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How a Utah media company aims to take native advertising local – Columbia Journalism Review

Mitch’s Take: Shout-out to friend-of-the-feed Mike Orren, but also a very good read on the growing power of local media that emphasizes the actual local activities and communities they cover. There’s something to be said for the idea of creating a data-driven localism, and it’s useful to have a sales force to walk the sidewalks. […]

Mitch’s Take: Shout-out to friend-of-the-feed Mike Orren, but also a very good read on the growing power of local media that emphasizes the actual local activities and communities they cover. There’s something to be said for the idea of creating a data-driven localism, and it’s useful to have a sales force to walk the sidewalks.

“The independence definitely helps us out,” says Mike Orren, president of Speakeasy. “But there’s no way we would have grown at the pace we did without The Dallas Morning News sales force.”

Speakeasy, a particularly ambitious venture that employs about two dozen, primarily produces content for advertisers’ own sites and manages their social media strategies. “We’ve done some native on the Dallas News site,” Orren says, “but on the low scale it doesn’t have the impact we’d like it to have.” (ComScore puts DallasNews.com’s May audience at 11.7 million unique visitors.)

Source: How a Utah media company aims to take native advertising local – Columbia Journalism Review

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