For the past four years, I have wondered why there has been no equivalent of Craigslist for obituaries. The question was sparked by a post by Steve Buttry in 2010, but it wasn’t until my mother’s death in May 2012 that I learned myself how truly awful – and expensive – the newspaper-based obituary system is. Submitting obituaries is, in many cases, cumbersome and emotionally taxing, exactly the opposite of what people who are placing obituaries need, and the cost of a single obituary in larger newspapers is equivalent to what I spend on my credit card in an entire month.
The difficulty and cost of placing obituaries is pretty much equivalent of some of the reasons people migrated away from newspaper classified ads years ago to free or cheap online listings (and why journalists themselves shifted their own job ads from the expensive Editor & Publisher, which used to be the go-to place to look for a job, to the relatively cheap journalismjobs.com).
Why, I have wondered, had that not happened with obituaries?
Part of it, I am sure, is that having a print obituary still has some emotional value to people. They can hold it, put it in a scrap book, frame it. It’s a tangible link to someone who is no longer there.
Perhaps a bigger part is that people grew up with newspapers being considered the place to announce births, engagements, marriages and deaths. There are people in the city where I live now who have told me that if it weren’t for their desire to see who died, they wouldn’t buy the paper anymore, and I doubt that I am the only editor who has been told such a thing.
Despite all that, I wondered why there was not a cheap online alternative to obituaries.
And then last week, the people behind The Memorial Post sent me a link to a video explaining their cheap online alternative to obituaries. The site itself is not actually functional yet (it has only the video and a field to sign up for email updates), so I can’t say whether it’s as easy as the video makes it appear, but the video paints a picture of a potential Craigslist for obituaries – a site that could siphon away yet another revenue category from newspapers.
An online-only obituary site might not appeal to traditional print readers, but it may seem perfectly reasonable to those raised on the Internet.
My newspaper is in a mostly rural, conservative, very traditional area, yet our website’s metrics tell me that the people coming to our site online may be part of the audience that would be willing to go to an online-only obituary alternative.
More than 60 percent of our online readers are under 35, according to Google Analytics, and only 11 percent are 55 or older.
Our online obituaries have more pageviews than any other page but the homepage, accounting for nearly 15 percent of overall pageviews – and our obits are not fancy, consisting only of the text of each obit, no photos.
In other words, for someone who gets information primarily online, our obits are not a satisfying reader experience.
We are a small publication, so our charge for obituaries is not much more than The Memorial Post’s, but if the Post’s online reader experience lives up to what its video promotes, it is the kind of thing that has serious potential going forward, as fewer of the people placing obituaries will have ever had the newspaper habit.
UPDATE: Via Twitter, @TheMemorialPost says, “We are on schedule for mid-August and the U/X will be unparalleled”