Home' Local Media Today : July 2016 Contents 8 | LOCAL MEDIA TODAY | JULY 2016
● VIDEO GROWTH STRATEGIES: The report shares
what media companies and the disruptors are doing
to grow and monetize video.
● IDEAS TO IMPROVE YOUR CULTURE: There are at
least 30 mentioned in this report (from 360 reviews
to an obsession with mission/vision to open and
transparent work space). Most of the ideas are not
expensive to implement.
● MEDIA TRANSFORMATION SUCCESS STORIES:
You will learn from executives with E.W. Scripps,
Calkins Media and the San Francisco Chronicle.
All are making bold moves.
● WHY YOU SHOULD INVEST IN VIRTUAL REALITY
NOW: Big opportunities are on the horizon for local
media companies. Don't be late to the party.
● DISTRIBUTED CONTENT: The report touches on the
opportunities and the concerns. This is going to disrupt
the industry once again. It's time to get a plan together
for your company.
● FIVE SENIOR-LEVEL MEDIA EXECUTIVES WEIGH-IN WITH
THEIR THOUGHTS: This is the first I.M. report that also
provides unique perspectives from participants such as Jon
Rust, co-president, Rust Communications and David Arkin,
SVP of Content, GateHouse Media.
● LOTS OF ACTIONABLE ITEMS: You will want to share
the report with everyone in your company and then host
roundtables to pick the action items that will work best for
● IT WILL BE THE BEST $299 THAT YOU SPEND ALL YEAR!
Money back guarantee if you don't find value in the report.
TO ORDER, VISIT WWW.LOCALMEDIA.ORG.
In-depth report now available
VIDEO – OTT – LOCATION BASED MARKETING – SOCIAL MEDIA –
CONTENT STRATEGIES – DISRUPTIVE INNOVATION
WHY SHOULD YOU ORDER THE "2016 INNOVATION MISSION" REPORT?
A 48-page report,
authored by I.M. leader
and LMA President
Nancy Lane, identifies
top takeaways from the
week-long study tour and
is now available at the
bargain price of $299.
Some of the takeaways
are immediately action-
able; others are disruptive
and will require strategic
planning with your team.
The Local Media Foundation Innovation
Mission has covered a lot of ground since its
inaugural study tour in 2009 and the drum-
beat of pushing the local media industry
forward with the knowledge gained along
the way sounds deeper with each passing
year. Seven years in, the 2016 I.M. brought
a group of 28 senior-level local media ex-
ecutives together for the late May sold-out
Innovation Mission. The six-day tour began
on the East Coast, in New York City, and
concluded in the bay area of exhilarating
Led and developed by LMA President
Nancy Lane, this year’s study tour include
visits to Facebook, YouTube, Instagram,
Apple News, NYC Media Lab, xAd, E.W.
Scripps Company, Cxense, Calkins Media,
Newsy, Thumbtack, San Francisco Chroni-
cle, Next-door, and Tout.
“Each year, this trip is my favorite week of
the year because it gives me the opportu-
nity to stop the day-to-day flood of meet-
ings and emails, and THINK BIGGER. And
each year, it pays for itself many times over
by the contacts made with our visits as well
as amongst my peers,” said I.M. alum Shan-
non Kinney, founder and client success of-
ficer at Dream Local Digital. “It is a terrific
learning opportunity and inspiring to drive
innovation at my own company and within
Dream Local Digital partners as well. I can't
wait until next year!”
Top aspects of the 2016 tour included:
discovering new revenue streams, under-
standing how core values drive culture,
identifying the next big thing (video, video,
video), the impact of distributed content
to local media websites, and how to craft a
viable and sustainable strategy to continue
the media transformation.
The follow-up I.M. report takes a deep dive
into all that was learned over the course
of the week and outlines action plans for
local media companies to consider. Order
yours today at www.localmedia.org. Value
guaranteed or your money back.
Meanwhile, get a sense of what the 2016
I.M. was all about by these takeaways
shared by some of this year’s participants.
FROM DAVID ARKIN, SENIOR VICE
PRESIDENT OF CONTENT & PRODUCT
DEVELOPMENT, GATEHOUSE MEDIA, INC.
Culture: Ta k-
ing steps to find
ways to engage
have an oppor-
tunity to connect
with the top
stantly was a top
takeaway. Everyone says they have an open
door, but the companies we visited were set
up in ways that allowed feedback to flow
from employees to the top in a seamless
way. Every organization needs that.
Video distribution: Calkins is doing what
many other publishers are in the creation
of their video shows in areas like sports and
food. But their smart distribution model
is a big takeaway. Engaging audience on
Apple and Fire and their overall OTT ap-
proach is bringing in a whole set of new
Innovation Mission 2016
STUDY TOUR PERSPECTIVES SHARED
FROM MICHELLE NOVAK
MANAGER, CLIENT SALES & SERVICES
PRESSLAFF INTERACTIVE REVENUE
is how to
ing at what
the acquisitions of companies like Newsy,
Midroll and now Stitcher. They are still
all about audience and advertisers, but
expanding delivery of that audience across
a wider network. It’s furthered my thinking
about the ways we can leverage Presslaff ’s
email, data and revenue expertise to cast
our net among a wider pool and continue
to grow our business.
FROM STEPHANIE SLAGLE
DIRECTOR OF DIGITAL STRATEGY
This was my first
and I was fascinated
by the depth of the culture of the disrup-
tive companies we visited. It was clear that
their “culture” was intentional. Beyond
just creating their mission statement, they
all appeared to apply specific focus to
keep it alive and a part of their day to day
operations. The posters at Facebook were a
perfect example of this commitment. They
serve as a constant visual reminder of what
they stand for.
As a TV station that produces top quality
content, I was very interested in the visit
with Mark Contreras from Calkins Media.
It made me realize that we need to share
their commitment to being a pioneer in the
OTT space. It was very interesting to hear
some of the early lessons they’d learned so
we can develop our roadmap with those
lessons already learned.
I also heard the rallying call to get ahead
of the 360-degree video and virtual reality
technology. We already produce so much
video content, but we need to challenge
ourselves to think differently
and find a place for local media
in the new technology space.
All in all, attending the In-
novation Mission was the
education decision I’ve made.
I got to spend the week with
like-minded professionals ex-
ploring what’s now and what’s
next. And I’m bringing those
learnings back to my organi-
zation to make big changes
on the local level.
Michelle Novak interacting with
Tom Sly of E.W. Scripps
Stephanie with fellow I.M.
participant Jed Williams
"...we need to
selves to think
find a place for
local media in
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