Difference between revisions of "Jtm-pnw-session-hyperlocal-mainstream"
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| + | == Building collaboration model for mass and hyperlocal media == | ||
| + | |||
| + | Working from the image pictured on this page, here's a first attempt at organizing the notes from our session on Sunday, Jan. 10, 2010, into the beginnings of a business model. Please jump in with corrections and clarifications. | ||
| + | |||
| + | Participants in this session who signed our sheet: Jim Bellinger, Jody Brannon, Jessica Durkin, Pam Kilborn-Miller, Kim Lowe, Bob Payne, Sabrina Roach, Dale Steinke and Chris Zain (sp?) | ||
| + | |||
| + | Let's start with '''hyperlocal media''' (HL), generally defined as geographically local and engaged in their community: | ||
| + | |||
| + | '''Strengths''' | ||
| + | * Geographically local and engaged | ||
| + | * Community voice (Voice of the community?) | ||
| + | * Can gather the local agenda | ||
| + | * Catalyst for civic discussion | ||
| + | * Built with sweat equity (owners are invested in its success) | ||
| + | * It's a new audience that may not be using mass media as frequently (or at all) | ||
| + | * Have a face-to-face, personal relationship with the audience | ||
| + | * They have heart and many do it for love | ||
| + | * First responder on local news | ||
| + | * ... | ||
| + | |||
| + | |||
| + | '''Weaknesses''' | ||
| + | * Distribution and marketing | ||
| + | * Shallow pockets | ||
| + | * Need to build credibility | ||
| + | * Journalism ethics framework often ill-defined | ||
| + | * ... | ||
| + | |||
| + | |||
| + | Next, '''Mass media''' (MM), loosely defined as geographically diverse, with a mass audience | ||
| + | |||
| + | '''Strengths''' | ||
| + | * Distribution | ||
| + | * Has a broad focus and has the resources to provide context | ||
| + | * Credibility | ||
| + | * Good at trend spotting | ||
| + | * Has strong (but threatened) revenue streams | ||
| + | * Has deep knowledge base in journalism skills, marketing, SEO, ad sales, technology, media literacy | ||
| + | * Has many business contacts | ||
| + | * A well-defined set of ethics | ||
| + | * Well-developed information gathering systems | ||
| + | |||
| + | '''Weaknesses''' | ||
| + | * Locally disconnected | ||
| + | * Can't be everywhere at once | ||
| + | * Limited resources | ||
| + | * Pressure to please stockholders | ||
| + | * ... | ||
| + | |||
| + | |||
| + | '''Opportunities to work together''' | ||
| + | |||
| + | '''Content''' | ||
| + | * Tipsters: More often than not, HL can act as a first responder, tipping MM to new happenings. MM can also tip HL too though. One idea is to have HL dig up local angles on a regional trend story (example given was the impact of the halted development projects). | ||
| + | |||
| + | |||
| + | '''Marketing''' | ||
| + | * MM can drive people to HL sites via links and other marketing | ||
| + | |||
| + | |||
| + | '''Sales''' | ||
| + | * MM has many sales people and could offer that service. Ad networks could be a key part of this | ||
| + | |||
| + | |||
| + | '''Infrastructure''' | ||
| + | * Training: MM can offer training in journalism skills, marketing, SEO, ad sales, technology, media literacy, running a business, etc... | ||
| + | |||
| + | |||
| + | '''Pitfalls to be addressed''' | ||
| + | |||
| + | * How to not make HL sites look like sellouts by partnering with MM | ||
| + | * Equity and fairness in any revenue deals | ||
| + | * Building and maintaining mutual trust | ||
| + | * Setting branding, promotion expectations | ||
| + | * Maintaining product integrity | ||
| + | |||
| + | |||
| + | Here's a link to the ongoing discussion on [http://www.linkedin.com/groupAnswers?viewQuestionAndAnswers&discussionID=12140307&gid=2645144&commentID=10273809&trk=view_disc LinkedIn]. - Dale | ||
Latest revision as of 04:05, 21 January 2010
 Enlarge |
Building collaboration model for mass and hyperlocal media
Working from the image pictured on this page, here's a first attempt at organizing the notes from our session on Sunday, Jan. 10, 2010, into the beginnings of a business model. Please jump in with corrections and clarifications.
Participants in this session who signed our sheet: Jim Bellinger, Jody Brannon, Jessica Durkin, Pam Kilborn-Miller, Kim Lowe, Bob Payne, Sabrina Roach, Dale Steinke and Chris Zain (sp?)
Let's start with hyperlocal media (HL), generally defined as geographically local and engaged in their community:
Strengths
- Geographically local and engaged
- Community voice (Voice of the community?)
- Can gather the local agenda
- Catalyst for civic discussion
- Built with sweat equity (owners are invested in its success)
- It's a new audience that may not be using mass media as frequently (or at all)
- Have a face-to-face, personal relationship with the audience
- They have heart and many do it for love
- First responder on local news
- ...
Weaknesses
- Distribution and marketing
- Shallow pockets
- Need to build credibility
- Journalism ethics framework often ill-defined
- ...
Next, Mass media (MM), loosely defined as geographically diverse, with a mass audience
Strengths
- Distribution
- Has a broad focus and has the resources to provide context
- Credibility
- Good at trend spotting
- Has strong (but threatened) revenue streams
- Has deep knowledge base in journalism skills, marketing, SEO, ad sales, technology, media literacy
- Has many business contacts
- A well-defined set of ethics
- Well-developed information gathering systems
Weaknesses
- Locally disconnected
- Can't be everywhere at once
- Limited resources
- Pressure to please stockholders
- ...
Opportunities to work together
Content
- Tipsters: More often than not, HL can act as a first responder, tipping MM to new happenings. MM can also tip HL too though. One idea is to have HL dig up local angles on a regional trend story (example given was the impact of the halted development projects).
Marketing
- MM can drive people to HL sites via links and other marketing
Sales
- MM has many sales people and could offer that service. Ad networks could be a key part of this
Infrastructure
- Training: MM can offer training in journalism skills, marketing, SEO, ad sales, technology, media literacy, running a business, etc...
Pitfalls to be addressed
- How to not make HL sites look like sellouts by partnering with MM
- Equity and fairness in any revenue deals
- Building and maintaining mutual trust
- Setting branding, promotion expectations
- Maintaining product integrity
Here's a link to the ongoing discussion on LinkedIn. - Dale
