Readers Know the News Business is Changing
Important Details: In a recent national survey, Outsell’s research finds that publishers and editors aren’t the only ones concerned about news coverage and the changing economics of the business. Readers have noticed the industry’s economic woes, and many of them are concerned about the coverage they’re getting.
As you can see in the chart below, about one-half (48%) of our respondents agree that the business is financially challenged and know (59%) about the downturn in circulation. Further, 44% believe that journalism is undergoing fundamental change. Those results show that the drumbeat of news about the news industry — and about staff cutbacks and loss of news story space closer to home — have had an impact. Readers get it that something is afoot.
Voicing concerns about the changes, about a third of respondents expressed opinions that coverage is or will be diminished. About a third (36%) are concerned that their local papers "will be able to maintain its community coverage." Only 29% say their paper "demonstrates the importance of international coverage with ample funding." Finally, an unfazed 36% says that their paper is "well-staffed and profitable" and "doing a great job."
In Outsell’s Opinion: It’s been tough for readers to miss the news about declining circulations, lost ad revenues, and the overall shift of readers from print to online. Outsell’s research shows that in short order, readers are getting it. What publishers and editors do with this newfound recognition is key.
Take international coverage for example. Given the weight of Iraqi, North Korean, and other international news on the nation’s psyche, it’s clearly now an area where readers want more. But, much research — including Outsell’s new "Second Annual New Users Study: Online Gaining Ground" — tells publishers that "owning" local news is their best strategic financial opportunity. Many papers have cut back space devoted to international news, and those that have foreign bureaus have been closing them down. An answer here: greatly enhance the newspapers’ Web site’s international coverage, while partnering with the Associated Press, Reuters, the New York Times, the BBC and/or NPR.
Don’t give readers less – give them lots more, and in a form that’s cheaper to distribute, namely, online. Just as important, talk to your readers about it. Tell them why you’ve cut back in print, and how your are expanding online. Tell your growth story, and back it up with product.
International news is just one example of what can be done. But those two elements — expand reach online, and talk to readers — are constants.
Publishers and editors are lucky. They touch customers every day with products, and those customers have a special relationship with newspapers. For many, newspapers — love ’em and hate ’em — are like a local utility. There’s a connection there that doesn’t exist with most products, and publishers can understand and leverage that connection as they make the tough changes the business requires.