Home  › Media › Media Buying

Reinventing Your Local Newspaper

  |  May 1, 2009   |  Comments

Vin's out to save the many local newspapers. And he's starting with the oldest in South Africa.

I'm spending much of the coming months in South Africa because I don't particularly care what online business model saves "The New York Times." Or "Newsweek," the "National Post," "The Independent," or "Le Monde." Those national publications' journalism certainly is worth saving, but national publications are atypical.

In the U.S., for example, only about 90 of the approximately 1,430 daily newspapers have a daily circulation of more than 100,000. And unlike print edition models, online edition business models are associative, not commutative.

If you find an online business model that saves "The New York Times," it might work for other national newspapers, but not the newspapers that make up 94 percent of the industry. Let others spend time saving the few; I want to save the many.

Moreover, the world isn't America. Most countries don't have the wealth of newspapers, magazines, radio stations, TV stations and networks, and Internet startup companies that the U.S. has.

So, I'm in South Africa trying to revamp this country's oldest media outlet into something state of the art. I'm in Grahamstown, a city 500 miles east of Capetown, in South Africa's Frontier Country. It's nearly surrounded by wild animal preserves.

Grahamstown is among the most diverse places in this Rainbow Nation. It's 100,000 people range from 7,000 students at the prestigious Rhodes University and hundreds of students at several of South Africa's best private secondary schools to tens of thousands of people living in single-room, dirt-floored, tin-roofed cinder-block huts.

Only 10 percent of South Africans have Internet access and only 10 percent of them have access at broadband speeds. However, more than 90 percent of the population has mobile phones. The people here are more typical of the world's population than are Manhattanites.

South Africa's oldest media outlet is "Grocott's Mail," Grahamstown's tiny (3,500-circulation) biweekly newspaper, founded in 1870 and with publishing roots dating back to 1831. It has a Web site, but not one likely to attract much traffic in a nation due to the publication's size and the relatively few people with Internet access.

The School of Journalism and Media Studies at Rhodes University operates the newspaper, and the project is the students' vision, credit, and responsibility. I have 20 graduate students in media management formulating the new editorial, advertising, community, and general business model. Funding comes from the Knight Foundation.

Our plan is to use mobile phone access to deliver the newspaper. Most South Africans, like most New Yorkers, upgrade to new phone handsets every two or three years. And the world's handset manufacturers, no matter if their handsets operate on the Symbian, CDMA (define), or Google Android operating system, are beginning to sell touch screen handsets based on the iPhone design.

The presumption is that South Africa might skip the desktop/laptop Internet access model and go straight to mobile phone access. It's a bit of a guess, but if it proves true, it would give 90 percent of South Africans mobile Internet access at 3G (define) speeds.

Rather than just shovel the printed content of "Grocott's Mail" onto mobile or a Web site, we're planning to completely revamp the newspaper. We're:

  • Equipping for text, audio, and video teams of citizen journalists from the university and each of the secondary schools (no matter how rich or poor).

  • Creating constantly updated databases of the city's eating, drinking, and music establishments.

  • Offering personal blogs to everyone in town.

  • Giving folks places to upload and share birthday, anniversary, wedding, and party photos.

And those are only a few of the sticky services we're offering via SMS (define), MMS (define), MXit (define), GPRS (define), Edge (define), and 3G mobile phones. (If you have any other suggestions for mobile services, please let me know.)

We're not entirely shirking the newspaper's Web site, either. We've hired a new editor and will relaunch the site. However, we envision that most of the newspaper's services will likely be distributed via Facebook, MXit, and other social networks.

I hope "The New York Times" and other national publications find online business models that let them survive. However, an online business model that can successfully serve "Grocott's Mail" and South Africa's diverse demographics will likely be successful elsewhere throughout the world.

Join us for a one-day Online Marketing Summit in a city near you from May 5 to July 1, 2009. Choose from one of 11 one-day events designed to help interactive marketers do their jobs more effectively. All sessions are new this year and cover such topics as social media, e-mail marketing, search, and integrated marketing. Register 30 days in advance and get a $40 discount!

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

Vin Crosbie

As managing partner of Digital Deliverance LLC and publisher of the "Digital Deliverance" newsletter, Vin Crosbie advises news media worldwide about new media strategies and tactics. As adjunct professor of visual and interactive communications and senior consultant for executive education in new media at Syracuse University's S.I. Newhouse School of Public Communications, he teaches that wisdom to graduate students and media company executives. "Folio" magazine called him "the Practical Futurist." "Editor & Publisher" magazine devoted the overview chapter of its executive research report "Digital Delivery of News: A How-to Guide for Publishers" to his work. And his speech about new media to the National Association of Broadcasters annual conference was one of 24 orations (including some by President George W. Bush, Condoleezza Rice, Hilary Clinton, and Barack Obama) selected by a team of speech professors for publication in the reference book, ">Representative American Speeches 2004-2005."

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs