From newspaper worshipers and collectors, we suddenly will get only one Sunday and no dailies on our sidewalk. That is big for us and comes as we felt forced into it.
Not long ago, we had three delivered — Boston Globe, all 7 days; New York Times, all 7 days, and Financial Times, all 6 days. We accepted that was too much, particularly when we also got such demanding weeklies as The Nation and New Yorker. We went down to the Globe at 7 days and the Sunday NYT. Then yesterday, I cancelled the Globe.
The reasons are prosaic. Yet, we grieve. We’ll try the overpriced and hard to navigate facsimile Globe, but I don’t have high hopes of sustaining interest.
We were both newspaper reporters and magazine editors. I came out of J-school. Until macular degeneration blinded my mother at the end of her life, she got multiple papers daily. I grew up reading two or three she had delivered. It was always the local daily (two when we lived next to Manhattan) and the closest best one (like the Washington Post when we were in Virginia).
I offer a 15-minute rant on my disappointment and grief, and what lead to this. Click the player below for that.
The short of it is that the greed of the Globe publisher, John Henry, piled on us and broke our will. He exceeded my chokepoint a couple of days ago. There are far better things I can do or buy with $750 a year than make a billionaire richer.
My wife dismissed the latest price hike to $14.34 a week by saying Henry seemed intent on going out of business. That probably is partially true. Globe management clearly likes the online model, publishing with no extra physical and human costs per copy.
Plus they charge top dollar, $3.99 a week for online. That’s more than any other daily, even a bit more than the NYT. Of course, the Times has tremendous expenses, like foreign bureaus and a still substantial reporting and editing staff. In contrast, the Globe has slashed its staff for many years. Its local coverage is weak and not as granular as the hyperlocal Universal Hub site.
To start the sports analogy, I see the paper going for only the home run. Their reporters seem under an edict to produce potential Pulitzer features and series. The sports comes in as Henry is principal owner of both the paper and the Red Sox.
Until he revamped the Sox, locals would snort disdainfully in the direction of the Bronx. The Yankees, they’d say self-righteously, bought their championships by paying for overpriced players. Mirabile dictu. When Henry did the same and the Sox delivered a long-awaited World Series championship, I didn’t hear anyone slamming the local team for checkbook titles.
In fact, Henry’s attitude is to drain whatever he can from his various customers. The Sox ticket prices are MLB’s highest and his paper charges more for both delivered and online versions that comparable or higher quality papers. He seems determined to push costs as high as he can.
What’s a Subscriber?
Newspapers have long been cash rich and inventory sparse. The earn their profits from advertising, for which they get paid quickly or even in advance by those who want the discounted cost. Then unlike book publishers or grocers or most businesses, papers don’t carry large, costly amounts of perishable inventory.
Newspaper publishers long ago lost perspective on the value of their customers. In particular at a time when most cities have a single daily, they don’t have to care.
Yet, the size of the subscriber base gives them a way to price advertising. Most advertisers can’t prove their get their money’s worth from what the ad reps call “selling space” (ooo, space). Yet, defensively, many don’t want to be the only one in their field to pass on advertising…just in case.
You’d think paper publishers would treasure subscribers and do whatever it takes to keep them happy and renewing automatically. Yet many newspapers buy into two relatively modern ideas. First, they use that dreadful term monetize in erecting paywalls, lest hoi polloi read the paper for free. So if you get the paper delivered or pay a separate online fee, you can look. The second and more recent conceit is that physical newspapers are dead. Everyone will read news online on computer, phone or tablet.
Instead, driving away Boomers and their children is leaving subscribers, influence and money on the floor.
You can tell you’re dealing with the truly dumb when she or he says, “I wasn’t even born yet!” (always emphatically). That is to cover for ignorance of history, ideas or technology. That covers and excuses nothing. Bragging about what you don’t know and won’t think about is a major flaw.
Yes, some people skim news online and pretend they are informed. We saw that even with the WWII generation who began to get all their news from TV snippets. The dumb have always been with us.
The Globe‘s default customer support is, of course, now an online chat. I typed with Jill there, saying among other things that we wanted to cancel delivery. I allowed that we’d try the facsimile version for a bit, even though it was also overpriced. She said they had no mechanism to handle credit-card info in the chat (more tech failures, says I). She’d call me the next morning.
She did and we set it up. I didn’t berate her personally but did say that Henry’s crew was greedy and had pushed too far with the most recent of numerous price hikes. Like a good soldier she said she had no input into pricing, that they just got the memo and worked with the new reality. However, she did let slip that many callers were unhappy and cancelling.
By my long term habit as well as age, I should be the subscriber the Globe wants to keep. They certainly don’t understand how to do that.
Their online subscription model seems unlikely to work well to increase revenue. Perhaps their margins will fatten, but higher percentages of fewer dollars is a poor business model. Plus the fickle 20-somethings and younger are unlikely to play.