Sometimes it’s difficult being the web guy at a student newspaper. Although you’re absolutely certain “online” is going to play a significant role in the future of your organization, you’re not able to articulate the urgency of your position well enough to make the decision making wheels turn. It’s frustrating, to say the least. From the thinking and idea stealing I’ve done in the past week, I think there are at least three threats facing student newspapers who don’t reinvent themselves as multi-medium digital news organizations:
Threat one: Monetary. Advertising revenue dries up on the print side, print costs go up, and your online product isn’t compelling enough to generate the same type of revenue. That, or your online product is College Publisher and you can’t even boost the advertising revenue if you wanted to. One counter argument is that student newspapers could just go to student government to up their funding, a “bailout” of sorts, but I don’t think that could ever be a long term solution.
Threat two: Staff disappearance. Students no longer want to work at their student newspaper because their industry of choice has a bleak future. Jessica DaSilva is already facing this challenge at the Independent Florida Alligator and, as I commented, this could be the greatest short term threat, especially if your paper isn’t perceived as all that digitally progressive.
Threat three: Dearth of talent. Publishing and monetizing news online is quite different than print, and requires a skill set that potentially isn’t represented by current staff. The further a newspaper gets behind, the more it will have to invest when it does decide to make the gigantic leap in the future. This financing to buy talent might have to come out of its investments or from a significant fundraising drive.
At the moment, this is threat identification and analysis. I don’t have exact solutions to any of these issues right now. My hope, though, is that by studying and mapping out the specifics of each threat we can develop strategic plans to make the transition and keep campus journalism alive.