Variety Packs … Like Newspapers?
An interesting article based on quotes from a former regional newspaper editor appeared on Hold the Front Page last week. Former Leicester Mercury editor Keith Perch, now a freelance consultant and part-time journalism lecturer had come to the conclusion that readers will ultimately have to pay for journalism.
The article was based on a post Keith had put on his blog. I’m grateful HTFP wrote about it – I’ve now discovered his blog and, while not always agreeing with what he says, I think there’s a lot many journalism experts could learn about how to blog in an inclusive, multimedia way.
The post which prompted the HTFP article also stated that for news organisations to get people to pay for news, they’d have to offer up something which people valued. And there’s the big challenge.
Sadly, when articles like this are written, all too often the debate becomes about how the internet has killed the regional press, and how the regional press has inflicted most of the damage itself by giving the online content away for free.
Keith suggests that Johnston Press is losing £21 in print revenue for every £1 it is making in digital. I see that as a dangerous way of framing a discussion – it invites the ‘turn off the website’ devotees to argue the two are interlinked. Few other industries compare one revenue stream against another in the same way, instead focusing on the need to make the most out of the growing revenue stream while trying to protect the other for as long as possible.
The secret is to ensure that while protecting the one, you don’t restrict the other. Recently, a friend at another newspaper publisher told me they were considering keeping copy off the main website to ‘make people buy the e-edition.’ That’s one way to stick up a paywall – and a good way to ignore the mistakes of 2006.