So goodbye, Sly Bailey and Mirror mates, if you live in Loughborough or south London's Loughborough Junction. But hello to precisely what? That's the question the analysts ask with redoubled fervour after Bailey's much-touted board-level review and its decision to sell off titles in the Midlands and South (plus the Racing Post), a hundred-plus papers on the block.
You may raise a few hundred million that way, and perhaps keep costs on what remains screwed tighter by hi-tech central controls. You may concentrate all attention on the North, the Celtic hinterlands and the nationals, promising to keep dividends wonderfully steady and shareholders wonderfully happy. But does any of it make long-term sense?
Trinity's latest report on current trading - rather like the Johnston Press report from earlier last week - shows regional advertising revenues flagging by 8 to 10 per cent, with only a slowing rate of decline to look forward to. Meanwhile the nationals also have circulation slides to contend with - the mortally wounded People down 12.18 per cent year on year in November, the Mirror itself dropping another 7.32 per cent.
Indeed – All these papers have a future but its a question of creating value for both advertisers and readers... in a digital age.
And so
Does Sly have an answer to her national problem, apart from trimming another million here or there? She does not. Indeed, she barely mentions such crisis (preferring, quite shrewdly, to hymn the brilliance of her main editor, Richard Wallace). But what did those self-same analysts say about Johnston's parallel difficulties? They said the Edinburgh-based group was suffering particularly because it owned too much in the ad-denuded North and too little in the buoyant, burgeoning South? Something doesn't add up.
Right on!! And too many companies tyring to sell formats, vs., proper solutions that create value for all stakeholders for those print titles.
I hooked up with the Johnston Press earlier this year trying to convince them that print classifieds were a thing of the past - but of course, it was heresy to say such things.
The Johnston Press have a title called The Asian Leader
Which is symptomatic of living in a business/web/mobile 1.0 world. Broadcast+Push no platform for engagement, no persistent conversation - yet we are living in a world where to be British and Muslim has excited great debate in every media. Surely, facilitating this conversation through forums and blogs, and UGC offers a kaliedascope of possibility and is a way to find intelligent ways too monetise that conversation.
Open any newspaper, go to any blog site etc., and we will see that conversation in full flow.
No wonder the print industry is on its knees. There is no contexual linking of one business to another.
So to all those print media people out there, we live in a world of search, of information empowerment, where the advertising is the conversation and the conversation is the advertising.
You, can no longer live in a world of PUSH and Broadcast, but you can live in a world of attraction, PULL and conversation.
Its like learning a new langauge, but one you need to speak if you are going to survive.
And the relevance? Well – never better said
newspapers were more than cash cows: that they mattered to towns, cities, communities.
Communities - of interest and communities of relevance.
Exactly, except the rules of engegagement have changed. Why does the Tour de France exist? And why was it created? To sell more newspapers!!!! Nothing new exists, but lessons from the past can be applied. Lets say blogging existed back in 1903, of course it would have been used, Or the Nokia N93 or Flickr, or digg or de.lic.ous. Leonardo would have been a blogger or vlogger.
Via the Observer
and just in case you are feeling a little sceptical have a read Seasonal spree in cyberspace
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