Flushing Readers
Newspapers give up on the news thing.
Let 'em read 'consumerpapers.'
As a cultural critic, I've always felt kinship with Cassandra, the cursed Trojan princess who predicted the future but was doomed to be ignored. Too pessimistic, was the consensus. Or, as they phrased it at the time, "mad."
But Cassandra was the only realist in the city, and as someone in the newspaper game, I've learned it's crucial to be a realist. Especially when discussing the industry itself.
With that in mind, I've long argued that it's futile to keep trying to insert news into daily papers run by publicly traded corporations. The owners are legally obligated to maximize shareholder profits -- which spending money on reporters, editors, and the fact checking necessary to avoid lawsuits, won't do. Besides, even if subjects can't win a court case, writs follow news stories like tabloids follow Britney, and just telling a plaintiff to piss-off can cost a whack of dough.
In short, corporate papers have a duty to print faux journalism, ersatz news, and other forms of filler that won't detract from the bottom line. If they're smart, they print stuff that will actually attract advertisers. Puff pieces on restaurants, condos, and cars, for example, or flattering stories about New Age wingnuts promoting some bit of nonsense.
As long as they don't mislead readers, I'm a fan of a newspaper version of the mag-a-logue -- catalogues that are designed to look like magazines. (I guess we should call them "cata-papers?") They provide pleasant work for writers, and who can argue with that?
Whatever we call them, earlier this month The New York Times reported that marketing consultants are advising big dailies to give up on readers when the real money is in connecting shoppers with advertisers.
Get rid of news readers!
The plan: boost profits by eliminating the "wrong" subscribers -- those who don't live close enough to the big box stores that pay for flyer inserts, the richest revenue source.
I'm not joking. And before you dismiss the idea that any paper would ditch readers in favour Wal-Mart shoppers, one already did.
The Dallas Morning News subscribers who don't live near major advertisers had their papers ripped from their porches when the marketing wonks decided there wasn't enough money to be made in serving them. Adding insult to injury, the paper advised annoyed former readers to get their Morning News online, thereby robbing them of the traditional expression of outrage -- cancelling a subscription.
"It's a rational business decision of newspapers, focusing on quality circulation rather than quantity, shedding the subscribers that cost more and generate less revenue," explains Colby Atwood, president of Borrell Associates, a media research company.
So what the Brits used to call a "quality paper" has devolved into a "quality circulation paper."
Shoppers rule!
I'm weirdly cheered to know that marketing gurus are openly advising publishers to aim their goods at shoppers. This candid approach is much more respectful of readers, and will spare innocent journalists naïve questions like, "Why does [name of paper deleted] review the same restaurants over and over again?" (Are they kidding me?)
Like anyone who values democracy, I used to worry about the evolution of newspapers into consumerpapers, because it seemed to be happening covertly.
But now I see that it was all part of the marketing plan. The braintrust was just waiting for somewhere to send readers (all hail Web 2.0) before they openly admitted to the strategy for squeezing more profit out of consumerpapers
Signs of this grand marketing plan have been there 20 years, as John Armstrong details in his hilarious memoir of newsroom life. But most of us mistook it for the death of journalism. Little did we know that forcing the news out of newspapers would actually free journalism from the clutches of people who say things like, "we have to monetize the editorial."
(Incidentally, Armstrong's stories about that paper are no comic exaggeration. Although seeing the stuff of bar gossip in print made me realize that Armstrong's book is yet another item on my growing list of things that have made satire redundant.)
Puff or fluff?
I used to think that papers ran puff -- that's newspaper slang for articles that promote something or someone -- because it's a cheap way of filling whitespace. Researching, interviewing, editing, fact checking for accuracy -- it all takes time. But faux journalism that flatters someone looks like the real thing, at a fraction of the price. Of course, among journalists, calling a story puff used to be derogatory term indicating contempt for the laziness and whoring that led to such drivel.
But I knew the paper biz was evolving just as I had predicted when I saw that Simon Fraser's Writing and Publishing program is offering a course called "The Lucrative (Sort of) Art of Puff" -- defined as "light journalism." I spit out my coffee, laughing. Was it sponsored by the Vancouver Sun?
No, but it is taught by one of the Sun's contributors, Kevin Chong.
I shared the joke about changing times with a J-prof pal on the other side of the country.
"Yes, writing puff used to be an embarrassment, now they're teachin'em how," I chortled.
Ever the even-handed academic, she suggested SFU and Mr. Chong must have just got the term wrong -- they meant "fluff."
But then my eyes fell on the Sun's Arts & Lifestyle section with half a page devoted to product shots of things like moisturizers. I assured her that Mr. Chong, an accomplished writer with a master's degree, knew whereof he spoke. Puff was precisely what papers wanted in their whitespace and I mailed off some clippings to prove it.
It's genius: Daily catalogues wrapped around flyers. Talk about selling synergy.
News, why force it?
Oh, sure, there are a few cranky old hacks who will still force news into daily papers, under some silly notion of serving the public good, but soon they'll retire and the transition to consumerpapers will be complete.
As for journos, these days we can go to the web and hang out a shingle, as the marketing wonks suggest (albeit indirectly). Thanks to the Internet, one lone muckraker with a passion for the craft can produce good journalism for a reasonable profit. Certainly Sean Holman's blog Public Eye Online, is a fine example of how journalists can deliver real news – which is defined as "all the stuff they don't want us to know."
I'll even have to reconsider my contempt for marketing wonks since this time they've got a vision that is good for both readers and journalists, and proves that this Cassandra is far from mad. Send the audience for news to the Net and make it clear that consumerpapers are the place for subscribers who want to be sold a bill of goods.
Related Tyee stories:
- How We Educated the New York Times
A zillion clicks taught newspapers they aren't in control. - 'Wages'
John Armstrong's hilarious memoir of newspaper life, and other odd jobs. - Sun, Province Dip to 1957 Level
Combined circulation sliding, but is profit margin?



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ME2
4 years ago
who reads newspapers for real news?
Maybe I'm wrong, but didn't the Province management admit over ten years ago that they had switched its format from news reportage to Tabloid content?
And when I've kidded friends by asking them if they trust the Sun's reporting, they've responded by saying they buy it for its huge classified ads sections.
murdock
4 years ago
fish wrapper, bird cage liner, or firelighter?
I have been using my two free weekly 'newspapers' as firelighters for more than two years now.
Its great, I always get a good fire started quickly and I hardly ever have to cut much wood down to kindling. A big time saver.
I have not read much more than the odd political cartoon in them simply because they always seem to have 'fluff' content.
Glen Murtz
4 years ago
Read this
The author and the participants of this site might be interested in this.
Crawford
4 years ago
Everything old is new again...
I understand that back in the 1950s the Saturday Evening Post fired about a million of its subscribers--those who were too old and too rural to be of interest to advertisers wanting to reach the parents of the baby boomers.
I know...it's not really around any more, is it?
Speaking of the Province, I was writing for it when it switched from broadsheet to tab. And for several years it was a pretty good tab, with some solid reporting and good editorial content (well, I would say that, wouldn't I?).
It was so successful the Sun had to migrate to the morning, and then to headhunt the editors who'd made the Province so good.
At that point the Prov went downhill and the Sun thrashed around for a few years before lapsing into its present coma.
Grumpy
4 years ago
Asper Press ..... like the Titanic
I canceled the Sun, it is just too dreadful, full of Asper crap. Most news was 24 to 48 hours late. Want a good read? Try Seattle's papers, they are certainly superior.
Local news is dead, 'cept for the Tyee; the Republic; the Straight, and the Black Press.
If it is Asper owned, don't buy it!
-30-
4 years ago
More than the news is gone
The Canwest chain has so little regard for local news and input that it has begun having Vancouver Sun pages put together in Hamilton, Ontario.
As of today only the editorial pages are affected but soon sports, entertainment and business pages will be produced in eastern Canada and faxed to Vancouver for printing.
The long term goal is unknown even to many senior editors at the Sun - a few have yet to even been told it's happening - but the reporters and deskers affected so far feel the plan is to have a newsroom staff of 4 or 5 reporters to provide some local news content along with a full staff of ad to people to provide as much local advertising content as can be had.
The Edmonton Journal, Calgary Herald, Victoria Times Colonist are also part of this program. All will eventually publish newspapers with indentical content in most editorial sections. The only papers in the chain exempt are The Province, because its tabloid format is unique in the chain, and the National Post, probably because they're going to kill it off as soon as they can.
-30-
ME2
4 years ago
Should the print media be rescued?
That was a very interesting discussion re Gov't subsidisation of the press, Glen Murtz, but it seemed to be beyond even passing acknowledgement by the group that commercial interests can create reporting every bit as biased and manipulative as can Gov't influence.
Would I like my gov't to subsidise Canwest? Not for one minute.
However, if re-estsblishing competition in the print media is to be desired, and if the public is really interested in accurate, unbiased reporting, I think that perhaps the idea of Gov't providing a subsidy per subscriber would be worth a try.
gaulois
4 years ago
Entertaining us or advertising us to death
Neil Postman kind of predicted this. Could it lead to the death of the media itself???
Great article BTW!
Booker
4 years ago
Buying
The only thing I miss from no longer reading the Vancouver Sun is that I sometimes miss out on a good sale. Our other local media are little different -- watch Global TV or listen to private "news radio" and one goes from infomercial to commercial and back again in a never ending stream of product promotion. The Tyee is a great site, but there are still far too few places to find that ever elusive "real news"on British Columbia. The CBC makes an effort, but they seem to have to avoid getting too controversial.
Jeffrey J.
4 years ago
Great Analysis
An excellent, thoughtul analysis of the state of Canadian monopoly media. From an experienced veteran of the trenches no less. Although some Canadians are well aware of these issues, it is important that Ms. Rupp and the Tyee keep publishing these accurate summaries of how bad things are. As we live in an age of increasing hypocrisy, the truth will remain elusive unless we tell it like it is. After fighting for 200 years for freedom of speech, it is still a tragedy when CanWest and other media giants walk away from their obligations. Thanks Tyee!!
G West
4 years ago
All about the money
The US appears poised to follow Australia and relax its cross-ownership rules too:
http://www.nytimes.com/2007/10/18/business/media/18broadcast.html?hp=&pagewanted=print
dorothy
4 years ago
Freeing us from the burden
At last we get the lines clear. Those who have completely stopped ever buying homemaking magazines, realizing they were nothing but one long ad, as well as those who have spent years clipping scotch whiskey and car ads out of 'Scientific American' to make the volume and weight manageable, know the game and have known it for a couple of decades at least. It has to do with the the local paper, which was run out of the local office, where advertising simply meant telling people you could provide service, having been turned into the great syndicated money machine, where the warlords don't even make their money on selling newspapers, but on selling shares in Newspapers.
We have the paper, because it provides a handy emergency resource in this God-knows-what-comes-next time. It can help you keep warm, as an extra layer of clothing, you can sleep on it, you can suck up minor flooding with it, you can wrap things in it, you can filter things trough it, you can even use it for personal purposes, where toxicity of the ink is not an issue, inasmuch as a newspaper gets sterilized during processing, so if it has not been opened, you have clean surfaces for an emergency. You can also burn it, if it is dry. And, should you get stuck in a situation, awaiting rescue for days, those famous 72 hours which will of course turn into at least a week, newspapers can keep you from going insane. Not only can you read them, which is not a terribly attractive idea, but you can think up all kinds of simple crafts to do for occupying yourself. Remember paper dolls? hats? boats and airplanes? The possibilities are endless.
I am deeply grateful for my life partner always remembering to point out this list, when I sometimes lose it and suggest we turf the darn thing.
Working Memory
4 years ago
wow
Great article.
Great comments.
My work is done here.
Now all we have to do is convince our neighbors near ... and far.
I have a plan for that too.
North of Hope
4 years ago
ME2 said,
Would I like my gov't to subsidise Canwest? Not for one minute."
I would suggest that the press is supported (subsidized) by the government and the press likewise supports the gov't. Look at all the ads that are run in the media from the gov't such as "BC the best place to live." These are run esp. when the gov't is caught doing something bad such as Senior care facilities. Notice the lack of editorials about such actions. Also notice the lack of reporting about the debate and Question Period in the legislature. The BC Liberals is beholding to big business and big business is not going to attack them. The press and the BC Liberals are fellow bedmates.
ME2
4 years ago
sudsidies?
The point of subsidisation, NoHope :-), was that it would allow the start-ups and the small newspapers to compete.
The amount would be large enough to be meaningful to the small paper and small enough to be of far less value to the large paper.
Tying further subsidisation to number of readers willing to pay a subscription would encourage relevance to readership.
This would free content from the advertiser's influence, and since the pay-out is formula-based, from the gov'ts as well.
Those worried about the "taxpayer" paying for all this, haven't asked themselves how much they're paying when they buy a car or a tube of toothpaste.
kurt
4 years ago
Old hacks will enjoy the
Old hacks will enjoy the British website gentlemenranters.com -- great stories from yore about the newspapering craft and craftiness, and Dr Syntax is invaluable and entertaining. Would be nice to see a local version of it spring up.
siamdave
4 years ago
not only fluff
- yes, a lot of fluff, but also a lot of other things, primarily propaganda and the 'narrative' the people running the place want everyone to believe - this much more dangerous purpose of the Canadian media is followed and analysed at On Green Island, Outside the Box - http://www.rudemacedon.ca/lgi/ogi-home.html
squishy
4 years ago
There are already some
There are already some government subsidies for newspapers -- the Publications Assistance Program (PAP), sponsored by the Department of Canadian Heritage, gives a discount on distribution via Canada Post for qualifying publications. The problem is that a lot of corporately-owned papers qualify for it as well, so it doesn't represent much of a competitive advantage.
Rather than government subsidies, I think the key to establishing and protecting excellent print journalism is the non-profit, foundation route -- the St. Peterburg Times in Florida, which also operates the Poynter Institute, is probably the best example. A quote from the Poynter Institue site (www.poynter.org):
"The Poynter Institute is a school dedicated to teaching and inspiring journalists and media leaders. It promotes excellence and integrity in the practice of craft and in the practical leadership of successful businesses. It stands for a journalism that informs citizens and enlightens public discourse. It carries forward Nelson Poynter's belief in the value of independent journalism in the public interest. Founded in 1975 by Nelson Poynter, chairman of the St. Petersburg Times and its Washington affiliate, Congressional Quarterly, the Institute was bequeathed his controlling stock in the Times Publishing Co. in 1978. As a financially independent, nonprofit organization, The Poynter Institute is beholden to no interest except its own mission: to help journalists seek and achieve excellence."
The problem, of course, is that you need an independent, altruistic media owner to set it up right and let it run its course. The Atkinson Trust attempt with the Toronto Star was probably Canada's best shot at it, but in going public it's become just about as nasty a conglomerate as the Aspers and Blacks of this world, focusing as much on churning profit through its suburban shoppers and Harlequin book division (!) as on quality independent journalism.
In short, unless the Aspers unexpectedly grow a conscience and give the Sun or the Province to a non-profit foundation (how's your non-profit society application coming along, David Beers?), I don't hold out much hope for this type of journalism in Canada -- not in print, anyway.
Moat
4 years ago
Fluff and Puff - but "seriously westcoast"
Ah, how liberating it was to cancel my Vancouver Sun subscription.
I picked up the Globe and Mail, but do not really have time to read it, but at least their is less fluff in it to send to the recycle bin.
Limiting my intake of CKNW has also also helped my mental health. Less of Adler and Christy Clark making me stupid.
When are we going to get some mainstream balance!?
Now if only I could willingly reduce my salt intake.
kurt
4 years ago
flush this reader
No, thank you very much. If and when a government-sponsored newspaper arrives in my mail I will chuck it.
The problem is that most publishers and editors are clueless as to what the readers want. There are a few successes though (Paul Dacre has it figured) and this gives hope for the craft.
Dailies are losing to the times (the Dallas example is explained by the loss of classifieds to Craigslist etc. and the real estate drop in sales and advertising revenue due to the mortgage crisis, thus the cuts to regional newspaper distribution to the far suburbs). In a related move, Scripps-Howard split its newspaper and electronic divisions to bolster its electronics division stock, one of the first of many to come, I predict.
But I believe genuine journalism will remain in demand. After all, a journeyman carpenter takes pride in his/her work but if there's no paycheque how long is he/she expected to perform? You might occasionally read a "citizen reporter" but would you reside in a home built by a "citizen carpenter"? It's no different.
ov
4 years ago
Collective Validation
If the carpenter had good references I think he would be just in demand as if he had a capitalist backing him up. Might be even more in demand for skilled tasks such as cabinetry or detailed woodwork.
I think that the citizen journalism needs to be part of a collective that provides the validity for their members through the process of shared work and peer review. Able to do all the time consuming work of research and fact checking that allow for the presentation of the information we need while at the same time avoiding libel. This is what would distinguish a journalism coalition from just another blog rant.
dave49
4 years ago
Vancouver magazine
What about Vancouver magazine? Free to my door, but I would NOT pay for it. Two good articles a year. Lots of advertorial content about restaurants and plastic surgery. Obsessed with real estate and 'power' lists.
I took a journalism course at Carleton in the early 1980s. Macleans magazine flushed a lot of it's rural subscribers by not reminding them to renew. They were not a key demographic for Maclean's advertisers!
Tom Hawthorn
4 years ago
Brass cheques
So, there's no news to be found in publicly-traded corporate newspapers.
I guess that means Stephanie Nolen can come back to Canada and stop filling the Globe and Mail with advertiser-friendly features on AIDS in Africa.
www.stephanienolen.com/dispatches.htm
And Geoff York of the Globe can stop writing about democracy activists in Asia.
And Charles Savage of the Boston Globe can stop with all the stories about George W. Bush putting himself above the law with his presidential signing statements.
And Dana Priest of the Washington Post can cease covering secret "black site" prisons and desist in reporting on the mistreatment of wounded soldiers at Walter Reed hospital.
And all those New York Times troublemakers can stop it stop it stop it with all their prattle about secret domestic eavesdropping campaigns.
I'm glad the bloggers will pick up the slack, as soon as they're done complaining about the daily newspapers.
Hildy
4 years ago
No wonder she's called Cassandra
Mr. Hawthorn -- are you the same Tom Hawthorn who writes those lovely obits for the Globe and Mail? -- I don't think she was saying there is NO news in corporate media. She mentioned the old hacks who stubbornly force journalism into the papers. (Which, I'm assuming, includes you.)
But she predicts a future, when those stalwarts have died, in which consumerpapers will be brass cheques (I love that old term) wrapped around flyers.
The fact that marketing consultants are advising the big dailies to do this means that soon they'll be speaking at all the newspaper conferences and convincing papers everywhere in North America that this is the solution.
I agree with you that the Globe holds the line in its news coverage. As do some of the newsrooms in the CanWest chain. But if you look carefully, they're old hires. Reporters and editors who began in an era before newspapers were businesses with publicly trade shares, or perhaps, just at the beginning of the market shift. They were trained and influenced by reporters from earlier generations who impressed journalism values on them.
But between staff cuts, concentration of ownership, and limited competition, journalism values are already giving way to marketing goals.
Have you seen the Vancouver Sun's Olympics coverage? They were boosters from the start, now they're apologists too.
And look at a non-union paper like the Georgia Straight, where it's easier to bully the staff. There, the private owner Dan McLeod, has already turned the paper into in puff pieces that echo the advertising. It's one of those papers where they review the same restaurants over and over again. By coincidence they seem to be the same ones that advertise too. I wonder what that means?
All the writers you mention are at papers where strong unions have helped slow the erosion of news reporting. But as the unions lose their clout, also due the concentration of ownership, staff cuts, etc., how long will papers go to expense of printing news?
Not long if they can profit more by not printing news. If there's more money in ditching readers and focusing on shoppers, then that's what they'll do. That's just a fact of the free market: papers are not obligated to deliver good journalism. They are obligated to do whatever profits their shareholders most.
The piece is speculative, Mr. Hawthorn, an analysis of economic forces changing newspapers and journalism itself. Not an insult to you or any of your friends. Unless they manage the Sun. In that case, I think they were broadsided.
But your comments explain why this poor woman identifies with Cassandra.
Hildy