Smartphones, tablets, paper — all good

Earlier this week I was in Chicago for newspaper industry-related meetings. For the first time in several years, publishers are feeling a sense of relief from wave after wave of retractions by advertisers.
Two things can be credited:
1) Newspapers have retained their reputation as a credible source of information and thus are the most frequented sites for people wanting news; and
2) Newspapers have been able to adapt to different formats using the Internet, such as smartphones and tablets, so that no matter where a consumer is, he has access to their newspaper.
I could view the Register easily and conveniently from a 6×10-inch iPad during the conference — though I must admit it detracted from the convention presentations.
Still to be determined is if these cellular and Internet models will replace the paper product. In Michigan, eight daily newspapers owned by the Newhouse chain have cut their home distribution to two or three days a week on the gamble that readers will follow the news on all the electronic formats other than the print product. Advertisers are kept happy by concentrating their sales to the traditionally heavy days of midweek and weekend.
The Michigan papers have also done away with all special sections, including sports, fairs, fine arts, cooking, etc., in another cost-cutting move.
My first inclination is the industry is cutting its own throat unnecessarily. Reducing publication is telling readers they don’t need the paper product. Never mind that some readers still prefer a newspaper they can hold in their hands.
On the other hand, today’s journalism professors say they rarely see their students read a physical newspaper, rather get their news over their smartphones.
Increasingly, the newspaper industry sees cellphones being used to “grab” news bites, download coupons for restaurants, view pictures, and reply to various kinds of invitations.
Once anchored, today’s young readers prefer a screen of some sort to peruse stories at greater length.
What all this means to the Iola Register is we will become more multi-faceted. In addition to our paper product, we’ll work with advertisers to develop multi-platform ads that interact with consumers. Those 30 and under have no qualms about downloading coupons for haircuts, meals or movie tickets. They are quick to enter contests — think Fantasy Football or Groupon — where for a minimal amount of money they have a chance at winning something. A cutest baby contest, for example, could be determined by online votes with real prizes being awarded by area merchants.
The number of participants would be far greater than those of the immediate area, a boon to local merchants.
We at the Register are excited about the changes afoot.

SPEAKING OF CHANGES, it’s been two years since Bolling’s Meat Market opened in Iola. Since then, Cara Bolling has renovated and expanded both the physical space as well as the store’s offerings.
Don’t forget to drop by today for her open house and sample the many offerings she has made available. It’s a great way to get ideas to make your Thanksgiving and Christmas meals unforgettable.