The Advocate yesterday proved itself willing to take a bashing in the name of free speech when it published my blog entry "Newspaper customers deserve better." I doubted Gannett managers would be so First-Amendment oriented, but they proved me wrong. Some really good comments were added by readers too.
Something about contemporary print journalism that I don't think anybody understands is this: Why are publishers attempting to profit from a product they are throwing at my doorstep for $26.86 per three months, while, with the other hand, they are giving me without charge most of the same info on the Internet?
How long will it be before they understand they now have two products to SELL, each with distinct advantages?
I have for several years spent a good chunk of change (currently $25 per year) for a subscription to LiveJournal, which, before I started "blogging," I used as a creative writing outlet and an Internet meeting place with people who interest me. I scarcely write anything there anymore, but I still read about my friends and sometimes comment. So how much more valuable would be such a meeting place among local folks, assuming the web site were as skillfully designed and as convenient to use as LJ?
Then what if you added to that web site a truly well-designed, 24-hours-per-day news report with constant updates that would keep folks returning throughout the day and evening?
Then what if you added a good search engine to that site, one that would pull up local names and previously reported items?
And what if you offered many more useful databases than is being done already?
And a complete an easily searched library of back issues of the print edition?
And links and e-mail addresses to local government offices, agencies, and businesses?
And what if you promoted all of these features and gave the url's throughout the articles and ads in the print edition?
And what if you provided for advertisers in the print edition links to the web site where shoppers could go for detailed information and more pictures of individual retail products? Think of the advantage advertisers would have over those blinking annoying pieces of crap presently being stuck in web readers' faces.
If offered only that much on their web sites it would be worth a good chunk of change for a subscription - at least $50 a year to me.
On the other hand, my wife would pay nothing. She's not a computer person, but gives the printed Advocate a thorough read, while I scarcely give it a good skim, except for the classifieds and photos. So there's the rub for publishers. How do you serve - and profit from - both types of audience? And what can the print edition do that the web will never do, beside serve people like my wife?
A renaissance in classified advertising would greatly add to reader interest. Classifieds should be the common man's marketplace and it would be if they again became affordable. Publishers should use them as loss leaders for print versions only.
Other advertising that can be handled only by print versions is legal advertising and delivery of inserts which is also a readership a draw for shoppers like my wife.
Something else that cannot be handled on the web is photojournalism - words and pictures used in combination to add dimension to the subject matter. There isn't - and never will be - enough room on the computer screen to display good photos and layouts.
Then there are certain types of reading matter that don't have a timeliness and can be deferred to the print version and only there. 1) Well-conceived and well-written and tightly edited and interesting feature items, local and syndicated; 2) Daily TV schedule; 3) The day's community calendar; 4) State and national government coverage to include each vote by local senators and representatives - plus synopses of bills passing though the statehouse and congress and state and federal courts; 5) News analysis; 6) Editorials; 7) Columnists - to include columns by local reporters and editors; and 8) Comics - and likely much more that could be used in schools as teaching tools.
All of these are basic to newspaper reader interest and worth money if professionally conceived and presented.
Newspaper profitability is a matter of getting rid of herd mentality that says newspaper web sites should be a free version of the print edition.