Business in Ghana

We Understand the issues that make the News

For Newspapers, The Digital Audience is Hard News

Posted by Business in Ghana on March 20, 2009

Certain things do not change. No matter what happens to technology, the essence of a newspaper would remain the provision of news. It has nothing to do with the paper or the advertisements; it is the news, in all forms, both hard and soft, including the kickers that often do not tell much. Advertisements sustain the business when newspaper sales continue to fall, but advertisements, even advertorials, are not news. They are just ads: they add up to the core, even though they end up determining our salaries. Newspaper advertisement revenues are falling these days, thanks to the emergence of technology-driven media that promise immediacy, wider coverage and a finer quality. But that has not replaced the traditional newspaper: one is news in your palms; the other is news on a palmtop. The feeling is not the same. So, often it makes sense to invoke Thomas Jefferson’s famous words about the trade: “Were it left to me to decide whether we should have a government without newspapers or newspapers without a government, I should not hesitate a moment to prefer the latter.”

By Benjamin Tawiah

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