Here Is A Tip For Newspaper Publishers – Ignore The Internet And Thrive

Posted Dec 22, 2008

At an age when print media is supposedly dying a slow and painful death, a small Monmouth County, N.J. newspaper is thriving. The TriCityNews does not publish any of its content online. It’s website has nothing more than ad rates and an about page on it. The newspaper is profitable and has been growing at a rate of 10% since it was founded in 1999.

Dan Jacobson, the owener and publisher of the newspaper says he has no reason to offer free content online.

?I don?t understand how putting content on the Web would do anything but help destroy our paper. Why should we give our readers any incentive whatsoever to not look at our content along with our advertisements, a large number of which are beautiful and cheap full-page ads?”

Jacobson does not want his newspaper to be associated with the web at all. He says the web will get in the way of his newspaper’s advertising.

“I don?t allow our name to be used on any kind of content on the Web ? not bulletin boards or listings or anything, I don?t want anybody to connect The TriCityNews and the Internet. I don?t want anything that detracts from the paper and the presence of those big, beautiful full-page ads.?

The small newspaper has three full time employes and one part time employee. It does not have a sales team. It has a print run of 10,000 copies. Local advertisers see the newspaper as being reliable.  Most of the advertisers pay for their ads in advance.

The success of TriCityNews says a lot about the opportunities available in local markets. Small businesses have a hard time seeing a ROI on web ads. Local newspapers ars still king when it comes to local advertising.

Information Source: NYT