Shannon Kinney, founder of Dream Local Digital, discusses the evolving landscape of digital advertising and how trust is also a secret sauce for news media in selling advertising. With her extensive experience and accolades, including serving on the board for the Local Media Association and being named Local Digital Innovator of the Year, Shannon offers invaluable insights into strategies for local news organizations to adapt and thrive in a digital-first world. We delve into the importance of a client-forward approach instead of a product-focused approach, the potential of digital services beyond advertising, and the unique advantages local newspapers hold in trust and local knowledge. 

 

Episode chapters:

(03:24) - Does digital advertising mean low margin?

(06:44) - Going beyond selling audience to selling solutions

(11:26) - Trust is a local newspaper’s key competitive advantage

(14:37) - Learning digital solutions to help a client best tell their story

(17:48) - Storytelling and local knowledge as key differentiators

(24:24) - Tell a story about your other key differentiator, your print product and digital brand

(31:12) - Using AI on the sales side

(35:04) - Partnering to provide digital solutions

(38:16) - Selling as a client partner

(42:28) - The menu of services

 

Links:

• Shannon Kinney: LinkedIn, Twitter/X

• Dream Local Digital

• Local Media Association

• Two training sessions for listeners

• Description

• Session 1, passcode: nHf07%kH

• Session 2, passcode: +?UNby15

• Local News Matters: web, Twitter, Facebook, LinkedIn

• Colorado Press Association: web, Twitter, Facebook

• Tim Regan-Porter: bio, Twitter

 

For show notes, transcripts, newsletter sign-up and past guests on the Local News Matters podcast, please visit localnewsmatterspodcast.com or lnmpod.com.

Past guests on the Local News Matters podcast include: Larry Ryckman (The Colorado Sun),  Frank Mungeam (Local Media Association), Kelly Ann Scott (Alabama Media Group), Sara Lomax and S. Mitra Kalita (URL Media), Elizabeth Hansen Shapiro (National Trust for Local News), Mike Rispoli and Richard Young (via When the People Decide), Sarabeth Berman (American Journalism Project), Rabbi Hillel Goldberg and Shana Goldberg (Intermountain Jewish News),  Lyndsay C. Green (via The Journalism Salute), Rashad Mahmood and Mark Glaser (New Mexico Local News Fund), Christian Vanek and Barbara Hardt (The Mountain-Ear), Dan Grech (BizHack), Zack Richner (Easy Tax Credits), Tracie Powell (Pivot Fund), Dan Oshinsky (Inbox Collective), Linda Shapley (via What Works), Yehong Zhu and Jake Seaton (Zette, Column), Charity Huff (January Spring), Joaquin Alvarado and Dave Perry (Aurora Sentinel), Steve Waldman (Rebuild Local News), Maritza Félix (Conecta Arizona), Michael Bolden (American Press Institute), Jeff Roberts and Corey Hutchins (CFOIC, Colorado College), Eve Pearlman and Erica Anderson (Spaceship Media), Jennifer Brandel (Hearken, Democracy SOS), Corey Hutchins with Bay Edwards, Todd Chamberlain and Raleigh Burleigh (Sopris Sun).