Can Gannett Co. create alternatives to itself? Burl Gilyard, himself a former alt-weekly staff writer, looks into Gannett's plans to launch entertainment weeklies in Lansing, Mich., and Boise, Idaho, for AJR. Berl Schwartz, editor of the alt-weekly City Pulse in Lansing, says Gannett's targeting these small markets because it "wants to feed on the guppies before it heads to the deeper waters."
E&P's Lucia Moses looks at a batch of new daily-owned youth market publications in the works, from Gannett in Lansing, Mich., and Boise, Idaho, and from the Tribune Co., in Chicago and on Long Island. Reaching young readers is a delicate art, as alternative weeklies can attest. "The 'new generation' is newly minted every year," Chicago Newcity President Brian Hieggelke tells E&P. "Those of us who are writing about them ... the older we get, the less we should trust our instincts."
Taking a page from Gannett, the Chicago Tribune is seriously considering launching a five-day-a-week tabloid aimed at the elusive 18- to 34-year-old urban reader, the Tribune's Jim Kirk reports. "The new Tribune paper would be aimed at the same demographic that has made the city's free alternative papers, such as the Reader and New City, successful," Kirk writes. Gannett is launching "alternative" weeklies in target markets.
Media giant Gannett Co. is launching its first salvo in a war to win the elusive 25-to-34 year old reader away from alternative newsweeklies. In Lansing, Mich., and Boise, Idaho, Gannett dailies are set to begin publishing "alternative" weeklies this fall. Established alts in those markets are bracing for the ruthless competition described by Richard McCord in his book "Chain Gang." Berl Schwartz, publisher of City Pulse in Lansing, scoffs at the notion the Gannett weekly will be an edgy alternative publication. "What is it an alternative to?" he asks. "Itself?"
"Can you trust an alternative newspaper over 30?" Creative Loafing Atlanta's Senior Editor John Sugg asks. Well, yes and no. In a column published in Weekly Planet Tampa, Sugg's old stomping ground, he says alt-weeklies may be greying and corporate but they're still kicking the dailies' butts. Mainstream media have "dumbed themselves down to the point of imbecility," Sugg says. "Maybe now the alternative press will stand and achieve its true greatness, revealing what the powerful don't want revealed." If they don't, Sugg's hoping some firebrand now in high school is waiting in the wings to create the next underground press.
Traditional approaches like special kids' sections or youth-oriented stories sprinkled throughout the paper aren't working, so newspaper chains are testing alternative strategies to snag the elusive 18-to-34-year-old demographic, Editor & Publisher reports. For example, Gannett is launching free weeklies this fall in Boise, Idaho, and Lansing, Mich. and others have tried free-standing publications circulated to high school students. Meanwhile, some media conglomerates have decided that print is not enough, and have added youth-oriented content via radio, broadcast and the Web.
A couple of weeks ago Lee Enterprise's daily paper in Missoula changed the publication day of its weekend section and started to distribute it as a free, stand-alone paper. In a publisher's note, Missoula Independent's Matt Gibson says the move is "a transparent attempt by the Missoulian to impede the growth" of his paper, and calls it unethical, anti-competitive and "probably illegal". He promises that Lee is "going to find themselves in a fight so fierce and unrelenting, they’ll wish they’d picked on somebody their own size."
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