By: John Conniff
No, newspapers are killing newspapers.
Recent reports show that the industry is losing significant portions of its circulation, including the San Diego Union Tribune which saw its readership decline by ten percent from last year.
What we all remember reading every morning has morphed into an increasingly multi-faceted media platform, delivering information in a variety of forms; print, on-line, audio and video.
However, despite the new format which was unveiled a few weeks ago on SignOnSanDiego.com, the San Diego Union Tribune’s website, the people that run the newspaper/website are still implementing the same model they used twenty years ago rather than with their new 21st century infrastructure.
What works in print is different from what drives people to visit different sites; similar to the distinctions between radio and television programming. To have a thriving website and newspaper each must have its own original information, tailored to their own unique audiences.
Why would anyone want to go on-line to read the same content that was in the morning paper?
Baseball is one of the better examples of how many websites, both nationally and locally, have filled voids that daily papers fail to cover.
San Diego Padres new general manager Jed Hoyer was hired for two primary reasons, his ability to run a scouting and development program - the draft and the minor leagues - and his ability to understand and implement saber-metrics, or the use of baseball statistics.
Looking to read anything about these subjects on the new and improved SignOnSanDiego?
Good luck.
Most newspaper editors have determined that statistics laden sites such as Baseball Prospectus, a pay site run by full-time journalists, are too esoteric for their readers. In reality these types of articles play off much better on the Internet; where the authors hyperlink players and technical definitions.
Herein lays the problem. It’s understandable to choose to go in another direction or ignore this subject if you are only interested in running a print operation. However, by not having some type of basic saber-metrics on their website, similar to the excellent articles that Geoff Young has written for so long on Ducksnorts.com, ignores a very important part of the game that many fans would like to know more about.
The draft and development side, while not as Internet centric as statistics, is equally ignored by the UT. The Padres farm system is spread out throughout the country, with only one team, the Lake Elsinore Storm, within an easy reach of San Diego. Thus, the Union-Tribune chooses not to cover this subject for a variety of reasons, cost and space the two biggest, regardless of how much the team’s future depends on the development of young talent.
In a minor concession this year, they introduced a cursory “minor league blog” by Padres beat writer Bill Center, who does his penance by writing a few sentences derived from the nightly box scores. No interviews, no analysis and no quotes other than the occasional blurb from a Padres’ front office official swinging by the press box or the ubiquitous unnamed scout dropping a comment on random San Diego minor leaguers.
Again, the web on a national basis with Baseball America, which despite a bi-weekly print publication is more of an Internet site than a magazine with all of its original content appearing first on-line, has filled the void once occupied by the old Sporting News and is the unquestioned leader in national high school, college and minor league coverage.
Other writers on the minor leagues such as Kevin Goldstein of Baseball Prospectus and Keith Law of ESPN.com are also widely read and have no real comparable equivalents in print. Locally Padres’ fans can go to MadFriars.com, a pay site where the writers visit all the minor league teams in addition to daily interviews with players, coaches and members of the front office.
What does the UT provide? A recap of last nights’ game, a few tidbits from the daily meeting the manager has with the beat reporters and occasional feature pieces, which is essentially the same information that would have been reported in the team’s inaugural season in 1969.
So are they incompetent? Full of aging people attempting to turn back the clock and hope this internet fad flames out?
No.
Their problem is covering baseball statistics and the minor leagues don’t really fit into the print model; and seemingly if it doesn’t fit into it, then it’s not really news; which isn’t a great philosophy as they are attempting to have a presence on the web.
Newspapers seem to yearn for the same thing network television executives do, a return to the days when there were only ten to twelve choices on the dial as opposed to the 500 plus we now have with cable and satellite.
Unfortunately for both the days of limited competition are over.
SignOnSanDiego should be the premier web site for sports in the city. It has incredible natural advantages, specifically a large and established readership base and more resources than any of the sites mentioned. There is no reason they can’t offer the same type of information that is on the web other than the misperception that what is being covered really isn’t important.
Ideally the typical San Diego reader would go over his sports page in the morning with their coffee, catch up on a few things they missed at lunch and then maybe log in during the afternoon to read two or three new stories that would appear on the web. And they would be articles, interviews or analysis, not leftover “Twitter” feeds or random blog posts; but actual journalism designed for the new medium.
Or to make it a little simpler for my older colleagues, what you are doing now is simply repackaging the morning edition and trying to sell it as the afternoon paper.
To be relevant going forward there are many changes that must be made other than cosmetic.
Some change needs to be substantive as well.
John Conniff is a senior writer at MadFriars.com and a freelance contributor to Baseball America