A Conversation About Online Publishing with Luke Kintigh
Back in the fall of 2006, I got assigned to room with Luke Kintigh while we were both one-semester students at The American Studies Program in Washington, D.C. We became fast friends, probably first and foremost because we had the same hobby on Saturday afternoons.
His loyalty lies with his home-state Oregon Ducks, while mine with my home-state Notre Dame Fighting Irish. Both Luke’s and my teams are in the top ten right now, so I guess that puts at odds for the short-term :).
The two of us reunited for a short time in D.C. after we had gone back and graduated from our undergraduate institutions. We were both Political Science types, though — what a shock — our interests have taken us in different directions since then. Nevertheless, it has been fun to watch Luke become a bit of a professional star, first as a Press Secretary for former Senator Gordon Smith and now as a global content and media strategist.
A few years ago, it was an honor to stand in his wedding. We have reunited as recently as last winter at a Storyline conference in San Diego. I am grateful for his friendship.
Even though I don’t listen to him enough, and his and my world are a bit different, as one who writes, Luke has become my go-to for getting the pulse on what is trending and what is next with online publishing and social media. The two of us recently collaborated on an interview that just went up on the Ebyline blog. Here is a highlight from Luke:
“There’s still hope for traditional journalism if publications evolve their revenue model. Since going digital, too many publishers haven’t really changed their approach to advertising, which includes banner and homepage takeover ads. Those methods simply don’t work anymore because of consumer appetite. Our ability to filter out disruptive advertising is greater than ever. The shift to native advertising – a form that uses real content that is highly relevant – can move publishers to a place where their advertising works for readers and advertisers. Prominent publishers like The New York Times and The Guardian are well underway with native advertising capabilities, but it’s time for more publishers to adopt the model. It represents a great opportunity to boost revenue as well as provide meaningful work for journalists.”
For the whole interview, click here.