While on route to the airport this morning, I attempted to browse the daily newspaper, which was provided by the car service to aid me in passing the rush hour traffic related delays.  In picking up the newspaper, I was immediately aware of a dynamic shift – and no – it wasn’t because the leading front cover story was riveting and captivating, it was because of the header content the daily newspaper decided to give real estate to.  On the cover of my daily newspaper was a call out to those seeking relationship advice, to join a noon hour chat with what was the newspapers contracted relationship specialist.  Have newspapers forgotten what their edge is?  Has the rise of social media and digital information sources confused them?  It’s no secret that even though there are a slew of pure play web news source competitors, the general public still refers to their newspaper as a great source for deep local information that puts them in touch with their community or city at large.  No one is saying that including fun content about everyday living is a no no, but it is not front cover worthy.  It’s the same as in advertising.  We wouldn’t lead with the B or C value proposition and tag line.  We would lead with the A message, considering we have only seconds to engage you and leave you with a sense of what our brand represents.  Today’s showing of the newspaper reminded me of a tabloid or as some would say ‘rag’ magazine and there are plenty of those around and as a result, there is no need for the daily newspaper to transform to one too.

Competition should make us think smarter and do better.  If competition has you applying “me too” strategies to your media properties, you are not really competing for market dominance, you are just merely existing.