WIRE —
It seems like each time a newspaper implements a bold new strategy or deviates from its traditional business model, pundits interpret those changes as acts of desperation. Interestingly, these are often the same pundits who claim newspapers are not changing fast enough.
Developments such as reduction of publication frequency and online subscriptions should be viewed through an objective lens — as the innovation needed to secure quality journalism and a sustainable business model for the future.
The transformation of newspapers is based on several factors. Changing business dynamics are forcing newspapers to rethink how best to use their strengths — local news and content, local sales forces, insights about the community and strong local brands.
For example, newspapers are focused on investing in original content most valued by their communities — enterprise journalism essential to society — and finding new approaches to other kinds of news. Digital platforms are giving newspapers the ability to offer advertisers more choices, better measurement tools and a greater return on their investment.
Second, newspapers are working to build sustainable online businesses. While printed newspapers certainly have an audience for the foreseeable future, there is no question that digital is the platform of the future. News products that use the best of both — the serendipity, brows-ability and depth of newspapers with the immediacy, share-ability and discovery of digital — have an advantage among consumers.
Finally, newspapers must focus on their position at home. Research shows newspapers are the most trusted media outlets in their communities. They are working to maintain that position as hubs of local information, activity and conversation.
Newspapers will survive because the value they provide to readers and advertisers is enduring in this new digital ecosystem, as the data show.
A Newspaper Association of America study conducted by Frank A. Magid Associates shows 74 percent of Internet users in a given week turn to content originated by newspapers. For newspapers, this means more ways to attract new audiences and build revenue.
An Online Publishers Association study reveals 41 percent of tablet users regularly access local news — the third most popular activity on the device. (Watching video and getting weather information — both of which can be done with newspaper sites and apps — rank first and second.)
And, according to comScore, newspapers are better at building audience from mobile devices than the Internet overall. Mobile has yet to find a solid advertising proposition but when it does — along with video and other new platforms — newspapers will be well prepared to take advantage of that growing business.
A key area of strength for newspapers is top-notch journalism. Consumers still value quality journalism by trained reporters and informed judgments by editors. Their stories start the conversation in the media ecosphere.
Let’s not forget print: It continues to be a valued way to access local information and find advertising deals for many readers. Pew Research Center reports that newspapers are a top source for readers — or tied as the top source — in 11 of 16 areas of news. According to Magid Associates’ research for NAA, readers overwhelmingly view ads in newspapers as more trustworthy than those in other media.
Last November, newspapers online accounted for more than 113 unique visitors a month, which represents nearly 64 percent of Internet users. Newspapers in print and online reach 58 percent of the 18 to 34 age group in an average week.
Industry leaders are not naïve, nor are they in denial about the challenges they face. But while there is no magical solution, a strategy is in place: Find new revenue sources; lessen reliance on traditional business models; and find new ways to use newspapers’ competitive strengths to serve readers and advertisers.
Newspapers won’t get it right every time. What industry or company ever does? But the path to success requires the continual innovation, based on deep research and measurement, we now see taking place industry-wide.
Passionate discourse about the future of the newspaper industry, I believe, is driven by anxiety about the potential disappearance of the vital role newspapers play in our society. That anxiety is understandable. Industry leaders are working hard to make sure it doesn’t happen.
The pundits may write us off. The marketplace has not.
CAROLINE LITTLE is president and CEO of the Newspaper Association of America.
Opinion
Why doomsayers are wrong about newspapers
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Don’t leave Oklahoma!
May is graduation season. As I have done every year as lieutenant governor, I have given multiple commencement speeches. Advice flows freely during this time and it usually runs the gamut. What to do, what not to do, how to do ‘x’, be sure not to do ‘y.’ Too often commencement speakers speak in big generalities. So general, the message is frequently lost or forgotten.
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Last-minute funding proposals not in state’s best interest
All indications point to this being the last week of this year’s legislative session. The Legislature will go home a week early. This is good news for Oklahomans as not only will there be cost savings but all Oklahomans should breathe a sigh of relief when the Legislature stops making new laws a week ahead of schedule.
As usual, the Legislature will take a number of important votes during the last week. Some will be forced due to attempts to introduce and pass far-reaching, new policies that should have been introduced much earlier in the year. -
BY THE NUMBERS: Oklahoma still needs to invest in its economy
After six months of stagnation, the Oklahoma economy finally appears to be expanding again albeit still weakly. Unfortunately, our leaders aren’t making the investments we need to give our economic prospects a boost.
Last week the Oklahoma Office of Management and Enterprise Services reported that in April state General Revenue fund collections were 5.2 percent above the estimate and 14.7 percent higher than last year’s collections. Under normal circumstances, such a report would indicate that the Oklahoma economy was very strong. But this isn’t a normal circumstance, and April isn’t a normal month. -
Americans deserve the truth on Benghazi
Lately, the media has been consumed by the controversies surrounding the White House. Among these controversies is the horrific terrorist attack on the United States’ diplomatic compound in Benghazi that took place Sept. 11, 2012. As more people come forward with additional information regarding the attack on the consulate, many Americans, including myself, are still asking for the truth.
The Obama Administration and the State Department have been less than forthcoming with key information on Benghazi and recent information points toward a major cover-up. -
Seizure of AP phone records insult to independent press
Distrust of government secrecy has been elevated to an exceptional level with the disclosure the Justice Department covertly examined two months of Associated Press phone records to determine who leaked details to the AP about a foiled terrorist plot.
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HEY HINK: Some people just are not cut out for command
Recent headlines cause me to remember an incident that occurred on an army base some years ago. Warning here: I’m taking some liberties with names and details, but the basic outline of events is accurate.
A certain company commander, let’s call him Captain Duntz, had command of a motor pool on a large army base in the continental U.S. -
We’ve become our own worst enemies
The past couple months have been marked by a seeming unprecedented number of man-made tragedies, as distinct from those caused by violent outbursts of the natural world, such as earthquakes, hurricanes and tsunamis.
You don’t want to dwell too long on the negative, but we do have to take notice of horrific human events and we owe it to ourselves to respond to them in some way. We don’t always agree on those responses, however, and that usually exacerbates the problem. -
Let’s reimburse higher ed for remediation costs
The good news: Oklahoma schools are teaching phonics. The bad news: It’s in college.
Students at Tulsa Community College, for example, can take a college English course called “Spelling and Phonics,” which “helps students master basic spelling literacy, principles of phonics and decoding skills.”
This sort of higher education brings to mind former Boston University president John Silber’s quip: “Higher than what?” -
AGAINST THE GRAIN: Department of Commerce highlights Main Street successes
The 24th annual Oklahoma Main Street Awards Banquet was at the National Cowboy & Western Heritage Museum last week. Oklahoma Department of Commerce Secretary Dave Lopez addressed the gathering, and spoke of how the Commerce Department works with Main Street organizations throughout the state that are working to improve their downtown areas. Lopez pointed out that the partnership between his department and those local organizations has brought new life to those communities and that the attendees would see some of that revitalization in a video presentation. Oklahoma Gov. Mary Fallin also addressed the gathering, and said the Main Street program has resulted in more than $1 billion in investments in the state and more than 1 million volunteer hours in its 24 years of operation.
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OUR VIEW: Be Edmond needs your help
BMX star and local legend Mat Hoffman knows what’s it like to fall from great heights and find yourself at one of the worst low points in life. He also knows how to climb back up and tackle life’s problems head on.
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Don’t leave Oklahoma!
