At newsagency industry events and in meetings when questioned by newsagents and newsagent representatives, newspaper publisher representatives say that the iPad and similar devices represent a new channel through which they can drive incremental business. They say that print is here to stay and that this is why they need newsagents as their distribution partners.
I can understand why publishers say this. The last thing they want is a revolt in the low cost and reliable distribution channel run by newsagents. They need this channel for at least some years yet, maybe longer for who really knows how the mobile device and sexy newspaper app marketplace will play out. We are in a game without knowing how far in, certainly not far enough to predict where it will turn.
What is frustrating is the disconnect which appears sometimes between what newspaper publishers say and what they do.
Imagine how newsagents felt yesterday when they say the wraparound covering The Sunday Age lauding the arrival of the iPad App for The Age. I am guessing The Sun Herald from Fairfax in Sydney ran a similar promotion.
The pitch was simple.
The iPad edition brings Melbourne’s best journalism to your fingertips. Doesn’t the print edition do that too?
The Age on the iPad is RICHER, DEEPER, MORE INFORMED. Yes, I can see that. Is the implication to the print reader – migrate?
Then there is this: Combining the convenience of digital with the in-depth features and analysis of print, the Age iPad App offers a reading experience that’s second to none. Ok, better than print but built using the print writers I have come to trust. The message remains – migrate.
I was left wondering how long the headline of Enjoy the best of both worlds will apply.
The approach being taken by Fairfax makes sense. They need to leverage their regular print to drive traffic of the iPad App. They need to do this and risk losing print readers. It makes sense. Except that they have continually told newsagents that it is business as usual, digital platforms will not affect print and yes please continue to invest in your distribution businesses.
Life is not that simple for newspaper publishers. None us know where this will end up. Given this, publishers ought to stop telling newsagents that it will be business as usual. They ought to let their investment in digital platforms and their promotion of these on the pages of their print product speak for itself.
Based on calls and emails I have received, newsagents are angry at what to them appears to be a sacrifice of the print product in favour of print with the wraparound for The Sunday Age yesterday. News Limited is not much better.
Newsagents need to look carefully at their businesses and consider thoroughly every investment. Now is the time to carefully and thoughtfully diversify, to bring on new traffic generating categories and to connect with your local community in a new and long-term focused way.
There are excellent opportunities for newsagents – restrictions from some of our suppliers notwithstanding.
I am not concerned or surprised about moves like the Fairfax iPad Apps. I am concerned, however, that many newsagents do not see the changes happening around them.
