Is this the end of Fairfax as we know it? The broadsheet is becoming a tabloid, it’s content behind a paywall, 2000 staff getting the boot and Gina Reinhart looks set to get one, if not two, seats on the board.
What happened to their digital media strategy? Is erecting a paywall all they can think of?
I’ve got a better idea. Traditionally newspapers were run by men and they were pretty good at it until the landscape changed. Social media intruded upon their male dominated turf and instead of embracing it they hoped it would go away. Blogs, Facebook, YouTube, Twitter and niche sites started to generate traffic and crept into advertising revenues. Print newspapers were snoozing when the social media crowd snatched the incentive. Was the malaise of newspaper CEO’s due to thinking they were ‘too big to fail?’
Yet there are a group of people who know how to do social media really well. Gay men and women. If Fairfax turned it’s social media strategy over to this demographic then they might have a chance of survival. Continue with male hacks at the top and the paper has as much longevity as passengers on the Titanic.