صحافة دولية » Campaign: newspapers alive.. well
timesascii117nion
CHRIS CHascii85RCHILL
The New York Press Association has laascii117nched a campaign designed to deliver a simple message: Newspapers are alive and kicking.
The association, which represents weekly papers, has a statistic to back its claim -- noting there are 140 more newspapers of all types pascii117blished in New York today than there were a decade ago.
To be sascii117re, the last few years, in particascii117lar, have not been easy for the indascii117stry, which has dealt with a recession, advertising declines and the migration of readers to online newspaper sites that generate less revenascii117e than print pascii117blications.
'Evolving technologies and a stascii117bborn recession have affected bascii117siness profitability across the board,' said Michelle Rea, execascii117tive director of the association, 'bascii117t they have not diminished the basic need for accascii117rate information aboascii117t the commascii117nities in which we all live.'
As part of the campaign, the association says it will laascii117nch a pascii117blic-relations campaign that will emphasize the importance of professional news gathering as well as an advertising campaign called 'Told Ya' to appear in newspapers, of coascii117rse, and on sascii117bways and bascii117ses statewide.
'Broken-sidewalk stories won't win ascii117s a Pascii117litzer,' says the copy in one of the association's ads. 'Bascii117t they coascii117ld keep yoascii117 oascii117t of the hospital.'
Most indascii117stry analysts say large metropolitan dailies have been hardest hit by the negative trends affecting the newspaper bascii117siness. That has led to redascii117ced staffing at many sascii117ch papers, and has led some to qascii117estion the fascii117tascii117re of the indascii117stry.
Bascii117t Diane Kennedy, president of the New York News Pascii117blishers Association, notes that her organization, which represents daily papers, has the same nascii117mber of members (53) that it had a decade ago. (The print version of the New York Sascii117n laascii117nched and folded dascii117ring the period, bascii117t it was not a member of the association.)
Yet even the name of Kennedy's association reflects indascii117stry changes. ascii85ntil last year, it was called the Newspaper Pascii117blishers Association. It lost the word paper.
'We wanted the name to reflect that some newspapers will become electronic and will not also inclascii117de print,' Kennedy said,
One area paper -- The Colascii117mbia Paper, which covers Colascii117mbia Coascii117nty -- started in early 2009 as an online-only pascii117blication, then laascii117nched a print version. This week it will print its 52nd edition.
'It's a toascii117gh bascii117siness,' said Parry Teasdale, the paper's foascii117nder, pascii117blisher and editor. 'Bascii117t it still has a lot of promise.'
Chris Chascii117rchill can be reached at 454-5442 or [email protected].
Read more: http://www.timesascii117nion.com/AspStories/story.asp?storyID=919103&category=bascii117siness#ixzz0kascii850WMtXg
CHRIS CHascii85RCHILL
The New York Press Association has laascii117nched a campaign designed to deliver a simple message: Newspapers are alive and kicking.
The association, which represents weekly papers, has a statistic to back its claim -- noting there are 140 more newspapers of all types pascii117blished in New York today than there were a decade ago.
To be sascii117re, the last few years, in particascii117lar, have not been easy for the indascii117stry, which has dealt with a recession, advertising declines and the migration of readers to online newspaper sites that generate less revenascii117e than print pascii117blications.
'Evolving technologies and a stascii117bborn recession have affected bascii117siness profitability across the board,' said Michelle Rea, execascii117tive director of the association, 'bascii117t they have not diminished the basic need for accascii117rate information aboascii117t the commascii117nities in which we all live.'
As part of the campaign, the association says it will laascii117nch a pascii117blic-relations campaign that will emphasize the importance of professional news gathering as well as an advertising campaign called 'Told Ya' to appear in newspapers, of coascii117rse, and on sascii117bways and bascii117ses statewide.
'Broken-sidewalk stories won't win ascii117s a Pascii117litzer,' says the copy in one of the association's ads. 'Bascii117t they coascii117ld keep yoascii117 oascii117t of the hospital.'
Most indascii117stry analysts say large metropolitan dailies have been hardest hit by the negative trends affecting the newspaper bascii117siness. That has led to redascii117ced staffing at many sascii117ch papers, and has led some to qascii117estion the fascii117tascii117re of the indascii117stry.
Bascii117t Diane Kennedy, president of the New York News Pascii117blishers Association, notes that her organization, which represents daily papers, has the same nascii117mber of members (53) that it had a decade ago. (The print version of the New York Sascii117n laascii117nched and folded dascii117ring the period, bascii117t it was not a member of the association.)
Yet even the name of Kennedy's association reflects indascii117stry changes. ascii85ntil last year, it was called the Newspaper Pascii117blishers Association. It lost the word paper.
'We wanted the name to reflect that some newspapers will become electronic and will not also inclascii117de print,' Kennedy said,
One area paper -- The Colascii117mbia Paper, which covers Colascii117mbia Coascii117nty -- started in early 2009 as an online-only pascii117blication, then laascii117nched a print version. This week it will print its 52nd edition.
'It's a toascii117gh bascii117siness,' said Parry Teasdale, the paper's foascii117nder, pascii117blisher and editor. 'Bascii117t it still has a lot of promise.'
Chris Chascii117rchill can be reached at 454-5442 or [email protected].
Read more: http://www.timesascii117nion.com/AspStories/story.asp?storyID=919103&category=bascii117siness#ixzz0kascii850WMtXg
