Think of this as Volume 12, Number 15 of A-Clue.com, the online newsletter I've written since 1997. Enjoy.
While leafing through what is left of my daily newspaper it suddenly occurred to me how such dinosaurs can save what is left of their franchise.
Stop running AP shit. (Picture from Creative Loafing next to a story on Atlanta Journal-Constitution losses by Scott Henry.)
I don't need the national or international news, in brief, printed and distributed. Neither does anyone else. We get it on TV, free.
What I want from a local paper is the local news. The sports. The local happenings. Exclusive stuff no one else has.
So strip the paper down to that essential. One section, 12 pages, magazine-sized. Then, when you post the stories online, give every one that runs in the paper a simple URL that you can also print in the paper -- since it's going online first anyway.
You're essentially printing a guide to your Web site, and an ad for it. It may be no more than 12 pages which, with ads, may be about 30 before you start your comeback.
Then give it away.


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