Wednesday, December 4, 2013

Quebecor_Mindless twits runnng Canada's newspapers

Sun Media, owned by Quebecor, announced yet another Christmas layoff. I understand about 200 jobs are being cut with about 50 of those being editorial positions.

The Quebecor/Sun Media execs are twits. My guess is they know little or nothing about newspapers. They seem to have but one response when asked to improve profits and that is to cut costs and one of the simplest ways to cut costs is to cut staff.

If these twits were running a car factory, they would leave the back seat out of the cars produced. It would save money. Maybe they would eliminate the paint booths. Now that would really cut costs. Of course, these moves would also cut quality and that would cut sales.

Cutting editorial staff is cutting quality and cutting quality is cutting circulation. And what is the answer to falling circulation and the monetary loss that follows? Why more layoffs. Like I said, these folk are twits.

I understand Google may make in excess of  $55 billion annually. Wow! Makes one wonder what would have happened if years ago newspapers had worked with Google at figuring out how to market news with linked ads.

Instead of the newspapers across Canada and across the continent working together to deliver the best and the latest information to their readers, newspapers cut their links to each other, unless the other papers were part of the same chain. Newspapers cut links and slashed the quality of the print product. Circulation collapsed. No surprise.

Google seems to be a very inventive company, very creative. It may not be too late to approach Google, hat in hand, seeking some much needed help. Maybe the folk at Google would be willing to put on a thinking cap while examining the problem wearing Google Glass.

I sold an antique car this summer. I sold it without placing even one car ad. Why bother? It was a special car, a heritage vehicle. It was valuable — read expensive. An ad running just in The London Free Press would simply not reach enough potential buyers. So I didn't buy an ad. But let's say that newspapers across Canada were linked, at least their electronic editions.

Place and ad in the paper in London and find a buyer in Vancouver. Ah, now that is the way an automobile ad should work. But, they don't and so I didn't. Like I said, the folks running newspapers, the ones behind the multiple layoffs and buyouts, are twits — unimaginative twits.

Before writing this I found an ad in The London Free Press, copied some specific information, and did a search of the Toronto Sun website using the pasted information. I found the two newspaper sites poorly designed and the Toronto Sun site did not find the The London Free Press ad. Yes, the folks at the helm of the newspaper chains are certified twits.

My heartfelt sympathies to those newspaper folk losing their jobs. Knowing the folk at the top are heartless twits doesn't make it any easier.

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