Mugger
Daily newspaper publishers can’t change the uncomfortable fact that every day, as older people die, they lose readers of their print editions, a number that isn’t satisfactorily replaced by the grandchildren and great-grandchildren of the deceased. Take a look at the passengers on an airplane, bus or train, and it’s striking to see the demographic divide: the majority of those combing through, say, The New York Times or Daily News, are north of 40 years old and those who are younger pass the time in ways that don’t include putting hands to paper.
In a way, the newspaper industry for too many years reacted to the shift of readers from print to the Internet in the same manner that Major League Baseball refused to acknowledge that a growing number of players were using steroids and other substances to gain a competitive edge. People had suspicions of a trend—I remember seeing the Oakland A’s playing at Fenway Park against the Red Sox in 1990 and marveling at just how big Jose Canseco and his teammates were compared to their opponents—but couldn’t (or wouldn’t) articulate the change in habits.
So today it’s a way of life for consumers of news and entertainment to increasingly rely on their computers to find out what’s happening, and editors and publishers are frantically adding as much content, in the form of staff-generated blogs and interactive features in the hope of making up for lost circulation revenue by trying to entice traditionally fickle advertisers to join their show. I’m not taking sides here, no matter how appalling it may be that my own children never crack open a paper, but it’s hard to not to feel a twinge of sympathy for the mainstream media, which is reviled by so many bloggers and online journals, regardless of political leanings.
Granted, the horse left the barn a long time ago, but it would be fascinating to see a battle waged by the country’s highest circulation dailies against the blogosphere and prove that they still matter. (And of course they do: It’s just that they’ve been cowed by a tardy embrace of the Web and so get dumped on regularly, whether by the conservative Power Line site or liberal Huffington Post.)
What would happen, I wondered, in a highly unlikely scenario, if the dailies refused to post the content of their print editions online? For starters, The Drudge Report—which currently ranks sixth in online visits and is often the first stop in the morning for millions of people—would be crippled without links to newspapers. Other websites, like National Review Online, Gawker, Real Clear Politics and The New Republic, for example would also be compromised—although not quite as precipitously as Drudge or Lucianne.com—since so much of their content is reliant on commentary about a story in papers like The Times or Wall Street Journal. Writers for those virtual publications would still be able to praise or skewer an MSM article or column, but without a link to the original source their readers would be denied the proper context.
And if the dailies took such an action—whether it would be a violation of antitrust laws might be a worry, but that could take
several years to sort out—is it possible that print circulation would regain some of the losses they’ve experienced since the beginning of the decade? I read a lot of papers, but let my subscription to The Washington Post lapse, and will probably do the same if Rupert Murdoch, as suspected, makes the contents of the Journal free.
I posed this question to an editor at the Times (who made it clear he wasn’t speaking for the paper), and he emailed this response: “The overlap between print readers and Web readers is smaller than I think anyone imagines, and the space guys like you and me operate in, reading both, is tiny. It’s like a Venn diagram that shows baseball fans who are also cricket fans. Pulling our print journalism off the website wouldn’t, I think, lead to any sort of circulation bump. It’d lead to a loss of readers at nytimes.com, and an increase at the WashPost’s site, or (presuming that all the dailies acted together) to a [destination like] CNN.”
I’m not sure that the “overlap” between print and online readers is as “tiny” as he believes—just take a look at the plummeting circulation of the Tribune newspapers and the Times-owned Boston Globe—but he’s probably correct that people would adapt and find other sources of information.
Kurt Andersen, a columnist for New York, author and onetime co-proprietor of the excellent paid website inside.com, largely agreed with this assessment—no circulation increase—but also suggested the kind of “statement” the MSM could make to demonstrate its vitality. He dismissed my notion of dailies eschewing the Web altogether, but said, “What would be fun, however, is if the big dailies, et al, did what you suggest for, say, two weeks, as a demonstration of their own central importance to the blogosphere. [It would be] a temporary MSM strike/boycott rather than a permanent (and doomed) change of business model.”
Well, that would be a lot of fun, if only to disrupt the entire media world. For example, on the morning of Sept. 28, if I hadn’t purchased a copy of The New York Sun, I’d have missed the following nugget. I no longer pay much attention to the very popular Daily Kos website—there’s not enough to time to slog through the thousands of comments—but a recent Kos poll, according to The Sun, showed that 40 percent of its respondents would prefer Iran’s President Ahmadinejad to President Bush as leader of the United States. Once upon a time, I’d say “you can’t make this stuff up,” but clearly that isn’t the case anymore.
It wasn’t that long ago that Times columnist Frank Rich sniffed at the impact of Matt Drudge, dismissing him as a “cyber gossip,” a typical show of the hubris so common in the “legacy media.” Now that the tables have turned and it’s people like Kos and other “pajamas media” personalities who have huge hat sizes, it’s past time for corporate media to get off the mat and show some muscle. C


