Tomorrow's Business Today
The (possible) death of Monday to Friday print papers
The latest print newspaper circulation figures are out and the trend is clear.
That trend is going to impact how hacks and flaks work, both in their own jobs and when in collaboration, in profound ways.
Astute analysis by the Press Gazette shows the widening gap between sales in the week compared to those on Saturday.
Two examples: a decade ago The Daily Mail sold 1.5 million copies Monday to Friday and 2.4 million on Saturday – a 58% gap.
Now The Mail’s Saturday circulation is 96% higher than the weekday paper at 1.2 million.
The FT Weekend has circulation of nearly 92,000 on Saturday – 106% higher than the weekday figures.
Reading habits are changing.
We are far more likely to indulge ourselves in a long read at the weekend, whereas in the week we’re just trying to stay on top of what we need to know.
Newspapers have already diverted resources to reflect that.
The FT Weekend magazine, for example, is a treat. Loads and loads of really smart features and columns worth the cost of the paper on its own.
Where is this heading? Well, one idea discussed by newspaper bosses and dribbling downwards to the troops is that the Monday to Friday print editions are ditched.
They become internet only click machines, with some content that is behind a paywall, perhaps from the previous Saturday.
That Saturday paper will be an all-singing guide to everything, with proper reviews, an art section, brilliant sport, and some serious investigative journalism.
For flaks, this means you may find yourself dealing with the hack equivalent of a rat on speed during the week as they clatter out words apace, many of which are going to merit a speedy correction.
The Saturday hack is more likely to be someone who thinks they are Ernest Hemingway and is really annoyed no-one has noticed.
They might even be the same, possibly quite confused, person.
One impact of this development, assuming I am eventually right, is that hacks and flaks are going to have to get over the idea that an internet-only story has less status than one which makes the paper. Since most days there isn’t a paper.
“Web exclusive” will no longer be seen as a term of abuse.
Press release of the day
A sharp reaction here to Yorkshire Building Society launching a 99% mortgage for first-time buyers who need a deposit of just £5,000.
Which 11 jobs pay enough for Generation Z to buy a family home in London, asks Elite Competitions
In short, you have to be a CFO, a plastic surgeon, an anaesthesiologist or similar.
Alex Beckett says: “This analysis highlights not just the unattainability of homeownership in London for the younger generation, but also the need for urgent solutions to address the housing affordability crisis.”
Stories that will keep rolling
We're more than just a database
Sign up now for a free trial, and see how you can distribute winning campaigns every time.
We're more than just a database
Sign up now for a free trial, and see how you can distribute winning campaigns every time.
