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Wednesday, July 29, 2009

Morning Advertiser Watches Sun Set

A downturn in media is tough, but if you are in the pub trade media the world must be awful. With hundreds of pubs closing every week, the fate of the Morning Advertiser, one of the oldest trade mags in the world, looks bleak. Both the Ad Director and the Editor have left, and in headcount won't be replaced we understand. Circulation has been chopped by five thousand to "focus on the most successful pubs". You might have thought it was the least successful ones that most needed the insight provided by the Morning Advertiser. Hey ho. These struggling pubs are being offered a paid subscription - which almost none of them will take up - probably because they haven't got any money.

The MA used to a daily newspaper for the licensed trade. It has faield to get to grips with online, is serving a market decimated by the recession, tax and the smoking ban. Whilst cuttting costs is bound to be necessary, a better plan is needed if this and titles like it are to have any hope for long term survival.

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At 5:40 pm, Anonymous Anonymous said...

Its a shame that in this instance the blog seems so ill informed. Yes the title has restructured, as have most companies in the world, and yes there is an ad downturn, but after 200 years the MA has seen more than most and survived by taking radical but sensible measures. A hugely credible new editor is in place (The old Managing Editor) and a group sales manager has seemlessly stepped up to the mark left by the Sales Director. The same Publisher remains and the other 90% of the team remain and its business as usual. Such is the joy of private ownership that they take a long term view, unlike the PLC approach. The sun may have set but its dawn again.

At 5:50 pm, Anonymous Anonymous said...

5000 off that circulation seems sensible. With more than 50 pubs closing a week and plenty of them adding no value to advertisers why should the publishing company keep sending it out to them free. Its a weekly - not a monthly. It costs a lot of money. Publishing is not a charitable exercise. At least they are being honest.

At 9:51 am, Blogger Businessmediablogger said...

Ill informed? Your comment seems to confirm all the material facts. The two managers leaving are replaced by existing headcount and the circ is being cut. My point is that these steps may be a necessary, but are they a sufficent course of action to set you (?)/ the brand for future growth


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