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OF THE MONTH No more clipping coupons. NCWV Media in Clarksburg, W.Va., has created a mobile wallet and digital coupon system that puts local advertisers in consumers’ smartphones. NCWV Media produces several publications in West Virginia, including the Exponent Telegram in Clarksburg, the State Journal in Charleston and Preston News and Journal in Kingwood. The system was implemented last November with about 50 clients. NCWV Media president Brian Jarvis shared with the Southern Newspaper Publishers Association that the idea was to find a better solution for demonstrating return on investment to print advertisers, No app is needed for this system. Instead it works by running code numbers with offers promising a specific discount, coupon or gift found in local print ads, websites and even on window signs. The customer simply needs to text the code to the number listed and the offer goes into the individual’s mobile wallet. The offer will remain in the wallet until it is used or has reached its expiration date. The advertiser can specify the terms and parameters of the offer. Another benefit to using this system is that clients can reach their entire customer database without the need for a media advertisement. Messages can be sent to encourage the use of the different offers in the individual’s wallet, and if they are near a participating location, they will receive another push notification. —EM
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> Wise Advice “What are some important tips for new organizations to consider regarding digital discourse?” News organizations should not expect audience members to police their own discussions or that social media platforms civilize public conversations either. Professional journalism may } Marie K. Shanahan operate on a code of ethics and a discipline of verification and intellectual fairness, but social platforms and the public do not. News organizations should act as conversation leaders and “set the tone” for online discussions. Comments from the audience
create value when they meet basic standards of journalism. Can’t commit to moderating comments? Then don’t host any. News sites that are not attempting to pivot incivility into constructive dialogue are adding to the polarization problem. Know that digital conversations about the news are happening whether news organizations are directly involved or not. A hands-off approach to digital discourse forfeits journalists’ ability to defend veracity, accountability, civility, democracy. Being an uninvolved bystander diminishes a local news organization’s ability to build community connections and win back the public trust.
Marie K. Shanahan is an associate professor of journalism at the University of Connecticut and the author of “Journalism, Online Comments and the Future of Public Discourse” (Routledge, 2017). She has more than 20 years experience as a reporter, online producer and digital news editor. editorandpublisher.com
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