Michele's List
Building blocks in the emerging local news ecosystem

Looking for younger reader love

Excellent analysis by Damon Kiesow of McClatchy Interactive on what news organizations might do - but aren't doing - to serve younger readers. The missing element too often is that connection with digital news consumers - an understanding of how they access news and how they frame relevant topics and coverage. I have worked with Knight Digital Media Center at USC Annenberg and Journal Media Group newspapers (formerly Scripps) for the past few years on how to create and sustain this consumer connection. Here's a recent report on that effort. While a lot of this tackles the problem from a legacy newsroom perspective, I think there are lessons here for start ups as they define their audience and their franchise in their community.