The magic of meters for Morris

The Morris Publishing Group is going to a concept called All Access. We get the explanation from Steve Yelvington:

It’s clear to all of us that digital is our growth card. It’s clear that everything we do is temporary, that change is the only thing that’s permanent. Nobody thinks charging readers is a silver-bullet solution for our business challenges.

Despite all the talk about downfall, the truth is that the newspaper industry still has a huge, loyal, habituated, paying audience. It is an asset that pure-play online competitors (and broadcasters) don’t have. Moving ahead and returning to growth costs money. It would be foolish not to make the best use of that asset to leverage a leap to a digital future.

But we have to do exactly that: recognize it’s a windfall, and make best user of it to build a future. This is the time to plant, not to harvest.


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