Canada: The return of the evening paper?
A new evening paper, The Valley Today, will be launched in Nova Scotia in mid-October. The paper will gamble against the overwhelming move toward morning papers in the past thirty years.
The Valley Today will serve Nova Scotia’s Annapolis Valley with an initial printing of 10,000. Primary backers include publisher Jim White and chairman Hugh Roddis.
Although there are more than 100 dailies in Canada, less than half of them are late-day releases.
North America has seen a steep decline in evening papers since the 70’s. The tradition of the “suppertime paper” enjoyed success between 1950 and the end of the 70’s. In the United States the number of evening papers has fallen from 35,000 in 1970 to just over 5,000 today.
However, the entrepreneurs behind The Valley Today see the evening paper as ready for its retro comeback. They liken the revival to a reinterest in the typewriter.
Jim White thinks that the 24-hour Internet news climate may experience a backlash. He points to marketing research that indicates a positive reception of the evening paper.
What is more, evening papers are less expensive to distribute. Because more and more morning papers are delivered overnight, delivery gigs are no longer after-school jobs. They are careers for grown men and women. The move toward an evening paper could bring back the classic North American schoolboy paper route. As White says, “It’s really an industry driven by 12 year-olds.”
The experiment appears mighty risky in this volatile newspaper market. But the folks over at Valley Today are optimistic: "I suppose even in starting a newspaper, we're kind of bucking a trend here," White said. "But we think it will work."
Source: Globe and Mail
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