In 20 Years… A School District Will Buy a Local Newspaper

Don’t laugh. This is not too far out of left field.  Over the past three years there has been a resurgence of the journalism occupation.  Not necessarily in the form of a traditional newspaper, but the need for people who can tell your story has become very important.  With the increasing popularity of blogs and content marketing, we will need these storytellers more than ever.  And we need someone who can do it at the local level.

For example, Red Bull, the energy drink company, is more of a publishing house than a drink company.  It has its own record company, magazine unit, video production studio, and a slew of content journalist covering extreme sports.

American Express has its own content creation-publishing unit in the form of American Express Open.  Even John Deere publishes it’s own magazine called The Furrow.  It’s actually been in existence for over 100 years.

So I ask you this… Why should education be any different?  Why can’t we stay ahead of the trends? Why do we have to always be two steps behind?

Things will change.  We will adapt.  And in 20 years there will be a school district that purchases a local newspaper.

Why would MY DISTRICT would I need a local newspaper?

Because engagement trumps everything.  You need to deliver a personalized, local experience to your audience.  You need to deliver exciting stories at a consistence pace.  And you need to do it well.

Joe Pulizzi in his book ContentInc. lists 10 content roles a company needs to be successful in content marketing (Content Inc. p. 111 – 114). 

They include:

1. Chief Content Officer - Someone to set the overall editorial and content mission for your company.

2. Managing Editor- Someone to execute the content plan

3. Chief Listening Officer- This person is here to maintain the conversation on your content channels.

4. Director of Audience- Someone to monitor your audience to find their passions.

5. Channel Master- Someone to get the most out of each one of your channels.

6. Chief Technologists- Someone to make sure technology is used in the proper manner.

7. Creative Director- Someone to design the look of your content.

8. Influencer Relations- Someone to maintain relationships with influencers in education.

9. Freelancer Relations- Someone to manage your “Expert” content teams and networks.

10. Content Curation Director- Someone to repackage and re-purpose your content.

Other jobs to consider that a paper has are graphic designers, online specialists, headline writers, editors, sports reporters, photographers… the list of experts you need goes on and on.

Content is going to be king in the future if it is not already.  Your district needs to be prepared for the revolution.  You will need talented content creators who know your local audience.  What better way to fill the jobs above by tapping into the experts who are trained in storytelling and know your local audience?

Who will be the first school district to buy a local newspaper?  Will it be you?