More print redesign advice: Remember e-mail

By Steve Outing

Jay Small, writing on his Small Initiatives blog, comments on my latest Editor & Publisher Online column about how to smartly redesign print editions of newspapers.

One of the key points in my column is that newspapers need to provide MANY more refers and pointers to online and mobile content, in an effort to guide older print readers to a better future of reading print and consuming digital news content together.

Jay, who overall gave my advice a thumbs up, added a key tip that I overlooked:

“I would add one thing: If loyal print readers trend older, promote the online features older people would be most likely to use. E-mail, for example, remains in heavy use among older Internet populations. So rather than steering people to a Web site for breaking news updates, consider pushing them toward sign-ups for e-mail alerts.”

Absolutely. That’s smart.

Author: Steve Outing Steve Outing is a Boulder, Colorado-based media futurist, digital-news innovator, consultant, journalist, and educator. ... Need assistance with media-company future strategy? Get in touch with Steve!