County magazines: lost in cyberspace?

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How are county magazines adapting to the demands of online and socially networked worlds when their USP is about closed clubs and exclusivity?

Negócios Notícias e política

County magazines: lost in
cyberspace?
Clare Cook, Senior lecturer in Print
and Online journalism, Uclan
@cecook
Catherine Darby, Course Leader MA
Magazine Journalism, Uclan

County magazines are
bucking the trend
CHAMPIONING PRINT
OVER DIGITAL

STEPPING INTO LOCAL
NEWS TURF

TRANSLATING FROM
THE COFFEE TABLE
TO DIGITAL

County: top of the pops
Under researched yet...

Leisure (421 titles)
Sport (283 titles)
County, Town and Local
(277)
Women’s interests (227)

Vital statistics
160000
• Lancashire Life
140000
120000 50:50 £3995
100000
• Lancashire magazine
80000
60000 55:45 £2200
40000 Circulation
• Cumbria Life
20000 Readership
0 65:35 £2600
Lancashire Mag
Cumbria Life
Carlisle Living
Lancashire Life

Live Ribble

• Carlisle Living
75:25 £1850
• Live Ribble Valley
30:70 £895

Filling the local news gap on their turf
Campaigns
Human interest
Education
“boring news in
newspapers”

Cashing in on the printed format

Positive dual product
Commercial beasts
Accountability

Can county print translate online?
Print Digital
Selectivity Generality
Kudos
Timelessness
v Mass conversation
Instantaneous
Targeting Mass drivers
Tactility Virtual

Shop windows
Shop window
Potential for added
value
Photo competition
entries
Touch points

Negative: content
Resisting publishing online
Herd mentality
Bolt-on or by-product
Shoe horning
Print first strategy
Cannabalising print Resourcing
Commercial uncertainty
Physicality

Negative: relationships
Suspicious and nervousness
Protecting content
Managing adverse comment
Damaging the club
Lack of understanding

@cecook
www.clarecookonline.co.uk
cecook@uclan.ac.uk
Find me on Linked in, Flickr, Paper.li, Delicious, Foursquare, or in a nice
Thai restaurant!

CLARE COOK

http://www.phil-rose.co.uk/blog/?p=609
http://www.google.co.uk/imgres?imgurl=http://4.bp.blogspot.com/-
W2ggi3RTPTk/TfOKs7zX8qI/AAAAAAAABto/pja-
R4DO_WE/s1600/Social%252BMedia%252BWorld.jpg&imgrefurl=http://donaldclarkplanb.blogspot.com/2011/
06/7-objections-to-social-media-
on.html&usg=__3Lxk1WJL1_eeF6HcL4ZcfauBF_o=&h=401&w=480&sz=50&hl=en&start=0&zoom=1&tbnid=JAj
c9V5Tw_1kUM:&tbnh=113&tbnw=135&ei=2ugSTsv-
OMWo8AOh8_CeDg&prev=/search%3Fq%3Dsocial%2Bmedia%26hl%3Den%26biw%3D1262%26bih%3D551%2
6gbv%3D2%26tbm%3Disch&itbs=1&iact=rc&dur=511&page=1&ndsp=20&ved=1t:429,r:4,s:0&tx=77&ty=62
Image credits to Lancashire Magazine, Lancashire Life, Carlisle Living, Northern Life, RW Media

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https://www.hubspot.com/state-of-marketing · Scaling relationships and proving ROI · Social media is the place for search, sales, and service · Authentic influencer partnerships fuel brand growth · The strongest connections happen via call, click, chat, and camera. · Time saved with AI leads to more creative work · Seeking: A single source of truth · TLDR; Get on social, try AI, and align your systems. · More human marketing, powered by robots

2024 State of Marketing Report – by Hubspot

Marius Sescu

ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!

Everything You Need To Know About ChatGPT

Expeed Software

Product Design Trends in 2024 | Teenage Engineerings

Pixeldarts

Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

How Race, Age and Gender Shape Attitudes Towards Mental Health

ThinkNow

AI Trends in Creative Operations 2024 by Artwork Flow.pdf

marketingartwork

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Content Methodology: A Best Practices Report (Webinar)

contently

How to Prepare For a Successful Job Search for 2024

Albert Qian

A report by thenetworkone and Kurio. The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).

Social Media Marketing Trends 2024 // The Global Indie Insights

Kurio // The Social Media Age(ncy)

The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

Trends In Paid Search: Navigating The Digital Landscape In 2024

Search Engine Journal

From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

5 Public speaking tips from TED - Visualized summary

SpeakerHub

Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

ChatGPT and the Future of Work - Clark Boyd

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Google's Just Not That Into You: Understanding Core Updates & Search Intent

Lily Ray

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Time Management & Productivity - Best Practices

Vit Horky

The six step guide to practical project management If you think managing projects is too difficult, think again. We’ve stripped back project management processes to the basics – to make it quicker and easier, without sacrificing the vital ingredients for success. “If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.” Dr Andrew Makar, Tactical Project Management

The six step guide to practical project management

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Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...

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2024 State of Marketing Report – by Hubspot

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How Race, Age and Gender Shape Attitudes Towards Mental Health

AI Trends in Creative Operations 2024 by Artwork Flow.pdf

Skeleton Culture Code

PEPSICO Presentation to CAGNY Conference Feb 2024

Content Methodology: A Best Practices Report (Webinar)

How to Prepare For a Successful Job Search for 2024

Social Media Marketing Trends 2024 // The Global Indie Insights

Trends In Paid Search: Navigating The Digital Landscape In 2024

5 Public speaking tips from TED - Visualized summary

ChatGPT and the Future of Work - Clark Boyd

Getting into the tech field. what next

Google's Just Not That Into You: Understanding Core Updates & Search Intent

How to have difficult conversations

Introduction to Data Science

Time Management & Productivity - Best Practices

The six step guide to practical project management

Beginners Guide to TikTok for Search - Rachel Pearson - We are Tilt __ Bright...

County magazines: lost in cyberspace?

2. County magazines: lost in cyberspace? Clare Cook, Senior lecturer in Print and Online journalism, Uclan @cecook Catherine Darby, Course Leader MA Magazine Journalism, Uclan

3. County magazines are bucking the trend CHAMPIONING PRINT OVER DIGITAL STEPPING INTO LOCAL NEWS TURF TRANSLATING FROM THE COFFEE TABLE TO DIGITAL

4. County: top of the pops Under researched yet... Leisure (421 titles) Sport (283 titles) County, Town and Local (277) Women’s interests (227)

5. Vital statistics 160000 • Lancashire Life 140000 120000 50:50 £3995 100000 • Lancashire magazine 80000 60000 55:45 £2200 40000 Circulation • Cumbria Life 20000 Readership 0 65:35 £2600 Lancashire Mag Cumbria Life Carlisle Living Lancashire Life Live Ribble • Carlisle Living 75:25 £1850 • Live Ribble Valley 30:70 £895

6. County content is...

10. Aspirational

11. Filling the local news gap on their turf Campaigns Human interest Education “boring news in newspapers”

12. HYPERCOUNTY distribution

13. Cashing in on the printed format Positive dual product Commercial beasts Accountability

14. Can county print translate online? Print Digital Selectivity Generality Kudos Timelessness v Mass conversation Instantaneous Targeting Mass drivers Tactility Virtual

15. Shop windows Shop window Potential for added value Photo competition entries Touch points

16. Dipping toes in social

17. Negative: content Resisting publishing online Herd mentality Bolt-on or by-product Shoe horning Print first strategy Cannabalising print Resourcing Commercial uncertainty Physicality

18. Negative: relationships Suspicious and nervousness Protecting content Managing adverse comment Damaging the club Lack of understanding

19. Luxury hero Online limited brand puts scope print first Scarcely resourced teams where accountable v Conservative leadership advertising News page CMS clubs and Free online content kudos cannabalising win print

20. Prospects • Data capture • Extending brand interactivity • Alternative business intiatives

21. @cecook www.clarecookonline.co.uk cecook@uclan.ac.uk Find me on Linked in, Flickr, Paper.li, Delicious, Foursquare, or in a nice Thai restaurant! CLARE COOK

22. http://www.phil-rose.co.uk/blog/?p=609 http://www.google.co.uk/imgres?imgurl=http://4.bp.blogspot.com/- W2ggi3RTPTk/TfOKs7zX8qI/AAAAAAAABto/pja- R4DO_WE/s1600/Social%252BMedia%252BWorld.jpg&imgrefurl=http://donaldclarkplanb.blogspot.com/2011/ 06/7-objections-to-social-media- on.html&usg=__3Lxk1WJL1_eeF6HcL4ZcfauBF_o=&h=401&w=480&sz=50&hl=en&start=0&zoom=1&tbnid=JAj c9V5Tw_1kUM:&tbnh=113&tbnw=135&ei=2ugSTsv- OMWo8AOh8_CeDg&prev=/search%3Fq%3Dsocial%2Bmedia%26hl%3Den%26biw%3D1262%26bih%3D551%2 6gbv%3D2%26tbm%3Disch&itbs=1&iact=rc&dur=511&page=1&ndsp=20&ved=1t:429,r:4,s:0&tx=77&ty=62 Image credits to Lancashire Magazine, Lancashire Life, Carlisle Living, Northern Life, RW Media

County magazines: lost in cyberspace?

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