• Clay Shirky

Image: Ben McLeod / flickr

19 July 2011With revenue from newspapers decreasing, Clay Shirky and others suggest papers re-invent themselves as non-profits to take advantage of government subsidies.

The business environment for newspapers continues to be grim. Pew recently reported that advertising revenue rebounded in 2010 for all forms of media, except newspapers.* This might just be a matter of transitioning from print to digital revenues but for the fact that the market values a print reader far more than a digital one. The more or less official label for this problem is “analog dollars to digital dimes”; because of the enormous difference in assumed value per reader, lost value from print is not made up for by gains in digital readership.

The ‘analog dollars to digital dimes’ problem doesn’t actually seem to be a problem. It seems to be a feature of reality. Digital revenue per head is not replacing lost print revenue and, barring some astonishment in the advertising market, it never will. There is no supply-side scarcity to boost margins; power over aggregation has moved from producer to consumer; advertisers prefer selling cameras and shoes on purpose-built sites; readers feel the same about finding jobs and dates; and there are few commercial or geographic restraints on competition. The market values analog readers more highly than digital ones because the market is right.

Seeing this, several people have started looking for ways to exit that market. One of the most widely circulated of these ideas is David Swenson and Michael Schmidt’s proposal that newspapers be subsidized the way colleges or foundations are.* Steve Coll followed this with a suggestion that commercial papers be allowed to reinvent themselves as non-profits.*

The intuition common to such proposals is that advertising revenues can no longer be relied on to fund serious reporting. (Gadget reviews and celebrity coverage, yes, but not the police beat.) Evidence entered for this thesis includes the decline in print’s commercial fortunes*, the attendant downsizing of newsrooms—already 30% smaller, on average, than a decade ago*—and the outright collapse of papers like the Rocky Mountain News, Albuquerque Post, and Cincinnati Post.*

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Photo: Ben McLeod / flickr