Four questions with Ed Kost

N&T speaks with Edward Kost, division manager, Trib Total Media.

1. What trends are you seeing in the online media market?

•Greater control of what is read, valued and followed being exercised by the reader/consumer through the online experience and on a one-to-one level. Automation of this control will be the trigger beyond just RSS aggregation.

•User-contributed content will grow but there will always be a need for well considered, well-written, non-biased and concisely edited reporting.

•Increased consolidation and partnerships where previously there might have been competition, including within and among newspapers online.

•Greater reliance upon credibility and first-hand knowledge of the source for the information, which in no way will diminish word of mouth, but becomes increasing word of mouse.

•Continued recognition that online is a separate media and medium with as many weaknesses and strengths as the more traditional media. It is the pace with which these weaknesses or strengths become apparent that has been the biggest change.

2. What are some of the major issues facing newspapers in regards to increasing their online presence?

Resources in people and general R&D, taking a mass audience media and tailoring to an audience of one and finding the right formula to get all the ROI from the effort that is possible.

3. What is a newspaper’s greatest strength to potential online advertisers?

Without a doubt, delivering the local market which advertisers want.

4. In what areas do they need to improve?

Changing a premium for the rights to speak with our consumers and generally selling the value proposition we have through our credibility and brand.