Chris Hendricks points out that The McClatchy Co., where he is VP of interactive media, opened its doors before electricity came to the West Coast, in 1857. He insists that he’s not going to be among a generation that ultimately turns out the company’s lights.
The publishers with whom Hendricks shared this thought at the Local Media Association’s fall conference tend to be a much smaller lot, ranging from rural community papers up to small metro dailies. And while some were spared the near-apocalyptic brush felt by the nation’s largest, most storied newspapers in the late 2000s, most others certainly felt the lights flickering.
As they wrapped three days of meeting on Friday, the lighting in their corner of the industry might best be described as dim, but steady.
And much of that light is decidedly digital in nature.
If ideas like digital agency services and metered paywalls were met with skepticism just a couple of years ago among this group, they have moved into the industry’s mainstream thinking now. Native advertising seems to be following (though the term itself oddly prompted some definitional debate here during one session drilling into its local application).