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Topic: Miscellaneous items
Date/Time: 10/13/2008 4:09:53 PM
Title: Lee Abrams' Oct. 13 dispatch
Posted By: Jim Romenesko
 
October 13, 2008
THINK PIECE: OLD THINKING FOR NEW MEDIA AND NEW THINKING FOR OLD MEDIA

The Hartford Courant continues to charge along. They have possibly been the most dramatic change relative to their old look and feel. They've done a great job, and with a new alliance brewing with our Fox TV station in Hartford, there's some enormous potential to be seen. In 2009, I think you'll see the "super brand" idea grow into something very powerful and positive in markets like South Florida where the Tribune properties there are working as one. The breaking news bureau in Chicago is also starting to gel. When we work together, as people and brands--the potential is stunning New World stuff. Of course, I'll get all of these emails about how terrible that idea is and that TV and Newspapers are oil and water...and the like.

On the subject of emails, received a few comments that I was dismissing Dave Greising's comments on Ad supported sections by saying "right or wrong". In fact, I have nothing but the highest regard for his courage to speak up. The thought was weather he is right OR wrong, it's the dialogue that counts. I happen to think he was right.

..And it has inspired dozens of comments and ideas from the trenches

Flora Goldstein from the Sun Sentinel sent this:

We've taken our themed advertising driven product and converted it to Sunbytes, a product which is in print, online and on air. Since we have WSFL and they are developing a morning show, there is great opportunity to go "cross media" with our publication. The "Big Idea" is to have (national) product placement on the cover, offering a full page ad and advertorial along with two banner ads inside, plus an online ad to run throughout the month, plus 2 minute spots on our very innovative morning show along with ROS 30 second spots and a tag line whenever they promote Sunbytes!!! The "sponsor" of the publication would work with a theme, i.e., home projects might be Home Depot or Lowes and on the two minute spot they will be able to talk about anything they want, conversationally, as opposed to a "commercial".

In Chicago, the Tribune is textbook reinvention in my opinion. I sent
this note to the reinvention leaders:

*It is a fantastic product. I don't have the luxury of having to get a
paper out every day and being so close to it, so from a slightly
disconnected point-of-view, I will tell you--it is outstanding. /CONTINUED

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