Can Two Newspapers Survive In Sonoma Valley?
I am republishing my post from WiredSonoma that inspired the theme for this blog. A couple weeks after I wrote this, the Sonona Sun announced it was returning to publishing once a week. However, it continues to compete with the other Sonoma Valley newspaper, the Sonoma Index Tribune, by publishing on Fridays instead of returning to its original publishing day, Thursday.
In light of recent developments at Sonoma Valley's two community newspapers, people are asking me if I think Sonoma Valley will continue to have two papers. As most of you may know, the Sonoma Sun recently laid off employees and a couple of its popular columnists moved to the Sonoma Index Tribune. While I don't pretend to have inside information, as a PR Pro who has pitched stories and sent press releases to all Sonoma County media since 1991, I understand the dynamics of the media industry.
Current troubles in the general newspaper industry:
The Internet has hit the newspaper industry hard. First, the loss of one of its main sources of revenue: classified advertising. Second, the trend of people reading newspapers online. However, when their online audiences are included, surveys show overall newspaper readership in the U.S. is up. The problem is, no one in the industry has figured out a digital business model that's profitable.
What this means for Sonoma Valley's newspapers:
I think it's questionable that two papers can survive. Especially if they both continue to publish on the same days of the week. In addition to the points above, Sonoma Valley in recent years has experienced little increase in the types of businesses that traditionally buy newspaper advertising (e.g. retail, consumer services, restaurants). I think the publisher of the Sonoma Sun will invest much of his time and resources to try to keep his paper alive. He's now writing articles and doing copy editing. However, the historical trend in this type of newspaper competition is that the new player is the one that goes down. It has happened in Sonoma Valley before, and it has happened throughout the U.S.
What this means for you:
If you hope Sonoma Valley continues to have the additional voice that a second newspaper provides, support both with your dollars. If you can't afford to advertise in both, carefully evaluate your target market to consider what they're reading.
Trackbacks
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9/21/2009 2:25 PM
BLOG.CUCLISPR.COM wrote:
By Gina CuclisBill Hammett, Three House MultiMedia, Inc. chairman and Sonoma Valley Sun publisher, announced on the paper's website today that Stephanie Dunn is no longer with the local media organization. Dunn had been president for four years, which included serving as the Sun's editor. Her last day was Friday. Her sudden departure is causing speculation among those familiar with the newspaper about what will happen next.The announcement puts a positive spin on Dunn's contributions. But the revolving door of employees over the last couple years, and the defection earlier this year of a few popular columnists to the Sun's ... -
2/19/2010 6:23 PM
BLOG.CUCLISPR.COM wrote:
By Gina CuclisSun Returns to Publishing Print Edition on ThursdaysAfter experimenting with publishing twice a week, and then publishing once a week on Fridays, the Sonoma Sun marked Thanksgiving day by returning to its roots of publishing its print edition on Thursdays. I think this is a good move that will increase the Sun's readership and better serve the local market.The tabloid Sonoma Sun launched in 2004 publishing once a week on Thursdays. It offered an alternative voice and information not found in the long established Sonoma Index Tribune. The IT publishes on Tuesdays and Fridays. In 2008, the Sun ...
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