Five newspaper giants are banding together to sell internet ads (see article here). Now that’s creating some White Space to help their businesses grow. Good luck to Tribune, Gannett, Hearst, Media News Group and Cox.
Readers of this blog know I’ve been brutal on Tribune,, in particular for staying Locked-in on newspapers and focusing management on short-term metrics while implementing a leveraged buyout by a real estate developer. That effort looks like a Defend & Extend action trying to salvage a troubled ship called "the newspaper", and shows little hope of success. After all, journalism is about "news", not "paper", and efforts to salvage the oversized document thrown on my doorstep daily can’t be viewed optimistically. When readership is declining as people go elsewhere for news and entertainment, and advertiser spending is dropping at more than 10%/year, it’s not hard to predict the future.
But this new venture is White Space for these companies. Their individual web sites focused on displaying news. Interesting for readers, but what’s the business proposition? These companies have been so Locked-in to old paper-based business practices they didn’t know how to make money from their web sites. But this venture is focusing on the business side of journalism – the ads. And marrying advertisers with the content created and distributed by the journalists. Focusing on the business aspects, and in the extremely high growth internet ad market (just look at Google and Yahoo! to recognize the growth in internet ad sales), this venture has the opportunity to create a new Success Formula these companies can use to turn around their companies – and save their journalistic heritage.
My only disappointment is I see no Disruption to existing Lock-ins. It appears this venture is totally outside the traditional organizations. The risk is that this venture learns how to sell ads, but the 5 investors don’t Disrupt themselves in order to migrate away from old ways and toward the new market. If they don’t migrate, this venture may succeed but the traditional companies most likely won’t. So the White Space is good, but these companies need to go further to Disrupt their existing Lock-ins and create opportunities for rapid adaptation to the marketplace this joint venture develops.
Nonetheless, we have to be encouraged by this venture. Instead of just giving up the market to upstart Google they are finally starting to compete. Let’s hope the venture is given permission to ignore its investors’ old Lock-ins and do whatever the market requires for success — and let’s hope the investors fund this sufficiently so it can grow and succeed. This offers real hope for some very tired Success Formulas in traditional newspapers.