Author: Abby Gilmore

Changes in the News Industry: Digital Trends in a Traditional Business

The November monthly social event featured a panel of local digital leaders discussing how they are continuously adapting to online trends like social media and mobile marketing. The discussion included Mike Coleman, VP Digital Media for, Russ Hill is the VP Product Development for and Joe Hengemuehler, News Director at KNXV/15.  The talk was moderated by Tim McGuire, Frank Russell Chair of Journalism at ASU’s Walter Cronkite School of Journalism and Mass Communication. As a journalism graduate working in Internet marketing, the conversation was especially interesting to me.

The chat started with the question, “How are your jobs different now from five years ago?”  One thing the entire panel could agree on: their jobs are all very different at this point in time, due to advances in digital trends. With the rise of users on social media platforms like Facebook and Twitter, news is being delivered as it happens. Hengemuehler explained the difference in the deadline, or lack thereof. “The deadline is dead,” he said. “The deadline is now.”

Coleman, who has been working with for more than a decade, said that the biggest change has been the number of people responsible for the digital aspects of the publication. Five years ago it was a very small number, and now, almost everyone has a responsibility for digital parts of  Hill added that the job no longer ends when the radio show ends – you have to keep the conversation going through digital channels, like social media and mobile marketing. “If you disappear from the public arena, you won’t get ratings,” he said.  All of the panelists agreed that along with their positions, the audience has also changed.  No longer are media outlets after eyeballs, they are after news consumers.

When McGuire asked the panelists to speak to the matter that content is no longer king, there was some debate among the group.  Hill proclaimed that it is true – content is no longer king.  “Content is already out there,” he said. “KTAR is good at opinion. You need unique content to have a chance.”  But both Coleman and Hengemuehler disagreed, proclaiming that content is indeed still what is most important.

McGuire then asked about multiple platforms – should they be married or should they be separate entities? Hengemuehler said, “People aren’t looking for a push.  They want to interact.”  Coleman said it is imperative to use one to promote the others.

Hill added that is a shame that someone in the media industry did not invent Craigslist or Google, though it is the innovators dilemma. Why would we give all of that information away for free when people were paying media outlets to provide it and supply it?  Hill went on to say that he believes the recession was actually good for traditional media, as it has caused more and more companies to think like a start-up. “We are in the middle of a massive media revolution,” he said, which he compared to TV being invented.  “We need to stop asking questions and start finding answers,” Hill said.

One of the final questions McGuire asked was a loaded one – “Is mass media dead?”

Hengemuehler said, “Yes and no.” He thinks mass media is redefined, as social media is becoming more and more prominent. Coleman’s two cents alluded to “no,” as advertisements are still driving the mass media.  And Hill? “It’s already dead.” He believes everything is going to be niche specific when it comes to media.

Something all of the panelists agreed on: the times, they are a changing.  And in terms of media, no one is completely sure where things are headed – but everyone is working very hard to figure it out.  Hengemuehler said, “The best way to predict the future is to invent it.”

In addition to the wrap up post, I’d like to include a short interview of Mike Coleman about in the digital age by my colleague, Michael Schwartz and I, before the panel discussion.

Mission to Meet AZIMA Members: 14

At the October AZIMA social event, I had the pleasure of interviewing David DeMar from Dynamic Worldwide Training Consultants.  He has been attending AZIMA events since the beginning of 2010 and says the organization fills a void that Phoenix had been lacking.  He also loves to meet new people at each and every event!

Don’t forget about our November social event, next Tuesday!  The discussion will focus on how new media methods are being integrated in a traditional industry right here in Phoenix.

Mission to Meet AZIMA Members: 13

Becca Field, Strategic Account Manager at Republic Media, attends AZIMA events to learn more about SEO!  She was especially excited about the October event featuring Danny Sullivan.

Do you have an interesting AZIMA story you’d like to chair? Find me at the next event!  I’ll be the one holding a flip camera 😉

Mission to Meet AZIMA Members: 11

Meet Adrian Vender, Account Manager and Technical Implementation Specialist at WebShare LLC.  He likes the networking AZIMA offers and meeting all kinds of professionals in the interactive marketing industry.

I think it’s safe to say that many AZIMA members enjoy the networking portion of the social events.  I do too! In fact, it is what I look forward to most.  Catch you next month at the Nov. 16th event!  Don’t forget – the event is the third Tuesday of the month this time around!

Danny Sullivan Explains the Future of Search in Less Than a Minute

At last night’s AZIMA social event, attendees had the pleasure of hearing a presentation from Danny Sullivan, Editor-in-Chief at Search Engine Land.  Sullivan is considered a “search guru” by many and has been in the business for more than a decade. In this short video interview, I cut right to the chase: what is the future of search?

For those of you who missed the event, a full wrap-up of Danny’s presentation is coming soon, so be on the look out!

Mission to Meet AZIMA Members: Part 10

Can’t believe this is the 10th edition of my mission! I’ve met some great people along the way, and I am looking forward to meeting even more.  And, the tables will be turning soon, as someone will be interviewing me about my AZIMA experience.

This week featured AZIMA member is John Wolfe!  John manages his own blog where he discusses social media, public relations and digital media.  He loves to expand his network, as he attends local events as much as he can!

He said he loves AZIMA events because of the caliber of presenters and attendees, and the food isn’t bad either! 😉  Also, by attending monthly social events, John said he stays up to speed in all that is going on in the interactive marketing industry.

Who is excited to hear Danny Sullivan‘s presentation Oct. 12?  I know I am!

Mission to Meet AZIMA Members: Part 9

This week I’d like you to meet… Heather Lynn Herr from Terralever!  As a professional in the Internet marketing realm, Heather said she loves to come to AZIMA each month to keep up with all her friends in the industry.  Also, she loves learning from her peers and AZIMA events are perfect for that!

We had some laughs before the interview, as you’ll see.

Great to meet you, Heather!

So, who is excited for AZIMA’s next event on Oct. 12 with Danny Sullivan? I know I am. We’ll be discussing search marketing with an SEO great, and you won’t want to miss it. If you haven’t registered yet, be sure to do so ASAP, because this event will sell out! See you there, Flip cam in hand!

Mission to Meet AZIMA Members: Part 8

It seems like it has been awhile since the last Mission to Meet AZIMA Members post, but the wait is finally over!  This week, I’d like to introduce you to Jim Lupkin, Co-Founder and Social Media Director at  He heard about the Social Media and Politics event with Kevin Spidel and Jeremy Vaught and decided to attend an AZIMA event for the first time.  We’re glad to have you, Jim!

Hopefully Jim will join us next month for the October 12 social event, where we will be discussing Search Marketing with Danny Sullivan, editor-in-chief at Search Engine Land.   You should too!  See you there.

Mission to Meet AZIMA Members: Part 7

Wow, I can’t believe this is the seventh edition of my Mission to Meet AZIMA Members series.  I hope you all are enjoying it as much as I am!

This week, I am pleased to introduce you to Ethan Mowery, a “self proclaimed Internet guru.”  He is the Director of Online Advertising for Orange Slyce, as well as freelance web consultant and designer.  He said he was excited to attend AZIMA events to meet others in the industry and learn from them.

Check out Ethan’s online portfolio to see some of his work!

Also, don’t forget about the upcoming AZIMA event on September 14th to learn about how social media is being integrated into political campaigns.  See you there, and hope to catch you with my flip cam!