Innovation - Wednesday, April 29, 2009 9:18 - 4 Comments

Steve Buttry’s Blueprint For News Media Companies

A Blueprint for the Complete Community Connection is exactly what it sounds like.  Steve Buttry is editor of The Gazette and GazetteOnline a news source for eastern Iowa, Cedar Rapids, and Iowa City. On his blog he graciously shares his detailed 38page blueprint for the path ahead for Gazette Communications.

This is a must read for all news media professionals.  The document is insightful and creates great potential for reflection on business practices. I’m not saying his blueprint is THE best, but even if you hate his ideas, there are lots of salient points to build on. One obvious forehead-smacking point he raises is that the details of his blueprint, “will be determined not by my decree but by the needs of the marketplace and by the creativity and abilities of the staff”.  Did you catch that?  THE NEEDS OF THE MARKETPLACE.  In the internet paradigm, what needs are you now filling?  I love it.

Something I wish Steve would have addressed more clearly is the distinction between geographic communities and communities of interest.  Does he agree there is a distinction?  Why or why not?  Can print and online serve both communities equally well? How does his blueprint address these distinct communities?

I emailed Steve and asked about the above points.  Here is his response:

Robert, absolutely there is a difference between geographic communities and communities of interest. However, the local media organization has its strongest opportunities to appeal to communities with at least a geographic tie. For instance, we attract attention of Iowa Hawkeye fans around the world. They are a community of interest, but they have a geographic tie. The blueprint details plans to help countless communities of interest within and overlapping a geographic community – the family/friends of each high school graduate or engaged couple, congregations, etc. Print can serve some communities of interest (we have a business magazine and a magazine geared for young adults), but because of the cost of transportation, print is quite geographically based. Thanks for asking.

There you have it metaprinter readers, ask and you shall recieve.

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