An invasive species
This morning the newspaper box fell off the wall. After two decades of service, I came outside and found it hanging from a single nail, looking like a storm had gone through. Everything has a reason, though. The poor box had been invaded by the journalistic equivalent of a cuckoo’s egg.
You see, I’m a faithful subscriber to one of the two dailies available here. I appreciate the editorial style and my forgiving nature allowed me to accept the format change from several years ago (one of those upgrades in design that really isn’t, but some marketing genius convinced the owners that a new look would be good for their soul). I can’t do much about the content and I don’t write letters to the editor, but this paper satisfies me.
Up until now, the competition has been low key. The occasional cold call at suppertime to see if I’d like to “become a subscriber”. I’ve seen them around town; usually with a side of ketchup in the various fast food restaurants. But about four months ago, something went wrong in their employee relations karma, and the whole team found themselves locked out. On the streets. Picketing in one of those non-strikes that give the rest of us pause. And, in some sort of irony, publishing their own free newspaper that is distributed at the bus stops when I come into town each morning.
They’ve been to court, where the management accused the “other side” of unloyal practices. The beat goes on. Today, though, things seem to have changed. I received my first free copy of the competition’s rag in my newspaper box, and the whole thing came undone.
There isn’t much (apparent) margin in the newspaper industry, and for anyone to give away free product (this group even took down their website because it wasn’t good for the bottom line) they must be feeling pressure. Free always beats paid for the consumer, so the readership has declined. I’m sure that today’s delivery is an attempt to boost numbers. Steroids for ads. I won’t be fooled.
The egg has already gone to recycle, and my box is back on the wall.
