greater sense of adventure in engaging clips that are clearly very appealing.

Bradshaw writes

...at most newspapers there is still some separation which, combined with the gap between the digital natives (some journalists) and the digital immigrants (most editors) is leading to a real neglect of the possibilities of new media.

And

The real opportunity of web 2.0 - the web as a platform - is begging to be explored. While local journalism is supposed to be all about community, local journalists’ relationships with communities online are for the most part non-existent, or one-way. Online, it’s fair to say that you get what you give out. By contributing to the blogosphere, to Flickr and YouTube and Facebook, journalists will generate contacts, leads, contributors and readers. Similarly, newspaper websites that don’t ghettoise readers into forums, that don’t publish blogs that are simply rebranded columns, but that genuinely invite readers to contribute to the newsgathering and verification process, will reap the benefits.

For example Gannett to Crowdsource News

I would also say its web and mobile. We have seen the impressive early results from Blyk. If I were the CEO of anyone of the big regional press players, I would be looking hard at what advertising could be like in the 21st Century, researching successful digital plays and then try to model what that might mean for my business. Trying stuff out and seeing what works, testing new revenue generating possibilities combined with a more engaged approach to my readership.

Comments

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