Newspapers should take advantage of new wireless technology that can reach readers through cellphones and personal digital assistants, a US newspaper executive told a conference of news technology managers Sunday.
Wireless technology could eventually become the third leg of the newspaper industry, joining printed paper and the Internet as outlets for disseminating news and advertising, said William Dean Singleton, chairman of the Newspaper Association of America, sponsor of the three-day Nexpo 2002 conference.
"Newspapers are in a perfect position to be the source for mobile updates, whether that's a sports score ... or breaking global news," said Singleton, who is vice chairman and CEO of MediaNews Group Inc. The Denver-based company publishes 49 daily newspapers, including the Denver Post.
Finding new outlets to attract readers is a priority for the US$59 billion newspaper industry. Daily circulation for US newspapers slipped from 58 million in 1995 to 55.7 million in 2000. Sunday circulation fell from 61.5 million in 1995 to 59.4 million in 2000.
The Newspaper Association of America conducted a study last year on a test run in which 13 US newspapers provided information to wireless users. The study found that consumers wanted information that is easy to get to and quick to download.
They disliked unsolicited wireless advertising since that burns up expensive cellphone minutes, said John Iobst, the association's vice president of research.
Consumers were receptive to special services such as classified advertising alerts for people who wanted to sell houses or buy cars, the study found.
Some consumers in a focus group said they would pay as much as US$20 a month for such a service, said Melinda Gipson, the association's director of new media business development.
Consumers "will pay for news. They will pay for alerts. They will pay for stuff that makes their life better," Iobst said.
"You don't need to spend big bucks on this technology."
Wireless technology is two years to five years from becoming an everyday function of newspapers' operations, said Gipson.
"It's not at the point where it justifies the cost but it's something to keep your eyes on," she said.
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