OLD Media Moves

Speaking to audiences that don’t grasp financial news

June 14, 2012

Posted by Chris Roush

Teresa Novellino of the Upstart Business Journal writes about former CNBC anchor Nicole Lapin, who has started her own media company called Nothing But Gold providing personal finance content.

Novellino writes, “Her company added editorial and sales employees one by one and now has a team of 10 working remotely and attending meetings at her home office—a killer penthouse overlooking Union Square Park in Manhattan.

“This type of nimble media company is becoming an ally to old media, she says.

“‘What I’ve found since I jumped into this is that newsrooms are shrinking,’ Lapin says.

“‘A lot of big companies are outsourcing business sections, so we’re producing content for companies across the board, and I think that’s going to continue to grow, and that’s going to be a great opportunity for us to grow, especially the on-air component.’

“On each platform, Lapin tries to keep her message digestible but informative. She speaks to audiences who don’t necessarily grasp financial news. ‘I would go on Inside Edition to talk about the Facebook IPO, and they ask me, ‘What is an IPO?’’ she says.”

Read more here.

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