The Inlander

January, 2017

Digital Edition of the Inland Press Association. Offering financial research, salary compensation survey, training for advertising, classifieds, editorial, circulation, social media, human resources, special sections and niche products.

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Driving Digital Revenue is a proven engaging experience Mailed from Sterling, Ill. Inform Post Office if it arrives after January 15 January 2017 | Vol. 31, No. 1 INL ANDER T H E Stay engaged. Find solutions. Move forward. By Mark Fitzgerald For a 2,700-circulation weekly serving Yellowstone and two other Montana coun- ties, The Laurel Outlook has a robust digital presence. The paper's special sections and niche publications such as a visitors guide are also published digitally, for example, and it drives engagement with features such as the interac- tive map of notable Christmas decorations posted online during December's holiday season. Laurel Outlook Publisher David Keyes at- tended Driving Digital Revenue last year and while not every digital initiative the paper has undertaken can be credited to the 2016 meeting in Atlanta, he says the conference was a big plus for his Yellowstone Commu- nications-owned publication. "All the attendees made great connections with the professionals (who presented) and the presentations were great," Keyes said. "Several of us met and connected at the con- ference—and continue to compare notes." This year's Driving Digital Revenue— January 25 and 26 at the headquarters of The Atlanta Journal-Constitution—is designed to foster those kinds of connections and in- spire innovations by highlighting the real-life achievements in the digital space by news- papers large and small. Right from the conference opening, for example, Freddie Godfrey, the director/con- tent syndication for The E.W. Scripps Com- pany's digital video newsroom, Newsy, will detail how the group's eastern Pennsylvania newspapers are producing more digital video news content than all Philadelphia broadcast news programs combined. As the program description says for God- frey's session—Why you need to believe the hype about video and dive in now!—OTT (over the top) online delivery of news and entertainment "opens up tremendous oppor- tunities for newspapers to go from a disrupt- ed legacy media to a disrupter—while pre- serving legacy pricing." Viafoura founder and CEO Jesse Moeini- far follows up later in the day January 25 with a session that connects the dots between audience engagement that keeps users on a newspaper site and with its social media The continuing fight to keep public notices in newpapers: Here's how serious it's getting in the state of New Jersey Since the dawn of the internet, at least a few lawmakers in nearly every state have sought to eliminate the requirement that pub- lic notices be published in generally circulat- ing print publications. The supposed logic of taking public no- tices away from newspapers is that online publishing is cheaper and, besides, nobody reads that agate in the paper, right? The first rationale is shaky, considering the expense involved in setting up and maintaining a suf- ficiently robust website to display the public notices—and ensure they aren't hacked. The second supposition has been repeatedly dem- onstrated as false. As the following story makes clear, there's a third motive behind taking public notices from print publications: It's a neat little way for public officials to exact revenge on news- papers whose reporting makes them uncom- fortable. This article tells the story of perhaps the most serious challenge yet to the legal require- This interactive map of holiday decorations around town is one way The Laurel Outlook in Montana drives digital engagement. Mega-Conference attendance seen offering Mega-ROI Attending the Key Executives Mega- Conference can start paying off even before this premier industry gathering formally opens. At a special bonus session on the morn- ing of Thursday, Feb. 23, Matt Sanders, the general manager of Deseret Digital Media, leads a Native Advertising Work- shop taken from one of the most popular sessions at the highly regarded Deseret Digital Media BootCamp. Among the topics that will be probed in this increasingly important revenue source will be a guide to identifying what local businesses—including many that have never advertised in the print news- paper—are the best targets for native advertising. The formal keynote opening of the Mega-Conference gets right to the core of the opportunities facing newspapers in 2017: "Thriving in digital transforma- tion." This opening address will be pre- sented by two top executives at The Poyn- ter Institute, Rick Edmonds, business media analyst and leader of news trans- formation, and Katie Hawkins-Gaar of the digital innovation faculty. The program for this year's Mega- Conference at the Marriott Orlando World Center, Feb. 23-25, was created around the theme "Innovation & Insight: The Business of Publishing News" by the co- sponsoring associations, Inland, Southern Newspaper Publishers Association and NOTICE, CONTINUED ON PAGE 7 DIGITAL CONTINUED ON PAGE 6 MEGA CONTINUED ON PAGE 12 ATLANTA JANUARY 25 & 26

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