Media News - Thursday, June 25, 2009
Newspapers developing ‘individuated news’
Newspapers are fighting back against predictions that the printed word
is dead. 'Individuated news' has arrived. With an array of
Internet-driven technologies, consumers can now choose their own mix of
news stories, to be delivered to computer screen, palm device or even
home printer, complete with discount coupons for local merchants. 'There
are two kinds of content now. You choose it, or it's chosen for you. The
idea here is self-selection of the news, delivered to any platform, at
any time,' said Peter Vandevanter, vice president of targeted products
for Denver-based Media News Group, which owns 54 daily newspapers in 11
states. He coined the term 'individuated news' after years of research
into a challenge threatening the entire newspaper industry. The remedy, Mr. Vandevanter said, is in consumers
themselves, now conditioned to relish the deeply personalized experience
afforded by Pandora, which offers customized music selections, and
Amazon, which offers book choices targeted to distinct tastes. The
Washington Times is hosting a two-day symposium on the innovative idea
beginning Thursday. Seventy news executives are attending the
'Individuated News Conference,' including representatives from the New
York Times, The Washington Post, the Los Angeles Times, Associated
Press, Politico and Gannett. The group will explore what's billed as
'the evolving newspaper model,' including hyperlocalized newspaper
content, precisely targeted advertising opportunities, innovative
spin-off products or flexible payment options for finicky customers. (Washington Times)
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