As today’s media landscape continues to evolve, traditional media outlets like newspapers are adapting strategies to retain and attract readers. Incorporating a multimedia approach utilizing digital, print, e-mail and video options gives publications the flexibility they need to maintain readership while connecting to a new, tech-savvy audience.
Many newspapers that offer a multifaceted approach have experienced increased levels of growth and engagement due to their ability to quickly disseminate local, national and breaking news. Now editorial departments are using the same tactics to boost feature content traditionally found as separate sections of a newspaper, such as sports, travel and finance.
In some instances, success is not only measured by the number of clicks or viewership, but how a feature section with original content can grow organically into a media outlet. An excellent example of this phenomenon is “Made in PGH,” the wildly popular lifestyle brand of the Pittsburgh Post-Gazette.
Although affiliated with the Post-Gazette, “Made in PGH” has taken on a life of its own thanks to a dedicated team of media professionals who share a love and passion for Pittsburgh. There is an independent website, a weekly subscriber-based e-newsletter, and an active and engaged following on social media, most notably Instagram.
All “Made in PGH” platforms promote numerous events in the city. Detailed lists of concerts, festivals and a guide to local shopping can easily be accessed on any of the available platforms. Heavy emphasis is placed on hyperlocal events, from student-run fashion shows at Carnegie Mellon to summer nights at the city’s beloved National Aviary.
However, the civic pride of the “Made In PGH” team shines brightest when collaborating with sponsoring partners to create their own events. This direct link between readers and content creators of the lifestyle product builds trust within the Pittsburgh neighborhoods and allows this unique media outlet to thrive.
Events sponsored by “Made in PGH” include:
- Best Bites, a self-guided tasting tour encompassing 15-20 eateries of a specific Pittsburgh neighborhood, where attendees can sample food and drinks and cast their votes for best dishes.
- Free Sunday morning Health & Wellness workout sessions scheduled six times between June and August in partnership with SouthSide Works at its New Town Square location.
- Iconic PGH, an annual block party in the Strip District that celebrates the legendary brands and businesses that call Pittsburgh home and are absolute must-haves for residents and visitors alike.
Chelsie Masciola, senior events and social media manager at the Post-Gazette, spoke about the importance of engaging directly with the community. “We feel like we’ve done our jobs when we connect our audience with new experiences,” she said. “Some of the best feedback we’ve heard is that a place that someone was introduced to on a Best Bites tour is now their favorite spot.”
As the newspaper industry continues to adapt to changing technologies, the Post-Gazette has positioned itself in the forefront of news reporting in a digital age. At the heart of its success, however, is one tenet that will never change – commitment to community.