A few years ago, The Joplin Globe, deciding it needed to have better coverage of its home city, came up with a bright idea. It resurrected the Joplin News-Herald title and made it a free weekly.
It was a miserable failure.
In today's Globe, Publisher Dan Chiodo, writing what was termed a "guest column" introduced the Globe's brilliant idea for the new millennium...a free weekly newspaper covering Joplin news called the Joplin Herald. Other than dropping the News (and hopefully, that is not a portent of things to come) it appears to be the same idea.
Listen to Chiodo's reasoning: "Why would we start a weekly publication in Joplin? Because some people want to know more about Joplin, and when you are a regional newspaper such as the Globe, you can't always fit everything in one publication."
That logic does not hold up. A free weekly newspaper with wide distribution would appear to use up far more newsprint than adding a few pages to the everyday Globe would do. Why not add more pages to the daily edition and perhaps offer some extra links on the website for those who want to delve even deeper into local news?
The simple reason is money.
The Globe faces the same problems all daily and weekly newspapers in the United States face...declining circulation. Its penetration in its home town simply is not what it used to be. By using this method, Globe officials can offer advertisers higher penetration into the Joplin market and perhaps can get some of them back into the fold and convince others to increase their advertising buys.
Unfortunately, it has the side effect of marginalizing the daily newspaper. Why should Joplin readers fork over their hard-earned money for a newspaper that plans to leave its in-depth local coverage to a weekly free publication?
The same business model is being used with the Globe's Business Watch publication. Why does it need a special business publication when the Globe should be offering the most comprehensive coverage of local business in its pages?
It will be interesting to see if some of the items that currently appear in the Globe will remain in its pages once the free publication starts. If you recall, before the Joplin News-Herald experiment, the Globe had stopped running sheriff's calls, marriage licenses, dissolutions, court cases, etc. The records coverage moved into the Globe when the News-Herald ceased publication.
Of course, the new publication also serves as a pre-emptive strike against anyone with plans of starting a weekly publication to compete with the Globe.
My former publisher at The Carthage Press, Jim Farley, always said a strong weekly newspaper, emphasizing local news, school, and sports coverage would succeed in Joplin.
It's just unbelievable that the people who are finally using that idea to compete against the Globe are the people who run the Globe.
6 comments:
I have heard a new product is coming to Joplin, and its not by the Globe.
There is not enough "News" in Joplin to warrant any more than what the Globe currently offers. How many ribbon cuttings and chili feeds can you write about?
As for the previous poster who claims a new product is coming to the area...why would they bother? With four TV stations, a newspaper (that apperently has added to its available ad inventory) and radio stations...where is this new product going to make its money. There are only so many advertising dollars to spread out.
"Of course, the new publication also serves as a pre-emptive strike against anyone with plans of starting a weekly publication to compete with the Globe."
That is the reason the Globe is doing this. They have learned that a new publication is coming to town.
I use the globe to clean up after a heavy scat session.
They should print a 2 ply version of the 'Glob' (Yes I mean glob), for sick pets and other heavy flow needs.
Two new publications. One weekly newspaper "hometown" style, and the other is the Springfield Business Journal, which is starting a Joplin Business Journal.
Post a Comment