finishing lines
By Steve Watkins

MEDIA MENU

I hadn’t really thought about it in a conscious sort of way before walking into a local bank recently and seeing them all stacked neatly on a table near the door. Local publications covered the entire table top … and it was a big table. There were nearly a dozen of them.

Funny thing is that just a few year years ago not a single one of these media forms even existed. And now all of a sudden the market has seen a major upswing in its mass media menu.

What in the world is going on in the Jonesboro media market?

It’s a good and fair question, and one that I’m often asked. Overall, the Jonesboro media landscape is radically different that it was a few years ago. Just think about it. Five years ago Jonesboro media was pretty much limited to one television station, two commercial radio groups and one public radio station, and a daily newspaper that’s been around for more than a century. Today, those mainstream media are still here and we’ve seen the addition of growing cable TV and billboard markets and as many as 14 “local” publications in the bi-monthly, monthly, quarterly and annual publication categories. Yes, 14 new publications in less than five years.

How could this happen? What does it mean? Is it a good thing? Will it continue?

Again, all fair questions. In the interest of full disclosure, I’ll tell you from the outset that I have some real personal convictions and beliefs about this issue and these questions. I love community journalism. It is a respectful and an honorable profession. And so I won’t use this column as a promotional piece to interject those convictions, but rather to give you the facts as straightforwardly as I can see them.

FIRST, HOW COULD THIS HAPPEN?

For one, it’s part of the natural evolution of a growing community. In most metropolitan statistical areas you’ll find a dominant and comprehensive city magazine. Business publications are also common in the larger markets and resource publications for parents are in major growth mode across the country. When a community grows, traditional media like television, newspaper and radio grow with them, or at least they should. But inevitably, community growth creates “media voids” that specialty print publications often fill.

Print media has always lagged behind broadcast media in its ability to foresee opportunities in the niche and specialty markets. I’ll bet at one time or another you’ve watched The Weather Channel, ESPN, Food Network, or The History Channel. It’s the same thing. On a relative scale, local print markets will generally follow as they recognize opportunities to serve specific readership demographics in areas such as community affairs, business, faith, recreation, health and more. As the pattern develops, there may even be some crossover among the print publications produced by different media groups. That’s when it can get interesting.

WHAT DOES IT MEAN?

Jonesboro’s profusive print media market means there’s more competition than ever on two fronts – readers’ already limited time, and advertisers’ increasingly stretched budgets. What it means is that more than ever we must create excellent publications with quality editorial material that will draw readers to them. And we must serve our advertisers with ultimate creativity and enthusiasm. Advertising departments can no longer be successful by selling just advertising. We must take our very best ideas and craft them to work specifically for
individual clients. It’s as much an art form as it is a science.

IS IT A GOOD THING?

Competitive environments in any industry almost always benefit the consumer. Competitiveness raises the bar of excellence and keeps us on the cutting edge. It always makes the best better and it forces those involved to know who they are, what they are about and where they are going. Over time competition ultimately helps consumers draw distinctions and make clear choices.

WILL IT CONTINUE?

In all likelihood, the answer is no. Today, the local market is mass media heavy. In a capitalistic society, markets generally have a way of correcting themselves. Over the long-term, you’ll see fewer print media products, not more. Those who have a clear sense of mission and purpose, and invest in the most important things will be the ones who continue to grow, evolve and mature.

THINGS FOR WHICH TO WATCH

So what does it take to serve the best interests of readers and advertisers in the local media market? Here are some personal thoughts about things I believe readers and advertisers should look for in their print media:

Relationships – It’s the single most important thing. It always has been, and always will be. It’s particularly critical in serving advertisers. A meaningful relationship is more than just being friendly. In any relationship, there should be a mutual benefit, trust and like-mindedness.

Timeliness – If you’re a daily newspaper subscriber and your paper fails to show up in the driveway one morning I bet you call to find out why. Publications of lesser frequency have the same obligation. A monthly publication generally should hit the street on the first of the month, and should be published every 30 days. Failure to do so is more than just a disservice. It’s robbing the advertiser of his or her investment.

Size and Consistency – Does it matter? You bet. The size of any publication is driven first by its advertising base which is a direct reflection on its perceived effectiveness and “reach” in the local market. More advertising creates a bigger editorial “hole,” and ultimately a more comprehensive medium. Is the publication well done every single time?

Local Relevance – When it’s well done, there is no substitute for a quality local publication, produced by local people about local people. Turnkey operations thousands of miles away from Jonesboro can disguise themselves as local, but it never works because they have no local value.

Knowledge of Self – Do they have a clear mission and vision for where they are going? Furthermore, do they know who it is they are serving?

Boundaries – It’s mostly about choice and ethics. Make no mistake, media is business, but traditional thinkers in print media believe some things just aren’t for sale. I’m one of them. Some key editorial sections should be entirely free from the perception of advertising influence. Covers, front pages and editorial pages are among them. It’s also important to note the subtle use of editorial material for the sake of boosting advertising’s bottom line. Editorial material strategically used to generate dollars discredits an honorable profession and lowers standards across the board. There are some lines that just shouldn’t be crossed.

Marketing Messages – We all use them, but readers and advertisers should hold us accountable for consistency between our messages and our actions. If we market ourselves as local, we should be truly local. If we market ourselves as inspirational we should be compelling people to action.

Community Involvement – Some subscribe to a school of thought that says journalists should be somewhat removed from community affairs in order to be objective in their work. It’s legitimate thinking, but over the years I’ve found it more important to get involved and be invested for the sake of developing those important relationships mentioned earlier.

You can always write me at steve@jonesborooccasions.com

You can always write me at steve@jonesborooccasions.com