Team 4: City Slickers

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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. - PowerPoint PPT Presentation

Transcript of Team 4: City Slickers

  • Team 4: City Slickers

  • Dallas Morning NewsAllan Houston

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

  • Target AudienceSouth Dallas, a community of about 200,00 people; mostly African-American

  • GoalsTo provide coverage for an underserved communityCurrently underserved by all local media; no current full-time Metro beat at DMN

  • MechanicsBuild awareness of the website with local churches, civic groups, schools, neighborhood associations and community collegesEducate them about the benefits of posting content to neighborsgoUse online content to publish a weekly print edition that, combined with in-house editorial, goes out in the Saturday DMN

  • Mechanics, Contd.A simple tool at the top of the page where readers can upload contributionsModules for reader-submitted stories, photos, blogs, forums, events and faith (church events)

  • washingtonpost.comDave Marino-Nachison

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

  • Target AudienceWould like to target the Spanish-speaking immigrant community in the suburbsChose 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

  • GoalsAssociate local Spanish-speakers with the brand and contentPosition the website to benefit from growth in bilingual readers in coming years

  • MechanicsUnder a separate, Post-associated URL, create a blog headed by a local journalist focusing on relevant community issuesProvide platform for user-generated content and commentary; find real-world ways to take in content, such as through voicemail and text messaging

  • Mechanics, Contd.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

  • New York PostCassie Carothers

  • SummaryTo offer borough-specific content centers that combine news coverage and resources

  • Target AudienceCurrent readers looking for more detailed coverage of their communities

  • GoalsTo grow the audience by providing useful content organized in a single place

  • MechanicsDaily news from the days paper and our network of borough-based weekliesPolice blotter info by borough, rather than our current roundup, plus a link to municipal databaseTraffic and transit component, including a message board and other UGC (transit updates, etc.)

  • Mechanics, Contd.Borough-based blogs; find established writers that cover communities while also referring readers to other leading blogs in the communityWeather Entertainment calendar and restaurant listings

  • Chicago TribuneLara Weber

  • SummaryA bilingual source of parenting information for busy Chicago-area parents

  • Target AudienceParents (both mothers and fathers)Bilingual readers; the growing Hispanic community

  • GoalsTo reach bilingual readers, a growing community in ChicagolandTo leverage an existing organizational focus on the parenting community

  • MechanicsDevelop pages on and that would be utility-focusedLinks to databases of parent resourcesSchool informationCommunity information

  • Mechanics, ContdPick up all current parent and family-related content from Tribune, Hoy, and other Tribune-owned media outletsDevelop bilingual parenting blog with writers from both Hoy and the TribuneCreate the opportunity for online communities to grow through forums and message boards