Distruptive Changes at Utah’s Oldest Newspaper
- Image by newspapergrl via Flickr
Defenders of the status quo at newspapers, book publishers and the magazine industry are in a panic. All three industries are doomed (if doomed means that they will be unrecognizable in ten–probably three–years).
- Seth Godin
Whether you agree with the way the Deseret News has handled things thus far in the largest newspaper shakeup in Utah history, or not, you have to admire them for trying. Rather than waiting for a bitter end, Utah’s oldest newspaper made swift bold moves. Almost 80 reporters got laid off. Two years ago they laid off 25. There is more consolidation across tv, radio and print.
On the Web Marketing Weekly Show podcast I pointed out the tough realities for the people losing their jobs. My co-host Nigel (you must read his post about the Mormon Media Empire) seemed to shrug it off to progress, but these feel like my people. It is a story of lost livelihoods being played out around the country.
The Deseret News is being run by Mark Willis – who in 2000 admitted not really knowing how to monetize online (who did in the industry?). Here’s a reporter’s view on what happened at the LA Times when he took over. This time he has brought in a younger entrepreneur – Clark Gilbert. Clark is known as a disrupter and that seems like Mark’s kind of guy.
I had two interviews scheduled with Mark Gilbert but both were canceled at the last minute. Even though it was frustrating I’m honored I was on the list when folks like the New York Times were calling. They surprised me by holding the first press conference about the changes on Twitter (even if it didn’t go so well it was a big step).
Rather than a revolution in the newspaper world, I believe the direction for the Deseret News is to build a faith-promoting media empire. Look at the people on the new board (they send their press releases on PR Newswire).
Their audience is a very targeted audience — church members. LDS-themed web sites like Meridian Magazine don’t seem to have a problem getting people to submit free content and I think that will be successful in that aspect (Meridian still struggles to be profitable).
The problem is, so far this is not a model that other newspapers will or can follow. They don’t have the large niche audience that the church does — an international audience of believers.
I’m interested how they will utilize all the incredible talent they have on the internet marketing side. Recent hires include former SEO.com CEO Dave Bascom and Heritage Maker CEO Chris Lee. Dave has already built a profitable online company.
I’m interested to see how social media will be part of the plan. I don’t expect there to be a completely open dialog, judging from what I’ve seen so far. The LDS church has been hugely successful with their Mormon Moments ads on YouTube. They’re popular on Facebook too. It wasn’t too long ago that church-owned Deseret Book decided only to carry faith-promoting books and though there was pushback their audience welcomed the change. I suspect this will be welcomed too.
Here are some questions (I had an entirely different list when I had more confidence they’d be answered):
Will Twitter be part of the social media strategy for their audience or the media in the future? Will we see sponsored Twitter chats? How about a hosted general conference chat on their site? (every conference is huge on Twitter)
Will you integrate with Facebook and allow Facebook login for comments?
Will you create apps and review LDS apps (you could be an ITunes affiliate)?
Will there be a social couponing site for products that appeal to Mormons?
How about a Digg-style site where people can promote the news they like most to the home page?
What will the changes look like online and print and when will we start to see them?
What about hosting/reviewing LDS musicians or songs?
I’m curious to see some of the concrete changes ahead. Will there be real change? I doubt the print version will last but I subscribed for the first time so I could watch.
Related articles
- Deseret News Announces New Media Leadership Team (prnewswire.com)
- Deseret News Tries A Controlled Burn To Save Itself (paidcontent.org)
- Deseret News Slashing Newsroom In Half (huffingtonpost.com)
4 Responses to “Distruptive Changes at Utah’s Oldest Newspaper”
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September 3rd, 2010 at 2:24 pm
Good post, NG.
Full disclosure first – my spouse and I are both former DNews staffers, although neither of us has worked there for awhile.
I left for a better opportunity. My spouse’s position was cut in a previous round of layoffs. We’re very fortunate to have landed on our feet. We sincerely hope our friends just cut loose by the DNews can do so.
NG, I want your optimism. I want, like you, to admire the DNews for trying. But I can’t. Just too many years of out-of-touch management, resulting in too many shake-ups, changeovers and job cuts in recent times. All of them leading to what? To this most recent layoff-shake up.
What’s so different this time? It looks and smells like more of the same kind of failed turn-around attempts that have accomplished nothing in the past. Continued rounds of staff cuts are not sustainable for any enterprise.
Merge the newsroom with KSL? Already been partially down that road. Remember the “convergence” initiative that the DNews and KSL announced a few years back? After a time the parties very quietly ended that project. The current strategy seems to be “You know, it didn’t work so well last time. So let’s try it again only on a larger, more radical scale!”
I’m pretty sure I’m not simply some bitter blog ranter. I enjoyed working at the DNews. When I was there I thought it was a very good newspaper. I worked beside excellent journalists and we took pride in the DNews.
However, in the past few years cutbacks and management missteps have damaged the product and eroded some of my good will. But make no mistake. I want to see the DNews succeed journalistically and financially.
My biggest concern is this: I’ve looked closely, and I just haven’t seen anything in the current DNews announcements that resembles a sustainable business model. I understand Gilbert won’t lay out his business plan for the whole world to see. But seriously, what will they do, have KSL share both its newsroom resources AND its advertising revenues with the DNews?
Let’s face it – 10 years after Willis first made that statement, there is still NODODY in the newspaper biz who truly understands how to monetize online assets. I freely admit I don’t know how either.
NG, if I had your optimism, maybe I could admire the DNews for what it’s now trying. But when I look deep into my heart, I just don’t see much reason to be optimistic about the future of the DNews. The business entity and the brand name may survive. But even if they do, they won’t likely be attached to a daily newspaper.
Sign me -
A Realist
September 3rd, 2010 at 3:20 pm
Phil,
I don’t blame you for being skeptical. My optimism comes more from a love of social media than a belief that they can pull this off. That remains to be seen and you’re right there isn’t precedence. But what choices do they have?
Bringing in Clark Gilbert and recent hires of “digital natives” seemed to signal a real dedication. When he came out with the Twitter chat I had hope. But then he wasn’t very forthcoming.
I’m with you, I don’t see the DN being a daily newspaper for long. I see it becoming an online community.
-Janet
September 12th, 2010 at 9:15 pm
The new Deseret News seems well-positioned to render Meridian redundant and become something like a new Mormon Huffington Post. Considering all the built-in advantages DN enjoys, it shouldn’t be all that hard to pull off.
September 14th, 2010 at 2:30 pm
I think that printed newspapers are anachronistic in this digital age. I like the in depth reporting that media outlets can do, but to PRINT is so very last century. I wonder if DN can transition to all online and turn to encouraging communities on their site? Facebook succeeds through targeted advertising. Perhaps newspapers can get demographics on readership and follow suit.