“Think about a Starbucks model. If each day you went into Starbucks and plunked down $4 for a latte, and the cups got smaller and the content got weaker, chances are you’d stop going to Starbucks. That’s basically what newspapers have been doing as a way to deal with decreases in advertising revenue. The new guys are attempting to reverse that trend, and are attempting in a variety of different ways.”
I love the comparison. If advertisers are going to continue to abandon newspapers, and readers are going to have to pay for it, newspapers need to become a status symbol, like gourmet coffee, but a relatively affordable one, like a $4 latte.
The next bit of good news comes from the research firm Borrell and Associates, that forecasts revenue growth for newspapers in 2013. Though Newspaper Death Watch gives us reasons to doubt the assessment, I think optimism is half the battle. If people see newspapers as a losing proposition, it becomes a self-fulfilling prophecy and our companies become fodder for the modern day equivalents of Bain Capital. In the anecdotal evidence department, I am starting to see the frequency of help wanted ads for copy editors increase.