Comments on: The Area 224 Plan for Newspaper Relevance

By: Anonymous

Anonymous — Mon, 30 Jan 2012 02:00:00 +0000

Thanks for the comment, Heidi…though that PE firm that bought the Sun-Times must have found something relevant there…

By: Anonymous

Anonymous — Sun, 29 Jan 2012 16:30:00 +0000

Seems like sound advice to me. Too bad they hadn’t followed this years ago, when there was a real opportunity in the field. Gotta say I am shocked that they both don’t have killer websites. That seems pretty basic to me.

I like what Trib Local is doing and I think that is helping. I know both papers have a social media department and that at least the Trib is doing some serious outreach to teach about online marketing. During Ideas Week, they offered a session that was extremely full.

But I’m not sure any newspaper has really figured out how to navigate these new times. I know that I am a news junkie but am very unlikely to ever pay for a newspaper online. And I tend to buy newspaper at the grocery store when I need some for my cats’ litter box. There are some innovative possibilities out there, the best of which are still waiting to be discovered. Looking forward to seeing what that might be.

By: James Stratford @JRStratford on Twitter

James Stratford @JRStratford on Twitter — Wed, 24 Feb 2010 20:12:23 +0000

Though I’ve not read made to stick yet it’s now on my reading list, based upon the recommendation. To command a higher value things need to be noteable, memorable, and remarkable.

By: Dave

Dave — Wed, 24 Feb 2010 19:45:41 +0000

I had a similar discussion with a business coach yesterday. “How much should I charge for my services?” Answer from me: be the highest-priced provider.

Am I saying that the Sun-Times is worth $2 a copy? No.

But – IDEA ALERT – to brand their people as people I’d pay extra for will make it easier for me to PAY EXTRA FOR THEM later.

By: Lindsay M. Allen

Lindsay M. Allen — Wed, 24 Feb 2010 19:42:48 +0000

I’ve seen this principle applied elsewhere, and with great success. For example, a conference in which I used to be involved was free to attend for the first several years of its existence. When a small fee was instituted for the conference, there were complaints upfront … but in the end, it seemed to create an increased commitment among attendees in terms of attendance at conference events, etc. It’s amazing how placing a higher — even just slightly higher — pricetag on something can actually help enhance the perceptions of it and, ultimately, demand for it. If you’re paying more for something, you’re more committed to it … just like we tend to be with our Starbucks, Dave!

By: Dave

Dave — Wed, 24 Feb 2010 19:09:27 +0000

Thanks, James!

BTW, if you’ve read Made to Stick, you know all about the value local papers put in names. And more names. And even more names. Same stuff might apply here – I saw a paper in a suburb yesterday that was screaming for photos of kids playing hockey, with their names in it. There’s something that you’d get people to buy.

By: James Stratford @JRStratford on Twitter

James Stratford @JRStratford on Twitter — Wed, 24 Feb 2010 17:38:28 +0000

You did a great analysis on newspaper relevance with great examples. Other newspapers would gain some insight into brand,perceived value,website quality and develop the needed focus. It’s great that newspaper companies believe that they are better than others, but many are clueless on how to convey the image they envision to other people as their brand. IE. The Greenfield Recorder and the Springfield Republican here in Western MA. #WesternMA

Thanks for the great blog post!