More Than Just a Blog

The problem: In 2005, women readers age 25–45 were deserting The Commercial Appeal in droves. These missing readers made at least 80 percent of consumer buying decisions, and were targets every advertiser wanted to reach. My solution was to launch the paper’s first blog – iDivaMemphis – with the tag line: “Talk. Listen. Learn. Grow.” It was an instant hit, growing to as many as 40,000 unique visitors in the first months. The conversations spilled over to social media, and I turned them into a weekly column in the newspaper and a regular live radio call-in spot on FM 100, popular with our female target audience. iDivaMemphis won a Knight Batten Award for Innovation in Journalism (Notable Entry/Niche News) in 2006.