Mary Morgan: The Ann Arbor Chronicle

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Two months ago, Mary Morgan and her husband, David Askins, founded the Ann Arbor Chronicle, a local online news site. Mary is a former opinions editor at The Ann Arbor News. It's early days yet for the Chronicle, but the general trend of print journalism moving online is accelerating, and we thought Mary could give us a good picture of what such a move is like in the early stages...

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Mary notes the following operational and tactical components that differ from traditional print publications and are a hallmark of many web startups:

  • She updates main articles two to four times daily, not unlike a blog. She also has a breaking observations section called "Stopped. Watched." that is updated more frequently based on texts, emails, and phone calls from community contributors.
  • The community plays a strong role in the paper. Mary and David provide professional editorial oversight, but other contributors do so on a volunteer basis.
  • The Ann Arbor Chronicle's revenue base is local advertisers. Distribution is important for these advertisers, but they are also looking for a local outlet that is relevant to their business.
  • Like many startups, Mary and David are giving themselves a 12 month runway to determine the extent to which they can make a go of the Chronicle.

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4 Comments

I'd be curious to hear her compare and contrast the reporting that Concentrate is doing in Ann Arbor with the Ann Arbor Chronicle, just to hear her vision of the niche of each publication.
Christine Crowner on December 4, 2008 12:05 PM
Mary, I don't know whether you remember me ..you helped me re-write my letter to the ed. so it better worked in Other Vocies. I called you at AANews and found you gone and so went on line to find your new location. One question. Do you want letters etc still? Eastern Mich U. used to have Jeff Duncan, an English prof there write pantomimes. They were great. However, the dept. voted it down after two very successful years of actually making money. It is now being done in G.Rapids this weekend and I am going. Would you like a write up and pictures? I'd love to see some publicity in this area to let MSU know they dropped a great family entertainment event. My phone is 734-429-5032 (cell -734-709-8137) if you want to chat or email is here too. Most sincerely and thanks for all your help. Christine Crowner
Christine Crowner on December 4, 2008 12:08 PM
Mary, A second thought after reading the direction you want to go with this new venture. There is a group called SCORE - they work through AA.Chamber and they give free consulting to start-ups or others. Usually you are linked to a professional who has either done something like you are trying to do or has taught it. You may want to get some further insights from that group. Actually, my husband, when he retired from teaching business subjects volunteers there just for a reference. Most sincerely, Christine Crowner.
Julie Kritch on December 17, 2008 8:33 PM
Mary Morgan and her husband, David Askins, have started an online publication, which they have dubbed the Ann Arbor Chronicle. Morgan is knowledgeable in the field, as a former editor for The Ann Arbor News. This was an interesting interview to watch, because I was just listening to the radio yesterday, and I heard Mitch Albom discussing the Detroit newspapers' move to a predominantly online format. Apparently, starting next year, the Detroit Free Press will only be delivered in its paper form three days a week. This is intended to ease an eventual transition to an entirely online format, which is more cost-effective for the company. I think that Morgan will be successful in this venture. The section titled Stopped.Watched., in particular, is very innovative for a newspaper. She is essentially capitalizing on people's technology addiction, which provides her with free correspondents. She is wise in that she has the "correspondents" sign up with her first, and edits/censors the posts before they go online. There is a website, iReport, on which people are supposed to post their own news. The problem is that there are no checks and balances in iReport. As a result, when the stock market started to vacillate, someone posted on iReport that Apple's cofounder, Steve Jobs, had died. For two hours that morning, Apple stock plunged. I'm not sure if the "journalists" were ever prosecuted, but iReport was widely criticized for its vulnerability to that type of abuse. Ann Arbor is a great place to embark on this venture, because it is a very progressive city, which is presumably tech-savvy. There is a greater-than-average chance that this format will be embraced by the market. Many people already get their national and world news fix online, so this seems a natural step towards making local news available online as well.

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