Conversation Agent - Valeria Maltoni - NPR Reinvents Community Experience Through New Media

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@Dan - it depends on the program, of course. NPR does offer a good variety. We read-on-demand as well these days. In fact, I think on-demand has become the way to go (no pun intended).

@Andrea - thank you for joining in. Newspapers could count on loyal readers until those readers' habits changed and they failed to acknowledge that change. Many are now catching up to the online model.

@Crystal - it's like re-runs on tv, right? Sometimes we're enamored with newness, yet when we think about it, there are hardly any new ideas out there, just new executions most of the time. Another consideration is that often going to the source is good. Although figuring out who and what the source is these days may be a challenge.

You frame their challenge and opportunity in an interest way. I was thinking about the same thing last week.

I am a perfect example of the over-connected Gen Y-er. Last week, I was listening to the local NPR station's evening broadcast. They announced that the next program was a rebroadcast of that morning's call-in news commentary show. Keep in mind that this information was a mere eight hours old, but my instant reaction was, "why bother?" I couldn't call in and participate in the conversation. The information was old. Out of date. I'd already most likely heard about whatever was interesting on my RSS reader, blogs, or through Twitter. It will be interesting to see what kind of community grows up around their existing fanbase.

As compared to social media, newspapers can be considered like a brand that can count a lot of loyal users. Use a community management strategy is the best way for reader loyalty. What's better to start the conversation!
Thanks, as an Italian marketing blogger I cant stay without yours nice post!!

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