Team 4: City Slickers

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Team 4 City Slickers
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Dallas Morning News

• Allan Houston

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Summary

• A weekly print edition of staff and
  reader-generated content that complements an
  online presence for an un-served community

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Target Audience

• South Dallas, a community of about 200,00 people
  mostly African-American

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Goals

• To provide coverage for an underserved community
• Currently underserved by all local media no
  current full-time Metro beat at DMN

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Mechanics

• Build awareness of the website with local
  churches, civic groups, schools, neighborhood
  associations and community colleges
• Educate them about the benefits of posting
  content to neighborsgo
• Use online content to publish a weekly print
  edition that, combined with in-house editorial,
  goes out in the Saturday DMN

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Mechanics, Contd.

• A simple tool at the top of the page where
  readers can upload contributions
• Modules for reader-submitted stories, photos,
  blogs, forums, events and faith (church events)

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washingtonpost.com

• Dave Marino-Nachison

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Summary

• An online community that targets the
  Spanish-speaking populations of Alexandria and
  Arlington, Va.

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Target Audience

• Would like to target the Spanish-speaking
  immigrant community in the suburbs
• Chose Alexandria/Arlington specifically as a
  place where there is a large-number of immigrants
  but also where their experience is less commonly
  framed in divisive terms

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Goals

• Associate local Spanish-speakers with the
  post.com brand and content
• Position the website to benefit from growth in
  bilingual readers in coming years

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Mechanics

• Under a separate, Post-associated URL, create a
  blog headed by a local journalist focusing on
  relevant community issues
• Provide platform for user-generated content and
  commentary find real-world ways to take in
  content, such as through voicemail and text
  messaging

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Mechanics, Contd.

• Offer tools for distributing Jobs classifieds for
  Spanish speakers (text and e-mail alerts)
• Host a weekly, web-based news and events-based
  radio program that encourages live feedback
• Free classifieds listings

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New York Post

• Cassie Carothers

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Summary

• To offer borough-specific content centers that
  combine news coverage and resources

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Target Audience

• Current readers looking for more detailed
  coverage of their communities

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Goals

• To grow the audience by providing useful content
  organized in a single place

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Mechanics

• Daily news from the days paper and our network
  of borough-based weeklies
• Police blotter info by borough, rather than our
  current roundup, plus a link to municipal
  database
• Traffic and transit component, including a
  message board and other UGC (transit updates,
  etc.)

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Mechanics, Contd.

• Borough-based blogs find established writers
  that cover communities while also referring
  readers to other leading blogs in the community
• Weather
• Entertainment calendar and restaurant listings

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Chicago Tribune

• Lara Weber

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Summary

• A bilingual source of parenting information for
  busy Chicago-area parents

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Target Audience

• Parents (both mothers and fathers)
• Bilingual readers the growing Hispanic community

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Goals

• To reach bilingual readers, a growing community
  in Chicagoland
• To leverage an existing organizational focus on
  the parenting community

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Mechanics

• Develop pages on chicagotribune.com and
  hoyinternet.com that would be utility-focused
• Links to databases of parent resources
• School information
• Community information

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Mechanics, Contd

• Pick up all current parent and family-related
  content from Tribune, Hoy, and other
  Tribune-owned media outlets
• Develop bilingual parenting blog with writers
  from both Hoy and the Tribune
• Create the opportunity for online communities to
  grow through forums and message boards