Today I presented thoughts on building audiences for news sites and online communities to the American Jewish Press Association at their Annual Conference for 2010 in Scottsdale, Arizona. The format included two presentations, one by myself and another by Jason Manning, Student Media Director at Arizona State University and a great Q&A session moderated by Amir Cohen.

In today’s presentation, I introduced the concept of “souvenirs” and review contextual intelligence related to ads and content that surrounds them. In both cases, aligning the online content with the ad or product in a context the reader enjoys increases the value of the experience, the content, the ad and the product.

What’s the difference between a product and a “souvenir”? These are products that have meaning above a simple product because of their relationship individual and it’s context to the community experience. For example, when a member of the Threadless community designs, votes on, comments on, rates a T-Shirt they have a much deeper experience with the product and community. A souvenir from that experience is something you take with you that has meaning above it’s material purpose. A visitor on their Internet travels that encounters a memorable, unique experience, finds a souvenir to take with them.

Another example are Scrapbook Kit Clubs. You find a scrapbooking site for the design layouts and materials inspiration and members who discuss design, trends, ideas and the experiences represented in scrapbook layouts. The content has meaning if you love scrapbooking, the community shows off layouts you love using kits the community offers exclusively. You buy the color-coordinated kit as a souvenir of the experience you have had and you may even subscribe to the kit club monthly and become a member of this group.

The presentation also shares ideas for news media, to build audience and stay relevant. Ways to tweet to be authentic, interesting and build an audience, and ways to vet a feature article by sharing ideas with your social circle first. Ways to build a community from zero fans and other insights related to communities, platforms and revenue.