Building a new newspaper

[writestuff1]

Here's the scenario: Lets say a newspaper with a circulation of between 50,000-100,000 goes out of business. You are part of a group of investors that buy the assets, press etc., for 10 cents on the dollar. You start a new paper. You want to make it the envy of the industry. You want it to be a place where journalists would love to work. How would you run the paper. Be realistic - the paper won't have a thousand copy editors and writers and journalists won't be making six- or seven-figure salaries (what would you consider a fair salary). What would you do to make the paper successful in current economic times. We like to say that current management has no answers and that the current business model doesn't work. What would be your sage advice. (No, I'm not looking to start a paper - just dialog).

 

[Stitch]

Use cash to pay for it. Newspapers are in trouble because they leverage their assets in the drive to consolidate.

 

[Jeremy Goodwin]

I would make sure I had a strong group of advertisers lined up before I opened or bought anything.

 

[Frank_Ridgeway]

One-size-fits-all formulas robbed newspapers of their individuality beginning in the mid-1980s, and contributed to their downfalls. In my opinion, the solution for each newspaper must be very specific to its market.

So if you want this exercise to be worthwhile, narrow it down a bit. Pick a real market or create a hypothetical one. What kind of competition is there and which news organization is dominant? Average income and education levels of the residents? Lots of old people or lots of young people? Leading area employers? What's the retail market -- big-box discount stores only, or a trendy downtown with some indy stores? Big college town? Cultural center? Buncha dumb****s? Pro sports in town or within 100 miles? How far from state capital?

 

[JoelHammond]

Use question marks. [/smartass]

Good topic/questions, though.

 

[Stitch]

I agree with Frank. You need to know if your community really needs a daily or if it could be scaled back. That comes from researching demographics. You also need to know if all local works or if it would be worth it from a business standpoint to join the AP.

 

[mustangj17]

I would charge to put the product on the web. But not after giving out a free preview.

 

[crimsonace]

1. Focus on investigative journalism, news analysis, enterprise and human-interest stories -- the type of stuff you're not going to get online.
2. Have a VERY strong opinion page with columnists from both sides of the political spectrum.
3. Make sure we're filling our role as watchdogs of government.
4. Band together with other newspapers in the region to share stories and create regional/state news.
5. With regard to sports, focus heavily on local pros & colleges -- with a lot of emphasis on takeouts and columns. Have a strong editorial voice. Depending on the market, high school coverage could be important.

As far as market goes, the ideal market is middle-aged 25-54 professionals who may be comfortable with the Internet, but still want to read the newspaper in the morning. A market where there is a widely-used system of public transportation (e.g. Washington, Chicago) is big, because then you get a lot of commuters purchasing your product.

 

[Pete Incaviglia]

If I were to start from scratch, or start all over, I'd do exactly what Detroit is doing. Daily home delivery on Friday, Saturday, Sunday, complete with the coupons, inserts, etc.

I'd use my website to break news, treat the site as a fluid "daily" paper — a 24-hour news cycle if you will.

I'd have my best and brightest reporters writing in-depth feature pieces that MATTER TO THE PUBLIC for those home delivered pieces. I'd have my other reporters writing for the web. No crossover. Ones who write lengthy, gritty, gotta-have-it pieces for the print. Ones who write 400-word court reports, developing stories, gamers, etc. for the web.

I'd also have someone surfing the web 24 hours a day (three eight-hour shifts) and being alerted via google/twitter/facebook about stories that affect our readership and major breaking international/global news. Just linking **** up and writing a local spin.

I'd want reporters writing day and into the night — two shifts, like a factory, day and afternoon. The only person left from say 12 a.m. to 7 a.m. would be one of those web editors.

That about covers it. For now.

 

[FuturaBold]

Use cash to pay for it. Newspapers are in trouble because they leverage their assets in the drive to consolidate.

agreed!

 

[Mystery_Meat]

Not the thread starter, but let's say, for ****s and giggles: Roanoke, Va.

 

[Frank_Ridgeway]

Not the thread starter, but let's say, for ****s and giggles: Roanoke, Va.

The Roanoke Times is doing very well with readership:

http://www.roanoke.com/newsservices/wb/xp-59765

So I probably wouldn't screw with the print edition much.

The market is remote with minimal competition, and both population and newspaper circulation have been relatively stable. It's not a wealthy place, and isn't likely to become one.

I would make the free part of the website mostly audio/video to compete with radio/TV (hiring broadcast professionals), with only capsule written coverage online, and charge full print subscription prices for online access to the newspaper's full coverage.

 

[ehlobuddy]

There was a guy about five years ago who bought the rights to the name "The Cleveland Press." He was going to start it up, looking to market to seniors and publish weekly. He even managed to squeeze out a couple of issues and, to be honest, it was horrible. I later found out he tried to start this venture with no resources at all, to the point where the paper only had $700 in its bank account from the very start. He tried to recruit a bunch of people to write for free to give them something they could use in a resume, clips and such. Needless to say, if I were going to start a paper he is the very last person on Earth I would want to emulate. Does anyone around Cleveland remember this?

 

[Mystery_Meat]

One thing with Roanoke is that I'd be willing to guess that broadband penetration is hit or miss (a big hit in Blacksburg, a big miss in the Southside and mountains). And because of economics and logistics, it may be some time before that changes. So I'm not sure if I'd go too multimedia on the web site, because it may not take very well.

One notable exception, and I think this is where you trot out the pay content model: Virginia Tech sports. There's a large regional fanbase and, depending on how good the football team is, a reasonable national base. If possible, have two VT beaters, one primarily print, one who provides support for print but loads up on online-exclusive content -- recruiting, expanded notes, perhaps rumor mill stuff. Then see if people (be they in Roanoke, Richmond or Rochester) are willing to pony up for it.

I'd probably pare the circulation area a little, maybe cut parts of the Southside out (I can't imagine they get much out of, say, Martinsville, and that money could be put to better use).

More to come as it occurs to me ...

 

[SixToe]

Pete, when you hit the lottery and do that let me know.

 

[DanOregon]

I'd use print to narrow the focus with multiple pubs for advertisers to target readers.
A weekly local sports tab with results, features and previews.
A weekly lifestyle and entertainment guide with festival and local event previews, movie reviews, cooking and gardening tips, etc.
A weekly hard news publication with a bit from the others, but focusing on features, in-depth analysis, a rundown of the events of the week and local and national opinion.

A fully integrated web site.

 

[school of old]

One-size-fits-all formulas robbed newspapers of their individuality beginning in the mid-1980s, and contributed to their downfalls. In my opinion, the solution for each newspaper must be very specific to its market.

This is still very true in the Internet era. Look at certain chains' Web pages. They use a template across the board. Not only should Web design be just as flexible as page design, but different markets have different needs and therefore shouldn't look the same.

Using a template is cheap and it means each paper doesn't have to hire a specific Web designer, but it doesn't make it good. I understand that in journalism's current state it's hard to pay for both page and Web designers, but hiring someone to give the site a quality presentation should be high priority for a Web only publication.

 

[SixToe]

One-size-fits-all formulas robbed newspapers of their individuality beginning in the mid-1980s, and contributed to their downfalls.

Gannett led the charge, didn't it?

 

[Herbert Anchovy]

Franklin became a newspaper publisher at 16. Leadership needs to be a young man's (or woman's) game if this is to survive. The business is in the very same shape as the old, bent and discolored hands at the controls.

 

[Fredrick]

I'm telling you, when newspapers go all Internet it's a chance for spurned stellar reporters to get even. Let's say the Tucson Citizen guys decide to put out their own sports page on the Internet. It would kick ass.