Audience ArchitectsAudience ArchitectsTotal Community Coverage in Cyberspace: Total Community Coverage in Cyberspace:

Growing Your AudienceGrowing Your AudienceKnight Digital Media CenterKnight Digital Media Center

In partnership with the Maynard InstituteIn partnership with the Maynard InstituteDec. 8, 2007Dec. 8, 2007

Los Angeles, CALos Angeles, CA

The Modesto Bee The Modesto Bee modbee.commodbee.comSports scores serviceSports scores service

Dan DayDan Day

Target audienceTarget audience

People without computers or Internet People without computers or Internet service, including farm workersservice, including farm workers

Spanish speakers and immigrantsSpanish speakers and immigrants Young adults, teensYoung adults, teens

StrategyStrategy

A useful serviceA useful service An ad delivery vehicle for text/mobile An ad delivery vehicle for text/mobile

platformplatform Gain expertise in the mobile formatGain expertise in the mobile format Bring more unique visitors to us whichever Bring more unique visitors to us whichever

way we canway we can

How it will workHow it will work

Baseball, football, soccer, basketballBaseball, football, soccer, basketball Special emphasis on soccer – pro leaguesSpecial emphasis on soccer – pro leagues User-generated local adult, youth scoresUser-generated local adult, youth scores Text messaging to cell phonesText messaging to cell phones Goooaaallll! ring tonesGoooaaallll! ring tones E-mail distributionE-mail distribution Ads attachedAds attached Off-shelf tools, clerical timeOff-shelf tools, clerical time

Kentucky.comKentucky.comZoning planZoning plan

Deedra LawheadDeedra Lawhead

Target audienceTarget audience

Families and single-professionals in Scott Families and single-professionals in Scott and Madison counties.and Madison counties.

Sub-audience of African-American Sub-audience of African-American professionals in Scott, Fayette and professionals in Scott, Fayette and Madison counties.Madison counties.

StrategyStrategy

Editor-directed reader forums to surface Editor-directed reader forums to surface and cover relevant issues and cover relevant issues

Gets Ky.com into user-generated contentGets Ky.com into user-generated content Ky.com seen as local info source in key Ky.com seen as local info source in key

counties, populationscounties, populations

How it will workHow it will work

User-generated content, editors are the guideUser-generated content, editors are the guide Best goes on homepage, WAP siteBest goes on homepage, WAP site Also place on Scott, Madison pages Also place on Scott, Madison pages Market the forums with various groupsMarket the forums with various groups Identify bloggers from the targeted communities Identify bloggers from the targeted communities

to enhance contentto enhance content Deliver blog updates to subscribers’ mobile Deliver blog updates to subscribers’ mobile

phonesphones Make forum, content findable through site Make forum, content findable through site

searchsearch

How it will workHow it will work

Do at least weekly multimedia (video, Do at least weekly multimedia (video, photo/audio slide shows) on How We Live, photo/audio slide shows) on How We Live, featuring various segments of our featuring various segments of our communities engaged in their livescommunities engaged in their lives

Include a user portion of How We Live to Include a user portion of How We Live to encourage reader submission of photos, encourage reader submission of photos, videosvideos

Offer contests as incentives to participate: Offer contests as incentives to participate: free cell phones as prizes among others.free cell phones as prizes among others.

Bakersfield.comBakersfield.comOnline and mobile strategy to Online and mobile strategy to serve the military community serve the military community

Jennifer BaldwinJennifer Baldwin

Target audienceTarget audience

11,000 military personnel and contractors 11,000 military personnel and contractors living on and working at Edwards Air Force living on and working at Edwards Air Force Base and China Lake Naval Air Weapons Base and China Lake Naval Air Weapons StationStation

People who are planning to or have People who are planning to or have enlisted in the military from Kern County.enlisted in the military from Kern County.

The families of the enlistedThe families of the enlisted Retired military / veterans Retired military / veterans

StrategyStrategy

Create an online “meet space” for current and Create an online “meet space” for current and retired military workers and their familiesretired military workers and their families

Offer a place for military people serving abroad Offer a place for military people serving abroad to keep up with what’s going on in their to keep up with what’s going on in their communities at homecommunities at home

Offer news, advice columns, and resources Offer news, advice columns, and resources important to the military communityimportant to the military community

How it will workHow it will work

Create a special section on Bakersfield.com for Create a special section on Bakersfield.com for the military communitythe military community

Offer aggregated news feeds that cover the Offer aggregated news feeds that cover the community; offer RSS and text alertscommunity; offer RSS and text alerts

Offer the Bakomatic social networking platform, Offer the Bakomatic social networking platform, including profiles and blogsincluding profiles and blogs

Target specific columnists/bloggers to create Target specific columnists/bloggers to create content for the site (example topics: family, content for the site (example topics: family, homemaking, education)homemaking, education)

How it will workHow it will work

Offer Legacy.com tributes to fallen soldiers and Offer Legacy.com tributes to fallen soldiers and veteransveterans

Poll and survey the community for reporter-Poll and survey the community for reporter-driven articles and projectsdriven articles and projects

Post “cheers” for promotions, medals and other Post “cheers” for promotions, medals and other honorshonors

Create a widget for people to surface on their Create a widget for people to surface on their Facebook and MySpace pagesFacebook and MySpace pages

Original music by D-Day & the InvadersOriginal music by D-Day & the Invaders

The News-Press, Fort MyersThe News-Press, Fort Myersnews-press.com news-press.com

Hispanic mothersHispanic mothers

Mark BickelMark Bickel

Target audienceTarget audience

Hispanic mothersHispanic mothers Second and third generationSecond and third generation Florida: “new Hispanic state” = fast growthFlorida: “new Hispanic state” = fast growth

StrategyStrategy

Platform: Gaceta TropicalPlatform: Gaceta Tropical Use social media tools to organize this Use social media tools to organize this

unique communityunique community Seed and feed through editor/reporter Seed and feed through editor/reporter

engagementengagement PromotionPromotion

How it will workHow it will work

Supported by user-generated contentSupported by user-generated content Emphasis will be on family/communityEmphasis will be on family/community

How it will workHow it will work

Content ideas: family, health, beauty, Content ideas: family, health, beauty, things to do, music, teaching the culture. things to do, music, teaching the culture. How about a moments of life blogger to How about a moments of life blogger to play up the family/community theme?play up the family/community theme?

Integrate with content we produce (video, Integrate with content we produce (video, moments of life audio-slide shows) moments of life audio-slide shows)

Advertising: Yes. But only once the Advertising: Yes. But only once the content grows (two years??)content grows (two years??)

Other platforms: text (ringtones)Other platforms: text (ringtones)

MyTopiaCafe.comMyTopiaCafe.comDaytona Beach Daytona Beach News-JournalNews-Journal

What’s happening?What’s happening?

Where you at?Where you at?

Michelle FerrierMichelle Ferrier

Target audienceTarget audience

Mobile usersMobile users Hispanic populationHispanic population College-age studentsCollege-age students Blue-collar workersBlue-collar workers

StrategyStrategy

Push/pull content optionsPush/pull content options Mobile: Wazzup/Where you at?Mobile: Wazzup/Where you at?

How it will workHow it will work

Push: RSS feed of current category Push: RSS feed of current category tagged content headlines and geotagged tagged content headlines and geotagged text message contenttext message content

Pull: Text message feed on town pages of Pull: Text message feed on town pages of MyTopiaCafe.com and mapped to Google MyTopiaCafe.com and mapped to Google Maps of local areaMaps of local area

Ringtones!Ringtones!