Not all our Newspapers are dying!
We read with interest that circulation has dropped in the Australian by 8% and Sydney Morning Herald around 14%; whilst the Daily and Sunday Telegraph have increased their reach. You can’t help wondering if bosses of News limited and Fairfax are deliberately forcing us the audience to go online as it will save in newsprint, delivery and other costs. Certainly, costs contribute to the decisions but the question is, are they being realistic with charges that they pass on or are they deliberating inflating the cost to push our readers and advertisers to an affordable market, online?
So what is the plan for our suburban, regional and rural publications? These publications are considered highly by local readers who want information regarding their communities. You only have to look at the penetration of readers for The Manly Daily and Wentworth Courier in NSW who consider their local paper as the bible. Other publications who have survived over 100 years for example the Mudgee Guardian or the Port Macquarie News, they are great community papers and are great models to ensure they deliver the news as required by the dedicated staff who work on them. They have moved with the times addressing the requirements of their audience. The difference is the local people who work on these papers, know their community and are in touch as they live and breathe their parochial suburbs or towns. Like the mainstream papers, they still have their own websites and social media, delivering local news. It is propped up by the local advertising dollars, with local SME and national businesses contributing as it is affordable. These publications allow advertisers to target clients and reduce wastage of their dollar.
My belief is that newspapers are not dead as attested by Warren Buffets business Berkshire Hathways. Recently Warren Buffett Berkshire media group BH Media has purchased additional newspapers believing they still have a future as stated in a report in the Guardian on the 14th December 2012 by Greenslade blog, that Warren wants to acquire more papers. He has recently purchased through his media arm as announced on the website of news-record.com the (5th February 2013). As reported by Richard Barron of News-Record Kroger said ” it’s important that the print newspaper is affordable and accessible to all readers even in an economical troubled region” they give 10 stories per day online and any more the readers have to pay for them.
Therefore, do not disregard your local community or regional newspaper because the editorial and advertising that affect you are targeted to you the reader and consumer.
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