Student journalists have always been taught to mimic metropolitan publications to achieve success in both editorial and business aspects of the industry.
The tables have turned. While metropolitan papers are struggling to stay afloat, college newspapers are not only thriving but are setting the example for the industry.
College newspapers have a model that most metropolitan dailies struggle to copy — connectivity.
Many studies, including a recent article in College Media Review, continue to show the effectiveness of this model.
The college newspaper offers its readers campus news focusing on students and their interests. This model leads to more college students reading the paper. In fact, recent studies show circulation rates of more than 95 percent on campus. The content in these newspapers promotes connectivity.
High readership rates are an advertiser’s dream and the college demographic is as perfect as it gets: young, savvy, brand-conscience readers who wield more than $41 billion in spending power. All of these factors have advertisers lusting after ad space.
Further defying national trends, college papers have more readers for their print editions than their Web sites, unlike the newspaper industry, which has seen declining interest.
The success of college newspapers should have industry leaders scratching their heads. Connectivity is focused communication — the Rosetta stone to the salvation of the industry.
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