5 Answers with Christian Terry, McClatchy

  • Kirsten Ballard
  • 07.06.2016

Christian-TerryChristian Terry is the Digital Marketing Manager at McClatchy. He oversees a team of specialists in email, search, social and audience communication marketing, and is responsible for managing corporate-wide campaigns to grow digital audience and revenue across McClatchy’s 29 daily publications.

1.       What drew you into news media?

When you love what you do, you are compelled to push against yourself. I have been fortunate to find my passion in digital marketing and online media, and worked within this industry for over a decade for digital media companies across Eupore, the Middle East and Africa and the US. I love my work, and am proud that I have the opportunity to work with many talented people across the organization.

2.       What does the partnership with Moonlighting entail and how does that work?

McClatchy is both a strategic partner and investor in Moonlighting, a Charlottesville, Va.-based technology startup connecting people offering short-term jobs with those who can do them – pet sitters, landscapers, handymen, personal trainers and resume writers among them. In collaboration with the Moonlighting team, we have launched a multi-channel marketing campaign to promote Moonlighting’s services to both small and midsize business-service providers and McClatchy readers who demand and hire micro-jobs to local McClatchy markets. McClatchy operates media companies in 28 U.S. markets in 14 states, providing each of its communities with high-quality news and advertising services in a wide array of digital and print formats.

3.    What have you learned from studying the digital audience? How do they differ from print?

In the old days, publications would put their newspaper stories on the site during the early hours the next morning. You would go to the website and could see yesterday’s news in a newspaper that was reproduced online. When you see people standing in line at a newsstand these days, they are looking at their phones. It is important to understand that the vast majority of our readers are digital, and the majority of those are mobile. The print audience is older; obviously that is just the nature of the beast. Like everyone else, we are striving to convert the 18- to 35-year-old audience first into news readers and second into brand loyalists across all platforms.

4.       What are you most excited about in the digital evolution newspapers are undergoing?

Digital is the future, but print advertising is far from dead. The future of print newspapers actually looks pretty strong, but the industry cannot ignore the fact that digital will be taking over at some point. Integrated marketing campaigns that link print and online advertising components together are extremely effective to maximize revenue. Digital has become a mantra among many print news organizations undergoing a transformation that includes less print, more digital and a focus on reader engagement.

5.       What is the future of news media?

One big challenge is keeping up with the explosive growth of mobile. How do we stay relevant and build audience? How do we build social and better monetize it? We need to dramatically expand our footprint in video and in social. More and more people are engaging in content articles via social networks. There is so much to discover in the world of media! The future of news is all around us.


  • Kirsten Ballard
Kirsten is the Social Media and Blog Editor at the News Media Alliance.