Tech: Smart Solutions for Local Media
Steve Barth, EVP, MediaSpan, online services; Elizabeth Osder, senior director, social media, Yahoo!; Ira Silbertein, Chris Jennewein, VP interactive, San Diego Union-Tribune; Patricia Lee Smith, executive directive, strategic marketing Seattle Times.
Jennewein: Iâ€™m optimistic about newspapers. Newspapers are doing quite well, but not doing a good job of telling the story. Weâ€™re very close to the tipping point where online can be the driver of new revenue growth.
Jennewein: I donâ€™t think newspapers are going to become yellow page providers.Â Newspapers will concentrate on some key categories, such as local entertainment.
Osder: In building community, there is usually some spark, something magic happens, and the community begins to take off, but thereâ€™s also usually someone in the engine room talking to customers, inviting them to participate.
Jennewein: Craigslist has plateaued. Theyâ€™ve started changing for some postings and takes away some of the perceived non-profit glow. The company for all its perceived internet friendliness isnâ€™t really internet friendly. For example, Oodle canâ€™t crawl craigslist. Things like that are not internet friendly. â€œOn the internet being able to do something like serve up a headline and link is standard practice and if you donâ€™t do that then youâ€™re not part of the ecosystem.â€?