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Posts Tagged ‘St. Petersburg Times’

The St. Petersburg Times is planning to rebrand itself as the Tampa Bay Times.

Here’s the primary reason I think you shouldn’t waste time, energy, focus and money rebranding a newspaper: Print newspapers are a declining business, and news organizations should spend time, energy, focus and money on building a successful digital business for the future, not trying to rebrand the product of the past.

I’m a longtime fan of the St. Pete Times and the Poynter Institute, the non-profit organization that owns it (and depends on Times profits for its prosperity). I wish the Times well in its rebranding effort. I hope it reaps in great profits that fund growth of Poynter’s programs.

However, I think MediaNews Group (my colleagues in Digital First Media) made the right decision in reversing a move toward a regional brand, retaining the established local brands, including the Oakland Tribune, a name with a long and distinguished history. (more…)

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I can be a bit of a scold to colleagues, exhorting editors to move more boldly and swiftly into the future.

As an industry, newspapers have been slow and clumsy at innovation. But a lot of editors do outstanding, innovative journalism (as well as outstanding traditional journalism) and I would like to recognize some of them. I was honored today by Editor & Publisher, named Editor of the Year. As I explain in a separate post, I was surprised by the honor, not out of false humility but because I truly am no longer an editor.

While I am honored by this recognition, I do want to make the point that many editors are deserving of such recognition. Dozens, if not hundreds, of editors serve their communities honorably, elevate the journalism of their staffs and pursue innovative solutions, even in these trying times. (more…)

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