http://cronkite.asu.edu/mcguireblog/?p=75
Newspaper circulation leaders need to make their own sandwiches
Speech to Northwest International Circulation Executives
Vancouver, WA. May 6, 2008
By Tim J. McGuire
Frank Russell Chair for the Business of Journalism
Walter Cronkite School of Journalism and Mass Communication, Arizona State University
©Tim J. McGuire. May 2008
One of the things I like to do when I take a speaking gig like this one is to ask what the people who invited me hope I will say.
All Eileen Widdison needed was an invitation. Her keyboard must have exploded when I inquired. She said she sure did have thoughts on what I should talk about! With all the colorfulness and certainty you have come to expect of Eileen she responded with these fiery words:
“I’m tired of hearing about how we’re slated for death. I’m sick to death of people telling me that video is the answer. We’ve watched the buyouts, the layoffs, the wailing, whining and complaining. I’m starting to get numb. Throw me a lifeline! Is there a future for us poor print dweebs? Is it intensely local?
Eileen continued: Do you have something in your bag of tricks which would give us some hope? You’re going to start the conference off. Could you attempt the bootstrap pep talk? Could you try to remind us that we’re worthy and venerable and credible? The circulators need to hear from someone of your experience and stature that we have meaning.”
I think I have something to say on the subject of the future, but we have to get something straight right here at the beginning. Please understand I say this with all the respect and affection I can muster for my new phone friend Eileen and for all of you.
Find your own stinkin’ lifeline!
Build your own damn hope!
Discover your own worthiness.
Stop waiting for it to be conferred on you by an aging, retired newsman or by your confused, beyond-desperate corporate owners, or by a besieged management team which has watched its own individual personal worth go up in so much digital vapor because they really don’t know up from down in this revolutionary moment.
Pardon me the First Testament of the Bible references, but they seem so obvious. Too many of us in the newspaper industry are in the midst of a futile search for a Messiah.
Others are intent on holding our breath until we return to the wonders and safety of Egypt or, in this case, yesterday.
Others think they are so certain of the future they are worshipping false idols and making fools of themselves.
I do not say any of this to be cruel. I say it because victimhood is ugly and unbecoming.
I say it because critics of newspapers are being too simplistic.
I say it because newspaper people are wallowing in self-pity and wishing for a return to a yesterday that is gone. It will never exist again.
I say it because every human being has a vital say in his or her own future and you’d never know that talking with too many newspaper folks.
I think there is a media future for newspaper folk even if it looks a lot different.
I think bright, entrepreneurial people are going to create that future.
The victims are going to get run over!
snip
The best way to improve circulation of the paper is print a balanced non biased newspaper everyday
They keep scratching their heads wondering why the NY Post and the Wall Street Journal are growing circulation while they decline. Couldn't be that the third of the country that calls themselves conservative have given up on them having any sense of honest journalism.
The average Times reader is older - not all older people are into computers. And business section readers support advertisers - this cut might be short sighted.