Successful marketing is knowing who your customers are and then selling to those customers. Unsuccessful marketing is ignoring customer needs and selling products that makes the seller feel good. It is the latter that our local liberal blogger wants The Union to do. Abandon their real customers and write for customers that would make our liberal blogger feel good.
In a comment on a rant against the Union Editorial Board Jeff P writes:
What I find interesting is that our son is enjoying reading these print newspapers, which I find ironic for an iGeneration lad. I suspect he will go away to college. Whether he returns here for a job is an open question. The Union could play a real leadership role in creating a “sustainable” community for our son and his friends, but it chooses to cater to the older, declining demographic. It isn’t setting much of an example.
Jeff P. wants The Union to abandon its current readership and focus on a younger generation of readers, to help create a “sustainable” community for his son who reads print newspapers. But, do his son’s friends? What do we know about younger readers? According to the Pew Research Center’s Project for Excellence in Journalism:
But there are some important areas of difference between mobile and general news habits-particularly among young people. While they are much lighter news consumers generally and have largely abandoned the print news product, young people get news on mobile devices to similar degrees as older users. [Emphasis added]
More details can be found in the substance of the report:
These are key findings of an analysis of mobile news habits across a variety of demographic groups. This report builds off an earlier PEJ and The Economist Group report, The Future of Mobile News, which found that half of U.S. adults now own mobile devices and a majority use them for news. Both reports are based on a survey of 9,513 U.S. adults conducted from June-August 2012 (including 4,638 mobile device owners). Men, especially young men, are heavier mobile news consumers than women. More than 40% of men get news daily on either their smartphone and/or tablet, compared with roughly 30% of women.
All print newspapers are in trouble, local, college and national papers, as their customers seek digital news sources, which are unfiltered by the editorial policies of the provider. I find it interesting that in the digital age bloggers can be more effective in getting to the root of a story. The recent University Virginia Gang Rape story in Rolling Stone, jumped on by the main stream press, started to unravel once a blogger started checking the facts in the story. Something that none of the main stream newspapers did. The Union publishes the crap science provided by the AP on global warming, but never dig into the real science. Bloggers have to provide the facts.
Newspaper customers are looking for news that is credible, be it on dead trees, on an iPad, or a smartphone. Today most TV and major newspapers are megaphones for the Democratic Party and their liberal/progressive agenda, That is a credibility destroyer for most of the thinkers in the market for news. Most media (except Fox News) supported Obama and Obamacare, and now we are beginning to get the facts. Facts that news consumers had depended on media sources to dig out and share with the readers and voters. They failed, and now their credibility is on the line.
The Union created it’s new Editorial Board with a wide cross section of community voices in an effort to broaden the audiences it reaches. An attempt to meet the needs of it’s market. It disturbs our local lefties that many of the conservative on the Editorial Board are more productive in providing view points and counterpoints. Yet, it is rare to see the complainers writing counter points.
Creating a broad based Editorial Board seems to be more productive than writing for a young audience that does not read newspapers, and have little interest in what the conservatives or the liberals on the Editorial Board have to say. They are more interested on the latest Facebook and Twitter chatter, some of which is realtime news.