Daily Goes Weekly, Like London Weekend Television
SEATTLE – So, the Seattle Post-Intelligencer is up for sale, and if no one buys it, the paper will turn into an Internet-only newspaper, or so says Hearst.
Hearst has owned the paper since 1921, and made a lot of money off of it for years, though they say that recently, it hasn’t. The paper has a circulation of 114,000 with losses for years. According to press reports, it lost around 14 million dollars in 2008 and more last year.
“Our journalists continue to do a spectacular job of serving the people of Seattle, which has been our great privilege for the past 88 years,” said Steven Swartz, president of Hearst Newspapers, in an AFP story.
We have an idea. If it comes to this, Steven Swarts, why not make it a weekend-only newspaper? So the newspaper becomes the Sunday Seattle Post-Intelligencer. (Above, the Saturday edition; why not the Weekend Seattle Post-Intelligencer or the Saturday Seattle Post-Intelligencer.)
Yes, vast staff would have to be laid off, but the town could still reasonably keep two printed editions of the newspaper. Certainly there might be issues with the joint operating agreement and the weird joint Sunday edition, but they can be end-rounded, I am sure. City officials and the community want to see something survive.
The reason to do this is to help the future of the brand online. Otherwise, it will be hard for the Internet version to survive. The brand needs something print connected to it. If the P-I disappears, that ad revenue will not necessarily go to the Times. Even one-newspaper-town dailies are struggling.
This move has a precedent:
- A weekend paper has the greatest revenue of all.
- The paper can have a life as an ad distribution vehicle, that is separate from the news value of the paper.
- The print edition once a week will help to promote the Internet site.
- British newspapers have a tradition of separate staffs of the daily newspaper. Some even have different graphic identities. London Weekend Television was a separate network just broadcasting on the weekend. Weird, but it works.
- The P-I then becomes a bit like an alternative weekly. This can provide reasonable competition to the daily, if the reporters are scrappy enough.
- After the daily print operation is shut, then there is a reasonable possibility that the paper could consider a launch of a free daily edition, or some other small-scale niche papers.