In lieu of an abstract, here is a brief excerpt of the content:

229 How to Use the Complementary Instructional Website The act of writing and producing a book such as this involves extrapolation of main points gleaned from numerous interviews and years of research . It is what business strategists refer to as “zooming out” so that you can address the changing environment, acknowledge main events and trends transforming the landscape, and then point out pathways to a new destination. Therefore, much of what informs this book has ended up on the cutting-room floor. So, taking advantage of the interactivity and interconnectedness of the digital age, I have designed the complementary website http://businessofnews .unc.edu to provide additional depth and understanding for owners , publishers, and editors of news organizations who wish to “zoom in.” While the book focuses primarily on the issues facing legacy community newspapers, the website focuses more broadly on the business of news and can be used by members of start-up nonprofit organizations as well as established news operations of any size looking to reconnect with their audiences and advertisers. The site is divided into four areas, which can be accessed sequentially or referred to individually as needed. It acknowledges that many news organizations share similar characteristics, but each community and “market” is unique. “Getting Started” provides instruction on nurturing an effective strategic process within your own news organization. This section consists of three short (ten-to-fifteen-minute) videotaped lessons that guide you through the process of gathering information, establishing priorities, and creating a strategy that plays to the unique strengths and challenges of your community and news organization. The lessons address the mechanics of how to define a mission and a vision, set strategic goals, and measure How to Use the Website 230 success against those goals. Each lesson has downloadable worksheets with exercises that can be completed individually or in a group setting. “Digging Deeper: Strategy Implementation” focuses on how the various newspapers spotlighted in this book are shedding legacy costs, building vibrant community on many platforms, and pursuing new revenue opportunities. There are numerous examples of how newspapers have implemented these three strategies, as well as interviews with publishers and editors elaborating on how their thinking evolved to accommodate marketplace realities. There is also a summary of key ideas from each of the nine chapters in the book. “Learning More: Additional Resources” recommends books, newsletters , blogs, and other sources you can consult for more information on specific topics. For example, if you want to learn more about strategy implementation, this section offers brief summaries of several seminal texts cited in this book, focusing on key concepts. (You can download the excerpts from these books for a copyright fee or click through a link to purchase a book.) “Staying Up-To-Date” offers you the opportunity to engage in discussion with others in the profession, as well as with the students and professors at the University of North Carolina who have contributed to this book. We are living in fast-paced times. As we learn more, we will update our site and our book with relevant research and findings. So consider this website an iterative work in progress—not unlike the planning process on which you are about to embark. The biggest lesson we took away from our efforts over the last five years is this: if community news organizations are to survive and thrive in the digital era, owners and managers—publishers, editors, and advertising directors— will need to not only think differently but also act differently. We hope this book and the website get you started on the journey. ...

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Additional Information

ISBN
9781469615448
Related ISBN
9781469615424
MARC Record
OCLC
966859658
Pages
264
Launched on MUSE
2017-01-01
Language
English
Open Access
No
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