Imagine this as the future of newspaper

Gatorade Control Center

I read yesterday’s Dayton Daily News today and they had a special section included. I don’t know where it is on their web site and I gave up trying to find it. I had hoped to point it to you as it is really cool stuff.

They have assembled all the COX Ohio Media in one facility and really decked it out with a bunch of studio space, digital equipment and tons of toys. I hope they give tours. But as I read the 10-page broadsheet-sized insert, I noticed a gaping hole in their media– no social media. Just newspaper, television and radio.

Oops. I hope that is just an oversight. If not, call me and let’s do business.

Here is what I think a newspaper/television/radio media company should do. Build out a social media center like they did at Gatorade (photo above) and staff it 24/7/365 with people authorized to reply back. Anytime anyone mentions Dayton on twitter, Facebook or blogs about Dayton, they know it. They know all the influential bloggers, the restaurant directories, the sporting events going on about town. They see tweets from people stuck on 35, wondering what the holdup is. They see a shout-out to a favorite restaurant or a blog post just published touting the really cool things about Dayton, Ohio. They see tweets from a frustrated bride three days from her wedding looking for a wedding photographer because the one she booked cancelled on her. They get behind movements to get Kroger to carry cheese curds.

And they would suggest advertisers quickly and authoritatively. And advertisers would get calls. And business.

And they see tweets when people are coming into Dayton for a family visit and welcome them back. They see birthdays on Facebook and send out tweets and updates wishing each a happy birthday. Maybe they even send out random cupcakes on that special day from a local bakery who advertises with Cox. In short, they act as the bar in the City Where Everybody Knows Your Name.

Can you imagine how many people Jeff Pulver would tell at his 140conf Conferences about the time he came to Dayton, Ohio to visit Hamvention and the local newspaper made sure his experience here was warm and inviting? That they tweeted him when he landed, asking if he needed a ride, maybe even tweeted his hotel to alert them he was in town? I wonder how many other people would like to visit Dayton, Ohio, just for the pampering experience?

You are a neighbor here in Dayton, Ohio, not just a resident. And in the process, we all connect just a little bit closer to each other and the outside world.

That is what I think a local newspaper can become. And for not a lot of money.

Postnote: 2011-02-21
Chris Brogan posted a video about the future of media. Here is one facet of my take on hyper-local.

I know nothing, but let me tell you about it anyway

Few things make me more upset than “journalists” who have no knowledge of the facts of a story, write about it or get on television, answering phantom questions about hypoteticals. Then the anchor or host treats their answers like they relate to the story at hand. Then they guide the reader or listener through the “facts” of a story based on the answers to these hypothetical questions as if they are relevant. Unless you are paying attention and reject the entire story when this occurs, you will get the facts of the story all wrong. Is it any wonder Americans are so ill-informed about so much?

The latest example of this type of “journalism” can be found right here in my local newspaper, the Dayton Daily News. Not only does the writer start by asserting an unsubstantiated “fact” (…dying from [a seizure] is rare) but early in the article she states:

Medical specialists who did not treat the boy told The Associated Press on Tuesday that while Kawasaki syndrome is poorly understood, it’s extremely unlikely the disease had anything to do with the teen’s death.

Let me repeat: “medical specialist who did not treat the boy told…” And, AP, why are you lapping this up? What kind of journalism institution are you anyway?

And now, we have Dr. Sanjay Gupta, the worst offender of them all*, slated for the Surgeon General. Has he not done enough damage with his glib, over-arching generalizations of the American health care scene at CNN? I’m sure Dr. Gupta is a competent doctor, but it is unethical and immoral to lead people down a path that is so generic as to be dangerous to their health. Whatever you believe about Dr. Gupta’s competence, his words have weight.

I attribute this “fact-filling” as a desperate attempt by media to be the first on the scene and to fill 24/7 airtime with breaking news stories. Here is a bit of advice from the the old school: If you have nothing to say on the matter, just shut up before you start sounding like an idiot.

*No, I have no supporting evidence he is the worst, but go to YouTube and sift through the video.

How to profit from stupid and sloth

I subscribe to the Wall Street Journal. So do hundreds of my neighbors and I know exactly who they are.

The WSJ gets delivered to my front door every morning by a carrier with the Dayton Daily News. About a year ago, I noticed that the mailing label in the upper right hand corner of my copy of the WSJ was not me. It was a neighbor who lived in another part of the subdivision or worked at another business. 

So, I started saving these labels. Sometimes I would get my own label, but most days, I would get someone else’s. Eventually, I reasoned, I would probably get everyone who subscribed to the WSJ on my carrier’s route. I think I am right.

Now, I have a mailing list of neighbors with whom I have something in common. When I want to refer to an article in the WSJ that I think might affect them, I can send out a cheap postcard, with a URL to my blog to the list and I know they will most likely have read the same article as me.  And, they will most likely go to my blog, read, comment and maybe pass it along.

They may wonder how I got their name, how I knew they also read the WSJ. Or, maybe not.

Or maybe, they have been getting my newspaper and tracking me the same way.

Posted by email from rufus’s posterous

The real death of the Dayton Daily News

For those of you who may not know, I was with the Dayton Daily News from 1998-2002. It was perhaps the most meaningful period of my life, in which I learned how to write objectively, think independently, treasure really, really talented people around me, learned how to change the world with little more than a thought and a pen, to learn patience, compassion and humility from greater human beings and learned how to find meaning in a job where I was paid almost nothing and expected to accomplish almost everything. I loved every heartache of the 4 1/2 years I spent there.

Yesterday, I visited the DDN building on Ludlow Ave in downtown Dayton. They were having a public sale where furniture, computer equipment, etc was being sold for whatever they could get. I went to walk the halls for one last time, to hear my friends, colleagues and mentors in my head one last time, to reclaim the same excitement I felt coming into the old newspaper building every morning. I was not disappointed.

….

My fifteen minutes of fame

My fifteen minutes of fame
Thursday, February 1st, 2007 07:01:27 AM

Well, it finally happened! I’m famous, at least for the next fifteen minutes. So, I thought I would take this space to shout out to the various places and folks that got a mention in my article! (Dayton Daily News, Neighbors Northwest, page 1.) Tim Hortons, Rivershark, Inc., TourneyCental, and our very, very Special Olympics Polar Plunge that you should pledge, even if it is only a buck. Please folks, this is a really, really important and fun event. So pledge!! And if you want to come out and plunge, give Rufus a call at 937-836-6255.

And of course, a link back to the DDN at www.daytondailynews.com (or at our soccer page here.)

Well, that is about all of my fifteen minutes, so go back to your lives, read some more articles and get yourself addicted to blogs. They’re fun to read; fun to write.. (except for that space bar.. I don’t have thumbs and it is hard to hit…)

Dayton Daily News

Well, just got back from my walk and settled into DaytonDailyNews.com and noticed a “dogs in the news” photo gallery off in the right-hand column…. But NONE of these dogs had their own blog. Have we dogs not evolved?

Oooo.. look at the kitty…..