15 of 31

Write now Article Tools

Page 3 of 3

revenue. We learned that a Kansas paper basically reworked the Yellow Pages for its customers, providing an online model that other papers might follow. I've got one word for you, prospective newspaper person, and it's not plastics. It's databases.

There was a whole lot more but you get the idea. The focus was on using the Internet, blending the old with the new, reaching new audiences, new partners: All good information.

Yet I think there's a need for another conference sometime-preferably soon-that would see the need to add value to our paper product. My contribution is to emphasize the six Cs: consumer news, computer stuff, communication coverage, cartography, coupons and comics.

The local paper has to benefit the consumer with local listings, tips, warnings and ideas. Readers obviously can play a huge part in this and, of course, this feature is one that also be exploited online. Computer stuff doesn't mean mind-clouding articles about the intricacies of electronics but Internet coverage and more consumer help in everyday language.

Communications is coverage of the media and that includes telephony, cellular and otherwise. Don't forget that TV and radio are also going through the mixmaster these days and the newspaper needs to be there to cover it.

Cartography is map-making, local maps with cartoony views of the area. Whether you're defining farming areas around a small town or riverfront vacancies, here's a role for the newspaper to play in addition to good old visitor's guides. Let's face it, these are things you have to have in your hands.

Coupons, of course, are already the stock and trade for many papers. The Sunday section is all about advertising and those coupons help direct traffic. But what about even more coupons on slick theme pages? Let's entice readers while helping local advertisers.

Comic pages may strike some as an example of the old school newspaper style. Think about it: Just how long have some of these newspaper comics been around? Dagwood just turned 75 and there are some older than that. This isn't a call to send characters off to the Comic Page Old Folks Home but a cry for new blood: graphic comics in color that might grab some of those younger readers we're so anxious to serve.

There's one more C involved: community. The newspaper has to be an even bigger part of the area it serves. That means standing up for literacy, education and fair play. There's nothing new about any of this-papers have been doing it for decades. Which means that it's also a time for marketing. Stop apologizing for so-called shortcomings and proudly declare the paper for what it is: a convenience tool that serves the busy American in a variety of ways.

Things are always changing whether we like it or not. But sometimes we get so caught up in that change that we fail to see the value of what we've got. Hopefully, we won't lose it.

Write your article here

Learn more about this author, Steve Tarter.
Click here to send this author comments or questions.

• << previous page
• 1
• 2
• 3

Add your voice

Know something about Internet as a threat to newspapers?
We want to hear your view. Write now!