Why do newspapers limit themselves to paper distribution? This is bad for the readers and the advertiser. We are a mobile generation that reads our news on tablets and cell phones. If the news was available, and easily read, in an App on a mobile device, more people would read it. More distribution numbers, and more value to advertisers. Additionally, the ads would be worth more because of links and banner advertising.
Many local newspapers survive on the ads that they sell each week. On paper, advertising can only generate a limited amount of dollars because the paper only reaches a limited amount of people. It is very difficult to operate a newspaper with limited income, to cover all the overhead, and still support talented writers who produce content worth reading.
Survival of the local newspaper depends on increasing readership so that they can raise advertising income. Readership can’t be increased because of limited newspaper distribution. You can’t print more paper if you don’t have more advertising income. You can’t have more advertising income unless you print more paper.
STOP THE PRESSES!
The worst 6 words to any business:
“We’ve always done it that way.”
Newspaper used to be the only option to distribute news. But today we live in a mobile culture. Yes there are those who still like the feel of paper and the habit of the morning paper and a cup of coffee. But if they were the majority, newspapers would not be threatened today. So, the majority are mobile. Mobile Apps offer unlimited distribution, more engaging advertising, news updates between publications, and an edition library with a longer use life.
Advertisers will be able to justify their ad expenses because now their ads will be seen by more people, and include a link to their website or email. Readers will have immediate access to respond to ads. Additional ad space is also available with banner advertising that is not obnoxious.
ROI: An App costs less than, and takes less time than updating a responsive website. And the cost of a single banner ad would pay the cost of that App edition. Not all Apps have the same functionality to be able to offer this. Some Apps are audio, some are cost prohibitive custom apps, and some are websites disguised as an App. Newspapers want an App that has electronic Publishing functionality.
Newspapers are in the news business, supported by advertisers. The sooner they transition out of the paper business, the better.
About the author: Joe Farage is the Owner of Fulminology LLC. Joe has been in the content business for over 38 years. First as the owner of Buffalo Printing Co., designing, printing, mailing, and storing it. Now as the owner of Fulminology LLC, he provides Electronic Publishing Apps for exponential marketing. Fulminology LLC makes it quick and easy with a no risk guarantee.