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One of the features that newspaper editors usually really like when going through our redesign process is called "subscriber of the day."
It's a pretty simple idea. Every day, somewhere on the front page, a newspaper thanks a different reader for subscribing to the paper. The newsroom gets a print out of all of their subscribers and they pick a different one each day as the featured one.
I have heard numerous editors say that readers really like this feature. Readers have said that it's fun to see their name as the featured subscriber of the day. It's easy to do and a nice treat for our valued subscribers.
We started rolling out this idea in 2007, when the GateHouse Media News Division took shape and we began redesigning papers. I still think the feature has relevance, but it would be silly not to consider social media if you were interested in doing this kind of feature today.
Many television stations have started a Facebook Fan of the Day feature. Every day, they feature a different Facebook "fan" on their telecast and on their website. Some TV stations show the person's mug photo along with something from their bio or info page, like a favorite hobby or TV show. Some TV stations even have giveaways as part of the program.
If you were to start this feature, it would be appropriate to direct message your current fans and let them know that you are doing this and allow folks to opt out of being a featured fan, though I suspect most would be game for this.
This could turn into a really neat feature in a few ways.
• It could serve as a daily post on your Facebook page, a nice early-morning treat to see who today's fan is.
• It could be a nice post on your website and a good way to drive traffic to your Facebook page by highlighting a different fan.
• It would be a smart promotion in print as well, maybe packaged with your subscriber of the day. Again, it would bring traffic to your Facebook page.
One of the issues with Facebook promotion in print and online is that it's static. The promotions usually never change. This kind of treatment would make the promotion dynamic and likely build more Facebook fans and friends for your paper.
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David Arkin is the Vice President of Content & Audience for GateHouse Media. He oversees all matters related to print and online content, strategy, and online development and support related to the company’s content management system. From 2007-2011 he served as the executive director of the News & Interactive Division for GateHouse Media. Prior to that, he served as the executive editor of Greater Niagara Newspapers (Niagara Falls, N.Y.) and served as the top editor for the Cullman Times (Ala.), the Porterville Recorder (Calif.) and the Huntsville Item (Texas).
