The new strategy ‚Äì to go where the young people are ‚Äì began with the newspaper hiring five well-known bloggers who already had their own audience. The bloggers were expert in topics that were relevant to teen-agers. They write on love, shopping, sports, music and entertainment. These were bloggers who brought with them their own underground social networks. The enthusiasts of these networks lived the life-style of community. They embodied the spirit of „we are what we do.“ In effect, the newspaper built credibility by associating themselves with the credibility of those who had it. The content of this site is then repurposed into a Friday print publication.
Michael P. Smith über die Nachwuchsarbeit bei der schwedischen Zeitung Göteborgs Posten
Mehr News-Ideen vom Telegraph, dem Independent, vom New York Times Style Magazine, vom Radio-Sender NPR-Music, von der Newsweek, vom Guardian, von der britischen Times, der International Herald Tribune, dem britischen Online-Magazin First Post sowie vom „ersten echten Internet-Nachrichtenportal“ Zoomer
