Se eu fosse dono do The Boston Globe
Escrito em Junho 19, 2009 - Na categoria Jornais | Comente
NO NIEMAN Journalism Lab, um belo artigo de Marin Langeveld, com 10 conselhos para o futuro dono do The Boston Globe:
- Declare unequivocally that the Globe’s future is digital, and that Boston.com is now its focus and top priority.
- Launch or subsidize a network of hyperlocal sites all over eastern Massachusetts (…).
- Launch another network of local niche verticals that can be accessed directly as well as through any of these hyperlocals and Boston.com (…).
- In each of these, plan to create a tiered, variable pricing model — make most of the content free, but charge for the stuff that a small but highly-engaged group will pay for (…).
- Monetize these verticals further with transactional revenue: sell theater tickets, facilitate restaurant reservations, earn commissions on affiliate sales and lead generation.
- Turn the Globe (oh, yes, we own a newspaper, too!) into a once-weekly guide to all of those niches and to all other media. (…) Publish only that weekend edition and kill the rest of your print editions.
- Publish a slew of niche publications in print, re-purposing content that’s already online, which can cross-promote Boston.com and all of your sites.
- Continue your partnership in publishing the Boston Metro commuter paper, which is essentially another niche publication.
- Build a digital-savvy team of salespeople and designers, adept at cross-selling all of these platforms (…).
- Sell that big building, sell the presses, and subcontract all printing and delivery so you can focus on your digitally-centered publishing business.
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