The Rocky Mountain News is dead. Long live InDenver Times.

InDenver Times is a collaboration between ex-Rocky Reporting staff and several Denver area entrepreneurs who are betting that there are 50,000 loyal subscribers to the former Rocky Mountain News who are willing to switch their allegiance to the new Rocky Mountain News InDenverTimes.com.

Most will admit that getting people to pay for something that they perceive should be free is going to be a tough ‘row to hoe’ as my grandmother used to say. The challenge is even greater when you consider that InDenver Times is pretty much positioned as a local play with a focus on the Denver Metro area. In other words, their national or international appeal is going to be somewhat limited meaning that they’re going to really have to work the local market to secure the subscriber numbers needed.

Can they do this? I don’t know but as a native Coloradoan and a long-time Denver area resident, I hope so. What’s a given is that their team is going to have to fire on all cylinders to make this work including tapping heavily into online social media to build support, buzz and their subscriber base. After all, who better to promote and buy in to this new digital newspaper model but those who’re already immersed in the online world.

Using Twitter to Promote InDenver Times

Full disclosure. I’m related to one of the entrepreneurs backing this venture. Brad Gray, a successful local entrepreneur with McAleer Gray, is not only a friend but he’s my cousin. I recently sent him a post with suggestions for using social media in general and Twitter in specific to boost their subscription drive efforts. Here’s the summary:

Either they (or somebody) has staked this profile at Twitter.com/InDenverTimes…

I don’t know if this is the indenvertimes twitter profile but, if it is, you should put someone in charge and begin to put it to use to support their efforts by:

1. Get to work now on creating a stream of InDenver Times generated ‘tweets’ with ongoing updates to Twitter that alerts your followers on the subscription drive, breaking news, staff profiles and upcoming stories and opinion pieces. Use it to promote local and national stories on your efforts like Westword’s coverage and the NBC Nightly News mention.
2. Create a custom background that tells the InDenver Times story and provides links to your primary properties. And, obviously, get your profile built ASAP.
3. Put a staffer in charge but enlist all of the reporting and management staff in keeping the tweets flowing. Have each of the staff, if they haven’t already, set up their own Twitter profiles with backgrounds and cross follow everyone.
4. Register at www.hashtags.org and use #indenvertimes to track all the tweets (you add the tag to each of your Twitter posts) related to your efforts.
5. Feed your twitter stream into your website and into your facebook profile which also needs to be setup…
6. Pick up locally based twitter followers quickly. Start out by farming the top of the food chain. Go to http://grader.twitter.com/location. Start with Denver then work through the region. Follow everybody on these lists and send those who follow back – which will be the majority – a Direct Message (dm) that thanks them and asks them to further spread the word.
7. Use Twitter Search to track the buzz. Search on the terms indenvertimes and iwantmyrocky to start… You’ll see something like this… (and see #4 above for a tip on using hash tags in this effort).
   
   Use Retweets, Replies (@twitter-name) and Direct Messages to thank all who’ve commented and keep the buzz building. By the way, when I conducted this search early this morning you’d already attracted over 35 pages of twitter mentions to your efforts on these 2 terms alone.

Twitter grew 800 % last year and is currently growing at about 1400% … you need to be using this and other social media channels to give yourself a fighting chance to attract the interest AND the subscribers you need to keep the spirit of the Rocky alive for another 150 years!

Comment with Your Ideas and Win a Subscription

Do you have one or more great ideas on helping InDenver Times meet their subscriber goal of 50,000? Comment on this post and we’ll select the best one to receive a one year paid subscription to the new InDenver Times … a $59.88 value. Note: If InDenver Times doesn’t make it then no subscription but don’t worry, you aren’t alone. We all lose!