The quality, relevance, accessibility, usefulness, uniqueness and trustworthiness of thecontent on GazetteOnline has never been more vital to increasing and engaging visitors asaudiences become more segmented and competition for eyeballs increases.The content on GazetteOnline must act as an enabling mechanism to connect users by
topic, geography and the relationships formed by those with like interests
, whilehelping to deliver audiences that are attractive to advertisers.It is important to point out that amount of content and the number sources producingcontent is extremely decentralized, meaning the significance of sorting, choosing anddisplaying content could not be more important.
Current trends in usage and research suggests that content should focus on these five keyareas:
breaking news, live coverage, news and information not found anywhereelse, contextual and a category I call experimentation
This area is the most consumed and most consistently demanded. Contentin this area will include weather, traffic, crime and events of timely interest.
Recent trends suggest this is the fasting growing content area. Live coverageof meetings and sporting events provides significant, timely content from multiple sources.This should be expanded.
This is a significant area of demand and hasgreat potential for growth. This will include photo galleries, video, other multimedia,databases, archives, sports, local news, events, culture, knowledge, prom photos and thevast majority of content collected within Gazette Family of Companies that suits a moregeneral news and information audience.
This, too, is an area that offers a great deal of growth and significant value tothe user. Providing contextual content experiences increases trust, participation and morecontent. This will be in the form of links, aggregation, reverse syndication, crowd reports,curation, user-generated items or any from any other source that adds value.
Out of the bunch, this is the wildcard. This area speaks to the heart of people not knowing what they want until you give it to them. One example of this areacould include content from coverage of Little League, which could eventually lead to its ownniche. The point being that GazetteOnline has to be open to explore and experiment withmany content models to find and discover what works and here is the section that highlightsthat need.
Page 2 of 8 Jason KLast revised 3/1/2010