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Senior Editor

Pub Talk

By James Sturdivant

About James

 

Publishers' Dojo

Linda Ruth
Women Weave the Web
Apr 8, 2014

World Pulse sees Women Weave the Web as an opportunity to help women transform the world by giving them access...



Publisher's Paradox

Andrew Davis
Publisher's Paradox: Leveraging Email to Inspire Action
Apr 7, 2014

Instead of sending your audience passive content, send your audience something they can take action on. If you read last...



Media Vent

Bob Sacks
It's Not All Good News for Magazine Publishers
Apr 1, 2014

Sometimes I just have to put the tequila aside and deliver a sobering report to the industry to offset some...



Industry Insiders

The Insiders
Publishers: Take a Lesson from the Louvre
Mar 21, 2014

Today, few premium publishers can compete with the rest of the Internet. But being the most trusted source of news and...



B2B Beat

Andy Kowl
What Bloggers Can Teach B2B
Jan 23, 2014

Blogs were pronounced dead in Fast Company in December of 2012 and in New Republic in April of 2013. And just before the New...



The Digital Market

Thea Selby
A Critique Of Yahoo's Digital Magazine Strategy
Jan 14, 2014

Small Business Trends writer Shawn Hessinger and I have a completely different view of the news that Yahoo was starting...



Profit from Publishing!

Thaddeus B. Kubis
Media Conference Exhibitors Should Go Deeper to Engage
Oct 9, 2013

It has been a few weeks since I attended (as the guest of the event organizer) the Publishing Business Conference...



Newspapers Confront Competing Realities

 
Mike Bloomberg and Rupert Murdoch both love newspapers. Murdoch loves the Wall Street Journal so much he bought it (even though he thought the articles were a bit long), made it lose weight, trussed it up a bit with color and reshaped it into a general interest newspaper.

Bloomberg speaks lovingly of the Financial Times. When asked recently if he might buy the paper, he responded "I buy it every day!" (Talk about a hedge.) His staff loves it too, believing it would be a game-changing platform for Bloomberg's high-quality content, creating a new global forum for deep dives into business and finance that could, the thinking goes, fill a niche left underserved by Murdoch's changes to the WSJ.

It all makes so much sense—except financially. And here's the rub for the media business. A company produces an excellent product, which people love. There's synergy (to use a cursed term) with the business operations of a potential deep-pocketed buyer. Yet, it's still a tough sell, because it doesn't make a lot of money. When quality and passion—even profits (but not much growth)—can't get people to open their checkbook, what can?

Newspapers, whatever they try to tell you, are far from out of the woods, because it is still the case that digital advertising revenue cannot approach what can be earned from print. It's not even close. It may be an old story at this point, but it's no less critical an issue than it was a couple of years ago. Markets pay attention to trends, and even a paper with 600,000 subscribers and a robust paywall is a tough sell, because as subscribers move from print to digital, the ad revenue does not keep up. Without huge spikes in either subscribers or ad rates, the line will continue to point in the wrong direction.

Maybe Bloomberg could bring those new subscribers. Maybe ancillary products, licensing, services and events could fill the gap. Maybe—but it's a risk. Maybe Mayor Mike should get Warren Buffett on the horn.

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