Opinion
Why Newspapers Are Getting Smart
This is not the best time for newspapers and magazines.
Ever since the social media, or perhaps the Internet dominated the media space, newspapers and magazines are seriously struggling to find their feet.
The disenchanting news is that many newspapers and magazines have gone off the newsstands and those that have managed to stay on are struggling hard to survive.
According to the Pew Research Centre, the estimated total daily newspaper circulation in the United States as at 2018 was 28.6 million for weekday and 30.8 million for Sunday. There was eight and nine percent cut down from that of 2017.
In the developing world, including Nigeria, the picture is more gloomier as many publishers have either cut down on printed copies or totally shut down, many national dailies such as the New Age, Daily Champion have all shut down their presses.
According to the Pew research, “the industry’s financial fortunes and subscriber base have been in decline since mid 2000s and website audience traffic, after some years of growth, has leveled off”.
The sad part of the scene is that in Nigeria many community newspapers have gone extinct because they cannot compete in a technologically driven environment that evolves everyday with latest communication gadgets.
In early 2004 many newspaper houses in Europe, in a bid to fit in, came up with the idea of the tabloid newspaper. It was an innovative idea aimed at tackling the problem of readership. In Britain, two broadsheets, The Times and the Independent embraced tabloid as a way out of the doom. And within few months they witnessed improved readership. But that was short-lived.
The essence of the “tabloid newspaper” in early 2000 was attracting younger readers especially the ones that prefer a quick manageable read. So, a compact newspaper of much smaller size with shorter stories and colourful pictures became the trend. Axel Springer, publisher of Bild, Europe’s best selling newspaper at the time was optimistic that compact newspapers or tabloids can succeed.
It was this kind of optimism that led The Times of London to start a compact edition in November 2004 and the paper saw an 11 percent increase in circulation in areas where it sells both old editions.
Not long after the success of tabloids, the social media came with a mighty force and things started changing drastically in the newspaper business. As Facebook, Instagram and Whatsapp, including Twitter came on board; the younger generation started drifting towards the new technology. Apart from getting updates about celebrities and sports, the new communication platform started venturing into full time information business. One unique aspect of the new platforms is that it provided an instant two-way communication process with little or no gate-keeping process.
It’s no surprise that from 2010 when Facebook became popular, a lot of newspapers started facing real challenge. In a quick way to adjust to the new technology, many newspapers and magazines in 2015 struck partnership with Facebook. The New York Times, The Guardian of London and the National Geographic entered into new partnership with the social media platform.
The partnership is such that Facebook users will be able to read stories from these publishers without leaving the social network, since it will host articles rather than just providing web links that send readers off to the news firm’s website.
In return, newspapers will be able to sell advertising that appears next to their stories and keep all the revenues, or let Facebook sell the advert space and give it a 30 percent cut.
Over the last five years, Facebook has grown membership up to a billion in recent statistics. In 2015, Facebook users were 1.4 billion, a quarter of the world’s population. Today, news firms are cultivating legions of Facebook fans. Through this partnership, publishers can reach new audiences, while Facebook will keep users from straying and serve up more adverts.
This new partnership has equally brought more challenges for newspapers. They risk giving Facebook even more power by conditioning young Facebook users to think that they can get everything they need in one stop and undermining their own websites as destinations. The risk is that they pay too much attention to the number of visitors driven through social media and not enough to the time people spend engaging on their websites.
The greatest risk to publishers is that social networks continue to transform themselves into a form of modern-day newspaper, curating content, engaging users and selling their attention to advertisers.
That cannot be said of publisher and newspaper owners who are struggling to meet with these rapid changes. The major fear of newspapers going extinct by 2050 as predicted by some doomsayers is seriously starring at the faces of publishers who, in the past, enjoyed lavish adverts and readership.
There is, therefore, need for innovativeness in newspapering. It’s not enough printing facts and pictures. Today’s average reader needs more than that. There must be efforts by newspaper houses to diversify their revenue source. Adverts are dwindling by the day.
To begin the survival revolution means that newspapers must exploit the shortcomings of the social media and Internet. In order to achieve that, it must begin a stocktaking process. The current challenge of fake news in the social media should be the first area newspapers should exert themselves. The truth remains that newspaper’s only real asset is its credibility. This credibility stems from its focus on truth, through the process of gate keeping. Investigative stories should be given prominence. Readers want analysis, not only information, and newspapers should be ready to provide it for them.
In the area of revenue, many newspapers are venturing into new areas of entertainment, share buying in other core investment areas. Many of the newspapers surviving today have more than one source of revenue. They have ventured into real estate, sports and even academic and research publishing.
The reality today is that no business relies on one mode of sustenance. A popular adage says, “no rat survives with one hole”.
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