Producing unique content that adds depth and personality to its brand is something Melbourne's biggest-selling newspaper the Herald Sun is experimenting with as it makes the transition from 'old media' to 'new media'.
The Herald Sun's owner News Corporation signalled some 12 months ago it intended to start charging for access to its global network of news sites, with News Corp head honcho Rupert Murdoch pledging to shake up the newspaper industry by charging for editorial content.
In an article on The Guardian's website, Murdoch was quoted as saying that change was inevitable.
"We're certainly satisfied that we can produce significant revenues from the sale of digital delivery of newspaper content," the Guardian reported.
Interview with Finn Bradshaw, Herald Sun
According to the newspaper's online sports editor Finn Bradshaw, the Herald Sun brand "is still strong here" compared to many daily newspapers around the world, especially in the US.
"We've got a good base," he says.
24-Hour News Operation
Chatting to the PR Warrior ahead of his appearance at the forthcoming Digital Sport Summit in Melbourne, Bradshaw says the newspaper continues to make the transition from daily newspaper to a 24-hour news operation.
Adding value and creating unique content is all part of the plan, he says.
According to Bradshaw, a good example of content that "adds depth and personality to the brand" is the newspaper's daily video program Footy at 4 which, he says, has a solid base of viewers.
The video, anchored by Herald Sun sports journalists Jon Ralph and Sam Edmund, is an irreverent look at AFL footy news of the day.
"It's been a surprising success story," he says of Footy at 4.
When Bradshaw first started with the Herald Sun three years ago, creating content for online was considered "a bit of an afterthought".
However, he says now journalists are happy to submit "hard and breaking news" via the web.
They see the value of being first with the news and if that means going with it online versus waiting until the newspaper comes out the next day, then so be it.
Great Promotion
The Herald Sun boasts a core group of experienced sports journalists who provide the brand with "great promotion" across multiple media channels.
Chief football writer Mike Sheahan, for example, is a regular on radio 3AW and Fox Sports. Mark Robinson is another - he appears regularly on SEN radio as well as Channel Seven.
"They're comfortable with multimedia and they're recognised names in their own right. People feel they have a relationship with the journos."
A number of the sports reporters are also active on Twitter, including @RalphyHeraldSun, @SamEdmund and StevoHeraldSun.
According to Bradshaw, they're "loving it".
He says Twitter allows the journalists to "communicate stuff, give extra that might not be (strong enough for) a story."
In his 'How Technology is Changing the Media Landscape' presentation to the Digital Sport Summit, Bradshaw will be touching on the issue of newspapers generating new streams of revenue via digital applications such as the iPad.
The summit will feature a strong line-up of speakers, including:
Jeramie McPeek (VP Digital Operations, Phoenix Suns)
Darren Rowse (Problogger)
Harry O'Brien (Collingwood footballer)
The event will be held at the Melbourne Cricket Ground on July 7.
Click here for booking details.
DISCLOSURE: I will be attending the summit courtesy of the organiser Anthony Alsop.
