America's community newspapers have entered an age of disruption. Towns and cities continue to need the journalism and advertising so essential to nurturing local identity and connection among citizens. But as the business of newspaper publishing collides with the digital revolution, and as technology redefines consumer habits and the very notion of community, how can newspapers survive and thrive? In Saving Community Journalism, veteran media executive Penelope Muse Abernathy draws on cutting-edge research and analysis to reveal pathways to transformation and long-term profitability. Offering practical guidance for editors and publishers, Abernathy shows how newspapers can build community online and identify new opportunities to generate revenue.
Examining experiences at a wide variety of community papers - from a 7,000-circulation weekly in West Virginia to a 50,000-circulation daily in California and a 150,000-circulation Spanish-language weekly in the heart of Chicago - Saving Community Journalism is designed to help journalists and media-industry managers create and implement new strategies that will allow them to prosper in the twenty-first century. Abernathy's findings will interest everyone with a stake in the health and survival of local media.
| Sobre o Livro |
Nos Estados Unidos, jornais comunitários enfrentam uma transformação impulsionada pela revolução digital. Abernathy descreve experiências que vão de semanários de 7.000 exemplares a diários de 50.000 exemplares e um semanário em língua espanhola em Chicago. A autora oferece orientação prática para editores e publishers, com estratégias para construir comunidade online e identificar novas fontes de receita. O foco inclui ajustes em publicidade local e formatos digitais adaptados a diferentes mercados. Estudo de casos locais e recomendações sobre modelos de negócio e parcerias apontam caminhos para sustentabilidade a longo prazo. Há ênfase em ações concretas que jornais podem implementar para fortalecer sua conexão com leitores e anunciantes.
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