The digital transformation of the media industry has been underway for decades, but for many local newsrooms, the struggle to balance digital innovation with the realities of print remains very real.
Leonard Woolsey offered a vivid metaphor: “Think of McDonald’s. Ten, fifteen years ago almost all of their sales occurred inside the restaurant. Last year, only 10% did. People wanted drive-thru. So what did they do? They built not one, but two drive-thrus.”
“Our print subscribers are like dine-in customers. But the drive-thru audience is new and growing. And we’re lucky they’re showing up.”
This shift doesn’t mean abandoning loyal print readers, but it does require a realignment of newsroom resources and priorities.
“We’re spending too much time trying to keep newspaper subscribers… at the expense of growing new ones,” said Traci Bauer, VP at Adams Publishing Group. She highlighted how newsrooms often feel bound by the daily print schedule, which can distract from building strong digital offerings.
Arvid Tchivzhel suggested a strategic framework: “You want to extend the print runway as long as you can—efficiently—and spend your time on where things are growing.”
The message is clear: print remains important, but growth lies in meeting the digital consumer where they are.
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