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Newspapers Find New Foothold Through Digital Media

Paid circulation is going through the roof

Paid circulation is going through the roof (Photo credit: Kristine_Lowe)

So you thought print was dead.  Well, it isn’t.  The New York Times published an article for their blog, Media Decoder on Tuesday.  Small Gain in Newspaper Circulations, Aided by Digital Subscriptions” by Tanzina Vega focused on the recent report from the Audit Bureau of Circulations, which monitors newspaper circulation.

The report shows an overall increase in circulation for the 618 daily newspapers over a six month period.  Vega states in her article, “The biggest increase was for The New York Times, whose daily circulation, including the digital version, increased 73.05 percent over the previous year, largely because of the introduction of its paid digital subscription model last year. The A.B.C. report on 618 daily newspapers for the six-month period ended March 31 counts both print and digital subscriptions.”

Vega adds, based on the A.B.C. report, “The 618 newspapers with daily circulation increased 0.68 percent. The Wall Street Journal remained in the top spot with a total average daily circulation of 2,118,315, compared with 2,117,796 last year. USA Today was second with 1,817,446; The New York Times had 1,586,757; The Los Angeles Times, 616,575; and The Daily News of New York, 579,636.”

She also quoted the chief executive of the Newspaper Association of America, Caroline H. Little, as stating, “We’re particularly gratified to note that newspapers’ embrace of digital platforms, as well as smart and efficient circulation strategies for print products, are reflected in the numbers, which clearly demonstrate positive trends in total circulation growth for publishers.”

Okay, so you might be sitting here thinking that it shouldn’t count because it’s not print.  Well, actually it is.  It’s just in digital format.  I won’t go as far to say this gets the newspaper industry out of the woods just yet.  I will say that this is promising.  It shows how old media platforms are integrating new media platforms and using it to keep their brand alive. If it takes a bunch of new online subscriptions to keep The Gray Lady in business, and others like the Wall Street Journal, then I’m all for it.  I still enjoy the feel of a newspaper page between my fingers, but I’m also the same person who gets daily email feeds from various news sources and has an online subscription to a major news organization.

Video didn’t kill the radio star, and I honestly don’t think digital will kill traditional print.  There is room for everyone.


Wall Street Journal Finds Interest in Pinterest

Alana Zak  published a post today in Media Bistro‘s blog, 10,000 WORDS.  She explains to readers how and why the Wall Street Journal has decided to embrace the social website Pinterest.  According to Zak, in her interview with Brian Aguilar, a social media editor for WSJ, the publication sees Pinterest as a new platform to reach a larger audience.

Aguilar states in the article, ““There are so many memorable soundbites out there, this gives you the opportunity to really highlight them and pique people’s interest in a story.”

Basically, the WSJ has created a Quotes board on Pinterest.   Various quotes taken from stories published by the newspaper and photo-shopped to appear as a pull-out quote in the middle of a real article.  Zak reports that WSJ is not worried about copyright infringements because they only publish what they already own.

When I first saw the title to this article, I was a little confused.  As a Pinterest user, at first I couldn’t understand why the WSJ would have any use for an online scrap-booking website.  Then I discovered after reading the article, the clever insight that exists at the Wall Street Journal.  Those folks are very much in tune with the digital wave.

Interestingly, a user commented on a quote by an intellectual property lawyer who stated that people should not post things on Pinterest if they don’t own the copyright.  The users response?  “Maybe he should never give advice about a platform he’s doesn’t understand.”

This story is a great example of how media organizations are adapting during the Internet evolution.  Survival of the fittest.  I wouldn’t be surprised if pretty soon we saw authors and even journalists using Pinterest to show clips or excerpts of their own work and include it on a résumé.  I’ve already seen photography collections posted, some of which I’ve been a part of myself.

There are many people who are left in the dark as to what Pinterest is all about, and there are people who give it a go and decide to abandon the internet site, because they “just don’t get it.”

I say to you:  The Wall Street Journal gets it and they’ve been around since 1889.  This may be the newest explosion in social media strategy.