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19th September 2010

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Abstract: Mobile Strategies for Alternative Newsweeklies

Here’s an abstract of a white paper I’m writing. Any feedback would be appreciated. As I write more sections, I’ll publish them here.
This white paper will outline the unique opportunities that alternative weekly newspapers (AltWeeklies) have in reaching new and existing readers through their smart phones. While the AltWeeklies haven’t been immune from the decline in print circulation that daily newspapers have experienced, they do have unique advantages:
 

  • They depend almost entirely on advertising revenue instead of a mix of advertising and subscription so their businesses are already structured of the “new order” (v. issues with today’s daily papers)
  • They extremely focused on their local markets served by their print editions
  • They already have sales teams selling adverstising to the local markets

AltWeeklies have successfully used these advantages to create and generate revenue not only from their print publications, but from web-based editions as well. However, as more readers are using smart phones for getting online information instead of their desktop systems (PC/Mac), new strategies are needed to keep and attracts readers as competitive systems come online.

The state of mobile site or applications by AltWeeklies is dismal. While transfering the entire content of the paper to a mobile web site is impractical, currently implemented mobile web versions offer little differentiation from Where.com, Yelp or other online services. Developing phone applications may provide some improvement in user experience and speed, but increase costs due to development and support.

A reader that picks up a copy of an AltWeekly from a newspaper box, bar or coffee shop is already mobile and can access to all of the articles, reviews and events on the paper’s web site. So what if they could unlock real-time information, buy a ticket to a show, or just get a surprise by using their phone with the paper? Utilizing mobile phones as an extension of the print edition instead of the online edition could create a more useful and fun experience for the reader.