A former Metro Editor at the Chicago Tribune and Sunday Editor at the Chicago Sun-Times, Jacob is chronicling the Local News Initiative’s progress for the project’s website. He is the co-author of six books on history and photography.
Articles by or about Mark Jacob
Walter E. Hussman Jr., publisher of the Arkansas Democrat-Gazette, is pioneering a bold strategy to transition readers from print to digital by taking away their daily newspaper cold turkey and giving them a tablet with a daily online replica that mimics the print edition. Hussman’s experiment is make-or-break for the Democrat-Gazette. If successful, it may finally offer an effective way for news organizations to lure longtime loyal readers away from print editions that are expensive...
What should be news organizations’ top financial strategy? Growing advertising revenue? Growing subscriptions? Neither, say researchers at Northwestern University’s Spiegel Research Center, who believe there’s a better answer: Growing Customer Lifetime Value. CLV is a common forecasting tool that allows businesses to calculate how much customers will be worth for the length of their relationship. The two most important things that determine the future value of a reader relationship are the amount of profit received...
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An analysis of subscriber behavior data by Northwestern University’s Spiegel Research Center has found that a news organization’s customers who use an ad blocker are more likely to keep their subscriptions. The new study, while limited in scope, raises important questions about whether news outlets are turning off some of their best customers with intrusive advertising, and whether their bottom line might be better served by curtailing or customizing those ads. Spiegel Executive Director Tom...
Everyone seems to produce email newsletters these days. But not everyone is doing it well. Which is a shame, since newsletters have been identified as a key way to build subscriber loyalty as local news operations shift from reliance on advertising dollars to a customer revenue model. Major data research conducted by Northwestern University’s Spiegel Research Center and released by the Medill Local News Initiative in February established that readers who visited news websites regularly were more...
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Jim Iovino is director of a new program called NewStart at West Virginia University’s Reed College of Media. NewStart matches small media outlets with people who want to acquire them and run them. The new owners will earn a master’s degree as they receive training in journalism and business skills. Iovino, a former Deputy Managing Editor at the Pittsburgh Post-Gazette, is the Ogden Newspapers Visiting Assistant Professor of Media Innovation at WVU. Here’s an edited transcript...
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Building on major research into the behaviors of local digital readers, Northwestern University’s Medill Local News Initiative and its Spiegel Research Center have been named recipients of a Google Innovation Challenge award to create a Subscriber Engagement Index. The index will serve as a new tool to give local news organizations “timely, unique, actionable insights about the online behaviors of their digital subscribers,” said Medill Senior Associate Dean Tim Franklin, head of the Medill Local News...
Local news organizations, which have long used email newsletters to drive readers to their websites and boost page views, are increasingly offering newsletters as destinations of their own to boost subscriber loyalty. A major data analysis, conducted by Northwestern University’s Spiegel Research Center and released earlier this year by the Medill Local News Initiative, showed that a primary factor in subscriber retention was regular reader visits. Daily email newsletters are an attempt to replicate the kind...
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A Northwestern University data analysis last year on three big-city news outlets showed that a regular reader habit and strong coverage of local news were the key factors for keeping subscribers. But a question remained: Was that true only for major metros, or for local news organizations in general? Now Northwestern’s Medill Local News Initiative has found part of the answer from a follow-up study on 12 small news outlets. Indeed, the results of both...
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A recent webinar for the News Media Alliance highlighted how research by Northwestern University’s Medill Local News Initiative has helped the Gannett news chain come up with new strategies to attract and keep digital subscribers. Gannett’s Indianapolis Star was part of a project last year in which Medill analyzed 13 terabytes of data from the Star, Chicago Tribune and San Francisco Chronicle. The key takeaway: Creating a regular reader habit was paramount in retaining subscribers....
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Northwestern University’s Medill Local News initiative, whose data analysis has identified reader habit as vital to retaining online subscribers, is taking its research findings on the road to help the journalism industry navigate a shift in its reliance from advertising dollars to reader revenue. Medill and its partners will discuss the research findings and the paths forward for local news at three major conferences in the next two months – the Newspaper Association Managers on...
Joie Chen, a former CNN journalist who is Northwestern University’s Director of Medill Programs/Washington, was talking to the Global Seminar on Local News about how U.S. journalists feel besieged. She cited the murders of five newsroom staffers last year at the Capital Gazette in Maryland. She recalled the physical assault on a reporter by now-Rep. Greg Gianforte of Montana. And she noted President Donald Trump’s denunciations of the media as “the enemy of the people”...
The financial pressures on local news are a worldwide problem, according to participants in the Global Seminar on Local News, co-sponsored by Northwestern University’s Medill Local News Initiative and Germany’s Konrad-Adenauer-Stiftung USA foundation. At the Chicago seminar June 25, Dapo Olorunyomi, Publisher and CEO of Nigeria’s Premium Times, said his country’s media were dramatically squeezed by competition from tech companies. “The true newsroom in Nigeria is Facebook,” with 25 million people in his country using...
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Here’s a question for local news producers: What are your readers doing when they’re not visiting you? That’s the question asked by Northwestern University’s Spiegel Research Center in an eye-opening study of three metro news websites based on data from the media analytics company Comscore. And it’s a particularly relevant question because the study showed that the three news sites commanded less than 1 percent of their desktop users’ total digital time. The study, conducted...
The Medill Local News Initiative and Germany’s Konrad-Adenauer-Stiftung foundation will host the Global Seminar on Local News, a June conference in Chicago to discuss worldwide challenges to local journalism and their impact on democracy. The seminar will feature presentations by news executives from Bulgaria, Nigeria, Mexico and Germany as well as influential U.S.-based voices on the crisis in local news. The June 24-26 event is invitation-only, but video of the main discussions on June 25...
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The recent launch of Apple News Plus is the biggest test yet for news bundling—the idea of selling access to a wide variety of news sources through one platform at one price. Apple News Plus costs $9.99 a month for more than 300 titles, mostly magazines but also a few newspapers such as the Wall Street Journal and the Los Angeles Times. In general, local news organizations have not signed on, put off by Apple’s...
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Here’s a neat trick that other newsrooms might want to steal. During Chicago’s recent election, the Tribune ran a quiz headlined, “Which Chicago mayoral candidate do you align most closely with?” The Tribune got candidates to answer a set of 14 questions, and then readers were invited to answer the same questions and learn which politician they were most in synch with. The feature served multiple purposes: educating readers on the candidates, helping readers focus their...
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Gabriel Kahn says his data project, Crosstown, delivers “the kind of information that allows citizens to be the squeaky wheel.” Kahn, a professor at the University of Southern California’s Annenberg School of Journalism, and his team are developing Crosstown to analyze and publish data on “core quality-of-life issues” such as traffic, crime and air quality. The goal: to make large data sets useful on a local and even hyperlocal level. “Part of it comes from my...
As online news organizations try to pivot to reader revenue models to achieve financial sustainability, a New York-based firm called Piano is among those offering expertise. The Medill Local News Initiative at Northwestern University’s Medill School of Journalism, Media, Integrated Marketing Communications interviewed two Piano executives about the shifting media landscape. Michael Silberman, Piano’s Senior Vice President for Strategy, helped launch Vulture.com and TheCut.com and was a founding editor at MSNBC.com. Patrick Appel, Director of...
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The old-fashioned image of the loyal newspaper reader was someone who went through each edition methodically, reading deeply from front to back. Today’s loyal online news reader may be quite different. Perhaps she catches a look at a local news homepage while waiting for the train. Or she might read an emailed newsletter with story links, scanning a dozen headlines on different stories. If she finds something interesting and has the time, she reads the...
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As online advertising lags, many local news organizations are shifting their strategy to focus on reader-based revenue models, especially digital subscriptions, as a path to financial sustainability and greater community service. That pivot is redefining the goals for many news outlets. Rather than chasing viral “clicks” to boost ad revenue, they are trying to establish their value to subscribers. New strategies require new insights into local digital audiences. That’s why a major new Northwestern University...
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When Northwestern University researchers analyzed subscriber data from three major metro news outlets, they identified coverage areas and reader behaviors that correlated with customers keeping their subscriptions. Two key ones were a regular reading habit and consumption of unique local content. But two other behaviors jumped out because they showed no correlation with subscriber retention. In a possible paradox, people who read many stories and read them for longer were no more likely to keep...
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A recent meeting of Northwestern University’s Local News Initiative team and its three “learning lab” partners – the Chicago Tribune, Indianapolis Star and San Francisco Chronicle – found heightened interest in news organizations growing their digital subscriptions as a key strategy for financial sustainability. A “click” culture in American newsrooms, in which online page views were the overriding measure of success because they boosted advertising revenue, appears to be giving way as online ad sales continue...
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Three leading U.S. news organizations are serving as “learning labs” for Northwestern University’s Local News Initiative, a project to harness data and other research tools to find ways to make local journalism sustainable. The three outlets – the Chicago Tribune, Indianapolis Star and San Francisco Chronicle – have submitted terabytes of anonymous online reader data to Northwestern’s Spiegel Digital and Database Research Center for analysis. A key goal: to correlate reader behavior with what the...
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Research by a San Diego State University professor is challenging our definitions of what local news is, and could have an impact on the ways journalists tailor their product to their audiences in the future. News organizations today need to move beyond their antiquated definitions of location and dive deeper into the nuances of geographic spaces in this digital and mobile media era, wrote associate professor Amy Schmitz Weiss in a new journal article featured...
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A $100,000 grant from the Robert R. McCormick Foundation will fuel new research by Northwestern University's Medill School of Journalism, Media, Integrated Marketing Communications that is intended to provide tools that can improve the financial viability of local journalism, while also seeking to increase Americans' sense of community and making them more informed about their democracy. The grant, announced Nov. 12, will include both data analysis and qualitative research this year and next, conducted as...
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This is the first in a series of articles on America's local news crisis and the work of the newly launched Local News Initiative at Northwestern University's Medill School. It's a jarring contradiction: The public has never had better access to news, yet local journalism is suffering a dramatic decline. Which means there’s plenty to read and view, but it might not tell us very much. On a single day in July, the New York...
Projects Mark Jacob has worked on.
The crisis in local news is indisputable: Round after round of layoffs, expanding news deserts and abandoned areas of coverage, particularly in the case of long-established print publications. Now, the challenges to local television news are beginning to accelerate.