For Philly.com to maintain and expand upon its role as the dominant hub site in the Philadelphia region, it needs to become a comprehensive, collaborative and open source for all news, information and analysis that happens, reflects and impacts this metro area.
For 15 years, the now Philadelphia Media Network-owned news website has exclusively featured content from its sister newspapers, the Inquirer and Daily News (also owned by PMN), in addition to online exclusives and Philly.com-led multimedia content.
Contrary to what perhaps many at PMN may believe, the more than 200 combined editorial staff members are not, and likely cannot, currently produce that comprehension. Nor should they.
Philly.com’s reach will always be stilted — by other major, also growing online audiences for local TV news websites, suburban newspapers, a nascent, if not yet real, threat in the NewsWorks initiative from WHYY, and other community sites — until it realizes it shouldn’t be a newspaper landing page but the ultimate authority of regional content. That’s a problem for the future success of a brand with a business model predicated on more eyeballs.
Let me be clear here: I have many friends who work there. I think they do great work. This is not at all a criticism of the work done there, but rather, some thoughts for developing their Philly.com brand. I’m an outsider and a journalism geek, so it’s fun to brainstorm. OK, follow my thoughts below: