"DEAD TREES walking" is a catchy phrase. I first heard the words last year at a state press association training session for newspaper editors and publishers. The speaker mouthed the words ever-so-slowly, loudly and emphatically, predicting an impending death of newspapers.
If newspapers eventually die -- and I don't think I will see it in my lifetime -- the death will come from many factors, one of which will be personality -- or the lack of an acceptable personality.
While most journalists and readers don't consider the personality of newspapers, the personas are as varied as the personality traits of people. Some newspapers display a bipolar, multiple or anti-social personality. They are the deadest trees walking.
"The manner in which a newspaper approaches its responsibilities defines it personality," wrote The Holland (Mich.) Sentinel on its Web site. "Each newspaper staff is headed by editors who decide which stories get published. The type of stories that a newspaper tends to favor over others tells what type of personality it has."
The Newspaper Association of America advises newspapers to "cultivate a unique brand personality." To do that a newspaper needs to understand its role in the community it serves.
The days of newspapers trying to be all things to all people have passed. If you stop and consider that unlikely proposition, it displays a schizophrenic personality.
People don't gravitate to boring people, and people don't want to spend time with a boring newspaper. Newspapers are steeped in tradition, but the newspapers that are having the most success in finding and keeping readers are the ones that are fun, dynamic, innovative and interactive -- on multiple platforms.
A newspaper personality should entice people to spend time with the product. It should be a daily destination, not a time-stealing distraction.
So what about The Cavalier Daily's personality? Does it have loyal friends (readers)? Is it used primarily as a distraction, or is it a self-prescribed read because of necessity? What is it about the newspaper that attracts readers or what will it take -- what does The Cavalier Daily need -- to attract new readers?
When newspapers attempt to define their personality, it is best to begin by thinking in terms of traits.
Is the newspaper old or young? Is it male or female in its perspective and/or voices? How about its ethnicity (black, white or mixed)? Is it boring or exciting, informative or dull? Is it a flashy dresser or a bargain-store slob? Does it come across judgmental or welcoming of other opinions and points of view? What is its politics
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