This is pretty basic, but it’s something I’ve been trying to get at recently:
Every newspaper’s push into online innovation (Multimedia, Interactivity, Data) is going to be different, based on its resources (time, money, staff) and community (size, age, attitude).
That should be obvious enough, right?
What might work for a national paper like the NYT or Washington Post, whether we’re talking about video or blogs or Flash-y infographics, isn’t necessarily going to solve the online riddle for a 25,000-circ daily in Nebraska.
And a national paper probably won’t be able to create a local community site that gets as much attention as one in a smaller town.
Again, overstating the obvious, but the folks tasked with creating innovative journalism at newspapers should craft their approach to the resources and community they have on hand.
The only way we’re going to find the right answer, the killer app, the takeoff point, and the critical mass is by dancing on the floor that’s laid out in front of us.