I was not hyperbolizing when I wrote to new N&R editor Jeff Gauger that his horrible website is killing his brand.
There is data to back up that assertion: the local daily is in last place in its online media market.
That's quite an accomplishment. Local papers usually lead their markets, and reporter Carol Marie Cropper told me she was shocked to find one running dead last.
Former N&R editor John Robinson is quoted re the online strategy that evidently was forced upon him: "I thought it was a terrible idea."
Changes are said to be coming to the N&R site, but that doesn't mean more newspaper content.
More evidence of the local audience's discernment: Despite heavy promotion, WFMY's laughable DigTriad site ranks third out of four major media outlets, behind WXII and leader Fox8.
The News & Record should be the dominant online brand in Greensboro instead of an afterthought. The attempt shore up its print franchise at the expense of web development was a strategic blunder on a pretty grand scale and has put the paper at a real disadvantage in the business of the future.
I'd love to interview N&R publisher Robin Saul about this important local story.
UPDATE: Robert Reddick fwds what he describes as an unscientific survey he did of newspaper links in Google, which shows the N&R way, way behind the N&O and Charlotte O, and trailing even the Winston-Salem Journal by a substantial margin.
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