Gannett Blog is reporting that the Republic is implementing another furlough. Naturally you won't read about this is the Republic itself--just like you won't read about the collapse of Lee Enterprises in the Star--transparency is for the other guys.
Here's the interesting part of John Zidich's memo.
This, quite frankly, was an option I had hoped to avoid but top line revenues remain short of where they were a year ago. While the longer term prospects for the Arizona economy appear to be improving the short term environment remains difficult. It's important to know that this is not an issue of declining Republic Media market share. There simply is not as much media dollars available in the market.
That's interesting because revenue is still lower than a year ago despite an improving economy and increasing market share. That's exactly what I said would happen 4 years ago when I wrote a post called "The Web Will Not Save You." Back then the conventional wisdom was that newspapers would maintain--or even increase--their market share by shifting their content to the web. After all, the "paper" was just a medium for the real product which was information. As long as the same number of people still got that information from AzCentral then the revenue should keep up...right?
Wrong. Advertisers don't value internet traffic as much as they value newspaper readers. In fact, when I wrote that piece, each subscriber was worth about $1,000 in advertising revenue--since that time, the number has dropped to about $500. More importantly, a loyal web reader is worth about $10 a year to an advertiser. That means that if all of the Republic's readers switched to the web, the market share would remain the same, but the revenue would drop 90%.
That's why it's so important that Zidich said he has maintained market share and the economy has improved, but his top line revenue is down. He was confirming what I said would happen 4 years ago. It's important to remember that this has caught the newspaper business by surprise. When I made my prediction about web revenue not supporting the current business model, I was the voice in the wildnerness. Folks like Goldman Sachs were still predicting that traffic and revenue would just migrate to the web.
The important point about my 2007 post is that I pointed out there is no solution. Newspapers are like an ice cube on the kitchen floor. Sure, the ice cube still looks like an ice cube, but you know that in a couple hours it will just be a puddle. The little ice cubes melt first, and the big ones take a while. However, they all end up as puddles. That's why the Gazette, Citizen and Tribune are gone and the Star and Republic are in trouble. The Star and Republic had more thermal mass.
Revenue is not going to stabilize, so Zidich is going to cut costs until in a desperate effort to stay ahead of declining revenue--while still maintaining the shell of a viable newspaper. This transition time gives the current staff time to find other jobs and gets the public use to reading thin newspapers written by interns.
One thing is for sure. This isn't the last furlough memo that Zidich will write.
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