The American Press Institute (API) is a prestigious, non-for-profit organization charged with supporting strategy development, insight, research, and training of C-level news media executives to support the relevance and integrity of the industry.
The API had commissioned Innosight, the consulting firm founded by Clayton Christianson, to develop a thesis for transformation called Newspaper Next. I was charged with using this thesis, along with my own research and knowledge of emerging media-related trends like Facebook, Twitter, and other platforms, to develop strategies and projects. I also integrated data, such as metadata, non-relational database, Optical Character Recognition (OCR), and cloud, to support my work.
Director of Digital Transformation
I was charged with identifying trends and threats to the core business of traditional news media and then developing new strategies and products to combat the threats. I worked directly with executives to educate and inform, and presented my findings as well as new product recommendations to the board of directors on a quarterly basis.
There was a subset of more progressive companies willing to take risks. I worked with this group to develop new products focused on how to leverage social media to keep small (hyperlocal) markets at the center of community connection, and develop new revenue streams like digital advertising and sponsorship.
I ultimately went on to consult for the more progressive companies to develop in data-sharing models as well as early AI to explore new ways to distribute content and insight value. Multiple new products were developed and most were acquired by tech forward companies in Silicon Valley.