In the past year or so, the newspaper industry has devoted considerable attention to online communities. Newspapers have launched blogs, opened up discussion via article comments, built new online communities themselves (for instance, dozens of “moms” sites) and begun to experiment with the new world of social network sites such as MySpace and Facebook.
The Newspaper Association of America’s “Online Community Cookbook,” by Rich Gordon of the Medill School, Northwestern University and of the Media Management Center, ties all of these developments together. The Cookbook provides a structured approach to understanding online communities and a step-by-step guide to building and sustaining them successfully in local markets.
Click here to download the complete Cookbook.
Discuss the Cookbook here on the Digital Edge blog!
Table of Contents
The Cookbook
Preface
The content of The Online Community Cookbook is drawn from interviews with more than a dozen newspaper leaders experienced with online community initiatives. The report also draws from the experience and research of Northwestern University’s Media Management Center. Read an overview of the key findings of this report here.
Download the Preface [PDF]
Section 1: Overview
For newspapers, online community is a key way to build engagement with the online audience and build new relationships with your brand. Newspaper Web sites that have worked to create online communities can see that they do increase usage. Some forward-thinking newspaper executives have even learned that online community and journalism can be complementary. Learn how and why your newspaper Web site can benefit from audience interaction here.
Download Section 1: Overview [PDF]
Section 2: How to Create Community, Step by Step
Deciding on an approach to online community is getting trickier as more types of tools emerge and as the boundaries blur between different types of technology. Which is the right choice?
This section includes a step-by-step guide to building and sustaining a healthy online community through your newspaper’s Web site, from choosing the right technology to community management tips and motivating participation.
Download Section 2: How to Create Community, Step by Step [PDF]
Section 3: Making Money with Online Community
Historically, the conventional wisdom has been that many advertisers don’t want to buy space on pages where users are interacting with one another. But newspapers with successful online community strategies are finding they can be revenue generators. Here’s some advice based on their experience.
Download Section 3: Making Money with Online Community [PDF]
Conclusion:
Key findings from each section of the NAA Online Community Cookbook.
Download the Conclusion [PDF]
Appendix: Online Community Vendors
The following vendors have products and software available for newspaper Web sites interested in building an online community. This list is limited to those vendors included in the Exhibitor and Sponsor Directory from the 2008 Newspaper Association of America Marketing Conference in Orlando, Fla.
Download Appendix: Online Community Vendors [PDF]
Audience Building Initiatives
Morris Communications
Racine
Spokane
Contact Us
Author
Rich Gordon
Associate Professor, Medill School, Northwestern University
Director of New Communities, Media Management Center
richgor@northwestern.edu
Editor
Beth Lawton
Manager, Digital Media Communications
Newspaper Association of America
beth.lawton@naa.org