newspapers

Mark Van Patten wrote a great post a couple months posing the question – “Does ‘Web First’ Strategy Make Sense for Small Newspapers?“. Before I go into details, I want to let you know what I think…. and it’s a resounding YES, OF COURSE!

If you are a reader here or know me or heard me speak you know this is a passion of mine. I’ve had many conversations – online and off – regarding the use of the web and the inevitable revolution it is forcing in the media industry. I think it is very important for the success of any traditional media outlet to adopt a “web first” web strategy. In the context of Mark’s post we are talking newspapers – and in his post he references small newspapers. I know small – I grew up with a very small newspaper and live with a relatively small one now.

So what is a “Web First” web strategy that Mark discusses? It’s the idea of treating your website as the first source of news. Mark discusses that his paper waits until the paper is printed before publishing articles on their website. The managing editor at Mark’s newspaper has this to say about a “web first” strategy:

Alexieff [Managing Editor, Bowling Green Daily Newspaper] points out that there is no threat online that can compete with the Daily News. He sees no threat on the horizon because of the capital investment required to launch a site and get a staff in place. He cites the cost and lack of potential revenue as a reason to stick with print instead of adopting a “web first” strategy.

Feel free to read that quote again… That’s what prompted this blog post and the initial reaction of “Seriously?”. He claims not to want to give the readers any more reason to drop their subscription because the website is only bringing in 5% of their revenue. Here’s a tip – it’s because you have the model backwards! When you move your content online first you will get more eyeballs – I promise.

I’ve heard the argument before regarding small town newspapers – “But most of our demographic still doesn’t get their news from the web”. Well then how is a web first strategy going to hurt your subscription base? Repurpose your content – toss it online first. The sooner Google catches it the better off you are.

The longer you refuse to adapt the less agile you will become – and one day your readers will realize they can get their news 100 other places. Upon this realization you will face a huge uphill battle – because people like me got there first. Now I’m not an advocate of ditching the print subscription model. There is still a viable market for that. But don’t tell me that a web-first web strategy is going to hurt that model. If anything at least you will be ready for when the old model collapses for good.

Alert: You should be much more afraid of people like me on the outside that want to change the model than losing your print subscription base.

Mark makes a great point in his closing:

If an entrepreneur sees a crack in our dominance of covering the news, a wedge could be driven in and cause readers to abandon our print edition and our online edition.

What are your thoughts on a web first strategy? Something all newspapers should adopt? What about local television news? Let us know what you think in the comments.

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