The idea that online media is killing traditional
journalism is a concept strongly denied by Damian Wild, editor of the Estates
Gazette. At yesterday’s Gorkana Breakfast Briefing, he explained that there is
still money to be made in journalism, albeit with a few adaptations to their
approach.
The Estates Gazette is a weekly business magazine
published for the UK
commercial property market. Like other traditional media providers, the
circulation of its print edition is down, having peaked in 2007 at 28,000, it
has been shrinking significantly and stands at just 19,000 today. Meanwhile,
the Estates Gazette has adopted a subscription-based online news service, an
approach which has failed for other news providers. So why is Wild so positive
about the future of Estates Gazette?
Wild’s approach has been to appeal to an
increasingly tech-savvy audience. The introduction of its iPad app has clearly
been a hit with the Estates Gazette’s readers, since its digital readership is
growing. Not only does the app allow readers to access content within hours of
going to press rather than days, it also offers a more interactive approach.
The online edition of the Estates Gazette has videos, podcasts, and offers
opportunities for readers to express their views – and it seems that the
Estates Gazette’s readers are prepared to pay for these services. Wild also
described how this year the Estates Gazette hosted a live webinar from Cannes using the company
iPad.
It seems, therefore, that through innovative ideas
and working with online media, rather than in competition with it, traditional
journalism does still have a place in the current market.
Alongside the advertisements of plush properties
which appear in the its print editions, perhaps the Estates Gazette should
consider selling Apple some advertising space in the weeks leading up to
Christmas - a few more iPads under the tree on Christmas day might actually
boost their business – not kill it.
Alice Prentice
Follow us on Twitter @AbchurchComms
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