Newspaper stocks are getting the snot kicked out of themselves the past year. Investment analysts, industry analysts – why at this week’s industry trade show even the industry executives – are all saying that newspapers are losing readers, losing advertisers and losing their margins. Newspaper values are at unheard of lows.
So why is one of America’s billionaires starting a new newspaper in Baltimore? Philip Anshutz, of oil and telecom wealth, has been buying small newspapers in San Francisco and Washington – and now he’s starting one from scratch in Baltimore. Is he nuts?
Think about the competitive situation for a moment. The Baltimore Sun is really the only newspaper in town. It’s owned by the Tribune Company way back in Chicago. The paper has been under pressure to improve margins, so it has been cutting costs and people. It hasn’t changed its business model in decades, so it’s struggling to maintain what it used to provide. In other words, The Baltimore Sun is Locked-in to a declining Success Formula – which it is trying to Defend and Extend. With not-so-good results.
The Baltimore Sun is a target. It’s Lock-in means that this upstart new paper can see exactly how the only competitor is behaving – and can predict their behavior pretty darn well. With only one competitor to deal with, the upstart can take a focused attack. And, since the new Baltimore Examiner is just starting its life cycle it is in White Space to develop all new solutions for editorial, copy desk, graphics and advertising production, as well as printing and distribution. This new paper is able to start with very low overhead, use part-time reporters, go offshore for its editing and page layout work, and find some low-cost new printer. Whatever weaknesses exist at the Sun, they’ve made them obvious and the Examiner is in great shape to exploit them.
Newspapers are not a growing business. But that doesn’t mean the local scribner is going to be allowed an eloquent and profitable decline. When the leading competitor becomes so Locked-in, they become a target. And that provides an opportunity for a new competitor to benefit – even when the market isn’t growing 15%/year.
As a local monopoly, the Sun has no where to go but down. If they keep trying to Defend and Extend, well that’s exactly where they will end up. They are in the Swamp, and the Examiner is trying to push them into the Whirlpool. If the Sun doesn’t re-invent itself, it’s already depressed profits will evaporate. It’s a painful lesson to deal with – and it’s going to be tougher to re-invent now that a new competitor is on the scene.
