Posted on | May 20, 2011 | 3 Comments
The fundamental difference between media now and media 15 years ago is proximity and data. The rise of digital publishing put readers in touch with reporters instantly via comments. The feedback loop was squeezed immensely; in some cases, it tightened like a noose around the necks of reporters and editors too siloed to listen to what their readers wanted.
Smart reporters looked at their traffic to understand what headlines worked, what story lengths worked, what posting times worked (or didn’t).
Fifteen years later these practices have been weaved into reporter DNA for the most part. It helps nurture existing audiences, builds tighter bonds with readers and helps spawn new fans.
This is the really cool challenge we have with Drive for Innovation. We have a compelling title with a double entendre. A snappy Android-ish-looking logo.
But really no one knows about it the minute you light up the site. And within just a few months, we have to demonstrate traffic and engagement: Zero to 60 in six seconds ideally.
It helps that we can leverage our publishing position and our brands. That’s a rolling start. But really it’s much more than that. We will pulling every lever we can imagine, like some fantastic clanking, steam-powered mechanical marvel spawned in the mind of a writer like Jules Verne.
Come along for the ride. This project is as much about its business and editorial objectives as it is learning how to build community on the fly.