As editor of Mass High Tech since 2005 and now having added publisher to my title since January, I’m an avid follower of how general interest daily newspapers are struggling and attempting to solve the problems of declining print readership, dimes-to-dollars differences in ad revenue online vs. print, and generating reader engagement online.
Small-town newspapers are trying models ranging from outright walled gardens to freemium content to keeping it all free, and no one has figured out what will work best.
At the national level, several problems still exist: In print, average weekday sales were down yet again at the beginning of 2010, down almost 9 percent year over year. And while overall ad sales for the big six fell 10.2 percent in the first quarter of 2010, that was actually good news — it represents an improvement compared with drops of 28.3 percent in first-quarter 2009 and 12.8 percent in first-quarter 2008.
But online, it’s still the Wild West for most local newspaper executives. Just last week, Gannett closed a deal with Yahoo to sell Yahoo’s advertising inventory through its 81 local publications in exchange for distributing Gannett content through Yahoo.
Such moves are interesting, but what has me particularly intrigued is news from Wednesday that Massachusetts’ own Attleboro Sun-Chronicle will be requiring its online readers to not only use their real names for commenting online, but also will be charging them a one-time fee to do so.
Despite my discussions about the revenue tribulations going on at newspapers across America, this is not a revenue play — it’s a 99 cent fee, one time, to activate a reader’s account. Instead it’s a hurdle designed to make online venom-spewers put up or shut up: No more anonymous comments and cyber-bullying via the local paper. Sure, such comments are entertaining for people to read, but a newspaper’s brand is often a local institution — and the keeper of that brand, the publisher, has a right to protect it.
Usually, the conversation takes a different tack, with publishers and editors striving to generate more online comments. It’s rare that you see them throwing roadblocks in front of people trying to interact via their web site. After all, it’s all about reader engagement, right?
In this case, it’s a quality vs. quantity. Why not block unwanted blabbers? If they’re not adding anything constructive to the conversation, there’s a good chance they’re not helping the site.
It’s a conversation that has been taking place here at Mass High Tech just this month, in fact. We recently switched from an in-house commenting platform to the more social Disqus platform. We’re waiting to see whether the change makes it easier for our visitors to leave comments and share them on the social networks of their choice. The jury’s still out.
I’m willing to bet that most of the Sun Chronicle’s locally based advertisers are buying ads for brand recognition or direct response, rather than on the more common online CPM, or cost per thousand, basis, so why not take the risk of having fewer page views per visit and less traffic? Ultimately, the traffic that does stay — and comment intelligently — is a higher quality for that advertiser anyway.
I, for one, am interested in watching how this plays out. And I’m rooting for any newspaper publisher willing to take a stand against cheap comment spam for the sake of a few more page views. That game is a race to the bottom.