Thursday, January 24, 2008

Publishing's Sad Song

It is no secret the traditional publishing business model is under great duress.

Across business/financial and trade media the reaction has been to cut editorial staff and push more content to the Web, often requiring the remaining journalists to produce a greater number of stories, more quickly.

For the media savvy company with experienced thought leaders as spokespersons this does create PR opportunities. Build relationships with the editors and writers on staff, be responsive and provide an interesting perspective when interviewed. You’ll get called on more frequently to contribute to their reporting.

Additionally, the resulting content will be pushed to the market in a myriad of ways (i.e. print publication, Web site, e-newsletters, editor blogs, etc.).

Yet, the ramifications of a failing publishing industry are extensive. It’s a topic that pundits are currently debating. TechCrunch’s Michael Arrington just weighed in with an interesting take on whether government should step in to provide financial support.

If "Real Journalism" Fails as a Business, Should Government Step In?


sseawright said...

Good post. In PR, I'm finding that many clients still hold more value in seeing their story in print, despite the move to online. Maybe they are holding on to the past or they may not understand that the online versions live longer and have a far wider reach.

What are your thoughts on print vs. online?

Marc Hausman said...

It's an interesting topic that you raise.

As it relates to client management and expectation setting, I agree with you that it's important to continually reinforce the value of a placement and how it can be leveraged to help a company more quickly achieve its business objectives.

It is also important to note that many publications have adopted quite different editorial missions for their online and traditional vehicles. For instance, a number of weekly trades will use their Web sites for breaking news and the print publication for more in-depth analysis.