Flaunting the digital dollar
Trevor Allen | May 09, 2012 | Comments 0
The SuperCoach Show panel on set. . . The program is hosted by television and radio personality, Shura Taft, along with comedian Paul Calleja and Herald Sun SuperCoach experts Jay Clark and Sam Edmund
THE online success of the Wall St Journal andFinancial Times illustrates how deep, niche expertise turns a digital dollar even in the world of journalism.
The temptation to slam an entire newspaper into apps and on the web, and then expect the masses to click away has long been shown to be a less than optimal strategy.
While most newspapers have expertise, such as knowledge of local real estate, sport and job-search, few gather resources to create niche content that readers will pay for beyond the formula-driven, listing-based approach that layers on product reviews and reader comments as genuine content.
One of the freshest approaches in the digital challenge is emerging in Melbourne, where the city’s popular tabloid, the Herald Sun, is investing millions of dollars to exploit the journalism it does best –football, known around the world as Aussie Rules.
