At Copeland, we’ve asked ourselves this question countless times over the past few years thanks to our client, the Time Colonist.
Newspapers worldwide are either folding, going exclusively online or at best seeing their circulation nose dive and their ad revenues tank. Along with this comes The Death of Journalism and The End of the Publishing World.
Perhaps the very environment that is eroding readership – the Internet – can also stimulate the strategy to keep it alive.
Here’s the thinking: Parents aren’t thrilled that their kids are online all the time. Moms and dads, back me up! It’s difficult to control the content they are exposed to and it sucks them in for hours.
Since my own daughter started reading the Comics section in the TC, she has become addicted to it. In time, her interest will expand to other sections of the paper. We are inculcating in her a disposition to the pleasures of the medium.
Why not more content aimed at kids in the TC? So much of the current content is preaching to the choir and not reaching out to new readers.
True enough, 76% of Victorians still read the TC at least once a week (2009 NadBank results). But this is an aging readership.
We know the TC cares about literacy amongst kids. Maybe it’s time for them to add a permanent kids’ section to bring them into the newspaper fold.
I think parents, especially those already subscribing, would push it.
Thoughts on this? Other ideas?