The document discusses how face-to-face engagement between newsrooms and their audiences can generate revenue and build loyalty. It provides the example of GeekWire's events in Seattle that attracted 500 people and accounted for 40% of revenue and 20% profit. The author visited 20+ newsrooms and conducted over 100 interviews as part of research showing face-to-face engagement is an important strategy. While returns are not always quantifiable, events can produce revenue and audience goodwill if done authentically with a designated planner and by seeking sponsors.

1. The „Original Platform‟:
How Newsrooms Build Digital Loyalty
and Generate Revenue Through
Face-to-Face Engagement
International Symposium on Online Journalism
Austin, Texas – April 20, 2013
Jake Batsell, assistant professor
Southern Methodist University, Dallas
@jbatsell

2. GeekWire Summer Bash – Seattle, June 2012
• More than 500 Seattle techies attended
• 14 corporate sponsors • Tickets began at $50

3. Events at GeekWire
• 9 total in 2012
• 40% of total revenue
• 20% profit margin
• Local tech executive:
“People in Seattle,
they have a personal
connection to this
thing … we kind of
feed them, and they
feed us back.”

4. June-November 2012:
• Visited 20+
U.S. newsrooms
• Conducted 100+
interviews
• Part of larger
book project

5. Face-to-Face Engagement:
… is emerging as an
increasingly vital
complement to
newsrooms‟ digital
engagement
strategies.

6. Face-to-Face Engagement:
• Not an obligation, but an opportunity to build
community and – yes – monetize your audience.

7. Face-to-Face Engagement:
• If done well, can subsidize watchdog reporting.
• One of three potential revenue streams upon which
news organizations should pounce, according to
Skok/Christensen.
• Still, returns aren‟t always quantifiable.
Image credits: niemanlab.org; Nordstrom.com

8. Conclusions / Best Practices:
• Designate an event planner.
• To make money, seek out sponsors.
• Networking is a prime draw.
• Newsroom buy-in is key.
• Provide memorable experiences.
• Don‟t expect a golden goose, but with an authentic
approach, events can produce revenue and
audience goodwill – preferably both.

9. Community blogger in Pontiac, Mich.:
• “They acknowledge us, and we acknowledge
them. That‟s engagement.”

10. Thanks!
jbatsell@smu.edu
Twitter: @jbatsell
Slides: j.mp/isoj13smu