Tuesday, January 22, 2008
McCormick Tribune Fellows Highlighted in NAA report
Tuesday, January 22, 2008
MT Fellows Edwina Blackwell Clark and Sharon Prill figure big in a recent Newspaper Association of America report on trends in audience development. The NAA report “Growing Audience: Building Audience, Building Brands,” explores trends and staffing of 'audience development' initiatives, which it says have replaced 'interactive' as the current buzzword of the newspaper industry.
Blackwell Clark began her career as a reporter and now oversees 350 people as senior vice president of audience at Cox Publishing in Dayton. She says that focus has gone from studying current readers to studying those who aren't reading newspapers in order to learn more about them. Since taking on her current position in the summer of 2006, she is - remarkably - well on her way to reaching her goal of launching a dozen new products.
Prill, senior vice president of interactive media and audience development at the Milwaukee Journal Sentinel, is part of the executive team that evaluates new initiatives across the organization. She recently discovered that 90 percent of JSOnline.com’s web traffic and click-throughs were actually driven through the user-generated parts of the site. As a result, the sites now place even more emphaiss on user-generated content.
The full report is posted online at http://www.naa.org/docs/Audience/building%20audience%20final%2011%201%2007.pdf.
Blackwell Clark began her career as a reporter and now oversees 350 people as senior vice president of audience at Cox Publishing in Dayton. She says that focus has gone from studying current readers to studying those who aren't reading newspapers in order to learn more about them. Since taking on her current position in the summer of 2006, she is - remarkably - well on her way to reaching her goal of launching a dozen new products.
Prill, senior vice president of interactive media and audience development at the Milwaukee Journal Sentinel, is part of the executive team that evaluates new initiatives across the organization. She recently discovered that 90 percent of JSOnline.com’s web traffic and click-throughs were actually driven through the user-generated parts of the site. As a result, the sites now place even more emphaiss on user-generated content.
The full report is posted online at http://www.naa.org/docs/Audience/building%20audience%20final%2011%201%2007.pdf.
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