How has the shift in the traditional newspaper model affected you?
I have to say, I hate being a statistic, but this month, I was one of the millions of people who canceled my daily newspaper subscription.
It still feels a little weird – like when we take the Christmas tree down after the holidays every year – like there is an empty space where something tangible should be.
As I walk out the front door each morning to take my pup on a walk, something feels missing – and it is. The newspaper on my door step.
I really didn’t want to call and cancel my subscription, but I had been holding on to my love of the newspaper for too long. On a normal day, I would take the paper with me, only to realize that many times I never got around to reading it – and then I would just put it in the recycle bin.
You know the deal by now. While I still need to stay connected to a variety of current events, most everything is available online, breaking business news comes right to my BlackBerry, and I find out updates on popular headlines by following media contacts on my Twitter feed.
This shift in the newspaper model also means change for how PR practitioners approach media relations activities. While getting coverage in a local newspaper might still be the best approach for a client, we also have to keep in mind where a client’s audience is getting their news. And we can’t rest on the laurels of providing a clip report each month either – we have to show value in what we do, align messages with our clients’ overall business goals and concentrate on creating conversations with – and listening to – these key groups.
Do you still subscribe to local newspapers? If so, which ones and what value do they provide you?
Are you a PR practitioner challenged with navigating “new media?” We’d love to hear from you.