Report Locally. Webcast Globally.

Writing in Editor & Publisher, Kevin J. Mireles advises the newspaper business to “make a conscious transition from being strictly content creators to become local communication facilitators.”
He argues that newspapers could benefit greatly by providing user-generated content that’s been screened by professional editors. By “benefit” he means increased revenue via advertising. The notion being that most marketers are frightened to invest in YouTube and MySpace because of the free-for-all nature of the sites. Hence, the continued need for the controlled environments of a newspaper.com.
Mireles also thinks users can benefit from this best of both worlds arrangement. He contends, perhaps correctly, that newspaper.com’s are easier to navigate due to repeated, if not daily, use.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.