You know the good old days of newspapers have gone, don’t you?
You know that the press release is at best dying too?
If you don’t, here are three more nails for the coffin.
Firstly, the digital first Manchester Evening News have been telling PR people, apparently, they won’t look at what you send unless there is an image or a video attached.
Secondly, when Birmingham New Street re-opened central government comms people by-passed the Birmingham Mail and the BBC and went straight to the Birmingham Updates hyperlocal site with a video for their 200,000 Facebook page.
Thirdly, the Independent newspaper is to scrap its print edition and concentrate on the web. ‘There are not enough people,’ Independent editor Amol Rajan wrote ‘who are prepared to pay for printed news, especially during the week.’
A downward spiral for print
But it’s not just one national title that’s fading from print. More than 300 have closed completely in the UK in the last 10 years.
Brian Cathcart, a journalist professor and Hacked Off co-founder on the day the Independent announcement was made wrote in The Guardian mapped the decline:
“Trace the downward curves of print sales over the past couple of decades and then extend those lines into the future: you will find they all hit zero at some point in the next 25 years or so – and of course they will have to cease publication long before that zero moment comes.
“Indeed for most people under about 25 it is already extinct – a couple of years ago I stopped talking to my students about newspapers because even budding journalists don’t see the point of buying a wad of newsprint every morning.
“The grand tradition of newspapers, sometimes noble sometimes shameful, is coming to an end. Connections that go all the way back to Gutenberg are fraying and we will soon be left with little more than old people’s memories.”
But let’s not be sad
I love newspapers. I worked on them for 12 years and started my career on a Staffordshire weekly carrying pages of type on a hot metal newspaper that used 1880s technology. I’ve had printers ink under my finger nails. It’s sad to see an industry in decline. But watching this trend for communications and PR people is a red herring.
People aren’t consuming the media through newspapers in print or web in the numbers they were.
The future of news debate, I once heard it said, is the most boring debate imaginable. The only people having it are hacks and ex-journalists. Everyone else was already hearing Osama bin Laden was dead on Facebook.
Stats confirm it. Ofcom say the average UK adult spends 15 minutes a day reading newspapers in their hand or online. That’s just over half the amount of time they spend scrolling through their Facebook streams and on their other social media sites. Newspapers are also the least popular way of getting news.
Yet there is an unhealthy fixation with the newspaper industry in some parts of public sector communications. The tyranny of the local newspaper frontpage is a thing.
Print may go but journalism evolves. This is the death of a redundant medium and not the message, Brian Cathcart in The Guardian says. He’s right.
The lesson remains the same
But communications people shouldn’t smugly ignore the lesson here. You may not have to live or die by newspaper sales. Your .gov website may be well placed for SEO. But nobody is queueing up outside their town hall, head office or headquarters for their press release. They’re too busy reading the BBC website, watching a 20-second Facebook video or finding out the football score on Twitter.
Newspapers have woken with a jolt to realise that shorter, sharable, engaging content is what people want. Communications people should pay heed.
The lesson remains the same. Change and get new skills or be irrelevant.
Credit to Albert Freeman for spotting the Independent editor’s comments.
Picture credit: Peter Burka / Flickr / https://flic.kr/p/uUcuRJ
This is significant: printed newspapers have become the least popular way that people use to keep up to date with what is going on in the world.
According to a report in the Guardian the annual Ofcom news consumption study will say that 31 per cent of the population read a printed newspaper to keep informed. This is a fall from 41 per cent the previous year.
On the other hand, TV news on 67 per cent, the internet with 41 per cent and radio 32 per cent are all comfortably ahead of breaking news on the news stand.
To anyone interested in the media landscape this feels like hugely landmark news in itself. To communications teams geared-up to service the needs of newspapers first and foremost this feels especially important.
It’s also further evidence that while newspapers used to be practically the only show in town they are not any longer.
The full report doesn’t appear to have been published on the Ofcom site. Their reports always bear reading and the Ofcom Communications Market 2015 report should be required reading for all comms and PR people. I’ve blogged the findings here.
To look at this from a newspaper perspective, they would argue their websites and social media are included in the internet column. So, ‘it’s complicated’ maybe one summary.
The Guardian report also had a few more significant bulletpoints:
- 25 per cent of people use their mobile phones to keep up to date – up four per cent.
- 14 per cent of people use word of mouth to get their news – up three per cent.
- Young people are more likely to go online (59 per cent) than watch the TV (‘around half.’)
- BBC1 was the top news source on 48 per cent, ITV second with 23 per cent, the BBC app or website 23 per cent, BBC News channel 14 per cent and Facebook 12 per cent along with Sky News.
Here’s a link to the full document Ofcom document News Consumption in the UK 2015.
Creative commons credit: Soon / Flickr / https://flic.kr/p/hHpXV
A major US newspaper announced plans to fire its entire picture desk a week or two back. All 28 of them. To go.
As someone who has worked on newspapers and now deals with them as part of their job that’s a significant step.
It also underlines in it’s own small way this whole ‘the landscape is changing and pr people need to develop new skills’ thing that I’ve been writing about for the past four years.
Of course, it’s really tempting to dismiss this as the death twitch of an industry that is on it’s knees and move on. What really stopped me in my tracks was a blog by Andy Ihnatko an occasional contributor to the newspaper in question the Chicago Sun-Times.
In it he recognised the pain this step was causing but rejected the idea that newspapers just deserve to die.
He makes an excellent observation that newspapers need to get new skills and as the web and mobile web get more important. What struck me was the observation that perhaps the web developer is now doing what the photographer used to do. Their ability to produce eye-catching content that brings pages alive are now playing the role the snapper and picture editor used to.
Newspapers are a machine, he writes, adding:
“The machine was fantastic at manufacturing what readers wanted from 1850 to 1999. But it now needs to be retooled to manufacture what readers want in 2013.
“What if it fired photographers, but hired more web developers, and gave that department extra resources? Photographs aren’t than just pretty pictures; they serve many practical functions for an edition of a newspaper. They allow for a more attractive page design, they make the newspaper easier to visually navigate, and they offer the reader an alternative method of engaging with the stories.
“ A well-designed, responsive web page does the same things…with the added modern benefit that it allows a story to look great on any device. “Your photos aren’t anything special” is an aesthetic complaint. “Your site goes all screwy when I access it from my iPhone” is a report about a bug that prevents the user from reading the content.
“The point is that if a newspaper really wants to double-down on the value of their content, having a great team of web developers on staff is critical. I’d be less concerned about the sub-par photography of a site than I would about a site that’s hard to read on the device of my choice.”
So in summary, web developers are critical.
When you consider how mobile-first my own life is that has a ring of truth. My holiday frustration at the webpage that doesn’t show on my mobile to tell me the swimming pool opening times, for example.
What are the lessons for local government comms people?
It’s the importance of knowing that to present your story on the web you’ll need to present it well and in a way that people can read it. It’s getting more important that you’ll need a good web developers in your team to help you tell your story.
It also means that submitted pictures to newspapers in times of cut picture desks have real value. For now.
So, it’s back to that changing landscape stuff again really, isn’t it?
PRINT TRUTH: ‘Newspapers in print are clearly going away. I think you’re an idiot if you think that’s not happening.’Posted: April 12, 2013
Fail to understand the changing landscape and very soon you won’t have a job.
It’s something I’ve been banging on about for some time now and It’s true whether you are a journalist, comms person or a fifth generation pit prop maker in 1983.
A bright person a few weeks ago told me that there would always be newspapers because they’d always be there.
People thought that about coal mines once too.
There’ll always be news but there’ll always be print newspapers? Really?
As the rise of Twitter as a breaking news medium and sites like BBC that’s just not the case.
Here’s an interesting few quotes from John Paton, CEO of Digital First Ventures who own, as their website says, more than 800 print and digital products that reach 57 million customers a month.
If you aren’t taking it from me take it from a news organisation that has a $1.3 billion turnover.
They are quotes that comms people need to know about because they represent more evidence of the seismic change in the media landscape.
But why switch to Digital First as a company name?
“Digital First is my name. I’ve been saying it long before I got here. The name originally was to say very loudly — in a headline kind of way — that what we thought we did in newspapers, we had to change dramatically. And that, of course, meant digital first.
“And actually “digital first, print last.” I wanted to hammer home that this idea about the Web as something else we do was ridiculous.”
“The Web was and it should be what we do. Print is something else that we do, which happens — at this moment in time — to have almost all the revenue. But that’s not going to be our future. It was something that I named to try to hammer home that message. It’s kind of funny — I don’t think they have a “digital first” strategy at Google. They have a strategy. The name, hopefully, if we’re successful, becomes very dated.”
On paywalls and digital dimes…
“I don’t think paywalls are the answer to anything. If we’re swapping out print dollars for digital dimes, I think paywalls are a stack of pennies. We might use the pennies in transition to get where we’re going.”
On newspapers going away…
“Newspapers in print are clearly going away. I think you’re an idiot if you think that’s not happening.
On making the shift…
“I think we still are too afraid to take the kinds of risks we need to take because there’s so much money tied up in print. We have $1.3 billion in revenue. And of $1.3 billion, $900 million is advertising and $165 million of the advertising is digital advertising. Four years ago, that was almost nothing. That $165 [million] is going to have to more than double in three years. To do that, we’re going to have to take some risks on the print side. That’s the one thing that scares the [expletive] out of everybody.
“I love newspapers. I’m a newspaperman. My father was a printer. I started off as a copyboy. I love newspapers. But they don’t love me anymore.”
You can read the whole interview here.
That’s something worth reflecting on.
Creative commons credit