Jtm-pnw-session-hyperlocal-mainstream - Revision history

174.21.106.153 at 04:05, 21 January 2010

2010-01-21T04:05:11Z

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	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?)		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:		Let's start with '''hyperlocal media''' (HL), generally defined as geographically local and engaged in their community:

174.21.106.153 at 04:04, 21 January 2010

2010-01-21T04:04:18Z

← Older revision		Revision as of 04:04, 21 January 2010
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	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.		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.

	Let's start with '''hyperlocal media''', generally defined as geographically local and engaged in their community:		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'''		'''Strengths'''
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	* Shallow pockets		* Shallow pockets
	* Need to build credibility		* Need to build credibility
			* Journalism ethics framework often ill-defined
	* ...		* ...


	Next, '''Mass media''', loosely defined as geographically diverse, with a mass audience		Next, '''Mass media''' (MM), loosely defined as geographically diverse, with a mass audience

	'''Strengths'''		'''Strengths'''
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	* Has deep knowledge base in journalism skills, marketing, SEO, ad sales, technology, media literacy		* Has deep knowledge base in journalism skills, marketing, SEO, ad sales, technology, media literacy
	* Has many business contacts		* Has many business contacts
			* A well-defined set of ethics
			* Well-developed information gathering systems

	'''Weaknesses'''		'''Weaknesses'''
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			'''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'''

	~~Opportunities for mass media~~ and ~~hyperlocal sites to work together~~		* 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		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

174.21.106.153 at 03:50, 21 January 2010

2010-01-21T03:50:13Z

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	* They have heart and many do it for love		* They have heart and many do it for love
	* First responder on local news		* First responder on local news
	*		* ...


	'''Weaknesses'''		'''Weaknesses'''
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	* ...		* ...

	Mass media, loosely defined as geographically diverse, with a mass audience
			Next, '''Mass media''', loosely defined as geographically diverse, with a mass audience

	'''Strengths'''		'''Strengths'''
			* Distribution
	* Has a broad focus and has the resources to provide context		* Has a broad focus and has the resources to provide context
	* Distribution
	* Credibility		* Credibility
	* Good at trend spotting		* Good at trend spotting
	* Has strong (but threatened) revenue streams		* Has strong (but threatened) revenue streams
			* Has deep knowledge base in journalism skills, marketing, SEO, ad sales, technology, media literacy
			* Has many business contacts

	'''Weaknesses'''		'''Weaknesses'''

174.21.106.153 at 03:47, 21 January 2010

2010-01-21T03:47:44Z

← Older revision		Revision as of 03:47, 21 January 2010
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	== Building collaboration model for mass and hyperlocal media ==		== 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.

			Let's start with '''hyperlocal media''', generally defined as geographically local and engaged in their community:

	~~Will add notes soon~~. 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		'''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
			* ...

			Mass media, loosely defined as geographically diverse, with a mass audience

			'''Strengths'''
			* Has a broad focus and has the resources to provide context
			* Distribution
			* Credibility
			* Good at trend spotting
			* Has strong (but threatened) revenue streams

			'''Weaknesses'''
			* Locally disconnected
			* Can't be everywhere at once
			* Limited resources
			* Pressure to please stockholders
			* ...





			Opportunities for mass media and hyperlocal sites to work together


			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

Dale Steinke at 23:53, 11 January 2010

2010-01-11T23:53:03Z

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			== Building collaboration model for mass and hyperlocal media ==



	Will add notes soon. 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		Will add notes soon. 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

Dale Steinke at 23:50, 11 January 2010

2010-01-11T23:50:16Z

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			Will add notes soon. 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

Bill Densmore at 05:32, 11 January 2010

2010-01-11T05:32:50Z

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Bill Densmore at 05:32, 11 January 2010

2010-01-11T05:32:25Z

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Bill Densmore: New page: {| 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_9ab6637f...

2010-01-11T05:32:03Z

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