John Wilpers, Senior Consultant at Innovation, International Media Consulting Group (USA) talks how publishers can involve local blogosphere: – to increase online traffic, – to grow online and print revenue, – to change traditional brand image, and become newspaper community-friendly. – It’s not only about unique content. Big value is that they are marketing themselves, and, by the way, the newspaper brand says Wilpers, former editor of BostonNOW. He succesfully engaged hundreds of bloggers to cooperation with Los Angeles Times.Interview made at the INMA Outlook 2009: European conference in Vienna, October 1-3, 2008. Interview made by Artur Karda, multimedia reporter at Media Regionalne, Polish part of Mecom Group. More about Mecom: www.mecom.co.uk More videos like these forum4editors.com More information about the International Newsmedia Marketing Association www.inma.org