Conventional wisdom is that newspapers reach such a broad audience that it is virtually impossible to target a particular demographic group. Everything for everyone is the mantra ascribed to those in the print medium, and unfortunately in most instances that label has been accepted by the practitioners of journalism.
One solution was moving online, where the world of the Internet allows the slicing and dicing of the masses into digestible, manageable, bite-size entities.
But there are ways to take the printed word on paper and create content that appeals to certain groups, using the Internet as a supporting partner.
You have to tell the selected audience that content for them resides inside the pages of the newspaper -- and you use the online world to expand print offerings.
The Times Free Press demonstrated a targeted approach in reaching out to baby boomers, an important audience of readers and decision-makers.
Armed with that learning, a team led by Features Editor Mark Kennedy developed content that reaches out to moms.
Typically in August the Times Free Press newsroom breaks out into work groups and for a couple of weeks sketches out strategic goals for the next year. In 2008 the underpinnings for converting to a 24-hour news operation were outlined, emphasizing the beginning point of strong content and focusing on dissemination of material through a range of platforms: print, online, mobile.
Going deeper into the planning session, there was discussion of topics that offer short-term opportunities and of others that are deferred because the content or consumer interest are not strong.
The direction from the most recent planning focused on sharing stories through a number of media -- recognizing that words are the starting point and storytelling occurs in short bursts or longer forms and by print, online, video, audio and mobile means.
Content ideas ranged from offering ways for readers to share information on their pets to Internet-only news programs to creating a forum for mothers to share experiences.
Many of the ideas that are part of the Times Free Press approach to moms came from experiences gleaned from other news organizations. A key principle from that early work was to involve "real moms" in the development process.
Our newsroom team learned, for example, that more than half the young moms in our coverage area -- ages 25 to 44 -- read at least the Sunday Times Free Press, and approximately a quarter are regular users of timesfreepress.com.
Area moms were recruited for the development phase, and several agreed to lead or host online forums on common parenting topics. It was interesting that moms wanted to share information with other moms, leaving men on the sidelines.
Today's Times Free Press launches moms in our pages and online. Anchored on the Life front every week
are parenting tips, forum excerpts, photographs and an occasional contest.
For the launch, you will see photographs submitted by area moms that tie into Father's Day -- probably the exception when men are the focal topic for discussion in a moms forum. Along with the handful of photographs that make it into print, there are more on the moms page on the Times Free Press Web site, timesfreepress.com.
Each week there will be listings of kid-friendly events, too.
Using the multimedia tools that have been developed over the past year, video will provide additional information to expand the printed word. For example, a personal trainer will discuss how to get in shape after a pregnancy.
While area moms and their shared experiences are the foundation, other material that offers insights from moms across the country will be included online.
Our hope is that Chattamoms.com will be the place for sharing information, learning parenting skills and engaging in forums that allow mothers to gain and exchange knowledge.
To reach Tom Griscom, call (423) 757-6472 or e-mail tgriscom@timesfreepress.com.
