Inevitably the success or failure – let’s call it the future – of the Kansas City Star will be determined by the number of eyeballs it attracts. For advertisers.
Plain and simple.
The days of daily newspapers having essentially monopolies over news and information are long over. Long over. Make no mistake, they far and away still lead the media pack in terms of reaching the greatest number of people, but their reach has and continues to wane and it’s a trend not likely to change.
Classified advertising, for example, used to be a huge profit center for newspapers like the Star.
Department stores like Dillards, Jones Store and Macy’s were incredibly big advertisers. Prior to their pronouncements years ago that they recognized the need to cutback on newspaper advertising and branch into other media.
Which brings us to grocery stores…
Three of the largest – Price Chopper, HyVee and Hen House – have hatched exit strategies from the Star and