When the San Francisco Chronicle
announced its amazing plan of saving print journalism via glossy paper
, it struck us as being a bit like actors attempting to save Vaudeville via higher-energy slapstick routines or dockworkers trying rescue the semaphore industry with flashier flags
Well, guess what? It turns out readers are still more concerned with what a paper says than how it feels. Chronicle
president Mark Adkins told the folks at Harvard's Nieman Journalism Lab
that circulation is down, advertisers didn't get worked up about glossy paper and -- here's the kicker -- switching to glossy paper "not a good tactical move for other papers."
The Nieman article, like so many, notes the oddity of making an expensive new shift to glossy pages only shortly after threatening to shutter the paper in 2008.
Frankly, we think Hearst Corp's threats to close the paper were overblown -- and really more of a super hardball negotiating tactic than anything else. Of course, we didn't have the good judgment to print that opinion on glossy paper. So no one listened to us.
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