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Remember when I used to write blogs about how the newspaper industry was going at things backward by giving away what they were trying to sell? Then some of my friends in the industry said: “Stop that! You are ruining our image.” The example I used was the promotional blurbs in the printed newspaper that said something like, “You can find all of the stuff we have in the newspaper over on our web site – and it’s free over there.” Never did I see a promo on the web site saying: “For a full account of this story, see our printed newspaper.” In other words, chasing customers away from your store where you sell the product over to the store where you give it away free. Does that make sense?
Would you believe that the worm has turned? Not that any respectable news person has read my blog (Heavens, No!). But in the Indianapolis Star web site has begun to appear, in the last few days, announcements exactly like the ones I have advised for at least two years. (No, I don’t want any credit, thank you.) Listen to this one that appeared yesterday (May 22) in the Star web site: “SUNDAY EXCLUSIVE…..Only In Print Edition.” Then it described one of Matthew Tully’s Manual High School features, followed by the tagline, “Subscribe today.” Glory Be! Actually, two things are happening in that brief pitch: 1) They are telling their freebie web surfers that they can read a popular feature only in the print edition, and 2) They are asking the freeloaders to subscribe to the printed paper.
Amazing, right? Which explanation do you want? Better late than never. Or, The Wheels of the Gods Grind Slowly.
Anyway, there’s more to the Newspaper Dilemma than the questionable tactic of giving away free what you are trying to sell. A cover story article appears this month in The Atlantic magazine that surveys the territory from beginning to end. It is written by James Fellows, one of the best writers in the business, and even though I believe he hits a lot of nails on the head, I have the impertinence of disagreeing on some.
That’s all for this time, gentle readers. If you can stand another dose of impudence, come back next week – both of you.

–Vic Jose

Vic Jose :: May.23.2010 :: Uncategorized ::

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