Ad Subtract

Amused by Dave Winer’s comment: “can’t stand podcasts with advertising.” I’m far from a lover of advertising, but podcast advertising is, to me the best kind. Or the least-bad kind, anyway. I use Linode, and TextExpander, and 1Password, and Hover… all because I first heard about them on podcasts (and/or because I got discounts on them from podcast ads).

But maybe that’s a particular kind of podcast, or a particular kind of ad. They tend to be independents or small companies like Relay FM; ads that are read by the presenter, in their own voice – sometimes, though not always, in their own words. (Sometimes not their words, but weirded up.)

Dave goes on to say:

What’s even worse is podcasts with advertising with the proceeds going to charity. WTF goes through their minds. Why do they even bother.

– Dave Winer, Untitled

Not sure what he’s talking about there.

What I don’t like is adverts that are injected separately from the body of the podcast. Another voice cuts in (or precedes, or concludes), talking about something irrelevant. Those ones are comparable with TV advertising, and I always skip them.

The Guardian Might Stop Being a Printed Paper

Colin Morrison, writing at ‘Flashes & Flames’:

The Guardian, which has arguably become the world’s most sophisticated digital news operation, may be contemplating an end to its printed newspapers. That may have been signalled by the recent decision to cut 180 jobs (or 12% of its UK workforce) as a result of Covid.
But, tellingly, newsstand print sales, at £49.3m, were 50% down compared with 2016. Last year, print accounted for 42% of revenue (£94 million) and an estimated £75 million of production, distribution and marketing costs. So, the printed newspaper may last year have delivered almost £20m of real profit. But now Covid is pushing it into losses from which it may not be able to recover – without dramatic change.

Interesting and unsurprising to learn that Saturday is (was?) its biggest day for print sales:

Like most UK national newspapers, The Guardian has been highly profitable on Saturdays because of higher prices and sales volumes. Pre-Covid, The Guardian had been selling 100,000 copies at £2.20 on weeekdays. But, on a Saturday, it was selling 246,000 copies at £3.20 – and with more advertising revenue too.

After our local newsagent stopped delivering the Saturday Guardian, we went out and bought it most weeks… until Covid and the lockdown. We haven’t bought it since, probably, March. But we do pay online, as supporters and subscribers.

I don’t think I’d mind that much if it went digital-only, though it would be the end of an era. You’d think they could keep just the Saturday edition, but:

The management may already have concluded that any plan to print a newspaper only on certain days (including the weekend) will not be viable. Much of the experience (especially of the Newhouse family’s Advance newspaper group in the US) seems to show that reducing the daily frequency seldom works: once the daily habit is broken, newspaper buyers quickly seem to stop buying the paper altogether. A consolation print option could be the expansion of the 101-year-old news magazine Guardian Weekly which claims readers in more than 170 countries.

I’d guess they’ll maybe keep The Observer going for a while: Sunday papers have their own distinct identities.

The contrast with digital could not be greater. The Guardian has 160 million monthly uniques across the world, some 25% in the UK. More striking, though, are those digital editions in North America and Australia/New Zealand which, respectively, have advertising revenue of £25 million and £11 million. These are now strong operations, evidenced by Australia where The Guardian is the fourth largest online news service with an audience of 11.6 million (more than 50% of the adult population) – ahead of News Corp’s national daily, The Australian.

Good to know it’s beating Murdoch on his home turf.

Harvard’s Nieman Journalism Lab describes The Guardian as “a weird newspaper” because: it has nearly two-thirds of its readers coming from outside its own country; started in one city and moved to another; and is owned by a trust that mandates it promotes liberal journalism in Britain and elsewhere.

“A weird newspaper”: works for me.