Survival of Print Media

I am a consumer, not a reporter or publisher. I only know the print media business as a consumer. For this discussion I am talking about newspapers. Here is are a couple of thoughts or observations regarding the demise of print media.

I don't think it will happen.

I think the business of print media is in for some challenges as it tries to evolve and recapture market share from other sources. What do I mean? These comments are not based on data, just perceptions - which I don't like to do generally, but in this instance a dose of common sense is in order.

The realm of newspaper has been constricting for quite some time. Columbus used to have multiple papers, with morning and evening editions. We (like many other major markets) now have one. Which in itself should worry us as consumers, but for the moment, I am going to let that lie.

If the Dispatch is to survive, it needs to make sure it is reaching the consumer. What do I mean? For the last week, our carrier has delivered the paper to the house about the time I am leaving for work.

I am a creature of habit, and I am up early in the morning, and a good, normal, quality day for me starts off with a cup of coffee and the Dispatch. I will read it cover to cover, if it is on my doorstep. I really like reading words on paper. I am sure there is psychological research out there to support me on this. The printed word is just different from a monitor. I have a Kindle, and I read books on it. I love my Kindle, and the ability to carry the Bible, the Koran, War and Peace, How to Coach Youth Basketball, ad nausea, at my fingertips. It is just a different reading experience. I don't 'feel' the characters the same way, I don't remember the content the same way. It is different - and that is one reason print media will never go away.

We are trying to be a paper free office too, what a joke, you should see this place!

Anyway, if the Dispatch isn't on my doorstep when I get up in the morning, my whole day is kind of thrown off kilter. Yes, I get more laundry done, I read National Geographic an extra couple times, all good stuff. But I will my news from some other source during the day, and not from the Dispatch. Your advertisers are going to catch on to this. They are paying you because I read the paper, not simply for you to deliver it at an inconvenient time for me (because in that case, I won't even take the rubber band off).

The Wall Street Journal is delivered, wireless, to my Kindle every morning. So when the Dispatch is tardy, I read the WSJ in the morning. Normally I scan the WSJ headline online during breaks and lunch at work. I get the printed WSJ delivered to the office also (it is never late) - but 'donate' it to the barber shop across the street.

I don't think I am unique. Most consumers of print media are educated, connected people. If they are not getting their paper in the morning , they will get their news from other sources. We don't read the Dispatch to get their indispensable perspective on the news, we read it because it is out morning paper. I think the Dispatch has some outstanding writers and photographers, but realistically am I seeking them out specifically? No, not usually.

Newspapers have to fix this delivery issue (maybe though it is just our route, I don't know). Perhaps it is an earlier deadline for stories, perhaps it is better, more reliable and faster printing presses, perhaps it is making sure the delivery people understand the importance of their role in the survival of the Dispatch (or other newspapers).

UPDATE: Great action and attention from the Distribution team at the Dispatch, the paper delivery issues have been eliminated at our house, the habitually late paper is now delivered on-time, hanging on to at least one loyal print subscriber!