When your net gets too small, build another one

When your net gets too small, build another one
Media giant Gannett, who recently launched a company-wide effort to redefine itself and make its newspapers more relevant to readers, is also launching a series of weekly alternative papers for a younger audience. The initial markets are Indianapolis, Cincinnati, Louisville and Palm Springs. Young people are generally not readers of traditional newspapers, so this is seen as a crap shoot by some observers. I think it’s brilliant and similar to online efforts in Arizona and Kansas, where newspapers are building separate brands in an effort to target young people. In the lake of available consumers, media outlets must learn that the single net that used to serve them well simply isn’t big enough to maintain market share anymore. The fish have spread out across the lake, and it takes more than one net these days. If only TV stations would wake up and recognize this truth.

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