The Buffalo News, which has been providing news and information to Western New York since 1880, was looking for a way to connect with readers beyond the seven-day print newspaper. 

Brian Connolly and Geoff Nason recently wrote a case study for API’s Better News initiative about how the newspaper leveraged its staff’s expertise on the city’s NFL franchise to build engagement and generate sponsorships through social videos.

Nason and fellow News staffers Mark Gaughan and Danielle Ossher join Better News host Michael O’Connell to discuss the first season of Buffalo Bills PlayAction videos they produced. Read the case study.

The Better News podcast is a partnership between It’s All Journalism and the American Press Institute to a) showcase innovative/experimental ideas that emerge from the Knight-Lenfest Local News Transformation Fund and b) share replicable strategies and tactics that benefit the news industry as a whole. Sign up for the Better News newsletter to receive news about the latest resources, case studies, and insights. For more news about the It’s All Journalism podcast and future episodes of Better News, sign up for the weekly IAJ newsletter.