Congratulations goes out to the Columbus Dispatch. For the fourth time in five years, The Dispatch was named Ohio's best large daily newspaper in the annual Ohio Associated Press Media Editors competition, announced on Sunday.
The “Silent Suffering” series on suicide, produced in collaboration with local medical experts, had a powerful community impact, generating online shares and engaging new digital readers.
Recently, our Director of Marketing & Research had an article published in the Inlander titled "Creating a deep analytics engine at The Columbus Dispatch" (turn to page 9) and I wanted to share it with you. He offers great insights on how you should be utilizing data science. If your company doesn't have the capabilities or resources to collect and aggregate this type of data within your marketplace, then let us do it for you. Fill out the Contact Us form to find out how our Marketing services team can help you leverage Big Data!
We at The Columbus Dispatch are shaking things up. In the last few years, our 142-year-old media company has revamped our product, our brand, and our relationship to both consumers and advertisers. While some changes are obvious, others are more subtle. Regardless, the transition has resulted in tangible gains for The Dispatch. The best part is that any news company willing to make important changes can benefit from the transition.
In today’s market, you cannot fully understand your target market until you understand your own company. Raven, an online marketing service provider, published a great article detailing the value of breaking down your marketing efforts into individual segments, with each segment representing a different group of customers with similar backgrounds, needs and values. The consequence of such an endeavor is a campaign with better focus that is more engaging to your target audience.
It’s now been just over two weeks since we launched the new format of the newspaper in our market on January 28, 2013. A lot has happened since the time we launched the new format and now. We have had unprecedented reader feedback, great conversations with our advertising community and innumerable inquiries from other publishers across the country.
For years industry pundits have been trying to figure out how to remain relevant and engage newspaper readers across the world. We have had publishers try the Berliner format, web reductions, stitched tabloids, eliminating distribution on specific days of the week, and in fact, some going all the way to eliminating the printed edition altogether.