Every time one of the major players within the broad category referred to as “newspapers” makes an announcement such as this, the rest of us printing on newsprint are assumed to be suffering the same plight. However, that isn’t necessarily the case. In fact, “newspapers” that are not suffering the challenges of a metropolitan daily (i.e. The Oregonian) have some things in common – not the least of which is delivering news relevant to our niche audience.
The audience for news and information is continuing to move to digital sources (and increasingly so via their mobile devices), which makes it challenging for an industry protected for centuries by the cost of entry into the media market. For example, printing presses and broadcast equipment for TV and radio news organizations had to be included in financial considerations when potential competitors were looking to break into a market.
Having been in the print/newspaper business in Clark County for the last 38 years, I can tell you during a 25-year period there were no fewer than two-dozen publications launched in the county with niches as tightly defined as single neighborhoods and as broadly defined as community newspapers for the entire county. Most were free, while others were weekly, monthly or quarterly; some advertising only. In the end, if they could not convince the potential readers of their relevance they didn’t survive. Most didn’t last a full year. Others had success for a couple of years.
The Vancouver Business Journal, founded in 1994 by Al Raines, has remained relevant for nearly 20 years thanks in large part to its targeted business niche. Almost half of that time, the publication has been in our ownership. The nearly two-decade run hasn’t been without its challenges – the most recent recession being arguably the most challenging to date. That said, the VBJ is committed to documenting the business successes and challenges throughout the region and especially those inherent in a recovery as the business community rebuilds.
Other newspapers have also found unique niches allowing them to thrive in this trying time of transition, most notably non-daily community newspapers like The Reflector in Battle Ground, The Post Record in Camas and the group of 24 community newspapers now under the ownership of Pamplin Media Group – all but a half dozen or so are in the greater Portland metro area.
Mark Garber, president and publisher of the Portland Tribune and Community Newspapers (Pamplin Media Group), shared with me a few months ago that their newspapers have enjoyed the best five years in their history, going back to 2007. The primary reason for that is relevance.
Within their communities, niche publications provide information directly relevant to their audience. Few other news agencies are able to report on these communities, therefore the niche publications are essentially a sole source provider of local news and information otherwise unavailable, especially online.
Transitions are difficult regardless of industry, and the technological transition within the Fourth Estate is particularly challenging. But don’t forsake all of us who provide news on newsprint. Our subscribers can continue to rely on the Vancouver Business Journal for relevant business news and information. At the same time, we will continue to deliver your advertising and marketing message directly to the audience you want to reach.
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