Messenger launches new web site

Events calendar offers one-stop glimpse of community, advertisers can create synergy between print and online campaigns

by Tesha M. Christensen

Newspapers aren’t dying.

That’s the news Messenger Co-Publisher Tim Nelson wants to spread.

While the business has changed since the advent of the Internet and the nationwide recession, it is not dead but evolving, just like radio. Just like network television. Just like cable.

“It’s a very exciting time,” said Nelson.

To move forward in this digital age, the Messenger is launching a new web site. Along with an updated look, the site features a community events calendar, multimedia section, news, marketplace, classifieds, archives, and community information page.

With this update, Nelson knows things will change for the newspaper he co-owns with Calvin deRuyter. “We’re going to become a much more important resource to our community,” he said.

Messenger Editor Denis Woulfe acknowledges that this marks a whole new paradigm for the newspaper. “It’s about reinventing the business model for the industry,” said Woulfe.

A BALANCING ACT

Part of the reinvention is recognizing the myths that surround newspapers and the Internet. Senior citizens are not lost using the Internet, but regularly use it for email, shopping and more. Sure, young people might ignore the news now, but that changes when they buy a home, begin a family and start to see how it affects their lives. And while most people go online these days, not everyone has access even in urban areas. For these residents and others, the print editions continue to be their primary source of information about their community.

The new paradigm requires that newspapers find a balance between being community journalists and business people, something Nelson works to achieve every day. “We are business people first,” said Nelson. “We don’t do anyone any good if we go bankrupt.” Yet, it is the community journalism piece that marks the Messenger as a niche publication, one specifically focused on the Longfellow and Nokomis neighborhoods of Minneapolis.

SIMPLE TO ADVERTISE ONLINE

For advertisers, having an online presence on the Messenger web site is simple. Pick one of three sizes, and your ad will rotate with three others across the site. Advertisers may also opt to sponsor the events calendar. Or for higher visibility, buy the top banner ad spot or web site sponsor, and your ad will appear at the top of all the site pages.

Anyone who purchases a classified ad will continue to have double exposure for one price.

Businesses may pick from packages that include print and digital ads. “This is a great complement to the print ads they’re already doing,” said Woulfe. “The appeals and features of each are different.” With the online ad, businesses and nonprofits can do things a print ad can’t, such as provide a link directly to their own web site to boost traffic. Those who buy space in the What’s Cookin’ ad campaign get the best of both worlds: a print ad and a custom video.

FOR AND BY THE COMMUNITY

With the web site, Facebook and Twitter, “We can get more news out there in a more timely manner than before,” said Nelson.

Under the “multimedia” tab on the new web site, users can find video and photos created both by newspaper staff and readers.

One of the biggest features of the new site is its community events calendar. “It’s a one-shot glimpse of what’s going on in the area,” said Nelson.

On the calendar, readers can find detailed information on community events, from school concerts to organized bike rides. Anyone with an event can post the information using a straightforward form. After submitting an event, the online editor will review it. Events will be live within 72 hours. Nelson expects the calendar to start small and then grow as more people begin using it.

“Now getting your news in the Messenger is as easy as 1-2-3,” said Nelson.

Wolfe added, “We’re about building the community with both the print and online options.”

WHAT DOES THIS MEAN FOR THE READER?

• More news via social media

The Messenger is promoting events daily on its Facebook page and Twitter. Be sure to subscribe in order to receive updates in your news feed. Readers can also sign up for occasional email blasts.

• More news more often

While the print edition will continue to hit the newsstands just once a month, the web site will always be available.

• More exposure for community events

The Messenger has unlimited space to list the many events occurring within the Nokomis and Longfellow neighborhoods each day. Fill out a straightforward form under the “Event Calendar” tab to get your event included.

• More information on the community

Click on the “Community Information” tab for details on community organizations, schools, city offices, politicians, libraries and recreation.

• More photos and vidoes

Find videos and photo galleries on the “Multimedia” page. Content is created by not only newspaper staff, but also by you, the reader. Did you take video of a school spelling bee or church concert? Photos at a community festival? Send it to denis@deruyternelson.com.

WHAT DOES THIS MEAN FOR THE ADVERTISER?

• More synergy

It’s easier than ever to link your print ad campaign with your online ad campaign so you can benefit from both styles of advertising. Get a discount with a 12-month contract.

• More exposure

By advertising in the online Messenger Marketplace, even small businesses get regular and consistent exposure to customers who are searching for local businesses to shop at and local contractors to hire.

• More links

With your online ad, you can link readers directly to your own web site to increase your web site hits.