Buy Synthroid No Prescription, Journalism professors Carrie Brown-Smith of the University of Memphis and Jonathan Groves of Drury University have been doing some research in newspaper newsrooms, observing and talking to journalists to find out more about how they're changing their processes and routines to innovate for the web. They posted a little teaser on their research yesterday, reporting that the area of the newsroom that has done the most to adapt to a new media environment is the sports department.

For people who have been both avid observers of the news media and avid consumers of sports media (like myself), this isn't a particularly surprising finding. As former ESPN.com writer Dan Shanoff noted on Twitter, Synthroid images, sports content on the web served as the blueprint for the early development of ABC News' and Disney's online presences in the mid-'90s, and for AOL and Yahoo's emergence as media companies in the past few years.

There are plenty of exceptions — I've seen as many curmudgeonly rants by sportswriters as any other type of journalists — but the products speak for themselves: Go to any metro daily website, and you'll almost undoubtedly find that the most active communities and innovative ideas are on display under the "Sports" tab.

So why is that, Buy Synthroid No Prescription. Synthroid from canada, Brown-Smith, Groves and several others on Twitter this morning tossed some answers out, and I thought they might be helpful for people thinking about newsroom innovation in other areas, too. Here's a rundown:

Sports departments operate outside the rest of the traditional newsroom structure.

This is the first reason Brown-Smith and Groves give: Innovation and risk-taking usually take place in autonomous divisions within an organization, "and at most news organizations, Synthroid maximum dosage, the sports departments are separate beasts, often working different schedules and feeling relatively less shackled by [tradition]."

Sports have long been thought of as the newspaper's "toy department," the place where journalists can try out new styles and strategies, and since it's not "real news, Buy Synthroid from mexico, " no one will get too worked up about it. Most sportswriters still bristle at the term "toy department," but as Jeff Jarvis and John Zhu suggested, it's easier to experiment when you've been cordoned off from the sections of the paper that take their mission too seriously to try anything out of the ordinary.

Sports journalists' frenetic pace and round-the-clock deadlines are more conducive to the web than to print.

This is Brown-Smith and Groves' second point, voiced well by a staffer at the Milwaukee Journal-Sentinel: "Every night in sports is election night, Synthroid for sale. Buy Synthroid No Prescription, We are used to that kind of workload. We are used to doing it late and doing it quick."

Jim Brady, general manager of TBD and former washingtonpost.com executive editor, spelled this idea out in a series of tweets: Even in print, sportswriters were used to filing fast and in chunks because of the deadline push caused by night games, Purchase Synthroid online no prescription, and their stories often didn't make early editions. Consequently, they saw the web, with its inclination toward 24/7 news and bite-size pieces of information, as more of an opportunity.

This makes a lot of sense to me: Sportswriters have had to do less to adapt their routines to the web, because their reporting processes are a more natural fit there anyway, Synthroid interactions. That level of comfort leads to a lot more experimentation and innovation.

Sports journalists have tended to value their readers more highly — a key attitude in adapting to the two-way nature of online news.

This idea, too, was expressed by Brady via Twitter, though he wasn't exactly sure why. Synthroid overnight, NYU professor Jay Rosen offered a possible explanation: "In sports, the difference between what users know and reporters know isn't as wide; therefore it's harder to be princely."

Rosen comes at this observation from a background studying the political press, but I think it rings true. Generally speaking, since televised sports became ubiquitous in the 1980s and early '90s, dedicated sports fans have been able to ascertain for themselves quite a bit of what reporters know about their favorite teams, Buy Synthroid No Prescription. They're watching the same games, and many fans have been studying those games just as intently and for as much of their lives as the sportswriters they read. All they're missing are the locker-room and press-conference quotes, Synthroid cost, which are often laughably devoid of insight anyway.

The web was practically tailor-made for the way fans want to consume information about sports.

This reason was only hinted at by Brown-Smith and Groves, but I think it's key to determining why sports departments' online innovations are so much more substantive and successful. There is no other type of news that is as social as sports, and none for which the audience's appetite is as ravenous. No other area even comes close; politics is a pretty distant second.

Sports are inherently social; in fact, Japan, craiglist, ebay, overseas, paypal, they may be the only televised content that's more commonly watched in groups than alone. And in between those televised events, the biggest element of fandom is talking about sports with others — friends, co-workers, strangers at bars, radio call-in show hosts. It's easy to see how ideally this translates to the web: Check out, buy Synthroid no prescription, for example, the enormously popular game threads that are the bread and butter of many of the blogs of the quickly growing SB Nation network. Buy Synthroid No Prescription, There's little newsy information being conveyed there; they're purely social, a way to create the normative group-viewing experience in a virtual space.

Likewise, there's no other area of news in which audiences hang on each and every tidbit of news and analysis that a journalist can provide. This attitude is a perfect fit for the rapid-fire, bite-size, Doses Synthroid work, analytically based formats of blogging and Twitter.

These two aspects combine to make for a ripe environment for success in experimenting with interactive, immediate forms of online news. This, in turn, creates a remarkably effective positive reinforcement loop for those innovations: When sports departments launch beatblogs, cheap Synthroid no rx, or podcasts, or Twitter accounts, or live chats, or mobile updates, Synthroid australia, uk, us, usa, they're often rewarded with enthusiastic readers and eager interaction. That success, of course, only spurs more innovation. Sadly, the reverse often happens in other news coverage: Attempts at innovation are met (at least initially) with apathy, Synthroid coupon, which journalists use to dismiss innovation as a waste of time.

Those are the factors we've come up with - if you have any theories of your own, I'd love to hear them in the comments.

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[This review was originally posted at the Nieman Journalism Lab Bactrim Mg, on Oct. 1, 2010.]

AOL snaps up TechCrunch: The Internet giant of the '90s, AOL, has been aggressively trying to remake itself as a media company for the 2010s, and it made one of its biggest moves this week when it bought the influential tech blog TechCrunch. Get Bactrim, The deal was first reported by GigaOM and announced on stage Tuesday at TechCrunch's Disrupt conference. AOL also scooped up the web video company 5Min and Thing Labs, maker of the social media reader Brizzly on the same day, though it couldn't snatch the popular All Things Digital blogging crew away from The Wall Street Journal.

Given how central TechCrunch's founder, Michael Arrington, is to the blog's success, cheap Bactrim no rx, the first questions were twofold: Will Arrington be able to continue exercising his iconoclastic editorial voice with AOL, and can the blog remain strong if he leaves. Salon's Dan Gillmor was skeptical about the latter, and Fast Company and The Atlantic gave reason for similar doubts about the former, with a list of Arrington's past criticism of AOL and statements by the founder of Engadget, another blog purchased by AOL, that too many layers of management made the company difficult to work at, Bactrim Mg. (He said things have changed at AOL since then.) For his part, Arrington gave assurances to tech blogger Robert Scoble and TechCrunch's readers that he'll have complete editorial independence and has agreed to stay on for at least three years.

The bigger media issue, Buy Bactrim online cod, of course, is that this purchase signals AOL's deepening transformation into a full-on web media company. As a marketing exec told the New York Post's Keith Kelly, "Nobody gives AOL enough credit for the massive transformation that the brand has undertaken." AOL CEO Tim Armstrong explained the rationale behind the deal to Advertising Age and Bloomberg: TechCrunch's insider, consumer audience can garner premium ad rates, and the TechCrunch brand can give AOL some cred it couldn't necessarily get on its own. He also told GigaOM's Om Malik that he wants to begin developing platforms in communication, buy Bactrim without a prescription, content and advertising for other companies to build on, though he wouldn't go into details.

The Wall Street Journal threw a little bit of cold water on the AOL hype Bactrim Mg, , noting that more than 40 percent of the company's revenue still comes from dial-up Internet service and related subscriptions. Advertisers haven't totally bought into the change yet either, the Journal said. AOL might have come a long way, Where can i find Bactrim online, but it still has a long way to go, too.

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Can social media produce real social change?: In a piece in this week's New Yorker, cultural critic Malcolm Gladwell challenged the idea that social media is an effective tool of social change and revolution, comparing it with the civil rights movement and other pre-social media large-scale social reform efforts. Gladwell argued that social media is built on weak social ties, which are good for encountering new information and amassing followers of a cause, Bactrim forum, but bad at inspiring collective action. "The evangelists of social media don’t understand this distinction; they seem to believe that a Facebook friend is the same as a real friend and that signing up for a donor registry in Silicon Valley today is activism in the same sense as sitting at a segregated lunch counter in Greensboro in 1960," Gladwell wrote, Bactrim Mg.

Gladwell expounded helpfully on his points in a chat on the New Yorker website, in which he said, among other things, that he holds up the 2008 Obama presidential campaign as the "gold standard" for social media-fueled civic engagement. Bactrim long term, His piece generated some thoughtful disagreement: The Atlantic's Alexis Madrigal said he liked the article overall but took issue with Gladwell's assertion that online networks don't have leadership or organization.

Others weren't quite so complimentary: In a video conversation, politics professor Henry Farrell and the Cato Institute's Julian Sanchez agreed that social media's weak ties could make it easier to form the strong social ties that lead to significant action. A quasi-anonymous Economist correspondent made a similar arguments to both those points, saying that social media strengthens all social ties, and that networks' bottom-up nature make them particularly subversive. Jeff Sonderman made similar points as well Bactrim Mg, and pointed out that online and offline social networks tend to overlap, so they can't be treated as discrete entities.

There were plenty of other avenues (thoughtful and somewhat less so) down which critics took this debate — see this New York Times feature for six of them — but the most cogent points may have come from Expert Labs director Anil Dash, Bactrim alternatives, who argued that Gladwell is limited by his outmoded idea that the only type of revolutions that produce change are those that come in the form of chanting, sign-wielding masses. "There are revolutions, actual political and legal revolutions, that are being led online," Dash wrote. Buy Bactrim from mexico, "They're just happening in new ways, and taking subtle forms unrecognizable to those who still want a revolution to look like they did in 1965."

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Helping hyperlocal news thrive: Many of the U.S.' hyperlocal-news pioneers gathered in Chicago late last week for the Block By Block Community News Summit hosted by the Knight Digital Media Center's Michele McLellan and NYU j-prof Jay Rosen. A variety of ideas, tips, anecdotes flew back and forth at the event, which was ably summarized by the Lab's Megan Garber as well as Lauren Kirchner of The Columbia Journalism Review and Polly Kreisman of the local-news blog Lost Remote. You can also check out videos of several of the sessions at the Reynolds Journalism Institute, Bactrim results.

Garber listed several of the main themes of the gathering: Developing an intimate connection with a community (something of a throwback role for the news media, Garber said), building advertising and branding, and finding ways to share ideas with each other, Bactrim Mg. Kirchner noted the common strain among the participants' description of their own situations: "I’ve figured out how to do this, but I don’t know how to make it last." She also noted the general tension in the room caused by the presence of representatives from AOL and Yahoo, two media companies with large-scale hyperlocal news aspirations. (Elsewhere this week, AOL’s hyperlocal Patch initiative was called the WalMart of news and a potential steamroller of hyperlocal startups, Order Bactrim online c.o.d, though The Batavian’s Howard Owens gave some tips on beating Patch in your own neighborhood.) Afterward, McLellan took stock of what hyperlocal journalists need next. Afterward, McLellan took stock of what hyperlocal journalists need next.

That wasn't the only hyperlocal news resource to emerge this week. J-Lab released a report detailing what's worked and what hasn't in the the five years it's been funding community-news startups. One major conclusion in the report is that  Bactrim Mg, hyperlocal news sites didn't replace the journalism of traditional news sources; they added something that hadn't been there before. (Some other key takeaways: Engagement, not just content; sweat equity is big; and the business model isn't there yet.) At Lost Remote, Bactrim treatment, Cory Bergman of Seattle's Next Door Media offered an endorsement of the report, adding that for his startup, "the biggest critical success factor for a neighborhood news site is a passionate editor." And at PBS Idea Lab, Martin Moore made the case for a bottom-up structure in local news sites.

—

Media trust hits a new low: Gallup released its annual poll on Americans' trust in the news media, Real brand Bactrim online, and in what's become a fairly regular occurrence, that trust is at an all-time low. MinnPost's David Brauer tried to square that finding with Pew's finding two weeks ago that people are spending more time with the news. (My guess: Gallup's survey measures feelings about the traditional news media, while Pew's finding of increased news consumption is attributable largely to new media sources.)

The Atlantic's Derek Thompson asked why trust is so low, and came up with an interesting hypothesis: The news media is telling us not to trust the news media. Citing Bill O'Reilly, Glenn Beck and Jon Stewart as examples, he concludes, "to consume opinion journalism ... is to consume a product that exists to tell you that the product is inherently rotten." As if on cue, the Los Angeles Times' Andrew Malcolm rattled off a sarcastic litany of things the media has done to confirm people's belief that it's biased, Bactrim Mg.

—

Reading roundup: Before we get the miscellany, is Bactrim addictive, there were a few smaller news developments that I want to highlight this week:

— The Boston Globe announced that it's planning on splitting its websites into free and paid versions late next year. (The Globe is owned by The New York Times Co., and The Times is also planning to charge for its website next year.) Media analyst Ken Doctor wrote a smart analysis on the Globe's strategy, calling it a plan to retain its print readers in the short run and convert them to (paid) tablet reading in the long run. The alt-weekly Boston Phoenix, Taking Bactrim, meanwhile, didn't waste time in writing Boston.com's obituary.

— Mayhill Fowler, who gave The Huffington Post one of its biggest-ever scoops in 2008 as a reporter for the Off the Bus citizen-journalism project, wrote a kiss-off post on her personal blog announcing she was leaving the site, essentially, because she was tired of writing for nothing. The Post fired back Bactrim Mg, , and Politico's Ben Smith used the incident to wonder if the opinion-oriented blogosphere is moving toward news judgment as the mainstream media makes the opposite transition.

— After Forbes bought his freelance blogging network True/Slant, Lewis D'Vorkin is planning on selling blog space to advertisers alongside the company's news blogs, Advertising Age reported. Reuters' Felix Salmon predicted the plan would spur a uprising along the lines of ScienceBlogs' PepsiGate this summer.

Now the three stray pieces you need to take a look at:

— The Awl's Nick Douglas wrote a great post explaining why online forums are so underrated as online culture-drivers, and why Reddit is becoming more important within that subculture.

— Stanford scholar Geoff McGhee produced a fantastic set of videos on data journalism. Regardless of whether you're familiar with data journalism, this is a must-see, Bactrim Mg.

— And possibly the most essential piece of the week: Jonathan Stray's case for designing journalism from the user's perspective. "The news experience needs to become intensely personal," Stray wrote. "It must be easy for users to find and follow exactly their interests, no matter how arcane. Journalists need to get proficient at finding and engaging the audience for each story." A quote doesn't do it justice; go read the whole thing.

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Maintaining accuracy in an SEO-driven world: Apparently the future-of-news world isn't immune to the inevitable dog days of August, because this week was one of the slowest in this corner of the web in the past year. There were still some interesting discussions simmering, so let's take a look, starting with the political controversy du jour: The proposed construction of a Muslim community center in downtown Manhattan near the site of the Sept, Armour dose. 11, 2001, attacks on the World Trade Center. I'm not going to delve into the politics of the issue, or even the complaints that this story is symptomatic of a shallow news media more concerned about drummed-up controversy than substantive issues. Instead, I want to focus on the decisions that news organizations have been making about what to call the project, Order Armour. Armour without a prescription, It has predominantly been called the "ground zero mosque," though beginning about two weeks ago, some attention began being trained on news organizations — led most vocally by The New York Times and The Associated Press, which changed its internal label for the story — that wouldn't use that phrase out of a concern for accuracy. The Village Voice used some Google searches to find that while there's been an uptick in news sources' use of the project's proper names (Park51 and the Cordoba Center), "ground zero mosque" is still far and away the most common designation.

What's most interesting about this discussion are the ideas about why a factually inaccurate term has taken such a deep root in coverage of the issue, Armour no prescription, despite efforts to refute it: The Village Voice pointed a finger at cable news, which has devoted the most time to the story, while the Online Journalism Review's Brian McDermott pinpointed our news consumption patterns driven by "warp-speed skimming" and smart-phone headlines that make easy labels more natural for readers and editors."Watery qualifiers like 'near' or 'so-called' don't stick in our brains as much, nor do they help a website climb the SEO ladder."

Poynter ethicist Kelly McBride zeroed in on that idea of search-engine optimization, noting that the AP is being punished for their stand against the term "ground zero mosque" by not appearing very highly on the all-important news searches for that phrase. In order to stay relevant to search engines, Purchase Armour, news organizations have to continue using an inaccurate term once it's taken hold, she concluded. In response, McBride suggested pre-emptively using factchecking resources to nip misconceptions in the bud. Order Armour, "Now that Google makes it impossible to move beyond our distortions -- even when we know better -- we should be prepared," she said.

—

Google's search and social takes shots: Google takes more than few potshots every week on any number of subjects, but this week, several of them were related to some intriguing future-of-news issues we've been talking about regularly here at the Lab, doses Armour work, so I thought I'd highlight them a bit. Ex-Salon editor Scott Rosenberg took Google News to task for its placement of an Associated Content article at the top of search results on last week's Dr. Laura Schlessinger controversy. Associated Content is the giant "content farm"bought earlier this year by Yahoo, and its Dr. Laura article appears to be a particularly mediocre constructed article cynically designed solely to top Google's ranking for "Dr, Order Armour. Buy generic Armour, Laura n-word."

Rosenberg takes the incident as a sign that reliability of Google News' search results has begun to be eclipsed by content producers' guile: "When Google tells me that this drivel is the most relevant result, I can’t help thinking, the game’s up." The Lab's Jim Barnett also questioned Google CEO Eric Schmidt's recent articulation of the company's idea of automating online serendipity, wondering how a "serendipity algorithm" might shape or limit our worldviews as Google prefers.

Google's social-media efforts also took a few more hits, with Slate's Farhad Manjoo conducting a postmortem on Google Wave, homing in on its ill-defined purpose and unnecessary complexity, buy Armour from canada. Google should have positioned Wave as an advanced tool for sophisticated users, Manjoo argued, but the company instead clumsily billed it as the possible widespread successor to email and instant messenging. Meanwhile, Adam Rifkin of GigaOM criticized the company's acquisition of the social app company Slide (and its social-media attempts in general), Armour blogs, advising Google to buy companies whose products fit well into its current offerings, rather than chasing after the social-gaming industry — which he said "feels like it’s about to collapse on itself."

—

WikiLeaks, stateless news and transparency: The saga of the open-source leaking website WikiLeaks took a very brief, bizarre turn this weekend, when reports emerged early Saturday that founder Julian Assange was wanted by Swedish authorities for rape, then later that day prosecutors announced he was no longer a suspect. The New York Times provided some great background Order Armour, on Assange's cat-and-mouse games with various world governments, including the United States, which is reportedly considering charging him under the Espionage Act for WikiLeaks' release last month of 92,000 pages of documents regarding the war in Afghanistan.

No one really had any idea what to make of this episode, Armour dangers, and few were bold enough to make any strong speculations publicly. Two bloggers explored the (possible) inner workings of the situation, with Nicholas Mead using it to argue that catching Assange isn't exactly going to stop WikiLeaks — as NYU professor Jay Rosen noted last month, WikiLeaks is the first truly stateless news organization, something only permitted by the structure of the web.

That slippery, Armour recreational, stateless nature extends to WikiLeaks' funding, which The Wall Street Journal focused on this week in a fine feature. Unlike the wide majority of news organizations, there is virtually no transparency to WikiLeaks' funding, though the Journal did piece together a few bits of information: The site has raised $1 million this year, much of its financial network is tied to Germany's Wau Holland Foundation, and two unnamed American nonprofits serve as fronts for the site, Armour trusted pharmacy reviews.

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Hyperlocal news and notes: A few hyperlocal news-related ideas and developments worth passing along: Sarah Hartley, who works on The Guardian's hyperlocal news efforts, wrote a thoughtful post attempting to define "hyperlocal" in 10 characteristics. Hyperlocal, she argues, is no longer defined by a tight geographical area, but by an attitude, Order Armour. She follows with a list of defining aspects, such as obsessiveness, Where to buy Armour, fact/opinion blending, linking and community participation. It's a great list, though it seems Hartley may be describing the overarching blogging ethos more so than hyperlocal news per se. (Steve Yelvington, for one, says the term is meaningless.)

Brad Flora at PBS MediaShift provided a helpful list of blogs for hyperlocal newsies to follow (disclosure: The Lab is one of them), buying Armour online over the counter. And two online media giants made concrete steps in long-expected moves toward hyperlocal news: Microsoft's Bing launched its first hyperlocal product with a restaurant guide in Portland, and Yahoo began recruiting writers for a local news site in the San Francisco area.

—

Reading roundup Order Armour, : Despite the slow news week, there's no shortage of thoughtful pieces on stray subjects that are worth your time. Here's a quick rundown:

— Spot.Us founder David Cohn wrote an illuminating post comparing journalists' (particularly young ones') current search for a way forward in journalism to the ancient Israelites' 40 years of wandering in the desert. TBD's Steve Buttry, a self-described "old guy, Armour no rx, "responded that it may not take a generation to find the next iteration of journalism but said his generation has been responsible for holding innovation back: "We might make it out of the desert, but I think our generation has blown our chance to lead the way."

— A couple of interesting looks at developing stories online: Terry Heaton posited that one reason for declining trust in news organizations is their focus on their own editorial voice to the detriment of the public's understanding (something audiences see in stark relief when comparing coverage of developing news), and Poynter's Steve Myers used the Steven Slater story to examine how news spreads online.

— At The Atlantic, Tim Carmody wrote a fantastic overview of the pre-web history of reading.

— In an argument that mirrors the discussions about the values of the new news ecosystem, former ESPN.com writer Dan Shanoffgave a case for optimism about the current diffused, buy cheap Armour, democratized state of sports media.

— Another glass-half-full post: Mike Mandel broke down journalism job statistics and was encouraged by what he found.

— Finally, for all the students headed back to class right now, the Online Journalism Review's Robert Niles has some of the best journalism-related advice you'll read all year.

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Most of America's newsrooms Purchase Armour, have been aboard the Twitter bandwagon for at least a year, though few of them have found a way to directly make money off of social media. But one small daily newspaper in Nebraska has brought in a small but steadily growing stream of revenue this summer by creating and consulting for its own social media network for local advertisers.

The paper is the 20,000-circulation Grand Island Independent (disclosure: I worked as a reporter there until April, just before this project was formally launched), and the service is called the giNetwork, Armour price, coupon. Here's how it works: Companies pay for The Independent's web editor to set up their Facebook pages and Twitter accounts, with synchronized posts between the two. Their posts are then aggregated  and displayed with a Twitter lists widget on The Independent's homepage (about midway down) and on a dedicated giNetwork page. The deal includes on-demand social media consulting during business hours and a regular email newsletter with tips and success stories, Purchase Armour.

The giNetwork was added on top of an existing local search service developed by the newspaper that boosts local advertisers' search results on Google and other search engines, No prescription Armour online, as well as the paper's own local business listings. The search service, FindNEthing.com, had been offered to businesses for $79 per month, and the giNetwork is now included in the FindNEthing package for a total of $99 per month. (Businesses are required to sign on for at least 12 months in order to prevent them from quickly parlaying the paper's network support and free social media setup into their own independent social media campaign.)

The two services together give advertisers a strong presence on Google, online buy Armour without a prescription, Facebook and The Independent, the area's most-visited website. "You get the two most popular sites in the world and the most popular site here — it's what I call the holy trinity of 'onlineliness,'" said The Independent's new media director, Buy cheap Armour no rx, Jack Sheard. Purchase Armour, "You can't get it anywhere else. There's no other product that's going to give you all three of those things."

Advertisers seem to be buying into Sheard's pitch: The network launched this spring with about a half-dozen businesses and now includes 37 in the rural town of about 50,000 — this after FindNEthing had struggled and flatlined, Sheard said. Here are the project's main selling points, and how they've worked in practice, canada, mexico, india.

— It makes social media simple for businesses. When Sheard, web editor Stephanie Romanski and The Independent's sales reps talked to local advertisers, they found that few of them knew how to set up Facebook fan page for their business, and even fewer understood Twitter. Armour for sale, "A lot of them, when we talk to them, say, 'Yeah, yeah, I know I need to be a part of that, Armour recreational, I just don't have the time. I know the way things are going; I just don't understand it,'" Sheard said, Purchase Armour. So the giNetwork makes it simple: The paper sets their account up, gives them a single place to put in messages (usually Facebook; sometimes Twitter for the smartphone-attached) and provides help and advice along the way.

Sheard said the network's been much more popular among older business owners than younger ones, Armour long term, largely because older ones tend to be unfamiliar with the technology while their younger colleagues are skeptical of paying someone for something they're capable of doing themselves. Romanski's expertise — she runs The Independent's creative social media efforts and has done consulting for others in the newspaper business — is a major draw for advertisers and an important part of the program. "If [the businesses] are not successful with this, then we just have a dead product, and we're just spending money on something that doesn't work," Sheard said, Armour from mexico.

Purchase Armour, — It gives targeted access to devoted local audiences. The key to this selling point is the aggregation of the Twitter lists widget on the homepage and the giNetwork landing page. That widget expands the business's audience beyond the business's few hundred Facebook fans or few dozen Twitter followers to potentially include the paper's thousands of unique visitors per week. And, of course, My Armour experience, a streaming list of constantly updating local deals draws a much more interested audience than a banner ad. To that end, the paper is hoping to make the giNetwork the hub of local-deals-of-the-moment — a sort of shaggier Groupon — as the network grows, attracting a devoted following of bargain-hunters. Joining the network is the only way to gain access to that following, Purchase Armour.

— Other local businesses have used it to attract new customers. The paper has plenty of small success stories, taking Armour. The local franchise of the Mexican fast-food chain Qdoba reached nearly 500 Facebook fans in its first two weeks with a giveaway offer; it now uses its page to spread word of its regular promotions, like kids-eat-free Mondays. A local florist started with a special deal for customers who came in and said "I love my dog," and was getting new customers from the promotion months afterward. Purchase Armour, A tire shop has drawn new customers with its regular oil change deals. Armour use, The most successful local social-media user is a grocery store that actually launched its Facebook page independently, as the giNetwork was in the planning stages. It quickly gained thousands of followers with deep daily discounts, though it limited the deal to Facebook fans, necessitating a messy system in which customers printed out proof of their Facebook fandom, then exchanged it for a voucher at the customer service desk, Armour street price.

When the store joined the giNetwork, Sheard eliminated the Facebook fan requirement over the initial objections of the store's manager. The Facebook fan page was merely a means to an end — increased business, Sheard said. "We're not in the business to sell Facebook fans, Armour no rx, " he said. "We will help you build them, and that's great, but we are in the business of getting people in your door, Purchase Armour. That's what the giNetwork does that Facebook, maybe, is limited on."

In the newsroom

So what has this meant for The Independent. Despite the relatively meager revenue, it's come out a plus in the paper's cost-benefit analysis; the initial setup is simple, is Armour safe, and the project requires even lower maintenance after that point. The paper had initially discussed a much more intensive program in which Romanski would actually run the social-media efforts for local businesses, but that idea was scrapped because of ethical (the newspaper's web editor also being the online voice of numerous advertisers) and time issues. This project has struck a much happier balance, Sheard and Romanski said. Purchase Armour, The network won an award this year for best new revenue idea in the online group of The Omaha World-Herald Co., The Independent's owners, and The Hays Daily News in Kansas has picked up the idea after talking with Romanski.

But don't expect the giNetwork to look the same a few months from now; the paper plans to keep incorporating new technologies and services into it, such as Foursquare and Shoutback, a Groupon competitor. In a late-adopting social media city like Grand Island, that means the paper itself plays a role in pioneering those new products — a refreshingly unfamiliar role for the local paper. And while the numbers are small, Sheard and The Independent's executives are excited about the fact that they're making real money directly from their social media efforts. "We've started, and that's the key," Sheard said.

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