The Seattle Post-Intelligencer Gives Audience What They Want

12 Feb

Competition within the newspaper industry is rather interesting. Depending on your location, specifically cities, your likelihood of sharing an audience is quite higher. In a city like Seattle, a paper’s audience may not want what you’re offering if someone else is doing it better. In the PI’s case, competition – and a lawsuit – drove them out of the physical world of newspapers and into the world of digital print.

Sarah Rupp, who is an alum of MU, provided a bit of insight into the innovative world of digital media. In 2009, when the PI changed over to only digital editions, Rupp witnessed an abrupt approach in channeling news to the paper’s audience. Going from 120 employees to 12 was one of those changes, and the content of the paper had a new focus: get as much “traffic” as possible. Rupp broke down the PI’s target audiences into a few categories. One being the avid Seahawk fans. She noted that sports provided the most traffic to the site with anything pertaining to animals being another contender.

Seattle citizens seem to care more about localized news than anything else. Tom Fucoloro, who will be discussed later, covers a news blog that covers the Capitol Hill neighborhood of Seattle. His insight brought better understanding to my limited knowledge of the PI’s situation. The PI is on the cusp of losing their business. Yes, today they have followers, but tomorrow doesn’t look as promising if they don’t focus on innovation.

Rupp mentioned that they have a huge presence on Twitter, and they’re working on making mobile and tablet-friendly apps in the future. It seemed to me that if they were not to focus on becoming more accessible, they might lose all business. Alas, the industry’s hard to master. I don’t know if the PI has the manpower to keep up.

Author: Matt Mazick


One Response to “The Seattle Post-Intelligencer Gives Audience What They Want”

  1. Laura Davison February 12, 2013 at 3:47 am #

    I completely agree. What’s interesting about an organization shifting from print to online-only is how that drastically changes their role. Who they are, the type of news they cover and the way they interact with their readers is altered completely.

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