This document outlines strategies for community news organizations to engage their communities and generate revenue in the digital age. It recommends that organizations become the essential connection for local publics and businesses through mobile-first strategies like location-based news, applications, and social media integration. Direct sales, sponsorships, and targeted mobile ads are presented as ways to move beyond declining print advertising revenues. The focus is on meeting communities' everyday information and commerce needs through databases and services centered on driving, local events, and other routine activities.

1. Engaging Your Community Steve Buttry CONBY Yale University Feb. 12, 2011 sbuttry@tbd.com

2. Resources for further reading Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.com tbd.com @stevebuttry on Twitter Slideshare.net/stevebuttry

3. It was the worst of times Newspapers’ print ad revenues have fallen 18 straight quarters Q3 2010 less than half of Q3 2006 Newspapers’ daily circulation as % of population: 36% in 1950, <15% today Sources: ASNE, NAA, Reflections of a Newsosaur, “State of the Media,” Project for Excellence in Journalism

4. It was the best of times Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

5. Read more in C3 blueprint

6. C3’s new relationships For the public: We will be their essential connection to community life — news, information, commerce, social life. Like many Internet users turn first to Google, your community should turn first to C3, whatever the need.

7. C3’s new relationships For businesses: We will be their essential connection to customers, often making the sale and collecting the money.

8. Our current relationshipwith business customers Huge expense line in budget Lots of inefficiency Ad rates dropping Ad revenues dropping Lots of digital competition

9. C3’s revenue approach Move beyond advertising Direct sales (tickets, reservations, gift registries, gift certificates) Lead generation & targeted ads Sponsorships, memberships & events Mobile ads & applications Handle multiple needs (yes, competing ads) Daily deals

10. The C3 relationshipwith business partners Revenue line in budget (expense line, too) Delivering high value, tailored to needs One-stop shop for connecting with customers

11. Read Mobile-First Strategy

14. Mobile opportunity Source: Borrell Associates, “Mobile Advertising & Promotions Forecast”

15. Mobile-first strategy Text messages Email Applications Tweets, check-ins, other social media Location-based news, info & commerce Easy-to-use mobile web sites Device-flexible (not device-agnostic)

17. Local ad sales

18. Mobile coupons to restaurants, bars

20. Driving How often do you buy a car? How often do you drive, gas up, service car? Databases, conversations, services focused on drivers’ everyday needs

21. Driving How often do you buy a car? How often do you drive, gas up, service car? Databases, conversations, services focused on drivers’ everyday needs Connect auto services with drivers (emergency repair services)

39. Questions? Ask questions now, by email (sbuttry@tbd.com) or DM (@stevebuttry)

40. Resources for further reading Blueprint for the Complete Community Connection & Mobile-First Strategy on my blog: stevebuttry.wordpress.com tbd.com @stevebuttry on Twitter Slideshare.net/stevebuttry