NewsBeat

8 NewsBeat July 2017 In Charleston, S.C., the Post and Courier launched a similar type Sunday print expansion in the Columbia and Myrtle Beach areas. "Readership statistics show that people spend more time with the Sunday paper and you've seen publishers take advantage of that by offering more to read," said publisher P.J. Browning. "I don't see that changing any time soon." The paper plans on printing an additional 5,000 copies for single copy purchase only before eventually offering home delivery in targeted areas within the two markets. "Our Sunday edition continues to be the cornerstone of our franchise," said Scott Embry, advertising director. "While it's too early to estimate the long-term revenue impact, the expansion has provided us a platform to grow new and existing relationships." Connecting Emotionally with Readers and Advertisers After just a few weeks of becoming accustomed to having my Sunday paper delivered to my door, I started to recognize that there was an emotional connection there, not just a thirst for news that played a part in making my experience so special. Peter Noel Murray, Ph.D., who specializes in the psychological drivers of consumer behavior, noted that emotion is in indeed what drives all consumption, including where we choose to get our news. "The fundamental question should always be what is the emotional connection between the consumer and the product? And what can be done with that to create strategies that work for the business?" Murray said. "I just have a feeling that this question hasn't been asked with newspapers — maybe it has but I'm not aware of it." The physicality of the print experience can't be overlooked either. According to Murray, studies have shown that people do enjoy sitting down and having something to hold in their hands to read. It's an area of strength from a psychological point of view that print products continue to possess over digital media. "That level of engagement creates a greater, more positive experience," Murray said. "Plus, from an advertiser's point of view, it has a lot of benefits when it comes to recall of a product." Although Murray hasn't worked specifically with newspapers, he has witnessed firsthand how well his print magazine clients have connected with millennials. "This younger audience is finding something in print magazines that is emotionally satisfying," Murray said. "I think there is a sense that millennials are turning toward truth and validity with this notion of fake news. That is why nostalgia has hit a chord with them because there's something that is taking the experience to a deeper level with a more firm foundation." The recent resurgence of vinyl record sales, which reached a 25-year high in 2016, is a prime example of a positive emotional experience, Murray said. "For audiophiles, there is a specific quality that vinyl holds that has been lost in digital reproduction," he said. "The same thing is possible for newspapers. This idea that there is an expected experience of reading a newspaper perceived to be different yet more wonderful than going on your computer or smartphone." In order to ensure that Sunday experience differentiates itself from the digital realm, Mario Garcia, CEO of Garcia Media, said publishers need to believe in what he refers to as the "luxury of paper." "To capture that experience the content has to be special — borrow from books and magazines which always provided this more sedentary and meditative type of reading experience. Also make your Sunday product essential: prepare me for the week ahead, and remind me of the big topics of the past week that I may have missed," Garcia said. "I must feel that reading this printed Sunday paper is going to help me, to advance me, to make me wiser — while having fun with it." When it comes to advertising, Garcia noted that thinking outside of the box remains just as critical. "Advertisers are waiting for Sunday papers to become more innovative. Try sponsored content, which can bring a world of new content of interest to readers, while allowing the newspaper to monetize via a different way of doing advertising." Garcia also emphasized the importance of not romanticizing print to a point where it becomes a detriment, but rather treat it is as part of the overall brand of the newspaper. The concept of a having a healthy Sunday print edition, alongside a strong digital presence during the week, comes to mind. "I advise my clients to start giving their weekend/Sunday editions its proper identity now, for when there is no Monday-Friday print edition, a day that will come sooner or later for all, although not at the same time," he said. "Concentrate on storytelling first, then telling stories differently in different platforms. The Sunday newspaper can be where the innovative laboratory begins to accomplish all of this." –— Reprinted by Editor & Publisher

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