Some of you, like Mr. Sunbeam, may be doing some head-scratching over what the talk about "verticals" really means. This is dangerous turf for business school dropouts like Mr. Sunbeam. But after chatting with more knowledgeable folks, here are a few tidbits to chew on:
* Verticals are niche products that more closely package editorial content with advertising. Journalists write stories about subjects that can be marketed to advertisers attracted to those topics. Cars or real estate. for example. While the product is led by a general manager (and ultimately answers to Jim Moroney), there is a "dotted line" relationship with top newsroom managers. Reporters would still be supervised by editors. This is supposed to NOT be advertorial . Nor is it a traditional stucture with a high wall between news and advertising.
* F!D Luxe, the DMN's once-a-month glossy fashion section, is cited as a model for what a vertical might look like. It is inserted into the newspaper, but it is also available as a giveaway in certain targeted areas. There is also a web component.
* Management has said there will be at least two pilot projects launched this year. One will be entertainment-oriented. The other is likely to be High School Game Time, for which they are already seeking a general manager. It will be a strictly online product.
The idea, of course, is to make make money where the paper is not making enough money now.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment