What can be learned from others

One of the stories that I never got around to doing while I was at Inland was what newspapers could learn from other media. Big mistake not doing that story. In this age of audience fragmentation and multiplying media, I think it becomes even more important that newspapers learn from other media what is working and what isn’t, how people consume information, and how other media go about producing it. So here is an excerpt from a PRWeek interview with Texas Monthly magazine editor Evan Smith.

PRWeek: Do you think long-form journalism has a future in this digital age?
Smith: Long-form is not the disease, it's the cure. What distinguishes us from other magazines is that we believe enough in the intellectual and cultural passions of our readers to give them 6,000; 7,000; or 10,000 words, when appropriate, on big subjects. Our circulation numbers are strong, which tells me that rather than going against the wishes of the people out there, we're actually speaking exactly to them.

PRWeek: How are you using the Web site to broaden readership?
Smith: I think the Web site is a place where we can build a following and some brand interest – if not loyalty – with younger readers. The Web site has been constructed in such a way that it's not simply a magazine site, it's a brand site. And if you access the brand site, you get a sense of the magazine, you get a lot of multimedia, a lot of blogs and conversation stuff. It's the old drug pusher school of marketing – you give them a little taste for free, they get addicted, and then they want to pay.

Great advice. Proven true in many cases. For instance, The Hamilton Spectator has had tremendous success with long-form narratives.

Explaining things to readers

I’m not saying this is perfect, but this is one way of telling a newspaper company’s story. The St. Cloud Times rebranded itself as Times Media to deliver its readership story to the public. Gannett is doing some smart things right and their properties bear watching. My hope is that they commit to and maintain their strategy. They have had a tendency to abandon strategies too quickly.

Even in the face of layoffs at its JOA partner, the Arizona Daily Star, the Tucson Citizen’s Michael Chihak spins the newspaper’s readership story to the positive. Again, this is what newspapers need to do instead of dwelling on circulation drops. Does it sound suspicious, like we’re trying to put a PR band-aid on a gaping wound? Sure…But it’s going to sound like that for a while until newspapers (and readers) get used to using readership as the true metric.

An excellent column from Troy Turner at the Daily Times in Farmington, N.M. In it he demystifies a number of things about the newspaper. Among those things--his newspaper’s watchdog role and why it sometimes gets criticized for important journalism. He also tackles perceptions of slanted coverage. Excellent job explaining situations that most newspapers face every day. Here’s a paragraph that should be posted in every editor’s office:

But no one here wants to go the easy route, either, and play the role of the pacifist who never takes a stand for something deemed worthy or necessary of a fight. You don't want your newspaper, or its editor, to be a coward. Not fighting the fight for perceived injustice is the greatest of sins for a newspaper committed to its community.

This attitude will allow newspapers to continue to thrive. I'm sure of it.

Who is to blame?

The second interesting view on readership I found recently comes from Stuart Reeves, staff writer at The Current, the student newspaper at the University of Missouri-St. Louis. He seems to convey in this
column some angst typical for idealistic journalism students, even today. “Take away your cigarettes, and all hell breaks loose,” Reeves writes. “Storage tanks leaking on recently purchased University property, on the other hand, not so much a problem.” The stories readers most seem to care about appeal to particular interest groups or amount to “celebrity” gossip.

He later makes a more interesting point that is worth noting:

Folks, I am finding it harder and harder to believe that journalism should take any of the blame for the quality of news these days. I think that blame belongs to the readership and viewers.

I would agree. But the onus is still on the media to emphasize (some might say “sell”) the importance of the real issues better. They must convey more effectively why things matter and what impact they will have on readers/viewers. Hammer it home, newspapers.

Extra: A ”>
report confirming what has been stated in this blog—that there is high readership (and revenue potential) in youth sports coverage. Tap into this market before competitors do.

Silver Chips philosophy

Two interesting views on readership. View #1 is from an online high school newspaper in Maryland, Silver Chips Online. I was impressed with the maturity of its
“philosophy” and mission. It begins “Silver Chips Online is dedicated to representing, defending, informing, and entertaining the Blair community.” Not a bad ideal. At least it has a philosophy, which a lot of newspapers don’t. I used to think mission statements and vision statements were a load of bunk, but they have value in defining goals and keeping people focused. (Note the Latin phrases...very retro.)

What impressed me further was this essay titled
“Bringing students closer to the press,” written by print managing sports editor Jonas Shaffer. He really nails it when he writes this:

“For this paper to be truly representative of our community, we need your input.”

Simple…but something too many big-time newspapers forget.

View #2 later…