Monetize passion, not pageviews

Jim Brady, whose new site called Billy Penn is launching this week, talks about what engagement means to a local news site. “In our case, our key focus is how many times we get people back to our site in a month. Our goal is to get people to read our journalism and take action in the community … today’s audiences’ affinity is not with traditional brands but with friends and influencers,” says Brady. “Local media can only scale so far. We’re going to try to figure out how to scale all of those groups into a meaningful numbers. We also hope to get half of our revenue from events and memberships.”

+ Should “relevance” be a new metric for newspapers? (INMA); Credibility of mainstream news media fares better among mobile media users (Reynolds Journalism Institute)