- By Charles Miller
It’s a privilege to share my thoughts on business in 2024 as the Times reintroduces its printed editions.
This move highlights the paper’s commitment to engaging with its community, particularly those who find online access challenging, and is a great credit to Bo Burns and the dedicated team who have worked so hard to make this a reality.
The decision to bring back the printed version of the Times is a strategic move that enhances equity and inclusivity in information access, while offering new opportunities to readers and advertisers.
In a world increasingly dominated by digital content, there’s still an important segment of the population that prefer the tactile experience that only a physical newspaper can provide.
For many, particularly those not raised in an online world, or those in rural areas with limited internet connectivity, the return of the printed paper is more than just a convenience.
It’s an essential service that ensures those groups remain informed and connected to their networks.
With this launch, the team has expanded the overall Times platform, adding opportunities for innovative advertising formats that leverage the unique qualities of print on paper.
For local businesses, this provides an additional channel for advertisers to showcase their products and services, in a format to which additional new readers will be drawn, and which often etches greater recall.
Furthermore, the printed edition of the Times is expected to boost readership. Readership metrics focus on the number of times a paper is read and the engagement of those readers, unlike circulation numbers that count the number of copies.
In settings like motel rooms, cafes, and waiting areas, print materials are shared among multiple readers, amplifying the impact of each copy as it reaches several individuals who spend time engaging with the content.
This shared, extended interaction increases the effectiveness of print, leading to a wider audience and a more in depth experience, where articles and advertisements are more thoroughly absorbed and retained.
Moreover, print materials in these environments are targeted to local businesses and consumers, catering specifically to the immediate community, which enhances their relevance and cut through.
Thank you, team, for restoring this traditional yet effective component to your platform – it will surely expand reach and generate new opportunities.
