Breakout Session I: Working with Frenemies

Mar 12, 2018, 2:15 PM
 - 
3:00 PM
More and more newspapers are entering into partnerships with digital giants like Google,
Facebook and NetDoor. Once — and still— considered competitors, these behemoths also offer new opportunities for reaching and engaging local audiences and advertisers. Or do they? A frank discussion about the pros and cons of working with these “frenemies.”

Key Highlights

5% of digital revenue coming from Google and Facebook – 40% of digital traffic

  • Google will help you understand your audience and Facebook Live can help with video. Despite this, they are still taking our revenue
  • Modest successes with Nextdoor – Nextdoor invited Bay Area papers put news stories into neighborhood groups
  • Close, local relationships are one thing local media companies have that Google, Facebook, etc. do not.
  • Facebook now more than ever should be thought of as a marketing vehicle
  • Resource: DCN’s Distributed Content Revenue Benchmark Report (Digital Content Next) https://digitalcontentnext.org/blog/2017/01/25/dcns-distributed-content-revenue-benchmark-report/
  • Google and Facebook need friends right now as they are the most vulnerable that they have been in 10 years – associations should help members get what they can
    • Facebook grants – more likely to work through associations, sponsorships
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  • Neil Chase

    Neil  Chase 

    Executive Editor, Bay Area News Group
    Full bio ››
  • Jason Kint

    Jason  Kint 

    CEO, Digital Content Next
    Full bio ››
  • Stefanie Murray

    Stefanie  Murray 

    Director, Center for Cooperative Media at Montclair State University
    Full bio ››