One of the problems that printed newspapers face around the world is that almost no consideration is gvien to how a consuming customer now uses the paper beyond reading it, or what might be offered that would increase the ways - beyond reading that the newspaper might get used.
I am not speaking of bird cage lining or fish scaling.
What I mean is that a huge amount of effort goes into preparing the pages of any printed newspaper. When a person looks at the front page, and then turns to other pages, she or he winds up being drawn to things of interest, whether it is editorial content, advertising or anything else. Once attracted, the customer decides if it is worth consuming beyond a cursory glance.
Here is where it gets important and is overlooked.
How does the person who invests his or her time in going beyond that cursory glance then make use the actual newspaper space occupied by whatever prompted the closer look? Or is the medium just the repository for the ink and message and nothing more?
I think it can be much more and during these crises, it is a time to rethink that list of what all it could be. Is it easy to clip a story and share with a family member? Is it easy to use the printed ad to pursue a newspaper provided option online connected to the ad? Is it easy to clip a coupon valuable at a store? Can something in the newspaper be scanned and used to earn a discout somewhere? Does the printed content lead the customer to more newspaper-provided content?
The list is long and the attention it is getting is virtually non-existent. That's a shame.
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