Jtm-pnw-session-hyperlocal-mainstream

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Revision as of 03:50, 21 January 2010 by 174.21.106.153 (talk)
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Building collaboration model for mass and hyperlocal media

Working from the image pictured on this page, here's a first attempt at organizing the notes from our session on Sunday, Jan. 10, 2010, into the beginnings of a business model. Please jump in with corrections and clarifications.

Let's start with hyperlocal media, generally defined as geographically local and engaged in their community:

Strengths

  • Geographically local and engaged
  • Community voice (Voice of the community?)
  • Can gather the local agenda
  • Catalyst for civic discussion
  • Built with sweat equity (owners are invested in its success)
  • It's a new audience that may not be using mass media as frequently (or at all)
  • Have a face-to-face, personal relationship with the audience
  • They have heart and many do it for love
  • First responder on local news
  • ...


Weaknesses

  • Distribution and marketing
  • Shallow pockets
  • Need to build credibility
  • ...


Next, Mass media, loosely defined as geographically diverse, with a mass audience

Strengths

  • Distribution
  • Has a broad focus and has the resources to provide context
  • Credibility
  • Good at trend spotting
  • Has strong (but threatened) revenue streams
  • Has deep knowledge base in journalism skills, marketing, SEO, ad sales, technology, media literacy
  • Has many business contacts

Weaknesses

  • Locally disconnected
  • Can't be everywhere at once
  • Limited resources
  • Pressure to please stockholders
  • ...



Opportunities for mass media and hyperlocal sites to work together


Here's a link to the ongoing discussion on LinkedIn. - Dale