Suggestion

Can brands save local journalism?

This is for a Panel in the category for a Intermediate audience.

Thunderdome is shutting down. Patch has scaled back dramatically. Everyblock has been killed and revived again. Local and hyperlocal news efforts dependent on banner ads and local events are in a state of jeopardy everywhere. Meanwhile, brands are diving into local with big budgets and trained journalists and an eye on selling more of their product. This panel aims to look at these efforts and evaluate brand content’s role in the new local ecosystem.

The session will address the following questions:

1. Why are brands doing local content?
2. Can local news organizations partner with brands on local content or is this a Trojan Horse for advertorials and self-serving news releases?
3. Are brands doing local journalism with integrity?

How does your submission contribute to the diversity of the conference?

With traditional media in a major state of disruption and many talented journalists struggling to find meaningful work, the opportunities in brand journalism should be relevant for many attending ONA14. We have plenty of valuable insights to share but we'd also be open to participating in a panel discussion with representatives from others in the local content arena. Our contribution to diversity lies in the fact that we are a legacy media veteran who has worked for local and national news outlets (Sue) and an audience development manager with a passion for local content strategy (Brock). We are also a new voice in the discussion, hailing not from the coasts but from the heartland (Indianapolis).

What will your audience have gained by the time your session is over?

Suggested Speakers

Brock Benefiel | @brockbenefiel

Sue Wiltz | @SueMW

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