How Keith Pepper Turned An Atlanta Newspaper Chain Into A Digital-first Media Company The Business Of Content podcast

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How Keith Pepper turned an Atlanta newspaper chain into a digital-first media company

4d ago 18:01

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内容由Simon Owens and Media journalist提供。所有播客内容（包括剧集、图形和播客描述）均由 Simon Owens and Media journalist 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品，您可以按照此处概述的流程进行操作https://zh.player.fm/legal。

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When Keith Pepper bought a chain of print newspapers back in 2020, he received an email from a columnist at the Atlanta Journal Constitution that basically asked if he was crazy. But Keith had a plan for taking a company that generated 98% of its revenue from print advertising and converting it into a digital-first media company.

And he’s done just that. Today, Rough Draft Atlanta generates 27% of its revenue from digital ads, and it managed this feat without seeing a significant decline in print advertising. This has allowed Keith to reinvest in the business by hiring more journalists, and it’s now stronger than ever.

In a recent interview, Ketih explained how he consolidated all the newspapers under a single brand, his strategy for attracting online ads, and why he’s avoided placing his content behind a paywall.

… continue reading

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#Business #News #Tech News #Simon Owens #Journalism #Marketing #Media #Technology #media journalist

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How Keith Pepper turned an Atlanta newspaper chain into a digital-first media company

The Business of Content

30 subscribers

published 4d ago

分享

MP3•单集首页

内容由Simon Owens and Media journalist提供。所有播客内容（包括剧集、图形和播客描述）均由 Simon Owens and Media journalist 或其播客平台合作伙伴直接上传和提供。如果您认为有人在未经您许可的情况下使用您的受版权保护的作品，您可以按照此处概述的流程进行操作https://zh.player.fm/legal。

My newsletter: https://simonowens.substack.com/

When Keith Pepper bought a chain of print newspapers back in 2020, he received an email from a columnist at the Atlanta Journal Constitution that basically asked if he was crazy. But Keith had a plan for taking a company that generated 98% of its revenue from print advertising and converting it into a digital-first media company.

And he’s done just that. Today, Rough Draft Atlanta generates 27% of its revenue from digital ads, and it managed this feat without seeing a significant decline in print advertising. This has allowed Keith to reinvest in the business by hiring more journalists, and it’s now stronger than ever.

In a recent interview, Ketih explained how he consolidated all the newspapers under a single brand, his strategy for attracting online ads, and why he’s avoided placing his content behind a paywall.

… continue reading

103集单集

#Business #News #Tech News #Simon Owens #Journalism #Marketing #Media #Technology #media journalist

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