How many newspaper readers feel a personal connection with their metro daily newspaper? How many think of the paper as “our newspaper” or “my newspaper”?
Nobody I know.
Readers see their metro paper as “their” newspaper, a publication reflecting the interests, opinions, and work of other people not remotely connected to the them and their lives.
When BostonNOW was up and running (I was the editor-in-chief), we had 3,900 local bloggers posting to their blogs on our site (which, sadly, closed after a year in business when the investors ran out of money in April).
Our bloggers, and their friends, families and business connections, considered BostonNOW “our paper.” And it truly was. The website AND the paper carried their work, and the work of people like them.
One of those bloggers was the, no exaggeration, world-renowned video blogger Steve Garfield. He was the first local blogger we approached about being in the paper and on our website (he started posting on BostonNOW and we pointed back to his personal sites).
I spoke with Steve recently about how he felt about the power of including local bloggers in the pages of a newspaper’s print and Web products. It’s a very entertaining interview (Steve is a wonderful storyteller!). You can watch the YouTube version of the interview below, or click here for a higher quality rendition.