Client
The North West News is a local quarterly newspaper/ site in North West Melbourne that features articles with a local area angle. The articles are needed to provide content and pique reader interest and complement content from local advertisers.
Objective
The audience was varied – from younger and single to de facto and no kids to families and older residents. There was a high concentration of transient renters – although a deep passion for the area and sense of community and community space – for example, only smaller independent supermarkets, cafes, a flourishing local pub that nourished the live music scene, and high demographic of creatives, both emerging and top tier A-List.
To provide engaging and accurate features articles on Sports and Health, and general interest in the local area – again – pertaining to editorial agenda and the Editor’s approval of the topic. For instance, a local publisher often sent books to review even if the book was not locally focused, the publisher was or the author was.
Solutions
As the Sports and Health Editor and Writer, I had to come up with article ideas on a regular basis to fit the season and editorial theme and also work with advertising. I researched the articles and often had to come up with a short list of local “experts” or businesses to interview on different topics, primarily in the Sports and Health niche but also review cafes and books assigned to me. I would then organise an interview and conduct at their premises, a local cafe or via email and weave into an article often with a “how to” focus so the readers could get immediate benefit and take action to improve their situation. These articles would often be placed next to relevant ads.
