We’re not just a student newspaper anymore; we’re a 21st century student news organization.
That’s the Oregon Daily Emerald’s mantra going into a fast-paced, intense process of rethinking how we as college journalists serve our audience and educate future students.
It’s a student-driven project focused on how we can redefine the Emerald as a resource for the University of Oregon and finally break the old model of journalism. It has as much to do with a new business model as it does with ensuring relevance for readers and our staff.
With a new publisher, Ryan Frank, hired in February and a new editor in chief for next year, Tyree Harris, hired Tuesday night, it’s the perfect time to unlock the future of college journalism at the University of Oregon.
The challenge is to take the Emerald from a print-centric publication to a Web-centric publication, without limiting ourselves by what’s been done in the past. No idea is too crazy; we’re open to exploring every avenue in news, advertising, distribution and marketing.
Our news strategy needs to change in what kinds of things we cover and the we way cover them. And the structure of the newsroom must be remade the best way possible to cover our community and train student journalists for the future.
Our advertising strategy needs to change in how we connect advertisers with readers and in providing more utility through our advertising to college readers. We have to make the Emerald a valuable place for advertisers and readers.
Our distribution strategy needs to change in what methods we use to get people information they care about. We’ll be increasingly focused on social media and mobile devices, as well as a brand new website coming this spring.
Our marketing strategy needs to change in how we make students aware of what we’re all about and what we can offer both readers and student staff members.
Many of these issues are the same problems facing hundreds of other college journalists who struggle to implement their digital future while wholeheartedly understanding the need for change.
We’ll hope you’ll follow us as we embark upon our ambitious mission to evolve into the college news organization of the future. And let us know your feedback and advice. We’ll keep you posted about what we gain in the process.