Yes, you heard it here first: This is why newspapers will die again.
You would think they would learn, but no. After 24 of the top 25 top newspapers nationwide had major declines in the last decade, after we saw some papers close, you would think they would learn, but no.
Here's the problem, the challenge and the solution:
1. When you offer your stories for readers free, you build trust and community. That is what a successful business does to grow. That is what most newspapers have done for the past few years.
Now there's a disturbing new trend. It's called "pay for the news."
2. When you suddenly start including Pop-Ups telling readers they must pay for the stories, you destroy trust and send readers elsewhere for the news. And listen closely---consumers DO have other choices, from TV, to local news blogs, to Twitter and other social media sources. Consumers do not NEED newspapers. In fact it is the opposite: Newspapers need consumers, customers, readers.
There are too many choices today. Consumers do not need to pay for access to local newspapers. You are going down a road that will kill you. You need to be more innovative than charging readers because without readers, your ad rates will go down, and you will be right back where you spent the last decade.
As for local television news websites, many of you may not be far behind.
Do you really think people will keep watching online commercials for local stories? Once again, consumers have too many other choices. Each time I watch people in coffee shops and elsewhere, I chuckle when I see them change pages when forced to watch a commercial before a news story. Why? In most cases the story, the "content," isn't worth it. Lesson to be learned: If you lose your readers, website traffic will go down affecting website ad rates.
What Does All This Mean?
Newspapers and local television news are still going after the next quarter's revenue instead of thinking long term. You must come up with more innovative ways to generate revenue or you will lose your core audience.
If you think I'm kidding, take a look at history:
* People have more local news choices than ever.
* More people are getting local news from Twitter and other social media sources.
* Local television news ratings are more fractionalized than eve.
*Local radio is more fractionalized than ever.
* Local newspapers are struggling.
(c) Joseph Barnes, Journalist and University Lecturer
Authorization to quote freely with attribution.
