The situation with home delivery for Boston Globe customers doesn’t seem to be much better today. Judging from Twitter and other online comments, the only good news for the Globe is that people really miss their paper.
I’ve seen a few conspiratorial-minded commenters suggest that this is a deliberate attempt to get people to switch to digital. In fact, newspapers still make most of their money from print, especially on Sunday. Which makes the meltdown all the more inexplicable.
A few data points. A website called Customer Service Scoreboard reports that the Globe has received 193 negative comments and just one positive. The oldest comment goes back to 2010, and it’s certainly true that people aren’t going to check in to report that their paper arrived on time. Still, the top of the thread is loaded with comments from folks who haven’t received their paper this week and can’t get a response from the Globe.
In a “Note to Subscribers,” the Globe says in part, “This disruption is not unexpected, as the transition involves the hiring and deployment of approximately 600 drivers.” I find that statement surprising. Given the importance of getting it right, you’d think there would have been multiple meetings over many months beginning and ending with: “We can’t screw this up.”
The Globe‘s Beth Healy quotes chief executive Mike Sheehan as saying that, on Wednesday, only 5 percent of customers did not receive their paper in a timely manner. But look at all the zip codes where the new delivery service is still having problems.
Over at WBZ-TV (Channel 4), Boston University’s John Carroll tells Jon Keller that he has a message for Globe publisher John Henry: “Get in your car and start delivering some newspapers.”
Not long after John Henry bought The Boston Globe in 2013, he announced that he planned to move the paper to a downtown location and sell the more than half-century-old plant at 135 Morrissey Blvd. News is now breaking that the Globe will move to 53 State St., a building known as Exchange Place. The memo from Globe Media chief executive Mike Sheehan follows.
Over Memorial Day Weekend in 1958, The Boston Globe left our home on Washington Street’s Newspaper Row and moved to Morrissey Boulevard in Dorchester. The move was a catalyst for the most dramatic transformation in our history, both in the depth and quality of our journalism and in the scope of our media operations. Under the leadership of seven world-class editors, 23 Pulitzer Prizes were earned here, and we’ve grown from a single media offering to over a dozen print, digital, and broadcast properties.
Today, we signed a Letter of Intent with UBS to move our editorial and business operations to 53 State Street, Exchange Place. Assuming this leads to a signed lease, and we have every expectation that it will, the move will mark a bit of a homecoming, bringing BGMP back to the same neighborhood we vacated 58 years before. We plan on occupying the second and third floors, which are the largest floor plates in the building, integrating the former Boston Stock Exchange space with the glass tower that was built in 1985.
I have a particular fondness for the building, having moved another company there eight years ago. The reasons for choosing Exchange Place extend far beyond the inarguable fact that I am a creature of habit. First and foremost are location and accessibility. For a journalistic enterprise, there is just no substitute for being able to walk to City Hall, the State House, and virtually every corporate headquarters in the city. If you had to drop a pushpin on the single location that’s most accessible by public transportation, this would be it. The MBTA’s Blue Line and Orange Line have a stop under the building, the Green Line is a block away at Government Center, and the Red Line is just down the street at Downtown Crossing. The building is equidistant and walkable from the North Station and South Station commuter rail terminals as well as the commuter boat.
This move would materially change the answer to “where do you want to meet for lunch?” Cosi and Au Bon Pain are in the building, and there must be a few hundred other dining options within walking distance.
What excites me most about the move is the ability to design our space around the vision of where we want to go. We have retained Gensler (gensler.com) to help us create our new work environment, and they have begun the process of space planning and design.
I honestly believe there is no greater opportunity to redefine and transform the culture of The Boston Globe than to move to and work in the ideal location, right in the heart of the city, in an environment designed for the future of journalism. It worked for us when we moved to Morrissey Boulevard in 1958. And it’ll be equally powerful when we move to Exchange Place which, if all goes according to plan, will be on January 1, 2017.
I should note that Adam Gaffin of Universal Hub beat me by a few minutes.
No word in Sheehan’s memo regarding the fate of the Morrissey Boulevard plant.
Also: By coincidence, Sheehan’s announcement comes at the same time that The Washington Post is moving into a new building.
1. Eric MacLeish, a prominent lawyer who represented numerous victims of pedophile priests, is objecting to his portrayal in the movie “Spotlight.” An item in the Globe’s “Names” column notes, “Curiously, MacLeish hasn’t seen the movie.” Yet someone must have given MacLeish a good briefing, as the bill of particulars he posted on Facebook is pretty accurate in summarizing his character in the film: a lawyer who reached confidential settlements with the Catholic Church on behalf of his clients, thus helping to delay the truth from coming out.
Also of note is that Stephen Kurkjian, a legendary Globe investigative reporter who also does not come off well in “Spotlight,” has posted a comment saying in part: “I can attest to how committed you [MacLeish] were — within the confines of attorney-client relationships — to assisting The Globe in getting the story out.”
Of course, such complaints are to be expected when a fictional movie is made about a real-life story and actual people. I experienced this first-hand when the movie about the Woburn toxic-waste story, “A Civil Action,” came out. (I covered the story for The Daily Times Chronicle of Woburn.) I was so incensed by some of what I saw that I wrote about it for The New Republic.
“Spotlight” is a far better — and truer — movie than “A Civil Action.” But it’s not a documentary.
2. Craig Douglas of The Boston Business Journal reports that the Newspaper Guild has some issues with Stat, a website covering health, medicine and life sciences that is part of John Henry’s Boston Globe Media holdings.
As I wrote last week for WGBHNews.org, Stat launched with about 40 journalists just weeks after the Globe eliminated about 40 newsroom positions through buyouts and layoffs. The two developments are said to be unrelated in the sense that Henry is not funding Stat through cuts at the Globe. As Gideon Gil, Stat’s managing editor for enterprise and partnerships, told me, each property has to pursue its own business plan.
Still, Douglas reports, it has not gone unnoticed that union jobs at the Globe have been eliminated while positions at Stat are non-union. Douglas quotes an anonymous union official as saying: “The feeling is, those weren’t the last layoffs we’re going to see. It feels like they are trying to expand by killing us from inside.”
Surely Henry can’t be blamed for making cuts in a shrinking business while trying to find innovative ideas that could lead to growth and profitability. But it’s not hard to sympathize with the fears voiced in Douglas’ article.
Stat’s top editors, from left, are Stephanie Simon, managing editor for news; Rick Berke, executive editor; and Gideon Gil, managing editor for enterprise and partnerships. Photo by Dan Kennedy.
Nearly three weeks ago The Boston Globe said goodbye to about 40 full- and part-time staff members as the paper’s executives struggle to keep up with declining revenues and a shrinking ad market.
Today a sister project, Stat, makes its bright and shiny debut. The site covers medicine, health and life sciences with a staff of nearly 40 journalists recruited from The New York Times, The Wall Street Journal and The Washington Post as well as smaller news organizations. There are another 10 or so employees on the business side.
The two developments shouldn’t be linked except for the timing, according to Stat’s editors. The Globe isn’t being cut in order to fund Stat. Rather, Globe owner John Henry’s decision to launch an ambitious new project shows that he’s willing to experiment with new models of journalism even as the newspaper business contracts. (Henry explains his reasoning in a letter to readers.)
“I see great potential in what we’re doing for the Globe,” says Stat executive editor Rick Berke, a former top editor with The New York Times and, more recently, Politico. “If we can have a sustainable business model here and pull in revenues, that could ultimately help the whole Globe Media organization across the board.”
Adds Gideon Gil, a longtime Globe editor who is now Stat’s managing editor for enterprise and partnerships: “I’m sad about people losing their jobs in the Globe newsroom. Some are longtime colleagues of mine. I feel fortunate that I’m working at Stat, because we have great ambition and a vision to really cover this area. I understand why you and others try to make a connection between them, but we’re separate businesses. We each have our own business plans and have to succeed on our own.”
Stat’s website formally debuted at midnight today, though since August the staff has been producing stories that have run in the Globe. On Tuesday afternoon, the atmosphere in Stat’s interconnected newsrooms on the third floor of the Globe’s Dorchester headquarters was busy but surprisingly non-chaotic given that the launch was less than 10 hours away.
Berke, Gil and Stephanie Simon, another former Politico editor who is the site’s managing editor for news, checked out a promotional video that was near completion. Afterward, the four of us gathered in Berke’s office, dominated by a large, heavily used whiteboard. A bottle of champagne stood unopened on his desk; a gray Stat fleece hung from a hook on his door.
The business model is clearly the most important question facing Stat. If you look at other, smaller verticals the Globe has launched — Crux, which covers the Catholic Church, and BetaBoston, which follows the local innovation economy — you find quality journalism but just a smattering of ads. Indeed, free, advertiser-supported websites are currently out of favor in some circles, since it is thought that you need scale on the order of megasites like The Huffington Post or BuzzFeed to make money.
Gil, though, offers some intriguing ideas. For one thing, he says, Stat is being launched as a free website in part so that its audience can become familiar with the content and so that the staff can collect data on what’s working and what isn’t. Later, he says, Stat will start charging for some of the site’s more specialized content. In addition, a print component — perhaps a monthly or every-other-month magazine — is being considered as a way of reaching a different audience and appealing to print advertisers. (Stat’s chief revenue officer, Angus Macaulay, expands on those ideas in this article by Joseph Lichterman of the Nieman Journalism Lab.)
As for who comprises Stat’s potential audience, Simon has an optimistic answer: pretty much everyone. “We’re looking for ordinary readers who are interested in anything related to health or medicine,” she says. “And we’re for professionals, too. It’s not at all a trade publication or a niche publication. It’s really meant to appeal to a broad audience.”
The lead article in Stat right now — as well as the top story in today’s Globe — is an investigation by Ike Swetlitz into a dubious vitamin company promoted by Donald Trump that later failed. Another feature, by Bob Tedeschi, focuses on the emotional toll for cancer patients who are repeatedly brought back from the brink of death through the use of cutting-edge targeted therapies. Coverage ranges from local to national; Stat has three reporters in Washington and one each in New York and San Francisco, and there are plans for international outposts as well. There’s a daily 6 a.m. email newsletter by Megan Thielking called “Morning Rounds” and a number of other regular features, the full panoply of which is described in this press release.
The site itself is mobile-first, which Gil says is a necessity given that people increasingly do most of their reading on their phones. “People spend so much time focused on what their home page looks like on a desktop,” he says. “And fewer and fewer people actually go to the home page.” As a result, Stat is attractive but a bit random on a desktop computer or a phone. And reading it horizontally on my iPad, which is how I consume a lot of news, is a fairly miserable experience, as tiny rows of type stretch from one margin to the other.
There’s also a lot of video, the better to share on social media — indeed, the editors say about a quarter of the staff consists of multimedia producers.
Unlike Crux or BetaBoston (but like Boston.com), Stat is a separate entity within Boston Globe Media Partners and is more or less independent from the Globe, though the Globe is free to run Stat stories and vice-versa. There are also joint meetings and shared story budgets. In his letter to readers, John Henry writes that he and other Globe executives believe that “a news organization can be most nimble when it is built organically for the digital age.”
At its heart, Stat isn’t really an experiment in providing quality journalism. A large, talented, experienced staff shouldn’t have any trouble doing that. Rather, it’s an experiment in finding a way out of the crisis facing professional news organizations — a crisis defined by the technology-fueled collapse of revenue sources.
“My dream,” says Berke, “is not only to deliver head-turning journalism that you can’t find anywhere else but to find a sustainable business model. And my dream would be to prove that people will pay for important, vital, ambitious journalism.”
Stat, a long-in-the-making website covering health and life sciences, debuts today. The site, which employs nearly 40 journalists, is part of The Boston Globe’s media properties and is based mainly at the paper’s headquarters at 135 Morrissey Blvd.
The news was embargoed until midnight.
On Tuesday afternoon I had a chance to interview Stat’s executive editor, Rick Berke, and two of his top deputies. Look for my report around mid-morning Wednesday at WGBHNews.org. Below is a press release from Boston Globe Media Partners.
John Henry and Rick Berke Launch Stat
A Publication Dedicated to Health, Medicine and Life Sciences
November 4, 2015 — Boston — John W. Henry, owner of The Boston Globe and principal owner of the Boston Red Sox, and longtime reporter and editor Rick Berke today launched Stat, a national publication reporting from the frontiers of health, medicine and life sciences. The publication has assembled a news team of nearly 40 top journalists, as well as an engineering team, an advertising team, and a marketing team.
Delivering fast, deep and tough-minded journalism, Stat will take readers inside science labs and hospitals, biotech boardrooms and political backrooms. It will publish breaking news, richly reported feature stories, investigative projects and multimedia presentations throughout the day at Statnews.com.
“Over the next 20 years, some of the most important stories in the world are going to emerge in the life sciences arena. Stat has a tremendous opportunity to uncover vital issues that touch the lives of every human being,” Henry said. “We realized that there was no one doing what we aim to do: be the country’s go-to news source for the life sciences.”
Stat is headquartered in Boston, with additional reporters in New York, San Francisco and Washington, and more to follow in other cities around the world.
“I’m grateful to have the opportunity to hire dozens of the most talented reporters, writers and multimedia phenoms in the country to join our quest to create a news site with stories you won’t find anywhere else,” said Berke, a former assistant managing editor at The New York Times and executive editor at Politico. “We will take readers behind the scenes of the worlds of science and medicine and introduce them to patients and personalities who are driving a revolution in human health.”
Stat reporters have wasted no time breaking news even before today’s launch. Initial stories, published through its sister publication, The Boston Globe, included an exclusive on Democratic presidential candidate Bernie Sanders rejecting a campaign donation from price-hiking pharmaceutical executive Martin Shkreli; a scoop on President Obama’s nominee to head the Food and Drug Administration pulling his name off several scientific papers that were critical of the agency; a fascinating deep dive into clinical trials in the age of social media; and an important examination of the shortcomings of precision medicine. Stat has also launched a fast-paced email newsletter, “Morning Rounds,” which has quickly become a must-read.
The Stat editing team is led by three accomplished journalists: The managing editor for news, Stephanie Simon, has been a national reporter for The Los Angeles Times, The Wall Street Journal, and, most recently, Politico. The managing editor for enterprise, Gideon Gil, was the Boston Globe’s health and science editor. Jason Ukman, the senior news editor, was an editor at the Washington Post for 14 years. Gil and Ukman played important roles in editing Pulitzer Prize-winning stories for their organizations.
Stat has developed a sleek website with an emphasis on its mobile version. It has also built out an extensive multimedia unit including animators, a data visualization editor and videographers. Led by New York Times veterans Jeffery DelViscio and Matthew Orr, the team will bring stories to visual life, creating everything from short, social-media-focused video explainers to mini-documentaries to interactive reader experiences.
A strong lineup of regular features is also in the works:
Carl Zimmer, Stat national correspondent and a New York Times columnist, will host a monthly video feature called “Science Happens” that will take viewers inside laboratories conducting cutting-edge biomedical research.
Veteran pharmaceutical industry reporter Ed Silverman will revive his blog Pharmalot, last at The Wall Street Journal, and will write a weekly column.
Sharon Begley, a nationally renowned science writer and formerly an editor at Newsweek, will puncture myths and question conventional wisdom in her column “Gut Check.”
Stat will conduct monthly nationwide polling on health and medicine issues in partnership with Harvard’s T.H. Chan School of Public Health.
In a new biweekly podcast, “Signal,” leading biotech reporters Meg Tirrell of CNBC and Luke Timmerman of the Timmerman Report will deliver a high-energy mix of news analysis, feature stories and interviews with movers and shakers in the biotech industry.
A section called “First Opinion,” overseen by Patrick Skerrett, previously executive editor for Harvard Health Publications, will feature science, medical and financial experts weighing in on the news of the day.
Ivan Oransky and Adam Marcus, of the popular site “Retraction Watch,” will write “The Watchdogs,” focusing on issues of misconduct, fraud and scientific integrity.
In addition, the reporting staff includes former Politico reporter David Nather, a health policy expert who will lead the Stat Washington bureau; Helen Branswell, a renowned global health reporter who comes from The Canadian Press; enterprise reporter David Armstrong, who covered health care on the projects team for Bloomberg News and The Wall Street Journal; senior writer Bob Tedeschi, a longtime New York Times columnist who will write about patients and clinicians; Charles Piller, an award-winning investigative reporter for The Sacramento Bee and The Los Angeles Times; and Seth Mnookin, a contributing writer and prominent author.
Other editors include Elie Dolgin, PhD in evolutionary genetics who was previously an associate editor at The Scientist and senior news editor at Nature Medicine; Lisa Raffensperger, a former web editor at Discover Magazine; and Tony Fong, previously a senior editor at GenomeWeb.
Chief Revenue Officer Angus Macaulay, a veteran executive of publishing companies including Rodale, Hearst Magazines and Time, Inc., leads the business team. Michele Staats, the former head of integrated marketing at Massachusetts General Hospital, is the marketing director at Stat. Peter Bless, a 16-year veteran of scientific and healthcare advertising, is sales director.
Photo of Massachusetts General Hospital via Wikimedia Commons.
It was interesting to see the various levels of relationships involved in The Boston Globe’s Spotlight Team article on double-booked surgeries at Massachusetts General Hospital. I count three:
Globe owner John Henry was a trustee at Mass. General from 2005 to 2014.
The Globe and Mass. General were partners (along with Harvard and MIT) in the recently concluded HUBweek, a series of events focusing on innovation, art and culture.
One of the Mass. General patients who believes double-booking resulted in permanent injury is former Red Sox pitcher Bobby Jenks. And Henry, of course, is the Red Sox’ principal owner.
The Globe handled these relationships by disclosing Henry’s ownership stake in the newspaper and the baseball team.
More important, for those who worry that such matters will interfere with the Globe’s ability to product public-interest journalism, the story is tough and comprehensive. They’re not celebrating at Mass. General today.
There is very little to be said about The Boston Globe’s latest round of downsizing that wasn’t said in late July, when the cuts were announced in a memo from editor Brian McGrory. Poynter’s Benjamin Mullin broke the news late Thursday afternoon, and followed up with the latest McGrory memo. Boston magazine’s Garrett Quinn has a statement from the union as well.
And as I wrote for WGBHNews.org last week, the recent decision to redesign and shrink the Saturday print edition was driven by the ongoing collapse of print advertising revenues, which has affected not just the Globe but the entire newspaper business.
The size of the latest downsizing — which McGrory put at 17 voluntary buyouts and “nearly two dozen part- and full-time staffers” — was something of a surprise, and it comes on the heels of a dozen layoffs at another Globe property, Boston.com, a few weeks ago. McGrory continued:
We’ve worked beside these departing colleagues day after day, sometimes year after year. They’ve made us look good from the copy desk, traveled the world chasing major events, been pioneers in digital journalism, and brought national recognition to our features sections. They’re also our friends.
Publisher John Henry appears determined to run the Globe on at least a break-even basis, even as he invests in online coverage of specialty beats such as innovation, the Catholic Church and life sciences. But it’s clear that neither he nor anyone else has figured out how to stop the newspaper business’ downward slide.
If you’d asked me 10 years ago if I thought The Boston Globe and other metropolitan dailies would still be printing news on dead trees in 2015, I’d have replied, “Probably not.” Even five years ago, by which time it was clear that print had more resilience than many of us previously assumed, I still believed we were on the verge of drastic change — say, a mostly digital news operation supplemented by a weekend print edition.
Seen in that light, the Globe’s redesigned Saturday edition should be regarded as a cautious, incremental step. Unveiled this past weekend, the paper is thinner (42 pages compared to 52 the previous Saturday) and more magazine-like, with the Metro section starting on A2 rather than coming after the national, international and opinion pages. That’s followed by a lifestyle section called Good Life.
The larger context for these changes is that the existential crisis threatening the newspaper business hasn’t gone away. Revenue from print advertising — still the economic engine that powers virtually all daily newspapers — continues to fall, even as digital ads have proved to be a disappointment. Fewer ads mean fewer pages. This isn’t the first time the Globe has dropped pages, and I’m sure it won’t be the last. (The paper is also cutting staff in some areas, even as it continues to hire for new digital initiatives.)
How bad is it? According to the Pew Research Center’s “State of the Media 2015” report, revenue from print advertising at U.S. newspapers fell from $17.3 billion in 2013 to $16.4 billion in 2014. Digital advertising, meanwhile, rose from just $3.4 billion to $3.5 billion. And for some horrifying perspective on how steep the decline has been, print advertising revenue was $47.4 billion just 10 years ago.
The Globe’s response to this ugly drop has been two-fold. First, it’s asked its print and digital readers to pick up more of the cost through higher subscription fees. Second, even as the print edition shrinks, it has expanded what’s offered online — not just at BostonGlobe.com, but via its free verticals covering the local innovation economy (BetaBoston), the Catholic Church (Crux) and, soon, life sciences and health (Stat). Stories from those sites find their way into the Globe, while readers who are interested in going deeper can visit the sites themselves. (An exception to this strategy is Boston.com, the former online home of the Globe, which has been run as a separate operation since its relaunch in 2014.)
“I don’t quite think of it as the demise of print,” says Globe editor Brian McGrory of the Saturday redesign. He notes that over the past year-plus the print paper has added the weekly political section Capital as well as expanded business and Sunday arts coverage and daily full-size feature sections in place of the former tabloid “g” section.
“There are areas where we do well where we’re enhancing in print and there are areas where we’re looking to cut in print,” McGrory adds. “It’s a very fine and delicate balancing act.”
Some of those cuts in print are offset by more digital content. Consider the opinion pages, which underwent a redesign this past spring. (I should point out that McGrory does not run the opinion pages. Editorial-page editor Ellen Clegg, like McGrory, reports directly to publisher John Henry.) The online opinion section is simply more robust than what’s in print, offering some content a day or two earlier as well as online exclusives. This past Saturday, the print section was cut from two pages to one. Yet last week also marked the debut of a significant online-only feature: Opinion Reel, nine short videos submitted by members of the public on a wide variety of topics.
All are well-produced, ranging from an evocative look at a family raising a son with autism (told from his sister’s point of view) to a video op-ed on dangerous bicycle crossings along the Charles River. There’s even a claymation-like look at a man living with blindness. But perhaps the most gripping piece is about a man who was seriously beaten outside a bar in South Boston. It begins with a photo of him in his hospital bed, two middle fingers defiantly outstretched. It ends with him matter-of-factly explaining what led to the beating. “It was because I stepped on the guy’s shoe and he didn’t think I was from Southie,” he says before adding: “It was my godmother’s brother.”
Globe columnist and editorial board member Joanna Weiss, who is curating the project, says the paper received more than 50 submissions for this first round. “It has very much been a group effort,” Weiss told me by email. “The development team built the websites and Nicole Hernandez, digital producer for the editorial page, shepherded that process through; Linda Henry, who is very interested in promoting the local documentary filmmaking community, gave us feedback and advice in the early rounds; David Skok and Jason Tuohey from BostonGlobe.com gave indispensable advice in the final rounds, and of course the entire editorial board helped to screen and select the films.”
But all of this is far afield from the changes to the Saturday paper and what those might portend. McGrory told me he’s received several hundred emails about the redesign, some from readers who liked it, some who hated it and some who suggested tweaks — a few of which will be implemented.
Traditionally, a newspaper’s Saturday edition is its weakest both in terms of circulation and advertising. In the Globe’s case, though, the Monday, Tuesday and Wednesday papers sell a few thousand fewer copies than Saturday’s 160,377, according to a 2014 report from the Alliance for Audited Media. No doubt that’s a reflection of a Thursday-through-Sunday subscription deal the Globe offers — though it does raise the question of whether other days might get the Saturday treatment.
“We have no plans right now to change the design or the general format of those papers,” McGrory responds. “But look, everything is always under discussion.” (The Globe’s Sunday print circulation is 282,440, according to the same AAM report. Its paid digital circulation is about 95,000 a day, the highest of any regional newspaper.)
One question many papers are dealing with is whether to continue offering print seven days a week. Advance Newspapers has experimented with cutting back on print at some of its titles, including the storied Times-Picayune of New Orleans. My Northeastern colleague Bill Mitchell’s reaction to the Globe’s Saturday changes was to predict that, eventually, American dailies would emulate European and Canadian papers by shifting their Sunday papers to Saturdays to create a big weekend paper — and eliminating the Sunday paper altogether.
The Globe and Mail of Toronto is one paper that has taken that route, and McGrory says it’s the sort of idea that he and others are keeping an eye on. But he stresses that the Globeisn’t going to follow in that path any time soon.
“Right now we have no plans to touch our Sunday paper,” he says. “It’s a really strong paper journalistically, it’s a strong paper circulation-wise, it’s a strong paper advertising-wise. We’re constantly thinking and rethinking this stuff. But as of this conversation, Sunday is Sunday and we don’t plan to change that at all.”
He adds: “We’re trying to mesh the new world with the printing press, and I think we’re coming out in an OK place. Better than an OK place. A good place.”
Mark Henderson is certainly not the first person to launch a hyperlocal website in the shadow of the daily newspaper that used to employ him. Nevertheless, his ideas about how to build the site into a sustainable business are unorthodox enough to merit attention.
Henderson, a former executive with the 150-year-old Telegram & Gazette of Worcester, Mass., unveiled the Worcester Sun in August. From the start, the Sun’s content has been protected behind a hard paywall of $2 a week. There are no discounts; if you want to subscribe for a year, it will cost you $104.
Once the Sun has attracted a critical mass of paid digital subscribers (Henderson won’t reveal the magic number except to say that it’s well short of 1,000), he’ll add a Sunday paper for $1 a week, perhaps as soon as next spring. Print matters, Henderson says, because that’s still where most of the advertising is.
“If you’re going to start something new, monetizing digital is tough,” says Henderson. “And you can’t look at print as a medium without understanding that there is a ton of money still to be made there. Especially in Sunday print. We could use Sunday print to boost us into the stratosphere, to get us into a stable orbit where we can launch other things.”
Bootstrapping paid digital to break into paid print? Matt DeRienzo, interim executive director of Local Independent Online News (LION) Publishers, says he’s skeptical but intrigued. “Sunday print is going against the grain. There’s a lot of reasons the cards are stacked against them,” says DeRienzo, the former editor of Digital First Media’s Connecticut publications, which include the New Haven Register. But he adds: “The best ideas are going to come from people who live in and care about their community and who are closest to the problem. Who’s to say it’s not going to work?”
With a population of 183,000 — the second-largest city in New England after Boston — and a median household income of about $46,000, more than $20,000 below the state average, Worcester is a city facing economic challenges. It’s precisely the sort of community that could benefit most from independent media projects such as the Sun, says Catherine Tumber, a scholar with the Dukakis Center for Urban and Regional Policy at Northeastern University.
Last week, I met Henderson and his business partner (and cousin) Fred Hurlbrink Jr. in a brightly lit coworking space on the first floor of the Innovation Center of Worcester — formerly the Franklin Street headquarters of the Telegram & Gazette, the daily newspaper where Henderson worked for nearly 25 years. Across the street is City Hall and the Worcester Common. On the other side of the common looms the mid-sized tower that is the current home of the T&G.
Henderson, 49, rose from the paper’s sports department to deputy managing editor for technology and, starting in 2009, online director. He left on June 2, 2014, the day that John Henry, who had purchased The Boston Globe and the T&G from the New York Times Company, sold the T&G to Halifax Media Group of Daytona Beach, Florida, after previously saying he intended to sell to a local group. Halifax cut about 20 journalistsfrom the full-time newsroom staff of about 80. Further cuts came a few months later when Halifax turned around and sold the paper to New Media Investment Group, an affiliate of GateHouse Media, based in the suburbs of Rochester, New York.
Hurlbrink, 38, had two stints with GateHouse — first as a copy editor at The MetroWest Daily News of Framingham and later at the Design House, run out of the Framingham plant, which handled design and some copyediting tasks for multiple GateHouse papers. In August 2014, GateHouse announced that the operation would be closed and moved to Austin, Texas.
Even with a shrunken Telegram & Gazette, Henderson and Hurlbrink find themselves in the midst of a highly competitive media environment. In addition to the T&G, Worcester is covered by MassLive.com, part of Advance Digital; GoLocalWorcester, which has sister sites in Providence, Rhode Island, and Portland, Oregon; and Worcester Magazine, whose parent company, Holden Landmark Corporation, is controlled by GateHouse Media chief executive Kirk Davis but is not part of GateHouse.
In the face of such competition, Henderson and Hurlbrink say their plan is to steer clear of breaking news and offer depth and analysis instead. “We’re never going to cover breaking news,” Henderson says. “Will we cover the opiate epidemic rather than three people who OD’d in the last 24 hours? Yeah, we’ll take a look at that. But we’ll devote the resources to do it and give people an insight that they didn’t have before.”
The Sun’s content so far reflects that philosophy, starting with the August 9 debut, which featured an essay on the city’s bygone newspaper scene by Worcester native Charles P. Pierce, the high-profile journalist and author who these days spends most of his time blogging about politics for Esquire. The Sun has also published stories on the privacy concerns posed by surveillance cameras, the city’s sagging downtown business district, and a mother’s quest to find the educational resources she needs to help her daughter with ADHD. The site also offers such quotidian fare as profiles of local businesses, editorials and, yes, obituaries.
“I think there’s a niche,” says Timothy McGourthy, executive director of the Worcester Regional Research Bureau. “I think it provides kind of a thoughtful human-interest approach to Worcester. It’s a generally positive approach to the city. I think the challenge is going to be getting the word out in the marketplace.”
The Sun’s paywall — as well as that of the T&G — is based on technology provided by Clickshare, whose website touts the software as a “flexible system” that allows for different types of paid access, billing and payment processing, and various options for e-commerce. Bill Densmore, who founded Clickshare in the mid-1990s, believes that print and digital serve two different types of audiences — and that Henderson and Hurlbrink are smart to try to serve both.
“A lean-back experience once a week makes a lot of sense to me,” says Densmore, a research fellow at the Reynolds Journalism Institute. “It’s an experiment, really, and an important one, both for the existing industry and for people starting on the digital side and wondering where that leads. I think the marriage of print and digital makes a lot of sense, particularly if you’re not trying to put out a daily paper, which increasingly seems anachronistic to me and to people in the digital world.”
Starting and maintaining a community news site is a hard way to make a living, but the allure is undeniable. LION counts about 130 member sites, and of course there many more that are not LION members. New ones pop up regularly. Just this week, The Boston Globe reported on a project called The Spark, cofounded by a former photographer for the GateHouse-owned Enterprise of Brockton.
It’s the same allure that has kept Henderson and Hurlbrink going despite setbacks — including a $150,000 Kickstarter campaign that fell well short of the mark. So far, they say, they’ve invested $200,000 in money and time. Soon they hope to unveil the first in a line of ebooks. And they’ve got plans to launch online verticals in areas such as education and local sports. “I think there are places we can go where we can be effective,” says Hurlbrink.
If all goes according to plan, they foresee a staff of 20 full- and part-time journalists. The key, adds Henderson, is to fill a niche — and not worry about what the competition is doing.
“We’ve never said we’re here to take the T&G out,” says Henderson. “Other people have. We don’t agree with that. Our stated goal is to serve our audience, the city of Worcester, the best we can. And if we have an opportunity to grow our audience, all the better.”
I thought I should say a few words about what I’m up to.
For the next year, I’ll be on sabbatical from Northeastern as I work on a book about how three business people who are passionate about newspapers are using their wealth to reinvent their papers and possibly to show the way for others. They are John Henry of The Boston Globe, Jeff Bezos of The Washington Post and Aaron Kushner of the Orange County Register. Kushner is no longer running the Register, but the print-centric orientation he took during his time at the helm has much to tell us.
My project actually became public two years ago when the Globe somehow got word. That item has proved useful in helping me to line up interviews. But only now am I embarking on the bulk of my reporting. I lost a year when I agreed to serve as interim director of Northeastern’s School of Journalism following the death of my friend and mentor Steve Burgard. Steve’s death was a difficult blow. In terms of the book, though, the delay may prove to be a good thing, as it seems to me that Henry’s and Bezos’ visions are still coming into focus.
I have a contract with University Press of New England and a year that should be (I hope) free of distractions. I’m excited to push ahead.
