The Mario Blog
07.14.2017—1am
Local newspapers, new digital strategies that work

Digital explorations and transformations are not limited to the big metropolitan dailies. I like what I read about experimentation at the very local level. Read on.

It is true that we see tremendous and constant experimentation with technology and digital platforms with such newspapers as The New York Times, The Wall Street Journal and The Washington Post, among others. They have the resources for such experimentation.  Smaller newspapers, both dailies and weeklies, are not so lucky. What they do have, however, is a brand that is recognizable and total dominance for coverage in areas where the big metro papers rarely go.

Now, I am delighted to see that there is some good, effective experimentation with advertising and technology for some of these papers.

A recent piece in Editor & Publisher informs us about Mark Nienhueser,  who was a 2015-2016 fellow at the Reynolds Journalism Institute, University of Missouri

“The hypothesis heading into the fellowship was that the Missouri Press Association needed to be able to help their newspapers get into the digital side of things,” Nienhueser said. “What I was finding was that most of the dailies had it somewhat figured out, but most of the local weeklies didn’t have anything at all.”

So Nienhueser and his team set out to create  variety of services for small newspapers to make better use of the technology available, such as website creation, social media management, programmatic advertising, YouTube TrueView ads and hands-on training. 

Nextdoor

Perhaps one of the most exciting new things happening with these small dailies has been the partnership of some with Nextdoor–the private social network for  neighborhoods that was launched in 2011.  Nextdoor is an app that allows people to stay in touch with each other in a neighborhood for such things as finding babysitters, learning about an upcoming block party, or hearing about a rash of car break-ins. 

The private social network, which allows users to connect with neighbors in their community, recently added newspapers to that list. It seems like a perfect fit. 

By partnering with Nextdoor, newspapers can target where they post stories down to the community level, giving them the ability to share hyperlocal news that is highly relevant to specific communities. The articles appear in Nextdoor’s newsfeed in the app and website, as well as in the Daily Digest email that members receive. In addition, neighbors can share story ideas or tips with newspapers through Nextdoor.

 

Image courtesy of Editor & Publisher.

 

To date, Nextdoor has partnered with several dozen local news entities covering a cross section of the US.

This development shows that experimentation and transformation are not limited to the big metro newspapers.  It also reaffirms our belief that some of the most successful experiments are going to aim at the smartphone.

 

TheMarioBlog post # 2670

 

 

Blog Post09.26.2017—1am
Three things that caught our eye
Blog Post09.25.2017—1am
Paywalls & newspapers: from leaky to hard ones, and in between
Blog Post09.22.2017—4am
Mexican earthquake: front pages tell the story
Blog Post09.21.2017—1am
Saying adios to The Village Voice in print
Blog Post09.20.2017—1am
Vogue in print: “point of view, attitude”
Blog Post09.19.2017—1am
The Boston Scene
Blog Post09.18.2017—1am
Thoughts on print: still here, still full of surprises, worthy of attention
Blog Post09.15.2017—1am
New report: For publishers, Facebook is no revenue panacea
Blog Post09.14.2017—1am
Smartphones and web traffic: where the action is
Blog Post09.13.2017—1am
Paris Match: a good visit and big plans
Blog Post09.12.2017—1am
Irma: the morning after
Blog Post09.11.2017—3am
Irma: the bad girl on every front page
Blog Post09.08.2017—1am
Type Magazine: the new Roger Black project
Blog Post09.06.2017—1am
Linear storytelling for mobile: a good example
Blog Post09.05.2017—1am
For Le Journal de Montreal: article page acts like home page, sort of
Blog Post09.01.2017—1am
Facebook the new front page?
Blog Post08.31.2017—1am
When it comes to news, “designer labels” can make the difference
Blog Post08.30.2017—1am
Those fabulous print glossy ads
Blog Post08.29.2017—1am
From here and there: what the email basket brings
Blog Post08.28.2017—1am
Why I would show this Times Mag cover to my class
Blog Post08.24.2017—1am
A caricature for the ages
Blog Post08.23.2017—1am
It was the day Americans looked up!
Blog Post08.22.2017—1am
It was all about the solar eclipse of the century
Blog Post08.21.2017—1am
A day without local news? In Minnesota, readers experience it
Blog Post08.18.2017—1am
The good news about print (in the USA)
Blog Post08.17.2017—1am
What’s your lead story right this minute?
Blog Post08.16.2017—1am
Panama’s La Prensa: workshop digital media, day 2
Blog Post08.15.2017—1am
Panama’s La Prensa: digital workshop
Blog Post08.14.2017—1am
Millennials still like their Facebook
Blog Post08.11.2017—1am
All about the Eclipse: the Times nailed it.
Blog Post08.10.2017—1am
It’s the Monocle printed newspaper again
Blog Post08.09.2017—1am
Who pays for news, and who believes the news? Report tells us
Blog Post08.08.2017—1am
Workshops: linear visual storytelling
Blog Post08.07.2017—1am
For newspaper print editions: the power of the headline
Blog Post08.04.2017—1am
Behold the iPad: it’s still part of the media quintet
Blog Post08.03.2017—1am
At the NYTimes: push for customized content moves forward
Blog Post08.02.2017—1am
The Mooch’s quick departure on the front pages
Blog Post08.01.2017—1am
At The New York Times: aggressively pushing digital subscriptions
Blog Post07.31.2017—1am
Thoughts while on vacation
Blog Post07.14.2017—1am
Local newspapers, new digital strategies that work
Contact us with speaking requests, questions or to discuss a project.