Last Updated: May 20, 1999
Printer-friendly version
Thinking internationally
Just what is the future of the newspaper in a world of the continuous
big bang of technological explosion, where machines are making lives easier
and more pleasurable — and news faster?
I had fear that we are about to be run out of business by the men who
make the machines, so for me, the 1997 ASNE International Journalism Exchange
was a journey for self-rediscovery, and of how to keep our newspapers relevant
in these changing times while making money in the bargain.
I am at once shocked and consoled that we share the same fears for the
future as our American counterparts. To be sure, our situation in the Third
World is different. We operate under authoritarian regimes that are intolerant
of criticism, that decree conformity and punish independence. We operate
in a setting where technology is only just now making sluggish inroads.
We operate in situations of appalling poverty, where newspapers must compete
with such basics as food for people’s money.
Coming to America was, therefore, a pilgrimage and a pleasure.
It was more so at The Philadelphia Inquirer, where I spent my four-week
internship. Here was a century-old, prosperous newspaper and an aid to
the community. It was everything you could hope for in a newspaper, but
the question remains: How can it be made more indispensable to the public?
American newspapers are going local. People care little about the big
deals that go on in Washington, but a lot about the small guys next door.
More local news is the secret. This makes the newspaper not just a chronicler
of the society’s history, but part of its community and history. It backs
its sports teams with equal fervor as fans; watches its elected officials
with an eagle’s eye; and protects its community’s interests with religious
zeal.
"When this community prospers, we prosper," was the way one editor put
it.
This is a newspaper that takes time to listen to the readers and advertisers,
and still leads them. It has regular off-the-cuff dialogues with community
business leaders to develop trust and ensure fairness. It looks out for
stories that will open new business opportunities. It focuses on solution
stories: how things work and why. It sees its future not just in giving
headlines, but also in explaining things, and remaining the dependable
source of regional news and business reports. It is not satisfied with
two-sided issues, but always looks out for the "other side," recognizing
that the majority of the people are somewhere in-between.
It is clear from observing the Inquirer that the bread and butter of
journalism remains the news. The modern newspaper must have the courage,
conviction, commitment and credibility to define issues for the reader
and not vice versa. Yet it must remain a listening post in the community,
a lighthouse of sorts. It must be intelligent enough to surprise people,
recognizing that the things we do most instinctively are usually things
that readers want to see in the newspaper.
Contrary to widespread views among editors, modern newspapers must work
with advertising personnel, but should not allow them to influence stories.
Editors must find new ways of selling their product, recognizing that newspapers
are no longer counted upon to break stories, but to explain them. This
is where we need marketing.
Smart newspapers are those that make themselves essential commodities
in the lives of readers. They must always have something people can take
away. They make schools push the reading habit, teaching children that
it is their responsibility to read newspapers daily. They teach adults
that reading newspapers is a mark of growing into successful social status.
They are ever-regenerating.
I came to America with fears and doubts, but returned home with the
hope and conviction that the dirge for the newspaper could not yet be heard.
Humanity is stuck with the printed word, and that’s for the better.
Izeze is editor of The Guardian of Lagos, Nigeria.
