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Team 4: City Slickers

Team 4: City Slickers. Dallas Morning News. Allan Houston. Summary. A weekly print edition of staff and reader-generated content that complements an online presence for an un-served community. Target Audience. South Dallas, a community of about 200,00 people; mostly African-American. Goals.

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Team 4: City Slickers

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  1. Team 4: City Slickers

  2. Dallas Morning News Allan Houston

  3. Summary • A weekly print edition of staff and reader-generated content that complements an online presence for an un-served community

  4. Target Audience • South Dallas, a community of about 200,00 people; mostly African-American

  5. Goals • To provide coverage for an underserved community • Currently underserved by all local media; no current full-time Metro beat at DMN

  6. Mechanics • Build awareness of the website with local churches, civic groups, schools, neighborhood associations and community colleges • Educate them about the benefits of posting content to neighborsgo • Use online content to publish a weekly print edition that, combined with in-house editorial, goes out in the Saturday DMN

  7. Mechanics, Cont’d. • A simple tool at the top of the page where readers can upload contributions • Modules for reader-submitted stories, photos, blogs, forums, events and faith (church events)

  8. washingtonpost.com Dave Marino-Nachison

  9. Summary • An online community that targets the Spanish-speaking populations of Alexandria and Arlington, Va.

  10. Target Audience • Would like to target the Spanish-speaking immigrant community in the suburbs • Chose Alexandria/Arlington specifically as a place where there is a large-number of immigrants but also where their experience is less commonly framed in divisive terms

  11. Goals • Associate local Spanish-speakers with the post.com brand and content • Position the website to benefit from growth in bilingual readers in coming years

  12. Mechanics • Under a separate, Post-associated URL, create a blog headed by a local journalist focusing on relevant community issues • Provide platform for user-generated content and commentary; find “real-world” ways to take in content, such as through voicemail and text messaging

  13. Mechanics, Cont’d. • Offer tools for distributing Jobs classifieds for Spanish speakers (text and e-mail alerts) • Host a weekly, web-based news and events-based radio program that encourages live feedback • Free classifieds listings

  14. New York Post Cassie Carothers

  15. Summary • To offer borough-specific content centers that combine news coverage and resources

  16. Target Audience • Current readers looking for more detailed coverage of their communities

  17. Goals • To grow the audience by providing useful content organized in a single place

  18. Mechanics • Daily news from the day’s paper and our network of borough-based weeklies • Police blotter info by borough, rather than our current roundup, plus a link to municipal database • Traffic and transit component, including a message board and other UGC (transit updates, etc.)

  19. Mechanics, Cont’d. • Borough-based blogs; find established writers that cover communities while also referring readers to other leading blogs in the community • Weather • Entertainment calendar and restaurant listings

  20. Chicago Tribune Lara Weber

  21. Summary • A bilingual source of parenting information for busy Chicago-area parents

  22. Target Audience • Parents (both mothers and fathers) • Bilingual readers; the growing Hispanic community

  23. Goals • To reach bilingual readers, a growing community in Chicagoland • To leverage an existing organizational focus on the parenting community

  24. Mechanics • Develop pages on chicagotribune.com and hoyinternet.com that would be utility-focused • Links to databases of parent resources School information Community information

  25. Mechanics, Cont’d • Pick up all current parent and family-related content from Tribune, Hoy, and other Tribune-owned media outlets • Develop bilingual parenting blog with writers from both Hoy and the Tribune • Create the opportunity for online communities to grow through forums and message boards

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