The TIMES They are a Changing

The Hit Rate on the On-line version AdelaideNow of the only Daily in little old conservative Adelaide – The Advertiser (Rupert’s first paper and still a strong performer in the stable) is now growing at a rate that surprised them… to the point that the On-line Editor now has equal status with Chief of Staff and Night Editor as direct reports to The Editor…. as such they now consider themselves a Multi-Media company not a Newspaper.

But one that is challenged to find a suitable revenue model … given the lucrative business they have been in as the only NewsPaper in a city of a million people.

At The Times in London each reporter has now a Video Camera … and Mini recording studio on their desk to file a Radio, TV and then Print version of each story. Clearly recognising that there is a very strong shift away from traditional print in all areas an supply peoples need for immediate access to information.

It appears that circulation of the print version of The Advertiser is also dropping… but more so Readership as people opt for more credible News Sources (interstate, national, and independent publishers) especially on Weekends when they have more time … (eg Australian, The Age, The Independent) or getting it delivered direct from a variety of sources via the Net. The Net also provides them with a try before you buy in sampling papers as well.

Annecdotal surveying shows most readers of the very locally focussed Tiser do so out of habit, many have a large level of dis-satisfaction with its quality and credibility and would opt for an alternate if comparable in price and local focus.

Being an older and more conservative market Adelaide has been slow to look to the Net as an alternate source —— it now looks like that trend is changing rapidly!!

Opening up opportunities for online versions of Very Local News… as a cost effective opportunity for those advertisers wanting to reach very local targetted markets.