They’ve all come and gone and I have, occasionally, doubted my core view that the whole regional newspaper industry is sliding towards total oblivion.
The announcement this week that the Liverpool Daily Post is to close is just one more nail in the coffin of an industry in its death throes. These strategies are just dreams, whims and last gasps.
So let’s take this opportunity to take stock of the Manchester Evening News, also owned by Trinity Mirror and run by the same management team responsible for closing the Post. Now based in Oldham, the MEN reads and feels like a tabloid paper in a city region that does a decent job of reporting big crime stories, Metrolink problems and Premiership football. Beyond that, what else?
Really, go on, ask yourself if you can remember an MEN splash that wasn’t one of those stories?
Two days of the week it is handed out free (pic, above). Its very name is a triage of misnomers – it is neither Manchester, Evening, nor News. Such is the pace of which hard news is broken through web and social channels, not to mention through radio.
Circulation is heading downwards, as it is with all print titles.
Analysts of these trends tend to focus on the decline in the quality of the journalism and the supposed correlation with copy sales. Many will also evoke the take up of social media as evidence for public disengagement.
The real decline however is in advertising. That was the foundation upon which everything else was built. Advertising paid for the court reporters, the political editors, the punchy columnists and investigations. The layers of rock of newspaper advertising were jobs, homes, motors and classified. At each turn these have been cracked apart by more Internet disrupters – Monster, Right Move, AutoTrader and the all conquering eBay.
As I know very well, there is a small reservoir of business to business advertising, but it is barely enough for the MEN to sustain even its GM Business Week magazine, usually to be seen in unopened bundles in receptions in Spinningfields.
Any media property is at the core of a community. It provides a relevant platform for advertisers, attracted by an attentive set of readers. It also dominates the conversations people are having around that pivot. That has long gone in Manchester and in other cities around the world. What all regional papers are doing now is flailing around looking for a purpose. Good luck to them, but it looks like the game is up.