Newspaper industry: It's not all doom and gloom
Posted: Saturday, March 01, 2008
I work for a dying industry.
At least that’s what an average consumer of news and information might reasonably ascertain by reading the headlines in journalism trade journals, Web sites and even the national news. The problem is that assumption is deeply flawed.
Ironically, I write this one day before we are scheduled to run a story about the media’s coverage of negative economic news and its impact on consumer confidence. Many analysts argue that the media’s relentlessly negative coverage of the housing market and the economy in general is a significant contributing factor to consumer confidence.
A few years ago, I may have scoffed at that notion. Now, however, I recognize the power of thought contagion. It certainly has infected the news business.
Yes, some newspapers and media organization continue to struggle. Metro-market newspapers and Web sites are seeing readers leave their products in droves. For instance, the San Jose Mercury news lost 30 percent of its Web site visitors from 2006 to 2007. If you took the top 25 metro markets in the United States, you’d likely find fewer people in those markets are reading major metro newspapers or their Web sites than ever before.
But the vast majority of newspapers are seeing incredible growth. Most newspapers serve medium- to small-sized markets. In those markets, newspapers and their Web sites are doing very well. The Sioux City Journal is no different.
In our most recent collection of surveys and data, we found that readership of our daily newspaper and Web site in the first quarter of our 2008 financial year has increased by more than 10 percent over the first quarter in the 2007 financial year.
Beyond that, our research shows that readers are reading the paper more often, longer and more thoroughly than they did a year ago. We’ve made especially impressive gains in readership among those age 25 to 44 and 45 to 64, boding well for our future.
That’s great news. But it doesn’t make headlines on Web sites like Editor & Publisher or Poynter.org.
It’s not just a local phenomenon.
Our newspaper is owned by Lee Enterprises Inc., based in Davenport. Despite having what CEO Mary Junck called “one of the toughest years ever for Lee Enterprises Inc. and the newspaper industry,” the reach of Lee's newspapers and Web sites between October 2006 and October 2007 increased to 71 percent of all adults in its markets.
The headline: More people are reading our newspapers. Period.
So on behalf of the entire editorial staff here at the Sioux City Journal: Thank you. We’re happy you enjoy our newspaper, and we hope you will continue to share with us what we can do to continue to provide you the kind of valuable, local news you’ve come to expect from us.
And don’t write our obituary just yet.
Mitch Pugh is the editor of the Sioux City Journal. He can be reached at mitchpugh@siouxcityjournal.com or by calling 712-293-4201. You can read his blog at www.siouxcityjournal.com/blogs/editor.
At least that’s what an average consumer of news and information might reasonably ascertain by reading the headlines in journalism trade journals, Web sites and even the national news. The problem is that assumption is deeply flawed.
Ironically, I write this one day before we are scheduled to run a story about the media’s coverage of negative economic news and its impact on consumer confidence. Many analysts argue that the media’s relentlessly negative coverage of the housing market and the economy in general is a significant contributing factor to consumer confidence.
A few years ago, I may have scoffed at that notion. Now, however, I recognize the power of thought contagion. It certainly has infected the news business.
Yes, some newspapers and media organization continue to struggle. Metro-market newspapers and Web sites are seeing readers leave their products in droves. For instance, the San Jose Mercury news lost 30 percent of its Web site visitors from 2006 to 2007. If you took the top 25 metro markets in the United States, you’d likely find fewer people in those markets are reading major metro newspapers or their Web sites than ever before.
But the vast majority of newspapers are seeing incredible growth. Most newspapers serve medium- to small-sized markets. In those markets, newspapers and their Web sites are doing very well. The Sioux City Journal is no different.
In our most recent collection of surveys and data, we found that readership of our daily newspaper and Web site in the first quarter of our 2008 financial year has increased by more than 10 percent over the first quarter in the 2007 financial year.
Beyond that, our research shows that readers are reading the paper more often, longer and more thoroughly than they did a year ago. We’ve made especially impressive gains in readership among those age 25 to 44 and 45 to 64, boding well for our future.
That’s great news. But it doesn’t make headlines on Web sites like Editor & Publisher or Poynter.org.
It’s not just a local phenomenon.
Our newspaper is owned by Lee Enterprises Inc., based in Davenport. Despite having what CEO Mary Junck called “one of the toughest years ever for Lee Enterprises Inc. and the newspaper industry,” the reach of Lee's newspapers and Web sites between October 2006 and October 2007 increased to 71 percent of all adults in its markets.
The headline: More people are reading our newspapers. Period.
So on behalf of the entire editorial staff here at the Sioux City Journal: Thank you. We’re happy you enjoy our newspaper, and we hope you will continue to share with us what we can do to continue to provide you the kind of valuable, local news you’ve come to expect from us.
And don’t write our obituary just yet.
Mitch Pugh is the editor of the Sioux City Journal. He can be reached at mitchpugh@siouxcityjournal.com or by calling 712-293-4201. You can read his blog at www.siouxcityjournal.com/blogs/editor.
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Mitch Pugh wrote on Mar 3, 2008 8:51 PM:
Our first quarter for FY 2008 is October, November and December of 2007. And while I will certainly agree the Iowa caucuses couldn't have hurt our efforts, I think anyone would be hard pressed to say such a significant gain is entirely due to the caucuses. Turnout was high this cycle, but government stories typically don't move the needle like this. Give me a call in a year and we'll look at those numbers again. "
Matthew wrote on Mar 3, 2008 5:12 PM:
Mike Saunders wrote on Mar 3, 2008 4:51 PM:
There was a wacky little election-related event in Iowa that might have had a bit to do with your increase in readership. I'll bet you a case of your favorite beer against a case of mine that the numbers drop again next January.
(That'll be Dogfish Head 90 Minute IPA, please...) "