Newspaper Publishing
Think Multimedia. The Integrated Newsroom.
The biggest demands:
- How do I configure publishing workflows so they are efficient yet flexible enough to allow me to publish selected stories online first?
- How do I optimize processes in my newsroom?
- How do I integrate social media or hyperlocal content to attract more readers and advertisers?
News is free, but good stories pay. That's what recent experience has proven. Even if free news posted on the Web has cut deeply into revenues, quantity is no substitute for quality. Publishers are walking a tightrope, attempting the balancing act of cutting costs and streamlining editing teams while upholding quality and creating new, more efficient structures. The recipe for success calls for a unified newsroom with a central production team and a pool of editors, and often an online-first strategy. Contributors must write for print and online editions at the same time while also supplying articles for different formats or regional editions. And because quality matters so much, each of these offerings must have a distinct flavor and tonality, with contents tailored to suit the given channel.
This superior quality is what sets your newspaper apart from the fast news aggregators and social media networks. And even though you deliver old-school quality, it doesn't mean you can't work with new-school tools such as user-generated content and social media. Easily integrated into your editions, they augment your news with hyperlocal topics to make your offering even more appealing to readers and advertisers. Be it in a digital edition or on a Web site, precise targeting matters regardless of the medium. The more accurately you are able to zero in on your audience, the better you can sell advertising space. And that is the key to capitalizing on content, particularly with digital editions for the iPad and the like.
