How can news media compete at the hyper-local level?
[Published with abbreviations. - approx. translator.]
Q: How can publishers compete with free local sites?
Answer: They cannot. They should not. As for the web, its value lies in the network, not in the content. Look at the brightest case of success - Google. The value of Google (contrary to the opinion of the Associated Press and Murdoch) is not in its content. She is in links, in links, in a network. You go to Google not to read, you go there to find. And it concerns the mass of things on the Internet. The problem with publishers is that people use the web primarily as a means of communication, then as a tool, and only then as a destination. Success comes to those who understand the second and third motives of people and work with them to strengthen partnership and ties, connections, connections.
So publishers need to work with local community sites for long-term mutual benefits. I emphasize - mutual. Printing in his newspaper "Photo of the Week" from a local forum does not apply to such a long-term strategy.
')
Which local sites will succeed, and who will ultimately own this space?
Those sites that have been successful so far. Those that have focused on building relationships with the audience and on content. Those who have an open and transparent approach to production. Those sites that find a balance between their own interests (powers) and collaboration with the audience.
What is the main threat to the success of publishers?
The main threat is to try to squeeze the most out of previous resources and technologies, instead of using the benefits offered by the Internet. Thanks to the Internet, you can incredibly increase the efficiency of cooperation, distribution, building links, but publishers still deny these opportunities, focusing only on content, content, content.
Content for most people is the end result of a dialogue or action. The current publishers are facing the greatest threat from the means that facilitate this transition through cooperation, distribution, communications.
What tactics should publishers adopt to better exploit their strengths?
Concentrate on retraining advertising departments for the Internet, its measurability and interactivity. Do not sell just advertising on the Internet, sell to the advertisers the Internet itself (its capabilities). Because if you do not do this, it will be done by a competitor.
Be as transparent as possible in what people are already doing, refer to sources of information, publish it in its raw form, if it is not yet available online. This gives others the opportunity to work with it, which entails new articles, new readers who link to you, not to mention such voluntary advertising, which entails new headlines and new sales.
Q: How can publishers compete with free local sites?
Answer: They cannot. They should not. As for the web, its value lies in the network, not in the content. Look at the brightest case of success - Google. The value of Google (contrary to the opinion of the Associated Press and Murdoch) is not in its content. She is in links, in links, in a network. You go to Google not to read, you go there to find. And it concerns the mass of things on the Internet. The problem with publishers is that people use the web primarily as a means of communication, then as a tool, and only then as a destination. Success comes to those who understand the second and third motives of people and work with them to strengthen partnership and ties, connections, connections.
So publishers need to work with local community sites for long-term mutual benefits. I emphasize - mutual. Printing in his newspaper "Photo of the Week" from a local forum does not apply to such a long-term strategy.
')
Which local sites will succeed, and who will ultimately own this space?
Those sites that have been successful so far. Those that have focused on building relationships with the audience and on content. Those who have an open and transparent approach to production. Those sites that find a balance between their own interests (powers) and collaboration with the audience.
What is the main threat to the success of publishers?
The main threat is to try to squeeze the most out of previous resources and technologies, instead of using the benefits offered by the Internet. Thanks to the Internet, you can incredibly increase the efficiency of cooperation, distribution, building links, but publishers still deny these opportunities, focusing only on content, content, content.
Content for most people is the end result of a dialogue or action. The current publishers are facing the greatest threat from the means that facilitate this transition through cooperation, distribution, communications.
What tactics should publishers adopt to better exploit their strengths?
Concentrate on retraining advertising departments for the Internet, its measurability and interactivity. Do not sell just advertising on the Internet, sell to the advertisers the Internet itself (its capabilities). Because if you do not do this, it will be done by a competitor.
Be as transparent as possible in what people are already doing, refer to sources of information, publish it in its raw form, if it is not yet available online. This gives others the opportunity to work with it, which entails new articles, new readers who link to you, not to mention such voluntary advertising, which entails new headlines and new sales.
Source: https://habr.com/ru/post/287642/
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