Home' Local Media Today : November 2011 Contents november 2011 | suburban publisHer | 13
I’ve had the pleasure of seeing Clark
Gilbert, president and CEO of Deseret News
Publishing Company and Deseret Digital
Media, speak several times. The first time
was by video, the next time was via our Mega
Conference in St.Petersburg, Florida. And
last month he headlined the SNPA Annual
Convention in Williamsburg, Virginia.
All I can say is that each time you listen
to him it’s like emerging from a thick, dense
fog and then your view becomes progres-
I say that because it really dawned on me
during this conference that “you don’t know
what you don’t know.” How can newspapers
really understand the need for separation
of digital when we don’t live and breathe
that expertise every day? This is more than
“yeah my digital guy can do this; we’ll just
rework his job description.” The develop-
ments in these areas are clearly outside of
our purview. Look how Steve Jobs forever
changed the way we look at computers.
His vision took the computer out of the
workplace and into our homes. Today for
many people the iPod, iPhone and iPad
are as much about form as they are about
function. They are about imagination and
curiosity; not just about getting from point
A to point B.
According to Clark “disruption starts
outside the core business and incumbents
can’t see it.”
So if you don’t care for my “Apple” or “fog”
analogies then let’s try Clark’s “evolution
analogy.” At the conference he spoke of
how there is one form of dinosaur that still
lives among us today: the alligator. But as
time evolved it became the alligator vs.
the mammal. And even now alligators are
among us but have limited geographies for
survival....you get the idea.
Deseret has a five step plan for growth
that includes reducing content costs, invest-
ing in differentiated content, repositioning
print products, growing digital and sharing
the learning with others.
Many of you have already heard some
stunning examples of these goals including
reducing the cost of a paid article from
$230 to $20. But how they do it is really key.
You’d think paying someone that reduced
cost would result in subpar stories. But
it doesn’t. They recruit contributors who
are CEO’s and Rhodes scholars to high
school students who have vastly different
backgrounds, experiences and passions.
Doesn’t this provide a much more inter-
esting and richer reader experience then
having the same journalist write about
a number of different topics week after
week – one background, one experience,
one passion, one writing style?
If you have seen Clark speak once it may
not be enough – as for me it sinks in deeper
and deeper each time I hear him. If you
can’t see him in person, you can learn more
about his company (and other participat-
ing companies from the SNA Foundation
North America Innovation Mission) in the
Innovation Mission Report available for
purchase. Please visit this link or contact
me for more information.
Tanya Henderson is the Advertising &
Membership Relations Director with SNA.
She can be reached via email at Tanya.
Henderson@suburban-news.org or by phone
Advertising & Membership
Are we blind to disruption?
Clark Gilbert, president and CEO of Deseret News Publishing Company and Deseret
Digital Media, hosted one of the stops on the North American Innovation Mission
this past spring. Here he’s shown making a point to study tour participants.
Dirks, Van Essen & Murray
AMERICAN COMMUNITY NEWSPAPERS
THE DISPATCH PRINTING COMPANY
We are pleased to have represented
American Community Newspapers in this transaction.
SUBURBAN NEWS PUBLICATIONS
22 community newspapers
240,000 weeky circulation
32,750 monthly circulation
and affiliated publications and websites
Santa Fe, NM t: 505.820.2700 f: 505.820.2900
Members Take Note:
JW Marriott San Antonio Hill Country Resort
& Spa San Antonio, Texas
Co-presented by SNA, SNPA & Inland Press
Association. More details to come soon.
The deadline for SNA’s Editorial Contest is this month.
Don’t miss your chance to vie for several coveted awards
in this contest that is all about showcasing your impres-
sive content, graphics and design. This is also the contest
that honors an Editor of the Year and Reporter of the Year.
Check SNA’s website at www.suburban-news.org for
details and online entry tools.
Links Archive December 2011 October 2011 Navigation Previous Page Next Page