Last person in the Newspaper business please turn the lights off – itsReal

Having worked in publishing in Australia and now heavily involved in Web 2.0 and virtual world deployments – I understand the viewpoint of the writer – so what, if anything can save the Newspaper Industry….

These forces are real. And yes, a big swath of the public is distracted by celebrity gossip and gets its “news” from blogs, television and talk radio. What’s less noted is how newspapers themselves contributed to the dumbing down of America. What’s most frustrating is that the discussion fails to focus on the more significant reasons behind the decline in newspaper journalism.

-The biggest problem, of course, had nothing to do with the newsrooms. It was the collapse of an unsustainable business model. Simply put, the model involved sending miniskirted saleswomen out to sell ads at confiscatory rates to lecherous old car dealers and appliance-store owners. Protecting these profits, whether from national, local or classified ads, became the central focus of newspaper bosses. These areas were the most vulnerable to new competitors. But the condition of the industry by the 1990s – risk averse, promising unrealistic margins, losing its best talent, ignoring ideas outside its preconceived notions – left it unable to meet these threats.

Read more at Rouge Columnist

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Filed under advertising, aplink, blogging, jounalism, marketing, PR, Public Relations, social media, social networking, virtual economy, virtual news

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