The Fall Of The Paper News

 Despite anti-competitive legislation, the marketing of 'local businesses near me' is almost entirely in the domain of big corporations. 

It seems almost impossible for small entities to gain any realistic kind of foothold in the globally tied world of commerce. From time to time, someone who has inside knowledge of the industry, and has become a professional at its' operation, tries to buck the trend by establishing a new company to throw up a kind of 'reality check' to those who would dominate the market.

What do we mean by this? Well, take for instance Google's domination of the Internet search sector. Despite credible alternatives such as Duck Duck Go, and Startpage.com, Google's innovation, brand awareness, and availability, have made it the undisputed king of the net.

Do Local Newspapers Have A Different Reality?

In Australia, a large number of local newspapers are similar in structure to those that we have just mentioned, in that they are, often anyway, owned by News Corp. This is, in itself, not necessarily a completely malign apparatus. For instance, the reach and resources of a larger corporation can not only bring the World to the doorstep of local communities, but they can also increase readership and local job and employment services.

The downside of this is that large corporations become large by being effective, both financially and operationally. This means that if a local newspaper is persistently unproductive, the corporation will close the doors of the entity with seemingly little mercy. In reality, however, to do otherwise would risk the whole corporation since it would not only set a bad precedent which other non performing outlets would demand equal consideration to, but would also simply form a drain from which other successful operations would be compromised.

Enter Matt Dunn

One such local newspaper, located in South Gippsland, Victoria, Australia was in a similar situation. As is often the case with local media outlets, this local newspaper was not a successful enough business for it's doors to remain open. 

The idea of the local newspaper closing it's doors permanently was too much for one of it's employees: Matt Dunn. Matt saw the impending closure of this local voice as an opportunity which he could fill. However, Matt didn't have the resources to open a print newspaper.So, he set about setting up a digital news platform, called 'The Paper'.

Matt felt that a great audience for his project would be the elderly in the community, who would be so hungry for news that they would overcome their limited technological prowess, and support the venture..at least according to many reports.

What was the outcome of this venture? Well, Matt had excellent motives, great experience, and advance planning to a competent standard. However, what Matt lacked, is what corporations excel in: considerable experience in project management.

A Corporation would likely not have proceeded with the project. After all, the actual printed press in the area was being closed. In addition, the Corporation, with profitability being a priority, would likely have deemed the project a 'no go'.

Matt believed in the 'content, not the platform'. Corporations believe that the viability of a platform must be assured prior to beginning a new venture.

The Outcome

Again, it must be noted that there was nothing wrong with the venture known as 'The Paper'. Nor was there any issue with the motives and application of those who were involved.

However, this World is dominated by corporations for good reason, they 'ruthlessly' know their goals, and how to achieve them. This is a reality that will likely remain unchanged for quite some time. Think Mom and Pop convenience stores. Whilst there are still many of these, their market share, compared to big brand supermarkets, is minimal.

It is unlikely that any of us are enthused by the idea of big corporations running the business world. However, despite it's negative implications, it is a reality that thrives because it allows us to eke out a few hours extra each week in our busy lives, by offering convenience, economy of budget, and efficiency.

'The Paper' did not succeed in it's first attempt. The romantic in each of us hopes that it will eventually prove successful. However, the main lesson that we take from it's demise is the we live in a different reality to several decades ago. Business wise the 'survival of the fittest' has become the new reality. Unfortunately, big corporations are those who best equipped to embrace it.