Jtm-pnw-session-hyperlocal-mainstream: Difference between revisions
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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. | |||
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
