County magazines: lost in cyberspace?

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How are county magazines adapting to the demands of online and socially networked worlds when their USP is about closed clubs and exclusivity?

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County magazines: lost in cyberspace?

  1. 1. County magazines: lost in cyberspace?Clare Cook, Senior lecturer in Print and Online journalism, Uclan @cecookCatherine Darby, Course Leader MA Magazine Journalism, Uclan
  2. 2. County magazines are bucking the trend CHAMPIONING PRINT OVER DIGITAL STEPPING INTO LOCAL NEWS TURF TRANSLATING FROM THE COFFEE TABLE TO DIGITAL
  3. 3. County: top of the pops Under researched yet... Leisure (421 titles) Sport (283 titles) County, Town and Local (277) Women’s interests (227)
  4. 4. Vital statistics160000 • Lancashire Life140000120000 50:50 £3995100000 • Lancashire magazine 80000 60000 55:45 £2200 40000 Circulation • Cumbria Life 20000 Readership 0 65:35 £2600 Lancashire Mag Cumbria Life Carlisle Living Lancashire Life Live Ribble • Carlisle Living 75:25 £1850 • Live Ribble Valley 30:70 £895
  5. 5. County content is...
  6. 6. Aspirational
  7. 7. Filling the local news gap on their turf Campaigns Human interest Education “boring news in newspapers”
  8. 8. HYPERCOUNTY distribution
  9. 9. Cashing in on the printed format Positive dual product Commercial beasts Accountability
  10. 10. Can county print translate online?Print DigitalSelectivity GeneralityKudosTimelessness v Mass conversation InstantaneousTargeting Mass driversTactility Virtual
  11. 11. Shop windows Shop window Potential for added value Photo competition entries Touch points
  12. 12. Dipping toes in social
  13. 13. Negative: contentResisting publishing onlineHerd mentalityBolt-on or by-productShoe horningPrint first strategyCannabalising print ResourcingCommercial uncertaintyPhysicality
  14. 14. Negative: relationshipsSuspicious and nervousnessProtecting contentManaging adverse commentDamaging the clubLack of understanding
  15. 15. Luxury hero Online limited brand puts scope print first Scarcely resourced teams whereaccountable v Conservative leadershipadvertising News page CMS clubs and Free online content kudos cannabalising win print
  16. 16. Prospects • Data capture • Extending brand interactivity • Alternative business intiatives
  17. 17. @cecookwww.clarecookonline.co.ukcecook@uclan.ac.ukFind me on Linked in, Flickr, Paper.li, Delicious, Foursquare, or in a niceThai restaurant!CLARE COOK
  18. 18. http://www.phil-rose.co.uk/blog/?p=609 http://www.google.co.uk/imgres?imgurl=http://4.bp.blogspot.com/-W2ggi3RTPTk/TfOKs7zX8qI/AAAAAAAABto/pja-R4DO_WE/s1600/Social%252BMedia%252BWorld.jpg&imgrefurl=http://donaldclarkplanb.blogspot.com/2011/06/7-objections-to-social-media-on.html&usg=__3Lxk1WJL1_eeF6HcL4ZcfauBF_o=&h=401&w=480&sz=50&hl=en&start=0&zoom=1&tbnid=JAjc9V5Tw_1kUM:&tbnh=113&tbnw=135&ei=2ugSTsv-OMWo8AOh8_CeDg&prev=/search%3Fq%3Dsocial%2Bmedia%26hl%3Den%26biw%3D1262%26bih%3D551%26gbv%3D2%26tbm%3Disch&itbs=1&iact=rc&dur=511&page=1&ndsp=20&ved=1t:429,r:4,s:0&tx=77&ty=62Image credits to Lancashire Magazine, Lancashire Life, Carlisle Living, Northern Life, RW Media

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