Go and read The (RED) Independent today.
It is an example to learn from and admire.
A great website and use of online media by an offline brand.
And a powerful statement and impactful gesture by a leading media brand in the UK towards helping with the Aids crisis in Africa. As a reader in the US, it is also a pointed indictment of the debates here in the US about how media might stay relevant. The tone and quality of the writing is much better than I encounter here in the US (good enough in fact that if I were living in the UK I would serious plan on subscribing and reading The Independent on a regular basis).
But as much as that is the case, I am also admiring of the high quality of the ADS on the Independent’s website. They are clear, concise, and very well integrated into the site and relevant. I dove into a section of the Independent about education and post-graduate degrees, curious what they were publishing and what their take was. On the upper right, Bloomberg LP had a highly relevant ad, well writen (with a minimum of words) noting that they were hiring.
In contrast in my limited use of US newspapers online, the ads and even the overall experience is much more limiting and the relvance of the ads much lower, as well as the quality of the content much less.
I did not, at least in thie special edition, see any content from The Independent that was not directly from their own writers (or guest editorials). In most cases at the end of the article as published there was more information – about the author at the very least, but in one case a link to the full transcript of the interview which was published (see http://news.independent.co.uk/world/africa/article484987.ece)
So go, read the issue, and do what you can to support Project (REF) (and in the process also encourage more voices of the media to be of as high a quality)