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Monday, December 11, 2006

The new 'press'

Ken Main, of Portland Maine, sent me this white paper outlining the challenges that the conventional daily newspapers are facing in the era of the interactive web-based media (with audio and video capacities). It is a good read.

I'm looking forward to speaking with him at greater length within the next few days. In my email to him in response, I noted that engagement can take many forms -- notably the success in selling Christmas greetings ads in the OCHBA Impact! (our local home builders' association newsletter), shows that the connection can come in different ways -- in the case of the association newsletter, the relationships within the group, and the acceptance of the newsletter as a valued part of this close-knit community -- justifies advertising rates that are definitely not on the low end if value is measured by Cost Per Thousands (CPM).

Conversely, I've seen many efforts launched with various AV and web based gimmicks that fail to connect the tools and resources to the actual readers and viewers. Sometimes just picking up the phone, or attending a community event, can do much good (of course, carrying a videocamera and writing blog entries about it-- or having other people at the event share their thoughts as well -- can create a much more effective connection than a distant and passive 'conventional' journalistic approach.

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