For nearly 30 years, the Detroit market has served as something of a laboratory for the media business. Because of a joint operating agreement (JOA) that survived a challenge that went all of the way to the U.S. Supreme Court, the two Detroit-based daily newspapers have survived a labor strike, multiple regional and national recessions and profound global changes in customer information consumption habits, while sharing business operations and maintaining editorial operations. Even with shrinking staffs and plunging revenues, the two “papers” (as they’re still called even though their primary focus has tilted toward their online products), still, for the most part, set the agenda for daily news coverage.
A new report by Crain’s Detroit Business reporter Bill Shea provides a potential reality check into the business of the JOA, suggesting that looming ownership changes at both the Detroit Free Press and Detroit News and an opt-out close that could take effect later this year could create more uncertainty about the papers’ futures.
We, in PR, despite the constant consolidation of the past decade, have benefitted greatly from having two daily, regional newspapers with statewide impact in print and often national impact online. As challenging as it is to get stories told in the mainstream media now, it is even tougher in markets with just one “daily” in a current form. Overall, two newspapers leads to better and deeper relationships for professionals who have the ability to develop them.
Other than paying for subscriptions and regularly providing compelling content, I’m not sure what else we can do. But, for all of us in PR in the Detroit area it’s in our best interest that these two outlets to survive and, if it’s possible, thrive for as long as possible. Elsewhere around the country, PR should have the same interest in viable newspapers, along with strong online-only news outlets, TV stations legitimately committed to news and radio stations that will do more than just read headlines.
But it’s about a lot more than just coverage for our clients. The fear of “bad press” can be a motivator for those in power, whether it be in politics, business, education or anywhere else where a case could be made that public trust matters. Sometimes, that fear is what ultimately compels those who would otherwise ignore a situation, or worse, to do the right thing. Without a fraction of that factor or, shudder to think, all of it, having fewer “news holes” would be the least of our challenges on this side of The Business.