Student government representatives are debating whether the Gannett Newspaper Readership Program is a threat to the student paper, the Iowa Daily State. Gannett is asking student government to approve distribution of four newspapers on campus—the Gannett-owned Des Moines Register and USA Today as well as the Chicago Tribune and New York Times. Funding would come from a student fee of about $5 per semester. Mark Witherspoon, the student paper's adviser, tells Daily reporter Luke Jennett that Gannett aims to increase circulation so it can boost advertising rates. "Gannett is asking students to pay $270,000 to hurt campus life—to injure themselves," Witherspoon says.
Daily papers have treated alternative newsweeklies with contempt, but it seems "that even that small share of local advertising revenue that is often a weekly paper's sole means of support is now coveted by the big boys," writes News Editor James Shannon in a MetroBEAT cover story. In February, Gannett's Greenville News will launch a youth-oriented weekly, The Link, to compete with the Greenville, S.C., alternative paper. Alt-weekly publishers in other cities tell Shannon how they dealt with the Gannett challenge. Boise Weekly Editor-in-Chief Bingo Barnes says he "spent the first month driving around and moving our racks and newsstands back into prime locations."
The New Haven Advocate becomes the latest AAN member to face a challenge from a daily with its eye on alternative weeklies' young readers. Play, which begins publishing March 3, will be "fun, informative and a little bit edgy," says its editor, Jonathan Cooper. The new tabloid, aimed at 18- to 34-year-olds, will also give New Haven advertisers "further access to a highly attractive audience," says Robert M. Jelenic, head of the Journal Register Company, which owns the Register and 22 other newspapers.
President Jay Smith and his chief financial officer, Charles "Buddy" Solomon, voted against censuring themselves for "violating business and journalism ethical standards" but were overruled by the other six members of Creative Loafing Inc.'s board of directors. The resolution's author, Sterling "Jim" Soderlind, accused the Cox executives of getting "a very good education in the alternative newspaper business while sitting on our board," and then using that knowledge to launch a competing free newspaper, Access Atlanta. John Sugg's Nov. 20 report on the meeting was followed by Smith's response the next week.
Chad Oliveiri, managing editor of the Rochester, N.Y., AAN member publication, talks to editors of other alternative newsweeklies to anticipate how a new Gannett weekly, tentatively named The InsideR, could affect his market. Free weeklies the media giant has already launched in Boise and Cincinnati compete with AAN papers for advertising and promotional opportunities. The silver lining is that Gannett is selling large mainstream advertisers on the concept of appearing in free weeklies, Cincinnati CityBeat Editor John Fox says.
Offering no substance and playing it safe aren't the way to win over the most educated generation of readers in the country, writes Scripps Howard News Service columnist Joe Donatelli. He was disappointed when he saw one of his columns reprinted in the Chicago Sun-Times' Red Streak at half its length and with all the humor expunged.
The Indianapolis Star debuts its new tabloid, INtake Weekly, today, 12 days after its parent company, Gannett, launched IN, a glossy magazine that competes with the locally owned Indianapolis Woman. Brian A. Howey, writing for the online magazine Indianapolis Eye News, discusses tactics Gannett has used in the past to put newspaper competitors out of business and then raise its advertising rates. "If you're NUVO Publisher Kevin McKinney and his staff, INtake might as well be a gun aimed at your heads," Howey writes. He urges advertisers to continue to place ads in independent publications so Gannett doesn't become their only option.
Free newspapers aimed at young readers are, for the most part, "just dumbed-down versions of a daily newspaper," writes AAN'S Roxanne Cooper, in an editorial published in the International Newspaper Marketing Association's monthly magazine. Basing a newspaper's content on market research instead of a creative vision is getting it backwards. And if young people have such short attention spans, why are so many of them reading books during their commutes?
To attract young readers, media companies are publishing free newspapers that capsulize the news and emphasize jazzy graphics. New York Times reporter Jacques Steinberg describes what research studies say young readers want and how new papers like Quick, published by Belo Corporation in Dallas, and the 5 Minute Herald, published by Knight-Ridder in Miami, seek to address their needs and capture advertising dollars.
"If you want your newspaper to appeal to young people, you must be willing to print the word 'fuck,'" says Eric Celeste, and Dallas' new, competing commuter tabs Quick and A.M. Journal Express apparently fail the test. Plus, they're not "smartly written," nor do they "reflect the world young people live in," violating two more Celeste rules for reaching the 18- to 34- year-old reader. But all is not lost, says Celeste: The papers do have some "utility."
