Finding your niche
With a century or more of experience bringing the news that's most important for communities as a whole, many efforts with building a new business around content targeted for a specific audience haven't worked.
During a Tuesday afternoon session at the Mega-Conference, prepare to be blown away by the work of some entrepreneurs who are driving successful businesses with targeted media that are a major break from the status quo.
The Mega-Conference will be held in just two weeks: Feb. 26-28 in San Diego.
Amy Glennon, publisher of Cox Media Group's Vertical Businesses, will moderate this session.
Panelists will be:
- Adam Ryan, vice president of media, The Hustle
- Caywood Yamnik, director of sales, video, Alabama Media Group
TEAM DISCOUNTS are available to newspapers that bring more than one person to the conference.
"We are currently in an era where attention is the most sought after commodity," Ryan said. "The amount of hours in a day has never changed, but the choice of consumption has increased drastically. How do you stick out in the land of click-bait and mass media? You find and capture your niche."
The Hustle's flagship Daily Email engages more than 550K subscribers at a 40 percent daily open rate. Ryan oversees The Hustle's advertising business, conferences and events, and the client success team.
After leading the audience targeting team of Advance Media Group for two years, Yamnik was named to her current role under a new division of the company in July. Red Clay Media was formed as a social media company within a company, focused on creating social brands, building loyal and engaged audiences, and seizing on the opportunity for a new revenue stream.
Red Clay Media currently has four brands, all of which rely heavily on original video content: This is Alabama, SEC Shorts, People of Alabama, and It's a Southern Thing. Together these brands reach more than 50 million people per month and have had 500 million collective video views.
Yamnik says: "Video is the combination of sight, sound and motion in order to tell a story. And it's one of many ways media companies are expanding. To stay relevant, you must always be adjusting – and one way my company is doing that is by creating new platforms, building social audiences, and telling people and business' stories in ways that the audience wants to hear. In this session we will explore how video is one of many ways newspaper and traditional media companies are creating new revenue streams in this ever-changing world."