So newspapers, maybe digital isn’t the answer to all of your problems.
Coming from Clark Gilbert, widely considered local media’s point man on the bleeding side of the digital cutting edge, this message might initially give publishers pause.
But Gilbert, CEO of Salt Lake City’s Deseret Digital Media and Deseret News Publishing Co., says while newspapers need to keep one eye fixed on the digital and disruptive side of their business, another must remain locked on the legacy core.
“Transforming your organization in the face of a disruption requires two transformations,” Gilbert told publishers meeting for the Local Media Association’s fall conference. “The strategy, tactics, thinking and logic is just going to be different for both.”
Even as the media whirls forward with digital experimentation, there’s still a conventional job to be done, Gilbert says, espousing a tactical approach that equally considers both tasks via separately-focused teams and smaller ad hoc teams to work between them.
Gilbert broke down his approach from content and revenue perspectives.
For the core business, he says step-change reductions in content costs are absolutely necessary; newsrooms simply need to trim down further wherever they still can.
“Put yourself in the shoes of an advertiser” just trying to reach an audience, he says. “These are hardworking people. Their job is not to subsidize our business.”