Generational Reading Gap" Widens

As Publishers, Advertising Directors and senior newspaper executives prepare to reconvene at yet another Newspaper Association of America (NAA) Conference, its the same old stuff, different day." Or is it?

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CONTACT: Kevin L. McCrudden
COMPANY: Superior Sales Training
PHONE: (631) 979-2224
DATE: 1/24/03

Generational Reading Gap" Widens

Long Island, NY -- As Publishers, Advertising Directors and senior newspaper executives prepare to reconvene at yet another Newspaper Association of America (NAA) Conference, its the same old stuff, different day." Or is it?
   
Recent information indicates that the newspaper industry has continued to lose readership. For many Publishers and industry people the response is, yeah...and? The newspaper industry has been losing readership" for quite some time and were still here! Spending on newspapers by Americans declined 5 % since year 2000 amongst all age groups, however most notably the 35 to 44 consumer. (read, Fewer Buyers Reading Papers", attached) Once again, Publishers and senior newspaper executives can say, yeah...and?

Well, when you combine the continued loss of readership with the continued loss in advertising revenue, as indicated below, you have a negative spiral that is a burden to us all. The newspaper industry has suffered as have many industries and not as badly as others, such as the magazine sector.

Much like the old Virgin Atlantic Airlines television commercials the newspaper industry continues to ask, Where is everybody!?" Well, does anyone know the real answer? Is there actually one answer to that question? Not really, however, we do know where they are NOT...and that is reading the newspaper.

Welcome to the Generational Readership Gap," the gapping vortex that continues to expand in the center of newspapers future landscape.

Publishers and senior newspaper executives continue to maintain the position that as long as revenue continues to be relatively stable, regardless of how it is obtained, everything is OK. In addition, this group that continues to run the industry proudly exclaims that the Internet was supposed to be the death of newspapers...well, were still here! I suggest that you consider taking your pulse!

The sky may not be falling," however, the ground and the foundation that newspapers have built their franchise on is trembling and changing, rapidly. Technology has changed our lives in many ways and the Internet is just one of those technologies. Does the Internet need to be the deaths knell" of newspaper or can it be the added ingredient that changes the way people receive local news and information? Younger audiences have embraced the interactive nature of the Internet and it isnt going away. The aging newspaper industry and its leadership are hesitant to jeopardize their reputation" and integrity." The reality is, as FDR once said, there is nothing to fear, but fear itself." The newspaper industrys fear of change is creating a negative drain on ITSELF. The unwillingness to change to try and protect what used to be, or better yet, the way it has always been" WILL BE the death knell" of the newspaper industry.

There is an interesting saying that nobody has ever died from a snakebite. It is not the snakebite itself that kills; it is the venom that eventually kills you. The Internet may not cause newspapers death, however, the slow and methodical increase of information outlets on the Internet will continue to take away eyeballs and readers and thereby, advertisers.

In recent years the newspaper industry has asked young people to tell them what they want and even most recently the Tribune Company has circulated a series of special editions" focused on attracting younger readers. The content was short and fast, to the point and utilized some alternative, hip" and colorful language. To test the success of these strategies, whom did they choose to question... none other than JOURNALISM students! First and foremost, these are not your typical" young adults and secondly, their focal point is the protection of the Fourth Estate," which is where much of our challenge lies. Why would it be a surprise that they felt the cliff note" version of the news was demeaning and condescending. They are the future writers and editors and Publishers that feel their writing should be read and not watered down for the masses.

What is equally important to the newspaper industry is listening" rather than hearing." The industry is asking questions and trying to find answers, however, is it to fortify and defend their position or to learn behaviors and adapt to readership trends? Peter Francese, founder and former editor of American Demographics magazine was quoted as saying, "If I was a newspaper publisher today, I would be very scared because of these ominous trends...Are you listening to the customer? The message they are delivering is not one I would want to be hearing if I was in your business," he said.

The generational reading gap" is expanding because young people are choosing not to read daily newspapers. There is no defense for that nor does there seem to be a financial upside to that answer. The Internet is a powerful communication tool that can be used to enhance newspapers dissemination/circulation of local news as an ally or it can be a significant foe that will continue to drain newspaper of market share," says Kevin L. McCrudden of Superior Sales Training.

He continued, One of the questions I have been asking people in the newspaper industry for the past several years is, If not You (the newspaper)....then who? If not now...when?" McCrudden states, Newspapers competitors know the answer to those questions and have continued to gain market share. The battlefield has been drawn already and those media outlets that are embracing the Internet as a part of their convergence strategy will win. Those that continue to fight media convergence and the Internet will continue to lose market share."

The two-headed monster" that is the newspaper continues to fight itself. Which is more important, editorial integrity or making money? The latter seems to be the consistent answer. As the advertising industry fights for market share and growth, the newspaper industry has taken a protective and combative stance against utilizing the Internet as a partner and the response is apparent.

In the end, the answer is not an easy one, however, it seems that the newspaper industry needs to increase its position and commitment to the Internet to attract a younger audience. No offense, but the newspaper industry does a great job attracting the 55 and older audience, which means they have about 15 to 20 year life expectancy," said McCrudden.

The industry has been working on an answer for the past several years; charge for online users, give it away free, force-buys for advertising and just placing all ads online. Making Internet and New Media departments part of the organization and then separating them and then bringing them back into the fold. The search seems to be driven by, where is the revenue" or a show me the money" mentality. Whereas the search should be, what does the community want and how can we best provide it? Because, if we dont supply it, who will? And the answer seems to be that there are a variety of local media outlets that will provide what people want on the Internet without charging and eventually are getting the eyeballs and advertisers that are leaving the newspaper.

As Publishers and senior newspaper execs leave the NAAs Future of Newspapers" conference in Orlando this week and prepare for their Marketing, Research and Connections (New Media) conferences later this month, it would seem the joke is on us.

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About Mr. McCrudden: Kevin L. McCrudden is President of Superior Sales Training, a subsidiary of MOTIVATE AMERICA, Inc.. He is founder of National Motivation & Inspiration Day ~ Jan. 2nd. Kevin has provided management, sales and Internet advertising training to the newspaper and media industry for the past several years. He has a broad-based background in leadership development, sales, marketing, Internet e-commerce and motivational programs for management, sales and professional sports teams to increase performance. He has been a professional athlete, candidate for political office and has facilitated over 2,000 hours of programs for thousands of participants.