Branding, Californian style
The question that newspapers need to answer for themselves, and answer fast before it's too late and they're left behind, is why is it important to have a dynamic online presence? Partly, it's to compete with websites such as Craigslist, which are eating away at newspapers' classified revenues. Newspapers also need to rope in the 20-30 aged demographic they've had trouble roping in. There's no golden key to reaching this group, but one of the most important things to do is to make your newspapers more personal and interactive. I will continue to keep trumpeting more personal writing. The era of (fake) objectivity is over. Journalists of all stripes should drop their guards, and try to reconnect with audiences (and find new ways to cover communities).
Good, personal writing, though, is only one way of connecting with the audience. The internet offers many more opportunities to do so. Inviting the media to be a real part of the legacy newsroom via citizen journalism is one way. Why should newspapers be interested in this form of journalism, which can be banal, or worse, a major liability? Well, if you invite the audience in as a participant, suddenly your newspaper becomes their newspaper. They will spend more time one your website, and if you print their submissions, more time with your paper, which adds value for your advertisers. They will also become your marketers, encouraging others to read your product. In an era of shrinking audiences and more and more challenges to newspapers' revenue stream, not embracing citizen media may not be an option. Citizen, participatory media, in some form, is the future of newspapers.
Yet, the organization, the Bakersfield Californian, which has been at the forefront of developing this new form of journalism has distanced itself from its efforts, not using its brand on The Northwest Voice or its new free classifieds website. I believe this is a management mistake, loosing out on the opportunity to introduce a new audience to the newspaper and enhance the newspaper's brand in the community.
I only hope that other newspapers (and other legacy news operations) will not make these same mistakes in the future. As I have said previously, I believe citizen media has the greatest potential when it associated with a traditional media outlet and complements that media, and uses this innovative form to reconnect with lost audiences.
Good, personal writing, though, is only one way of connecting with the audience. The internet offers many more opportunities to do so. Inviting the media to be a real part of the legacy newsroom via citizen journalism is one way. Why should newspapers be interested in this form of journalism, which can be banal, or worse, a major liability? Well, if you invite the audience in as a participant, suddenly your newspaper becomes their newspaper. They will spend more time one your website, and if you print their submissions, more time with your paper, which adds value for your advertisers. They will also become your marketers, encouraging others to read your product. In an era of shrinking audiences and more and more challenges to newspapers' revenue stream, not embracing citizen media may not be an option. Citizen, participatory media, in some form, is the future of newspapers.
Yet, the organization, the Bakersfield Californian, which has been at the forefront of developing this new form of journalism has distanced itself from its efforts, not using its brand on The Northwest Voice or its new free classifieds website. I believe this is a management mistake, loosing out on the opportunity to introduce a new audience to the newspaper and enhance the newspaper's brand in the community.
I only hope that other newspapers (and other legacy news operations) will not make these same mistakes in the future. As I have said previously, I believe citizen media has the greatest potential when it associated with a traditional media outlet and complements that media, and uses this innovative form to reconnect with lost audiences.
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