Yesterday I mentioned that I stopped taking the local paper in mid-November, and I said that “if the paper has produced anything important in the past six weeks, it was like a tree falling in the woods with no one nearby to hear it — which is a subject for another post.” This is that post.
I do not watch local TV news. I listen to NPR each morning, and I’m on Twitter and Facebook pretty much daily, which both point me to news from a number of outlets. Earlier this month it occurred to me that aside from one political columnist who is on the public-radio station each Friday and a columnist with whom I’m Facebook friends, not a whiff of the newspaper’s content had managed to reach me. It reminded me that there has long been discussion in the newspaper business that although the industry relies on advertising revenue, newspapers are pretty bad about advertising themselves.
The main ways that many newspapers publicize what’s in the paper each day and what big stories are coming in the days ahead are all within the newspaper itself – house ads, teasers, promos. In other words, the newspaper targets people who already are looking at the newspaper. People who do not see the newspaper, no matter the reason, will never see those efforts. This would be like a TV station running its ads and promos for its news show only during the news show.
An editor told me just last year that no one had yet explained to him what the newspaper gained from being active on Facebook and Twitter. He felt that being active made those social media platforms better and built their customer base but did nothing for the newspaper other than siphon off staff time that perhaps would be better spent improving the paper. I tried to connect these dots at that time, but I don’t think I did it well. This might be clearer: There are many people in your community who do not subscribe, but almost all of them might be interested in some specific thing the newspaper does and would come for it – if only they knew it existed. Because of the growing reach of social media, you stand a chance of reaching those people – if only you are active and engaged, which teaches you how to tailor your posts and what people are likely to share.
It’s true that a tree that falls in the forest creates a thunderous crash, but if no one is anywhere nearby, that tree could rot away before anyone knows it fell. A good news staff creates some pretty good rumbles now and then, but an awful lot of people are out of earshot of the forest. You have to find a way to amplify the noise to reach them.