At the Newspaper Association of America’s Marketing Conference in Orlando, Philadelphia Inquirer owner Brian Tierney said that the papers are implementing new business and editorial strategies, including targeting women over the age of 35.

Since Tierney took control of the Philadelphia papers, his team has had many challenges, faced with union problems, declining circulation and decreasing ad revenues.

However, the website Philly.com has healthily grown. Thanks in part to a deal with online job site Monster.com, the site has doubled its page views and boosted unique visitors by seven percent, said Tierney, according to Local Onliner.

Tierney’s strategy is to attract new audiences online, and refocus print content – which doesn’t seem very attractive to younger people.

“We’re targeting women 35+,” said Tierney. In order to capture younger audiences online, Philly.com is to create more TV-like shows, along with magazine-style stories and radio content. The site already has Philly Uncorked, a “wacky wine show” produced by the Philadelphia Wine School.

On the business side, Tierney also described the opportunities he saw in e-commerce and the Zeppy site, an online marketplace with a local look-and-feel.

Source: Local Onliner – Editor & Publisher