Some people who read what I have written about news media might think that I would like to see the demise of newspapers – they would be wrong. I do think that news organizations generally need to make some adjustments to better serve their purpose (am am assuming a purpose of informing their audience). As I read a story in the Deseret News about their growth I saw two happy bits of information that illustrate the kinds of changes that can help the industry to survive. (I take no position on the Deseret News specifically, it is just the example at hand.)
The first is that it is possible for multiple publications to compete and survive.
Joe Cannon, now in his third year as editor, set out to make the newspaper and its Web site more appealing to Mormon readers. The effort already has made the paper’s Web site unusually active for a news organization its size, with 17 million page views a month. Visitors tend to linger, and half of them are from outside Utah, affirming Cannon’s strategy even as online advertising revenues remain marginal.
His aim is to reach out to "a very large Mormon diaspora across the country" that "puts us into a much larger pond," said Cannon, who was on the board of the Deseret News for a decade before taking over as editor. . .
Cannon said by making news coverage "more Mormon" he means appealing to a market niche larger than Utah instead of just a circulation territory.
This shift in focus at the Deseret News suggests a possible approach that would allows competing papers to coexist within the same market. In some ways it is not the same market because The Tribune is catering to the geographic region while the Deseret News is catering to the dominant culture of the region – even outside the immediate vicinity of the paper. The evidence of this is in the statement that "[t]he Salt Lake Tribune still is profitable, and together with the Deseret News is expected to remain on the short list of two-newspaper towns."
The second piece of good news is that "[s]mall newspapers are generally holding their own because of unique demographics." This seems to validate things I have read suggesting that the quality of papers were falling as they tried to put more emphasis on non-local coverage. To me this would suggest, for example, that the Provo Daily Herald should have it’s "your town" coverage of outlying cities such as Lehi and Eagle Mountain replaced by local papers – possibly with a joint operating agreement between the various Utah County papers. I’ll bet that the Herald and the new local paper(s) would be better able to serve the population of Utah County than the current setup. (Similar to my previous disclaimer -this is nota complaint against the Herald, but it should offer hope to any areas that feel underserved by it that there is an alternative path available.)
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