What can we learn from the newspaper industry?

With the release of Editor & Publisher’s “10 Newspapers That Do It Right 2018” article, people are able to take a look inside the innovative news media industry.

While the story itself offers great highlights on how newspapers from around the country are adapting, it also offers suggestions for any business working in a rapidly changing environment.  What are some of the takeaways that advertisers and advertising agencies can most benefit from?

Make the move to experiment today

From Alexander City, Alaska to Honolulu, Hawaii; we have seen the industry pushing the boundaries of their traditional offerings and experimenting with new options.

Advice from the editor at the Alexander City Outlook, “Instead of getting stuck in a cycle of doing the same thing over, the Outlook now abides by a let’s try it mantra”.

Focus on the Audience

Following the example of the Arizona Daily Star, a focus on audience can drive growth.

With the build out of #ThisIsTucson, an off-platform product run by the Daily Star where the website is not the main focus, the company targeted millennial mothers between the ages of 18-35.  They realized that their audience finds news through social platforms, smartphone apps and email (to name a few) and are not as focused on a primary website, so they adjusted their strategy accordingly.

According to editor Jill Jorden Spitz, “In our first year, we reached 45 percent of the millennial women in the metro Tucson area, averaging 42,778 users a month.”.

Be Prepared

In any industry it is hard to predict your next challenge, but preparation is the key in any situation.

Thanks to “extensive preparation and strategic thinking”, the Houston Chronicle was prepared to continue to deliver the news even as Hurricane Harvey struck in 2017.  Relying on a network of pre-established and trained journalists stationed at bureaus around the city, the paper could report through power outages, road closures and other issues caused by the storm.  With this preparation, they hit a record volume of visitors on their websites (over 20 million-page views in a single day) and served their community as a source of local news.

The MANSI team congratulates all of the newspapers named and looks forward to learning from their example in 2018.

2018 Newspapers That Do It Right

  • Alexander City Outlook
  • Arizona Daily Star
  • Coloradoan
  • Fayetteville Observer
  • Honolulu Star-Advertiser
  • Houston Chronicle
  • Las Vegas Review-Journal
  • Newsday
  • Portland Press Herald / Maine Sunday Telegram
  • Register-Guard

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