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O Noblesville Daily Times era um jornal de Noblesville, Indiana, EUA. Era, porque fechou. Criado à cinco anos e apesar de se ter adaptado bem à realidade do online, o jornal não conseguiu sobreviver à concorrência movida pelo Indianapolis Star, propriedade do poderoso grupo Gannett.
O que se pode retirar deste caso é como um jornal falhou não por falhar a adaptação às circunstâncias mas apenas por uma questão de colocação de mercado. É também interessante analisar a sua realidade e compará-la com outras (a portuguesa, por exemplo): com cerca de 6.500 assinantes numa cidade de quase 30 mil habitantes, o jornal começou por ser publicado seis dias por semana, reduzindo-se mais tarde as edições para apenas cinco por semana. Tinha 24 trabalhadores a tempo inteiro. Agora pensem nos jornais que conhecem a operar em mercados semelhantes, nos meios que possuem, na qualidade que têm.E até quando se vão aguentar.
No caso do Noblesville Daily Times só me apetece dizer que tiveram azar.
The Noblesville Daily Times was a newspaper from Noblesville, Indiana, USA. Was, because now it’s closed. Created five years ago, and although it was well adjusted to the online reality, the newspaper failed to survive due to the competition moved by the mighty Gannett Co. owned Indianapolis Star.
What can take from this situation is how a newspaper failed to survive not because it didn’t adapt to the circumstances, but just because of a market placement. It is also interesting to analyze it’s reality and compare it with others (your own, for instance): they had 6.500 paying subscribers in a city with almost 30 thousand inhabitants, was published six days per week at first, then it was reduced to five editions a week. They had 24 full time workers.
Now think of the newspapers you know operating in similar markets, in the conditions they have, the quality they produce. And for how long they will manage to survive.
In the case of the Noblesville Daily Times all i can say is that they were unlucky.
Publisher Michael Corbett announced Wednesday that the newspaper will cease operations at the end of this week. The final edition of the paper will be published Saturday.
Corbett said three factors were considered in the decision to close the paper.
“It’s a tough economy, it’s a competitive market, and it’s a tough time for newspapers in general,” he said. “All newspapers are wrestling with what the future’s going to be. And the industry is just in upheaval right now.”
Corbett said Schurz Corporation, a family-owned media chain headquartered in South Bend, made the decision to put the Daily Times up for sale six months ago, but failed to find a buyer.
The decision to close the paper came from the Schurz corporate offices Tuesday. The news was relayed to the Times’ 24 full-time staffers Wednesday.
“We’ve tried for five years to make that paper successful in Noblesville and we did not succeed,” said Schurz’ Senior Vice President of Publishing Charles Pittman, citing the economy and lack of advertising revenue to put the publication in the black.
“It was a tough decision. I think we poured our heart and souls into Noblesville and we really wanted it to work,” he said.