Filed under: newspapers, PR Tips | Tags: newspapers, PR, publicity, Suburban Newspaper Association, The Printed Blog
Is print news dead? It’s a question everyone asks these days, from prominent bloggers to television talk show hosts to Time magazine.
The news does appear grim. Detroit’s daily papers, in print since the mid- to late-1800s, have slashed home delivery to three days a week. In Minneapolis, a daily newspaper published since 1867 recently declared bankruptcy. Others have threatened to file, as ad revenues plummet and double-digit profits that once kept them buoyant are sucked into that giant black hole called “pay per click.” But to paraphrase Mark Twain, reports of the newspaper’s death have been greatly exaggerated. Two under-reported stories hammer home the point that newspapers are not dying. Poorly run newspaper companies are.
Consider the case of Joshua Karp, entrepreneur, whose start-up community newspaper reprints blogs written by people local to Chicago and San Francisco. Karp has latched on to the idea that people will read a print newspaper if it is a) all local, b) filled with interesting stories and c) created by writers who know their communities. On-line or off-line, content is king. Always. Always. Always.
The Printed Blog model literally puts readers in charge. They select the bloggers they most enjoy, and those are the folks whose work ends up in print. While some traditionalists might dismiss blogs as dangerously biased and inaccurate, these are local voices, discussing local topics of interest. Bloggers have broken news stories, published detailed, critical analyses of national election returns, probed the dark recesses of local government and carried with them the cleansing light of public scrutiny. Perhaps the time has passed for dismissing this integral element of on-line culture, although bringing bloggers into print would seem to eliminate one of the most compelling aspects of the trade: immediacy.
Still, this kind of publication may well appeal to those who have not embraced the Internet, but remain interested in their local communities. The Printed Blog plans neighborhood distribution, so even those who have no computer at all (if such people exist) will be able to enjoy reading some of the most local news and views available.
Will readers pick up on this new kind of print publication? Probably, at first. The model looks sustainable. Whether it survives will depend entirely on – say it with me, people – content. For proof, look no further than another story released by the Suburban Newspapers of America.
Announcing third quarter financial results for member newspapers, SNA reported that “community newspapers are not experiencing the massive ad revenue declines that are being felt by some others in the industry. And they are not reducing staff in significant ways. In fact, 83% of the reporting companies had no planned staff reductions in 2008.”
The New York Times article about The Printed Blog reported something local newspaper owners have known for a long time, that advertisers will pay much more for print ads than on-line ads. Why? Because newspapers have more than just “page views.”
According to the National Newspaper Association, in 2008, nearly half of all Americans read a newspaper on an average weekday, and readership is heavily weighted toward people over 35 years old, with higher incomes and a higher level of education. They’re folks who have a wide array of resources available to them, and include print publications in their research for purchasing decisions.
More than ever, people are looking to shop local, to support their local merchants and economies in difficult times. They’re eating closer to home, shopping closer to home, being entertained closer to home. And local newspapers bring them information about their hometowns. That’s why your local story should be in those pages. You will have to be careful of two things: What stories you pitch, and how you pitch them.
Here are a few tips that will give you the edge with your community editor:
> Often, a community newspaper editor heads up a staff of just one or two people. These publications are more likely to publish your release in its original form, word for word, so be particularly vigilant – double check important details. Also, if your press release is time-sensitive, call ahead to find out about deadlines and submit well in advance.
> Your hometown newspaper needs interesting stories, so give some thought to the ones you might tell. Does your business have a connection with local history? Is one of your employees raising funds for a charity? Have you got a customer or client who’s doing something extraordinary? Think and provide information generously.
> Consider using a story “pitch,” rather than a press release. A few who-what-when-where-why facts will save time, while effectively communicating your story idea. (Always remember to include your best contact number, times you are available, email address, Web site, etc. Be available!)
> Always find a way to say “thank you” when an editor places your story. A phone call, a cheery note, even a quick e-mail can go a long way. Remember, this isn’t just public relations. You’re building public relationSHIPS.
Tips are excerpted from Worth Every Penny: PR basics for business owners who don’t have the time to drink a cup of coffee – or the money to buy one. (Learn more and download an excerpt.)
SOURCES:
Free newspaper venture depends on local blogs
Community newspapers doing better than everyone else
NNA: Why Newspapers? (2008) (PDF)
Shop local trend helps boost holiday sales for some Greer retailers
Shop local push buoys area businesses
Local small business owners hope trend of shopping local continues in new year
New local businesses brave the economy
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