Old News
As I write this, I am listening to the Senate hearings on the newspaper industry. As print media attempts to adapt to the Internet, there are concerns about how news organizations make money by giving their product away free.
While some of the largest newspapers in the country debate the best way to proceed, the Janesville Gazette implemented their plan last week.
Editor Scott Angus announced on his blog that his paper would change their online model. Instead of posting stories throughout the day or when the paper is delivered in the morning, GazetteXtra.com would delay posts until late afternoon to boost the value of the print edition. From his blog:
The reason is that Web sites are not generating the revenue that newspapers hoped they would. The sites make money, but they still represent far less than 10 percent of most newspapers’ total revenues… Given that print still pays the bills, newspapers have a strong interest in retaining as many readers as possible… If you want to be in the know during the day about the most important issues in your community, you’d better read the morning Gazette. You will no longer be able to catch up at work or at home until much later in the day.
Unfortunately Angus misses the point of the web.
The reason most people I know do not read a newspaper is the information is “old.” Most stories are from the previous day, and people have read it elsewhere by the time a morning paper arrives. By pushing back the stories on the web, GazetteXtra.com is effectively putting online readers two days behind on their news.
Why should readers wait for you when they can read the same stories elsewhere?
How are readers going to respond while their information is being held for ransom? Angus’s comment — “ if you want to be in the know during the day about the most important issues in your community, you’d better read the morning Gazette,” — sounds like a threat. What prevents readers from gaining the same information from Madison.com or BeloitDailyNews.com? When I read this story, I immediately saw it as an opportunity for our paper.
A majority of our page views come throughout the day – during the hours the Gazette now withholds information. Early morning and afternoon is when our online readership is at its highest. This was a trend at other news organizations I worked at as well. Therefore it seems the Gazette is willing to strangle its web presence with this move.
Revenue is an issue that newspapers are currently contemplating. While I can see why the Gazette made the decision to change their web distribution, I still feel strongly they are sacrificing their future for revenue today.
What are your thoughts on the Gazette’s decision?
I guess I can’t fault the Gazette for trying something different even if it is wholly misguided. It sounds like complete resentment for the way society is trending. Instead of delaying content they should embrace the fact they have a print publication still and put stories online that tease the readers. “Want to read more on this story? Pick up the Gazette” while still featuring some full length articles.
I don’t know Jason.
The Janesville Gazette thrives on producing content that nobody else is covering. With that in mind, only the Janesville Gazette can make their newspaper content “old” by posting that exclusive content on the web before it runs in the newspaper.
It kind of makes sense for a smaller newspaper to say if you want this unique information early you’re going to have to pay for it, rather than giving the information away for free in the first place, and then charging your loyal customers full price to read news that is now “old” because you posted it on the web.
I believe the gazette will find is that most of their exclusive content people will wait for. Most of what is important to know NOW is very much available elsewhere. Other information like where the swine flu has reared its ugly head and local sports scores can be found places like BDN(and much of the time its better information, especially the latter). If nothing else the move is a risk because it gives people a impetus to try a competing product. Whenever that happens, some will choose the competitor.
Thanks, I enjoyed reading your post. It