In a project launched at Northwestern University, researchers are working on sophisticated ways to identify news media markets that are similar to each other. The thinking: If news publishers understand which markets are like theirs, they might find success with innovations that worked in those similar markets.
The Medill Local News Initiative’s Mark Jacob interviewed two of the researchers: Medill Associate Professor Stephanie Edgerly and Rachel Davis Mersey, a former Medill Professor and Associate Dean for Research who is now at the University of Texas at Austin. They have published a new white paper on their work with Owen Youngman, who recently retired as Professor and Knight Chair in Digital Media Strategy at the Medill School of Journalism, Media, Integrated Marketing Communications. Here is an edited transcript of the interview with Edgerly and Mersey:
We’ve become so ingrained into thinking about markets in terms of the geography, but there’s also a psychology of markets that can transcend geographic areas.Stephanie Edgerly, Medill Associate Professor
Now all of a sudden, communities that didn’t think they had something in common actually have a lot that makes them much more parallel and worth a look: Would this innovation potentially work in their marketplace?Rachel Davis Mersey, Associate for Research, University of Texas at Austin