Santa Cruz Good Times

Wednesday
May 06th
Text size
  • Increase font size
  • Default font size
  • Decrease font size

Newspapers Fight For Survival in the Digital World

tom_honig_sAs poor old newspapers struggle to keep their relevance in an increasingly digital world, I’m reminded of author Jon Katz and his description of online newspapers: they’re like watching Lawrence Welk breakdancing.”

Which reminds of a debate I once saw at a meeting of California editors. On one side was Tom Selleck, who was trying to convince editors to adopt a written code of ethics. On the other side was a team of fat, bald editors who might have won the debate—but they didn’t, because they looked tired, old and far less convincing than the tanned movie star sitting with them on the stage.

It was then I realized that if newspapers are ever going to succeed, they’re going to have to look outside their own circle. It won’t be newspapermen (top management is mostly male) who will save the day.

The latest to weigh in on how to save newspapers is—gasp!— an advertising guy. Writing in the magazine Advertising Age, Optimedia Chief Executive Officer Antony Young challenges conventional wisdom. His most dramatic point? Buy iPads for your readership.

Now that’s something that would make sense, even if it would add to Apple’s bottom line. He says: “Give away 100 million iPads. … Make tablets ubiquitous in schools, fast-food restaurants, bus stops, trains, planes, libraries. Get America reading again.”

The iPod changed the music industry. Now, the iPad just might change the news and information business. It’s a true blend of media—words, video, photos—in an easy-to-use, transportable product.

Most news executives I’ve ever met would be apoplectic over the idea giving away iPads for free. Yet those same execs have no problem pouring huge dollars into things like a printing press, delivery vehicles and salaries to people to distribute the newspaper.

That brings up Young’s next great point: hire people from outside the industry. Of course, that strategy has failed. The Los Angeles Times almost ruined itself when it hired Mark Willes from the Cheerios division of General Mills to be its publisher. He soon picked up the nickname “The Cereal Killer” and started essentially selling off news space to advertisers.

That’s not the kind of outsider that Young is talking about—and he’s the ad guy. “For the media world, many of the entrepreneurs inventing your future are in Silicon Valley or on some school campus. Track them down, buy them and build from there.”

But here’s Young’s most controversial comment that’s going to challenge newspaper executives: “Breaking news is overrated.” That takes execs outside their comfort zone. Look on virtually any website and you’ll see that breaking news and opinion rank at the top of any “most viewed” list.

Breaking news is perishable and, Young says, Twitter probably beat the newspaper to it anyway.

Says Young: “Exclusive, penetrating, well-researched stories have value. … I envision fewer Paris Hilton stories and more print equivalents to 60 Minutes and HBO-style content.”

Indeed, take a look at this very newspaper you’re holding. In recent weeks, Good Times has featured in-depth stories on important local issues like redevelopment, transportation and the La Bahia hotel renovation project.

The big question facing newspapers of the future is whether they can continue to make their money off only advertising. For many years, newspapers have tried to convince younger people to pick up the paper—but with little success. When young people are questioned, the response is nearly always the same: “I get my news online.”

The problem is that online advertising goes elsewhere. People read news sites, but they advertise elsewhere.

The New York Times is embarking on a new concept in which readers can access up to 20 stories for free and then they’ll ask you to pay. Already, hackers and other online experts have figured out a way to work around it.

So far, the only newspapers who have been able to sustain a paying model are financial publications like The Wall Street Journal. So far, no general interest newspaper has been able to convince readers to pay. There’s just too much information for free online.

It’s hard to imagine much of a future for the daily newspaper. Online newspapers are truly artistic successes, but layoffs and cutbacks continue as advertisers find other means of sending out their message.

But I do like the idea of an iPad giveaway.


Tom Honig is a longtime Santa Cruz journalist. His new online newsletter, the Santa Cruz Observer, is available at tomhonig.com. Contact him at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Comments (1)Add Comment
...
written by CLIVE HUGHES, March 30, 2011
Hurrah! Sanity at last. Newspapers are so old hat, so 20thC. The Times of London and now the New York times want us to pay to read their trashy rags online. No sir. As you say, there is so much out there in Cyber Space which free. Yet the London Times continue to blink in the flashing search light of truth, stuck there like a rabbit in the headlight of a racing oncoming car, with moi behind the wheel. Road kill - yeeeha!

Your new fan forever
CLIVE

Former Telegrapher (that dates me)
GREENWICH 3003.1816GMT
NNNN

Write comment
smaller | bigger

busy
 

Share this on your social networks

Bookmark and Share

Share this

Bookmark and Share

 

Mountain Mystic

When Cora Evans died in Boulder Creek in 1957, her thousands of pages of religious writings hadn’t yet been published. More than a half a century later, Evans’ fiery visions and spiritual devotion have inspired a crusade within Catholicism to make her the Santa Cruz Mountains’ first saint

 

Wesak (Water) Taurus Solar Festival, Buddha Blesses the Earth

A most important celebration occurs Sunday, May 3—the Wesak Taurus Buddha Solar Festival/full moon. At the moment of the full moon the Buddha’s presence enters the Earth plane for eight minutes. He brings the Will-to-Good from the Father, which, when reaching humanity becomes goodwill (Mother Principle). Held yearly in a valley hidden deep within the Himalayas, the Wesak festival is prepared for for months in advance (beginning at Winter Solstice). On festival day, amidst pilgrims, disciples and Holy Ones gathered in the valley, the Buddha is invoked through movement, symbols and mantrams. At the moment of the full moon, hearing the words, “We are ready, Buddha, come,” the Lord of Illumination (brother of the Christ) appears in the clouds above the altar to emanate forth the will and purpose of God to earth. The blessing of the father is then held in safekeeping for distribution at the June full moon Goodwill Festival. The day of Wesak (May 3, 8:42 p.m. West Coast) all disciples (east and west) place crystal vessels filled with pure water outside (in gardens, on rooftops, porches and steps) under the heavens. As the Buddha blesses the world, all waters, including waters within our bodies, are blessed. The Buddha is accompanied by the Forces of Enlightenment to illuminate humanity’s minds. Humanity then begins to express new constructive, productive and beneficial ways of the Art of Livingness. Wesak covers five days—two days (before) of dedicated preparation, the actual festival “Day of Safeguarding,” and two days (after) distributing goodwill (the NGWS to humanity). Join us in the Valley by reciting the Great Invocation, mantra of direction for humanity.

 

The New Tech Nexus

Community leaders in science and technology unite to form web-based networking program

 

Film, Times & Events: Week of May 1

Santa Cruz area movie theaters >
Sign up for Good Times weekly newsletter
Get the latest news, events

RSS Feed Burner

 Subscribe in a reader

Latest Comments

 

Hole in the Wall

Popular Aptos spot opens for dinner

 

How do you connect with the natural world?

My connection to the natural world is through my art. I totally feel it there very physically in nature and even right here on the street. Jonathan Rosen, Felton, Pastor

 

Hess Collection Winery

My friend Emma from London came to visit for a few days in early March, so I took her wine tasting in the Santa Cruz Mountains—a rare treat for her, as there aren’t too many vineyards in the middle of London. Her visit reminded me how fortunate we are to live in this paradise of ultra-fresh produce, with grapes growing in wild profusion.

 

Springtime Walkabout

May Day Flower Festival, free tours of the UCSC Farm, and a nondairy chocolate indulgence