Many weekly newspapers launched their first website in the late 1990’s as a way to protect their franchise. There were many online specialists with many really cool ideas on how to make the website work for them.
The community wasn’t ready to accept their advanced method of communication and socializing. Publishers encouraged the sales staff to go out with enthusiasm as a new method to make money for their advertiser and themselves. Most had great sales success as they brought in specialists to help them sell.
The enthusiasm dwindled from a lack of results, and trying to explain to the advertiser that their ads were being seen. The advertiser lost faith without solid proof that his ads were working and went back to the old faithful print product that served them well since he opened the store 97 years ago. The resistance during the sales process made it easier to bring the money back to print, rather than lose the sale altogether.
Additionally, advertising results were weak because the ads were generic masthead ads that didn’t give a reason to click through except as a first time novelty. Nothing changed and it remained static and old. There was no reason to click through again.
The opportunities created to provide the community an active social hub were actually pretty good ideas, but, were just before their time. Remember all of the great ideas? There were service directories for local businesses, social areas for people to show their pets, their grandchild, and more. It was specialized to target the correct advertiser to the proper vehicle.
The world has changed dramatically the past year, and it is rare to find someone who doesn’t have email and moves on the web regularly to gather information. When was the last time you used a phone book?
Social media’s rapid growth is a testimony to the wants of the reader to interact. Your old newspaper site was really cool; the public just wasn’t ready to be cool.
Capitalizing on the participation that can be created will provide meaningful content that can also be used in print. The print can then promote the web. It is contagious. The local political process can be followed better than ever to create even more meaningful content for free. That is another topic. In the meantime, if you are a local community newspaper, you can make money again on the web and build your franchise.
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