Newspapers forgot to nurture a reader relationship

August 28, 2009

At least, according to this solid piece.

Actually, in part I agree: many of the traditional publishers in the UK observed the coming of digital and internet-based publishing, blogs, twitter, and the numerous online innovations, instead remaining focused on the print options only.

The readerships, as consumers, have voted with their feet and mouse clicks, and more of them are migrating to free content online than ever before: the hundreds of redundant journalists across the UK lay testimony to this.

But still, in spite of overwhelming evidence indicating that newspaper management needed to engage the audience, the reader, the market, in the places they choose to get their news, what have many done? Continued observing, done nothing, introduced no innovations, given minor allowances to the digital age by copying content from print to the web…and wondering why readerships walk.

Let’s not forget one simple economic fact: when a product or service no longer serves the market, it becomes obsolete.

And so we see the current state of the British newspaper industry. They forgot to nurture the relationship with readers. And then bemoan the state of advertising and consumer interest when the paginations keep plummeting on a daily basis.

It’s all about listening to the market demands and repsonding accordingly. It looks like for some it’s too late. As we all know, when you lose their interest, readers rarely ever come back. This simple business rule applies to the publishers too.

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