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In Alabama, a small-town paper is figuring out digital advertising  and theyre doing it live

Exemplifying journalism down to its very core, he was everything a journalist should be and more.”) Scott Hardy , The Outlook’s digital marketing coordinator, attributes its digital growth to a mixture of internal transformation and external turmoil in the town. (Last year, the Southern Poverty Law Center settled a suit against the city and the police chief for creating debtors’ prisons . A councilman got into a fist fight with the mayor. The council had to elect a new police chief, a new fire chief, a new city finance director…) But first, Steve Baker — who had an extensive background in newspaper publishing and digital sales, including as publisher of the Capital Journal in Pierre, South Dakota — was brought in to lead the newspaper in 2016. It wasn’t as if The Outlook had been struggling: The traffic numbers for the website were strong, and so were engagement levels on Facebook. Baker wondered what they could do to capitalize on that. Hardy, who had been working on digital part-time, advanced to the position of full-time digital coordinator, bringing camera experience and interviewing skills to video. Angela Mullins , The Outlook’s business manager, researched and found new tools for the newsroom to use on a budget. Mobile reporting is relatively cheap, and video on Facebook proved to be a huge part of boosting revenue.

For the original version including any supplementary images or video, visit http://www.niemanlab.org/2018/07/in-alabama-a-small-town-paper-is-figuring-out-digital-advertising-and-theyre-doing-it-live/

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