2. Where’s the Conversation?

4. Our philosophy We’re looking for new ways to be discussion leaders and participants. We’re takin’ it to the streets!

5. We write frankly and fearlessly but then we "modify" before we print. Mark Twain

6. Revolutionize Letters

7. Create a Letters Blog where readers can comment on individual letters.

8. Revolutionize Letters Create a Letters Blog where readers can comment on individual letters. Print the letters from the blog in the paper (reverse publish).

9. Revolutionize Letters Create a Letters Blog where readers can comment on individual letters. Print the letters from the blog in the paper (reverse publish). Let readers rank letters. Reward best letter writers with special logo in print. Involve readers in the process.

10. Strategy Use blog software to maximize efficiency with tools we already know. Change the method of inputting letters. Could be an even or close-to-even workflow swap. Broaden the franchise of the Letters to the Editor through cross-promotion, so there’s a seamless conversation between letters in print and your letters blog. Consider other letter writer rewards: special gifts, coffee meeting, tour of the newspaper, etc.

11. Measurement Page views and comments. Letters received. References on Technorati, Digg, etc.

12. Do you want to know who you are? Don't ask. Act! Action will delineate and define you. Thomas Jefferson

13. Guerrilla Marketing

14. Track who’s Digging you or referencing you on Technorati and participate in those discussions wherever you find them.

15. Guerrilla Marketing Track who’s Digging you or referencing you on Technorati and participate in those discussions wherever you find them. Link, link, link to other blogs. Send them to Gimbels if your store doesn’t have it!

16. Guerrilla Marketing Track who’s Digging you or referencing you on Technorati and participate in those discussions wherever you find them. Link, link, link to other blogs. Send them to Gimbels if your store doesn’t have it! Be there. Be in places online where discussions are happening: Twitter, Facebook, etc. Look for opportunities to use widgets for drawing readers back to your place for a chat (e.g. Question of the Day on Facebook)

17. Strategy Convince your staff that if we are engaged in the discussion, we can define ourselves rather than having our critics define us. Imbed links into editorials and columns, like you do on blogs. This is simple. We can start today! Just do it! Don’t ask for permission. Let your web staff know when you have content that should be highlighted on the homepage.

18. Measurement Links to your site from Digg, Technorati, and other sites where you’re participating. Overall traffic. Average time spent on your sites. Comments.

19. “You're giving me the classic... journalistic arrogance of deciding that puppies don't count. … F**k You." Sam Zell

20. Flash Mobs

21. http://www.youtube.com/watch?v=D6PLSZ9liIU

22. Flash Mobs Acknowledge that Flash Mobs are mostly a tool for silliness. OK. We get that. But …

23. Flash Mobs Acknowledge that Flash Mobs are mostly a tool for silliness. OK. We get that. But … They can be used to make a persuasive point.

24. Flash Mobs Acknowledge that Flash Mobs are mostly a tool for silliness. OK. We get that. But … They can be used to make a persuasive point. They can help you engage a different kind of audience.

25. Flash Mobs Acknowledge that Flash Mobs are mostly a tool for silliness. OK. We get that. But … They can be used to make a persuasive point. They can help you engage a different kind of audience. They can demonstrate that you’re not so stuffy after all. It’s fun!

26. Yeah, but … What could an editorial page possibly have to do with a flash mob? Why, God, why?

27. Some ideas … Use your blog to facilitate and be part of the planning. Encourage others to do this, and reward them by promoting it on your site and in print, maybe even on TV. And set the challenge …

28. Prove something … Prove young people DO care about something. That we can be the discussion leader who brings older readers and younger non- readers together.

29. Maybe … Tie it to elections: At a specific time and place, shout out your presidential choice. Tie it to Constitution Day: At a specific time and place, shout out, “I’m mad as hell and I’m not gonna take it anymore.” Tie it to environmentalism or volunteerism or the drinking age or the draft or some other topic of young-people interest.

30. Measurement Size of events. And Buzz, baby, Buzz.

31. fin

32. Produced by Joe “Either Way” Garcia The Arizona Republic azcentral.com Kevin “Devil’s Advocate” Horrigan The St. Louis Post-Dispatch stltoday.com Michael “Check This Out” Landauer The Dallas Morning News dallasnews.com Kate “I Want a New Nickname, Guys” Riley The Seattle Times seattletimes.com