It is somewhat ironic that I found out about the Tribune’s planned one week fast of Associated Press (AP) wire material from an AP article in the New York Times.  If you haven’t heard, the Tribune, parent of the Los Angeles Times, Chicago Tribune, and other regional newspapers, announced that it will not be using AP content next week.  There has been much analysis of what this means for the media, particularly newspaper industry, but I think this shift might signal opportunity for MPR pros. 

As mission driven (ethnic, religious, etc.) and locally focused media are the bright spots in a rather gloomy forecast for traditional media, I think it is reasonable to suggest that audience focused content will replace national news in many outlets.  While it will take more work for MPR folks to identify and pitch a growing number of news channels, it will lead to a more direct and meaningful dialogue between those with a story to tell and those eager to consume it.  Rather than saying “this is why our (company, brand, product, etc) matters to the world,” you should be saying “this is why our (company, brand, product, etc) matters to you.”  Since the big media companies and new aggregators will continue to cover national and global events, it will still be useful to tie larger trends to the interests of regional audiences and affinity groups.  To make this connection valuable to the audience, medium and firm, savvy MPR pros will have to use stories relating their brand’s value in terms of reputation, relationships, experience, or symbolism as the conduit.

I am interested in hearing what you think.  What effects with the changing media industry have on those of us on the marketing side of the PR fence?
 


Comments

Deb Burke

Thu, 05 Nov 2009 17:41:55

AP as filler- I can see it. Occasionally. When you really cannot get a local angle on a national issue. But there is no replacement for feet-on-the-street reporting! And whether we are talking print or virtual, news that hits home answers the readers' thirst for the oft-asked "...yes, but how does this affect ME?" Bravo to limiting AP content!!!! I think we've done it extremely successfully and our readers respect and appreciate that.

Deb Burke
Pocono Business Journal

 



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