The original source of engagement
Despite getting his news fix from a tablet, Peter Miller is sticking by the newspaper and says advertisers should too.
I used to be anxious about the future of my morning newspaper which arrives on my lawn at 6.00am. The Herald, together with a rich espresso, is a ritual that has started my day for more than 25 years.
I am mainly interested in federal politics and lesser blood sports like cage fighting. On Saturday morning I go straight to FitzSimons to see who he has uppercut. Usually it is Lance Armstrong or Tom Waterhouse. On Sunday it is Annabel Crabb. I sometimes read the Daily Telegraph and actually look for Piers Akerman just to get riled up. He is infuriating to an unreconstructed leftie, but he can write.
The trouble is, I rise at 5.00am. For a trifling sum I have a digital subscription to The Australian. That app downloads the news faster than my espresso. And so I have become used to reading the actual news before the paper arrives.
Rather than making the paper redundant, it has caused me to enjoy it more. I am reading more of the physical paper, with more focus. I have found other columnists who annoy me. And it is extremely satisfying to read long essays.
Also, the ads kind of cruise into your view, rather than launch themselves at your iris when you least expect them. You browse and discover things. And you don’t get distracted by your email.
I don’t think I’m alone. Everyone knows newspapers are going through a massive transition. But I think they are going through it with their consumers who will always be attracted to unique content that enriches and annoys. And if advertisers are smart, they will be there for the ride in order to hunt these committed consumers down.
Those digital-only jockeys think they invented engagement but they couldn’t be more wrong.
Peter Miller is the managing director of Adstream.
This story first appeared in the weekly edition of Encore available for iPad and Android tablets. Visit encore.com.au for a preview of the app or click below to download.
