The Waterloo Courier Has Problems
Posted 28th June 2014 at 10:18 AM by imarkedy
The Waterloo Courier, a local newspaper in the Cedar Valley area of Iowa, has an enormous problem of their own making. Back in the late 1990s, a relatively unknown CEO of little recognized brand shouted from the rooftops that digital content would, one day soon, replace printed content. The CEO was Jeff Bezos and his company; Amazon.com. As many ‘old school’ company leaders do, having become stagnant and blinded by current industry trends, Bezos was mocked and scorned. At least two mockers are either no longer in business (Border’s Books) or headed in that direction (Barnes & Noble). For those holding Barnes & Noble gift cards, here is sage advice – use them NOW!
What has this to do with a relatively unknown newspaper in North Eastern Iowa? The Courier has chosen to ‘lock’ its’ marginally written content against free viewing by aggressive, Affiliate style pop up ads. The end in mind is to force subscription based sign-ups. Far be it from me to criticize anyone trying to make a buck with digital content but if the death of world renown newspapers such as The Rocky Mountain News (to name just one) has demonstrated anything, it is that old subscription models for accessing content is dead. For those choosing to soldier on in such a lost cause, you face certain disaster as an organization.
There’s a website which tracks failed newspapers called Newspaper Death Watch. To any who doubt this trend, head on over to their site and have a look. It reads like a ‘who’s who’ of legendary news publishers. In the 1980s, my first job as a ‘tween’ was delivering the Courier’s print edition and not only did I make a few bucks, I began the journey to business ownership which has brought me here. There is no better lesson in ‘accounts receivable’ than collecting newspaper subscription fees!
I read many online news websites to keep up with a variety of topics and the Waterloo-Cedar Falls Courier is a great read for those of us with ties to the local community. However, I now understand just how flawed their business model is when, recently, I tried to read the obituary of a relative which had passed away. I was unable to, however, because the Courier demanded payment. I wonder how many former residents, who’ve moved away, have had a similar experience. As an Internet marketer, I say with authority, not only is this ‘strong arm’ tactic ineffective but Courier leadership has destroyed much good will by doing so. I mean, really, should someone have to pay to read the obituary of a dead relative?
In business, there is certainly a time and place to charge for services but if Facebook has taught the world anything, it is this; everyone is a publisher competing for content views.
The Courier fails to understand they aren’t, necessarily, competing against other ‘old school’ newspapers. Their competition is from anyone with a social media profile on Facebook, Twitter and Youtube (to name just a few). I wasn’t upset at being locked out of my relative’s obituary rather sad because, for my beloved Courier, I know where this is leads.
Here is an email I sent to the publisher recently;
“Protecting written news content with aggressive popups and locking non-paying users out eh? How is that strategy working? No need to answer - I suggest you guys check out what has happened to other newspapers which tried the same thing. The answer isn't locking your content rather engaging readers more. How is that accomplished with locking marginally written content? Where is the value? The answer is better monetizing your website! The survey tool and ads are OK but it isn't enough. Newspapers all over the country are shutting down and my guess is you all are headed that direction as well. Do you realize in the next 4-5 years you are facing a younger reading demographic with no concept of paying for newspaper subscriptions and WILL NOT do so? I was once a newspaper delivery boy for the Courier and my company teaches effective monetizing strategies. I won't give the name or this email would seem self-serving. However - your brand is either 'racing to the top' or 'racing to the bottom'. Based on my assessment of your strategy, you guys are in serious trouble. Trying to force readers to pay for WRITTEN CONTENT which competitors give away free? Charging to read obituaries? You've got to be kidding me – Wow”!
Their problems get much worse – the Courier continues to use a ‘professional reporter’ model when their future subscription base has very little concept of what that means. For instance, anyone with a Facebook news feed has several friends which write longer posts on their timeline than others. Often, these ‘friends’ have blogs or some form of electronic platform to convey their ideas, thoughts and expertise. If faced with a Waterloo Courier link and that of a friend’s blog, which are you likely to click on first? For me and being a blogger, I care more about my friend’s thoughts than the much more distant Courier.
Let me be clear; here at SBDC TV, we have more than 13,000 students who pay for access to video tutorial content training in more than 2,000 subjects so I am in no way criticizing the Courier’s desire to earn revenue. The difference is, however, our content is largely available nowhere else, is multimedia based and all written blog posts and articles are available FREE. If not, how could you possibly have accessed this article? My beloved Waterloo Courier must either abandoned the electronic subscription model (though keep print edition pricing) or find a better way to monetize content.
For anyone who has viewed their site, advertisements are available and this is a great thing! Nevertheless; this is hardly enough and I suggest more monetization options which allow free content access while balancing this with sales goals.
A piece of free advice; The Waterloo-Cedar Falls Courier will cease to exist, and soon, if they fail to create more of a community around their electronic content. This will be a sad day for both readers in the community as well as those of us living miles away but still feel the attachment only ‘home’ can bring. To aspiring bloggers in the Cedar Valley area; the Courier is beyond vulnerable and with a little bit of effort, it would be quite easy to knock them from such a lofty perch!
B.D. Dale
SBDC TV
What has this to do with a relatively unknown newspaper in North Eastern Iowa? The Courier has chosen to ‘lock’ its’ marginally written content against free viewing by aggressive, Affiliate style pop up ads. The end in mind is to force subscription based sign-ups. Far be it from me to criticize anyone trying to make a buck with digital content but if the death of world renown newspapers such as The Rocky Mountain News (to name just one) has demonstrated anything, it is that old subscription models for accessing content is dead. For those choosing to soldier on in such a lost cause, you face certain disaster as an organization.
There’s a website which tracks failed newspapers called Newspaper Death Watch. To any who doubt this trend, head on over to their site and have a look. It reads like a ‘who’s who’ of legendary news publishers. In the 1980s, my first job as a ‘tween’ was delivering the Courier’s print edition and not only did I make a few bucks, I began the journey to business ownership which has brought me here. There is no better lesson in ‘accounts receivable’ than collecting newspaper subscription fees!
I read many online news websites to keep up with a variety of topics and the Waterloo-Cedar Falls Courier is a great read for those of us with ties to the local community. However, I now understand just how flawed their business model is when, recently, I tried to read the obituary of a relative which had passed away. I was unable to, however, because the Courier demanded payment. I wonder how many former residents, who’ve moved away, have had a similar experience. As an Internet marketer, I say with authority, not only is this ‘strong arm’ tactic ineffective but Courier leadership has destroyed much good will by doing so. I mean, really, should someone have to pay to read the obituary of a dead relative?
In business, there is certainly a time and place to charge for services but if Facebook has taught the world anything, it is this; everyone is a publisher competing for content views.
The Courier fails to understand they aren’t, necessarily, competing against other ‘old school’ newspapers. Their competition is from anyone with a social media profile on Facebook, Twitter and Youtube (to name just a few). I wasn’t upset at being locked out of my relative’s obituary rather sad because, for my beloved Courier, I know where this is leads.
Here is an email I sent to the publisher recently;
“Protecting written news content with aggressive popups and locking non-paying users out eh? How is that strategy working? No need to answer - I suggest you guys check out what has happened to other newspapers which tried the same thing. The answer isn't locking your content rather engaging readers more. How is that accomplished with locking marginally written content? Where is the value? The answer is better monetizing your website! The survey tool and ads are OK but it isn't enough. Newspapers all over the country are shutting down and my guess is you all are headed that direction as well. Do you realize in the next 4-5 years you are facing a younger reading demographic with no concept of paying for newspaper subscriptions and WILL NOT do so? I was once a newspaper delivery boy for the Courier and my company teaches effective monetizing strategies. I won't give the name or this email would seem self-serving. However - your brand is either 'racing to the top' or 'racing to the bottom'. Based on my assessment of your strategy, you guys are in serious trouble. Trying to force readers to pay for WRITTEN CONTENT which competitors give away free? Charging to read obituaries? You've got to be kidding me – Wow”!
Their problems get much worse – the Courier continues to use a ‘professional reporter’ model when their future subscription base has very little concept of what that means. For instance, anyone with a Facebook news feed has several friends which write longer posts on their timeline than others. Often, these ‘friends’ have blogs or some form of electronic platform to convey their ideas, thoughts and expertise. If faced with a Waterloo Courier link and that of a friend’s blog, which are you likely to click on first? For me and being a blogger, I care more about my friend’s thoughts than the much more distant Courier.
Let me be clear; here at SBDC TV, we have more than 13,000 students who pay for access to video tutorial content training in more than 2,000 subjects so I am in no way criticizing the Courier’s desire to earn revenue. The difference is, however, our content is largely available nowhere else, is multimedia based and all written blog posts and articles are available FREE. If not, how could you possibly have accessed this article? My beloved Waterloo Courier must either abandoned the electronic subscription model (though keep print edition pricing) or find a better way to monetize content.
For anyone who has viewed their site, advertisements are available and this is a great thing! Nevertheless; this is hardly enough and I suggest more monetization options which allow free content access while balancing this with sales goals.
A piece of free advice; The Waterloo-Cedar Falls Courier will cease to exist, and soon, if they fail to create more of a community around their electronic content. This will be a sad day for both readers in the community as well as those of us living miles away but still feel the attachment only ‘home’ can bring. To aspiring bloggers in the Cedar Valley area; the Courier is beyond vulnerable and with a little bit of effort, it would be quite easy to knock them from such a lofty perch!
B.D. Dale
SBDC TV
