I recently attended the Society of Editors (SoE) Trinity Mirror Regionals' editorial director annual conference, where Neil Benson ruffled a few feathers with his suggestions about how else local newspapers could be making money.
"The best PR agencies are often run by ex-editorial people. People who have worked in regional press know what it takes to hit the spot in terms of press releases and they know how to package it. So why don't regional publishers think about launching an arm's length PR agency?" said Benson.
He also suggested that local media could run hyperlocal websites or online portals for local authorities or produce videos for commercial clients.
The hyperlocal sites idea is already happening for TM, which run a network of websites in Northumberland for the council there.
Similarly, several local newspapers I have visited are using their trained videojournalists and the studios and kit for secondary purposes — creating adverts and promotional videos for paying clients, either advertisers on the newspaper's site or elsewhere.
The central concern at the conference was about the potential editorial/commercial conflict — especially with the PR agencies idea. Benson suggested this could be overcome by running such an agency as a separately set-up division/firm.
Benson hoped such ideas could help stem the 'brain drain' of journalists leaving the industry for roles in communications and PR, where their skills are needed and the pay is often better, and keep their expertise in the newspaper field.
Such ventures would also require journalists to pick up new skills and perhaps sharpen commercial awareness of the newspaper as a business — a valuable piece of knowledge in tough times.
What other areas could/are newspapers and news organisations expand into, building on existing skills? And are journalists' roles changing as a result?
