Monthly Archives: December 2013

Native advertising: A new road to revenue or a slippery slope? This week’s debate in tweets and links

This week’s day-long Federal Trade Commission discussion of native advertising set off another round of debate, so it’s a good time of another installment of tweets (many with links!) about the direction of advertising and the precious dollars it brings to news media, including college media. (Earlier installments: worries about mobile and some hopeful signs. )

Why does this matter for college media? As I reported in the earlier post on increasing digital revenue, Ryan Frank of the Emerald Media Group at the University of Oregon sums up the feeling about native advertising:  ”Most people hate it. But banner ads aren’t working … we’ve got to do something.”

On to the tweets (only half a dozen) …

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NOLA Notes: Figuring out how to make digital dollars in college media

We’re in the home stretch of my posts drawn from my (obviously) voluminous notes from the National College Media Convention in New Orleans.  After’s today’s post, I plan one more on new revenue streams outside of print and digital advertising.

When newspapers started confronting the new realities of advertising, their chiefs lamented they were trading “print dollars for digital dimes.” Then commodity ad rates online plummeted, and people started talking about “digital pennies.”

But we know we’ve got to turn those pennies into dollars (exactly when is a question for another day).

I hope my headline doesn’t over-promise. No one has figured this out. But some smart college media people are “figuring,” and I’m passing along some of their thoughts in notes form.  Some of these points appeared in earlier “NOLA Notes” posts but bear repeating in this context.

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NOLA Notes: The audience loves entertainment; is that scary or exciting?

Another in a series of posts drawn from notes taken at the National College Media Convention in New Orleans.

When the talk at the “Reinventing College Media” workshop in New Orleans turned to how much college students love entertainment news, The Daily Utah Chronicle General Manager Jake Sorensen said what I was thinking: “This is scary.”

Scary because most advisers and student editors live and breathe “hard” news. Hand over our front page to concert previews? Never!

But I was much less frightened after the day-long workshop. So here’s a brief summary and some thoughts of my own:

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NOLA Notes: Winning the local digital audience when news isn’t breaking

Another in a series of posts drawn from my notes at the National College Media Convention in New Orleans.

We’ve established that breaking local news is critical to your success as a digital news outlet on campus. But news isn’t “breaking” all the time (unless you’re an annoying click-baiter). So you need to do a lot more to be part of the daily digital diet of your prospective audience. This post is full of suggestions from several leaders in digital-first campus media.

First, two quotes to encourage any journalist worried about whether “social” is taking over “news.”

“Quality matters.” — Erica Perel, newsroom adviser, Daily Tar Heel (serving the University of North Carolina).

“So do what the college press always has done. We were hyperlocal before the term was invented.” — Omar Sofradzija, editorial adviser, The State News (serving Michigan State University).

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