The Mother of All Web Strategies

Not all newspaper companies are utterly bereft of new ideas and innovation. It just seems that way. But Gannett–yes, Gannett–continues to lead the way in thinking outside the newsprint box. And one way it's doing so is by going after a big, obvious demographic slice: local moms.

With little fanfare, Gannett has launched 60 sites in its various markets aimed at mothers and their interests, needs and passions. Two of the biggest and best are IndyMoms and CincyMoms, in Indianapolis and Cincinnati, respectively. These sites are largely user-generated–moms sharing tips, questions, photos, events, experiences, even prayers. Dive in and you see questions about pregnancy, places to vacation with kids, shopping sales, favorite movies, you name it. 

Best of all, the Gannett sites have great, friendly, funky designs that are informal and encourage audience participation—which appears to be happening in droves. And not surprisingly, advertisers are chasing these audiences as well, though the sites aren't yet blockbuster moneymakers. But clearly, there's an appeal to local and national advertisers who want to reach the motherhood market.

Gannett's not the only one experimenting with "mommy blogs." There are countless independent sites for mothers, and papers such as Boston.com (BoMoms.com) and startups such as TodaysMama.com are going after the same audience. I happen to think Gannett's doing a far better job with its friendly, informative, entertaining sites (BoMoms and TodaysMama, for instance, don't have a fraction of the verve and personality of the Gannett sites, and that's reflected in what appears to be tepid participation on those sites). 

IndyMoms, CincyMoms and their sister sites are great examples of what newspaper and other media companies should be doing more of: Getting beyond the traditional broad-bush, one-size-fits-all mass media model and targeting niches. In a way, these are variations on hyperlocal sites, adding content aimed at a specific local demographic. Local news operations should be building targeted sites like this for any sizable local demographic or interest group: sports fans, the military, large employers, the local music scene, whatever. Oh, and local communities, of course. 

Providing these audiences specific information and customized forums–and user-generated content and participation are essential for sites like these–is a way to put deep hooks into large local audiences and to attract high-CPM advertisers who want to reach those audiences. Gannett's moms' sites shouldn't be industry curiosities or interesting experiments–they should be an industry norm.

Comments

[Dean Betz]

While some of the Gannett sites are doing a great job, I'd put our own MomHouston.com ahead of any similar sites.

[Megan Taylor]

The Miami Herald's Mom-oriented site is pretty good too - http://www.momsmiami.com

What about other niche offshoot sites? Could sites be geared towards neighborhoods?

[Dave Mastio]

Mom sites are a step. Launching a bunch of niche sites that build on the local franchise while supporting the broader enterprise sounds like an important part of an overall strategy.

However, I am not aware of Gannett following up the mom sites with anything more. I haven't looked though ... Gannett's moms initiative is at least year old and maybe two, so there should be some additional elements out there if this is more than a one-off, right?

Anybody know more?

[ed]

In the bereft of imagination column, note the second week of the Orlando Sentinel contains the following potentially prize-winning news stories Monday:
"Fast-food-menu makeovers
Making cannoli is serious business in New York. It's a dessert so tempting that even a hit man in The Godfather didn't leave a box behind."
And, not to be missed, this grabber:
"Clinic workers' nice freebie: Lose weight
The Cleveland Clinic, highly regarded for its cardiac care, doesn't hire smokers or allow trans fats on its menus, and now it's joining with a nationally known weight-control program to help its employees shape up and slim down."
Yep, Weight Watchers.

[Dave Mastio]

Bouncing off the star-ledger's pharmalot, why doesn't gannett have a national auto news/blog site based out of Detroit and a a aggriculture/biotech site based out of Des Moines and a country music site based out of Nashville -- they should be using their community connections, deep local sources and long-time journalists to simply own certain topics of intense interest to a large segment of their local audience, but with a national audience as well.

[Anne Quigley]

TodaysMama is interesting because they are actually generating papers money in print AND online. I heard that in the Bay Area they have genereated over $850,000 in ad sales revenues tied to their print products alone.

Their site does need a little more user generated content though . . . they are relaunching later this month. We had a conference call with them last month.