Is the Internet an Enemy or a Friend to Paper?
The situation with the paper media around the world today is under a big question because of the rapidly developing Internet. Points of view on this process are different. ImageTeam, Shutterstock.com But it is clear that the West is far ahead of Russia in the degree of introduction of Internet technologies at the household level. There is a common phenomenon when there are two or three computers in a family (a large desktop, portable laptop and a tablet with all the functions that are necessary in modern life). Of course, in the family, everyone has an advanced mobile phone that allows you to open and watch websites normally. Against this background, the editors of most paper publications are in a hurry to find their niche on the Internet. This is in many respects very profitable. First of all, leaving the publication on the Internet makes it possible to drastically reduce the cost of printing. And in countries such as, for example, America, there are practically no black and white newspapers – everything is in color and at a very high printing level. Of course, this pleasure “flies” in the editors in a round sum. But if among the readers there is a steady interest in the electronic version of the newspaper, then it is simpler and more convenient in terms of finance for the editors to receive the bulk of subscribers using the Internet. And first, the free electronic version gradually becomes paid. There are several options here. The most common was before the option of sending an electronic newspaper in the RAR archive to postal addresses. Each archive has its own password, which had to be bought for a period of time. The second option (currently active) – access to the site only for registered users with additional registration. Without registration, you can go only to the main page. Additional registration allows you to open an electronic edition of the newspaper. In this case, the purchased password is entered. It is valid for a month, quarter or year. The password is individual and quite complex (numbers, upper and lower case letters). There are other options for electronic subscription. But it’s not the essence, but the fact that the electronic version of the newspaper gives the editorial office the opportunity to save considerably on printing. retail). The cost of delivering the paper edition to subscribers is significantly reduced. In Russia, all this is very far away. But the question of whether paper editions will survive here is also gaining momentum. I think that will survive. But only under the condition that the editors wisely restructure their work and already now aggressively begin to prepare for the worst times. Circulations, of course, fall heavily throughout the country. But the Internet will be guilty of this only partially. We have a completely different economic background for falling circulation than in the West. There, circulation has fallen due to the mass internetization of the population and the relatively rapid departure on this basis of the editorial staffs to the Web. Our circulation is falling due to the low solvency of the population, the rising cost of subscriptions, and a decline in people’s interest in newspapers for a number of reasons. Keeping the editorial board from falling apart in such an environment will be very difficult. It will still be necessary to get along with the editors of paper publications with the Internet. At least for the reason that the site provides an opportunity to expand the scope of exposure of advertising. So, the editorial board has a real chance to make money on it. Those who do not have time to raise their site to such a level when the subscription circulation drops, will face a financial crisis in a single edition. The minimum circulation for survival now is three thousand copies, taking into account the current prices for paper, paint, printing, transportation of the newspaper. This is with a steady demand for the publication, a good amount of advertising and ads in the newspaper, its own delivery system (if we are talking about a small city) and some other means from the side (handouts from the co-founders). But advertisers also know how to count money. And the editors have a compromise option for them only to give them the opportunity to go outside the city or district with their goods and services. It would seem, everything is clear and understandable. But you open another website of a city or district newspaper and you understand that it was created for a “tick”, for a report to a higher authority and does not give a ruble to the editorial board and cannot give it in this form. So is the enemy or friend of the Internet paper editions? I think a friend. But only to those editorial offices where they want to make friends with him correctly. How? Here are the easiest ways. The cost of a subscription to the electronic version is set lower than on paper. The cost of advertising and ads in the electronic version is also lower than in the paper version. When paying for a subscription to the electronic version for a year, the user has the right to reduce the cost of the subscription next year.