A difficult sell globe and mail

The Globe and Mail is a well-respected Canadian newspaper, but it can be a challenging sell for several reasons:

  1. Competition from online news sources: With the rise of online news platforms, social media, and digital news sites, many readers have turned to these sources for their news fix, reducing the need for a physical newspaper.
  2. Subscription fatigue: The Globe and Mail, like many other newspapers, has struggled with subscription fatigue. With the increasing number of online news sources, readers may feel overwhelmed by the number of subscriptions they need to maintain.
  3. Cost: The Globe and Mail is a premium product, and its subscription prices may be perceived as high by some readers, especially those who are used to accessing news for free online.
  4. Limited geographic reach: While the Globe and Mail is a national newspaper, its reach is limited to Canada, which may not be as appealing to readers outside of the country.
  5. Changing reader habits: With the rise of mobile devices and social media, readers' habits have changed. They may prefer to consume news in bite-sized chunks, rather than reading a physical newspaper.
  6. Perception of bias: Some readers may perceive the Globe and Mail as having a liberal bias, which could be a turn-off for those with conservative views.
  7. Limited coverage of niche topics: While the Globe and Mail covers a wide range of topics, it may not have the same level of coverage on niche topics as online news sources or specialized publications.
  8. Difficulty in reaching new readers: The Globe and Mail may struggle to reach new readers, especially younger generations who are more likely to consume news online.
  9. Perception of being an "old media" brand: The Globe and Mail is an established brand, but some readers may perceive it as being out of touch with modern media trends and consumption habits.
  10. Limited opportunities for engagement: The Globe and Mail's print format may limit opportunities for engagement and interaction with readers, which is increasingly important in today's digital age.

To overcome these challenges, the Globe and Mail could consider the following strategies:

  1. Digital-first approach: Focus on creating engaging digital content and experiences to attract and retain readers.
  2. Niche targeting: Identify specific niches or topics that the Globe and Mail can cover in-depth, appealing to readers who are passionate about those areas.
  3. Subscription offers: Offer flexible subscription options, such as digital-only subscriptions or bundles with other media products, to make the Globe and Mail more accessible to readers.
  4. Content partnerships: Collaborate with other media outlets or online news sources to create content that appeals to a broader audience.
  5. Reader engagement: Encourage reader engagement through social media, online comments, and other digital channels to build a loyal community of readers.
  6. Innovative storytelling: Use innovative storytelling formats, such as video, podcasts, or interactive features, to attract readers and keep them engaged.
  7. Targeted marketing: Use targeted marketing campaigns to reach specific demographics or interests, increasing the likelihood of attracting new readers.
  8. Partnerships with influencers: Partner with social media influencers or content creators to promote the Globe and Mail and reach new audiences.
  9. Education and awareness: Educate readers about the value of the Globe and Mail's journalism and the importance of supporting quality, independent media.
  10. Continuous improvement: Continuously monitor reader feedback and adjust the Globe and Mail's strategy to better meet the evolving needs and preferences of its audience.