There may be new signs of life in newspaper printing. I just read an article in the 1/28 International Business Times written by Christopher Zara and entitled “Newspaper Launches Innovative New Print Format: Will Bucking the Digital Trend Pay Off?”
According to Benjamin Marrison, editor of the Columbus Dispatch, Ohio’s third-largest newspaper has initiated “three-around printing.” The technology allows the newspaper press cylinders to print three, rather than two, broadsheet pages per revolution. The pages are still broadsheet pages, but they are about a third shorter than they were previously.
The recent trend for newspaper publishers has been to reduce page size, whether in broadsheet publications or in tabloids. Along with this move, many newspapers have shortened their products and reduced content, in some cases ending publication of entire stand-alone sections–or even becoming Internet-only publications.
In contrast, the Columbus Dispatch will be custom printing a smaller format but at the same time will be increasing the page count. For example, the newspaper will be reintroducing its stand-alone business section.
The overall result will be a more compact, sectioned broadsheet publication that takes less time to produce due to the “three-around printing” technology. According to Marrison, the Columbus Dispatch will be “more akin to a magazine than a daily metro newspaper.”
Not an Impulsive Change
In an age in which the media tout the death of commercial printing, this is a curious move, reminiscent of Warren Buffett’s 2012 purchase of numerous print newspapers. If corporations and wealthy individuals eschew losing money, why is a business-savvy organization like the Columbus Dispatch investing money in retrofitting existing custom printing equipment to handle “three-around printing”?
The Columbus Dispatch did significant research to ensure that readers would welcome the change in format. Sample groups reflected “overwhelmingly positive” regard for the changes and embraced the new format.
The Implications for Newspapers
Here’s a quote from an article in the June 2012 issue of Poynter.org entitled, “Warren Buffett to Buy Small Texas Daily, Will Own 88 Newspapers”:
“Berkshire Hathaway agreed to buy most of Media General’s print newspapers last month, and Buffett has talked about buying more. With the addition of The Eagle, Buffett now owns or has agreed to acquire at least 88 weekly and daily newspapers in Iowa, Nebraska, Virginia, North Carolina, South Carolina, Alabama, New York, and Texas. In a letter to editors and publishers of Media General’s papers last month, Buffett said future newspaper purchases would take place in ‘towns and cities with a strong sense of community.’”
From my reading of the International Business Times and Poynter.org articles, I get a strong sense that certain kinds of newspapers will continue holding their own. In fact I think these points warrant consideration:
- Prominent individuals and organizations have been buying, changing, or expanding their tabloids and broadsheets. In my own experience in the DC metropolitan area and the Maryland and Delaware Eastern Shore, I have seen numerous smaller tabloid newspapers focusing on real estate and the arts, or addressing concerns of the African American and Latino markets. (I think the key here is the narrow focus on specialty subject matter and ethnic communities.)
- Warren Buffett uses the word “community” in his defense of buying numerous print newspapers. His comment matches my own anecdotal experience. The larger newspapers seem to be having trouble, but the smaller, local tabloids and broadsheets seem to be in demand.
- Manufacturing efficiencies are crucial. The Columbus Dispatch has found a way to produce its newspaper faster for less money. This is essential when competing with digital-only media.
- Money is going into developing large inkjet web presses for custom printing variable-data and versioned newspapers quickly, inexpensively, and with high production quality.
- For many people, for whatever reason (logical or not), there is a craving for the physical experience of reading a newspaper printed in ink. For them, digital-only just doesn’t do the trick.
I think these facts, figures, anecdotes, and insights point to a vibrant future for at least some kinds of newspaper printing.
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on Thursday, February 14th, 2013 at 1:59 pm and is filed under Newspaper Printing.
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