By Allen Parsons, Ocala Star-Banner

Big Idea: Selling Content (and Expertise) To New Audiences Without Selling Out

Note: This Big Idea is in the formative stage and represents a personal investigation. It is not a corporate initiative, it doesn't have a time frame for implementation, and may never come off the drawing board. So don’t panic or get all up in my grille. Just please help me think through the implications, positive and negative. Many thanks.

Goal: Generate 10 percent or more of total operational revenue from direct sales of newsroom content and expertise to non-traditional markets without diminishing newsroom independence and credibility.

Rationale: Newsroom operations typically consumed 15 percent to 25 percent of total newspaper revenue, income that is principally generated through advertising and circulation sales. The traditional revenue sources, diminished by secular and cyclical forces, seem unlikely to be fully restored. And digital revenue has yet to demonstrate a near-term potential to make up the difference. As a result, financial resources available for news operations are severely pinched.

Opportunities/Examples: Newsrooms are rich in content and expertise with market potential for direct sale to consumers and businesses. These include:

• Consulting (legal, political, etc.). Example
  
• Corporate communications.
• Training/expertise (research, education, cultural activities). Example
  
• Market intelligence. Example
  
• Public relations.
• Premium content access and membership. Example (Registration required)
• Custom publishing. Print and digital publications for client base and/or content sold across networks.
• Repurposing. Licensing, syndication, and productizing previously published material (books, art, interior design). Example
  

Challenge: Can entrepreneurial structure be introduced to newsrooms without fatally wounding newsroom credibility? A recent imbroglio at The Washington Post demonstrates the potential for harmful conflict. Would a "second" newsroom need to be established, providing a dividing line between journalism and content? Looking for help on this key question.