IVP Wiki - User contributions [en]

Jtm-pnw-session-hyperlocal-mainstream

2010-01-21T04:05:11Z

174.21.106.153:

{| border="1" cellspacing="0" align="right" cellpadding="2" style="margin-right: 1em; margin-bottom: 0.5em; margin-right: 1em;"
|-
|http://farm5.static.flickr.com/4062/4262682031_9ab6637f0d_m_d.jpg <br>[http://www.flickr.com/photos/choconancy/4262682031/sizes/l/ 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 [http://www.linkedin.com/groupAnswers?viewQuestionAndAnswers&discussionID=12140307&gid=2645144&commentID=10273809&trk=view_disc LinkedIn]. - Dale

Jtm-pnw-session-hyperlocal-mainstream

2010-01-21T04:04:18Z

174.21.106.153:

Jtm-pnw-session-hyperlocal-mainstream

2010-01-21T03:50:13Z

174.21.106.153:

Jtm-pnw-session-hyperlocal-mainstream

2010-01-21T03:47:44Z

174.21.106.153: