Thursday, May 1st, 2008
But what to wrap fish in now?
A newspaper in Wisconsin has become online-only, getting rid of print early this week. As both a former journalist and a digital marketing evangelist, I’m positive the decision serves not just newspaper readers, but the publication’s advertisers and even the paper’s own marketing goals.
The Capital Times, a 91-year-old daily in Madison, explained the decision in part: “We want to ensure that Madison, Dane County and Wisconsin have an independent voice for peace and economic and social justice that speaks truth to power each and every day.” (I remember the days when I had such an idealistic outlook!) Bottom line: The newspaper knew that digital media is trumping print, and to meet its lofty goals it had to make a drastic change.
By going all-digital (except for a free weekly version), The Capital Times is giving readers the news in exactly the way an increasing majority of them want it: On their computers.
