media management project
for those of you vaguely interested in the media management project i'll be doing this spring at medill, (not many of you i imagine, so i'll put the details behind the cut) we've received the info:
We're gonna try to keep the streaks going this year in a project to be sponsored by the Minneapolis Star Tribune. Our high-level goals will be (1) to help the newspaper engage and build its audience on the Web and (2) to use our understanding of how to build the Web audience to recommend changes in the print edition as well.Here's how we are going to go about it:
(1) We are partnering with the Northwestern Media Management Center, which
has done groundbreaking research into what it is that drives usage of
different media products -- newspapers, magazines, TV news and Web sites.
The past few years, the center's focuses has been on the "experiences"
framework, which has been shown to predict media usage better than more
traditional measures of usage and satisfaction. It's a framework commonly
used in consumer product research, but the center has brought it into the
media space. For more information about experiences, check out the center's
site, www.readership.org. At the top of the page you will see a lot of
information about an experiment the center did with the Star Tribune to
develop an "experience newspaper."
(2) We will conduct an online experiences study of users of the
startribune.com Web site. We'll use a similar approach to a study conducted
by the center for the Online Publishers Association (information about that
study is at http://www.mediamanagementcenter.org/opa/). This research
should yield us a good understanding of the user experiences that drive
usage of startribune.com, and the experiences that are most strongly felt
among users of the site.
(3) Based on the research findings, we will develop one or more ideas for
enhancing startribune.com, and/or building new content areas on
startribune.com, and/or building new Web sites targeted at audiences whose
needs are not being met by startribune.com. (This is a different approach
than we've used in the past, when the sponsoring company had a target
audience in mind from the start.)
(4) Based on what we conclude about the right strategies to engage users
online, we will develop ideas for changing the print edition as well.
the end goal sounds kind of vague to me - develop an idea to enhance the site? well, okay. but nevertheless i'm excited about it. if you're in the star tribune's readership and have thoughts, or if you're just a new media geek and feel like checking out the paper's site and getting back to me, i'd appreciate an email!
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