Your paper is struggling. Not for lack of talent. Not for lack of cost savings measures. Sure the economic headwinds are having a significant impact but that's just exposing the underlying problems you face and have faced.
There are two major reasons The Kansas City Star has struggled beyond the economy:
- You aren't able to easily allow advertisers to measure the ROI of their investment
- You haven't asked the fundamental question -- what would the business model look like if the "paper" was delivered electronically without a printed version coming at 5am to my doorstep?
Imagine that.
The Star would need an economic model that allows the "paper" to provide local news and information electronically on a daily (or more frequent basis). The elimination of printing and delivery of the paper saves a lot of trees and gasoline -- Think Green.
How would you attract advertisers? subscribers? Could you find a way to make this more valuable than the printed paper? Would you be able to enlist "I reporters"?
Fun stuff to think about as we head into Thanksgiving.
Feel free to comment.
Jeff Fromm
jfromm@adamson-usa.com
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