Glimmer of hope for local newspapers’ future
November 10th, 2009 by Mark Perry
There is an interesting line tucked away in an interview with John Fry, the chief executive of Johnston Press, which may offer some hope to the future of local newspapers. And boy does the sector need it after the ravaging it has had in the last 18 months.
On The Times’ media page on 6 November, which for some reason is not online, Fry highlights the ‘modest’ circulation rise seen for the Peterborough Evening Telegraph.
The reason for this happening is put very simply: “We’ve invested in pagination because cost cutting went too far. We have made the paper more newsy - with a focus on local content.” The fact that the newspaper costs only 37p is highlighted and that the cover price only contributes a fifth of revenue from sales.
Fry sees the strategy of having more news as one which can drive circulation so more newspapers can be sold to ultimately reduce Johnston’s dependence on volatile advertising.
Fry does try to caveat the sales increase by saying that Peterborough is “the sweet spot of local publishing” where competition is modest and sales resilient.
I wonder if Johnston have had a ‘eureka’ moment and has finally realised that the reason people buy their local newspaper is for local news.
Johnston’s newspaper titles are on the whole in towns like Peterborough and so we could see increased local news pages in their other titles.
It can’t be forgotten that is a tough market and there are now a number of other avenues for readers to get their news. However the Peterborough template could show that there may be hope that local newspapers do have a future.
November 11th, 2009 at 11:42 am
This is welcome news Mark. But is Johnston setting a new course for traditional media or simply ‘passing water against the internet wind’ as it were?
As a veteran newspaper hack, although long ago jumping ship to PR, I still love the feel of a newspaper and its physical benefits - like being able to leaf through it over a quiet pint. But there has got to be something in there that you can’t get elsewhere.
For local papers, that means strong local material. And, I submit, means strengthening your editorial team not savaging it and then making the few remaining poor blighters fill in boxes on an website.
It will, of course, take great courage to turn away from this slash and burn approach of many newspaper managements.
But there are signs that others may follow the PET route.The tiny Whitchurch Herald, serving north Shropshire and south Cheshire, is one - under brave new owners the NWN Media Group.
Saving it at the last minute from the Trinity axe, NWN had a ‘Eureka moment’ to spot something of value in this strong community title that had suffered deep neglect for sometime.
The Herald has relaunched with more and brighter pages crammed with strong local news and appealing features. First signs are that it is being well supported by both advertisers and readers. It is early days, but, just as it appears for PET, prospects look promising. We shall have to wait and see if either papers get their shiny corporate shoes wet.