As Mainstream Media Fades, the Alternatives Rise

As we explored in a post last month, many parts of the alternative press are weathering the economic storms better than their mainstream cousins across town.

Living in the San Francisco Bay Area, with access to so many great outlets (SF Weekly, Bay Guardian, East Bay Express, the (Berkeley) Daily Planet, among others), I’ve long known that these publications have at least as much credibility as the Hearst machine and the big television/radio networks when it comes to local news.

Now, thanks to the enterprising work by Jon Whiten at a blog hosted by Editor & Publisher, we have a list of ten lesser-known alternative publications in small and medium-sized media markets around the U.S. that defied the negative business trends and turned at least modest revenue growth last year:

1. The Athens News in Athens, Ohio, reported that its revenue grew 3.14 percent over the previous year and profits by 7.75 percent.

2. The Boulder Weekly (Colo.) reported revenue growth of about 5 percent in 2008, and profits sharply higher. (The numbers are still being calculated, but may have doubled.)

3. The Illinois Times reported revenue up by 1.5 percent in 2008.

4. North Carolina’s Mountain Xpress says revenue was up 3 percent last year.

5. The Indianapolis-based alt-weekly NUVO says sales are up more than 5 percent in its fiscal year 2008 (which ends in March).

6. The Spokane-based Pacific Northwest Inlander increased sales by 11.6 percent and also boosted profitability in 2008.

7. In Maine, the Portland Phoenix increased revenues by about 3 percent in 2008, and also increased profitability.

8. The San Luis Obispo New Times reported slight revenue growth laast year, and increased profitability..

9. The Santa Fe Reporter says its sales were up by 4 percent last year, though profitability declined because the publication added staff.

10. Seven Days, in Burlington, Vt., saw a revenue increase of 1 percent in 2008.

The key for these publications, in my view, is to grow their online versions aggressively. As long as it makes good business sense, they can continue to deliver weekly print editions as well, which typically find willing readers in coffee shops, bookstores, and in the boxes at bus stops.

But, as the mainstream dailies falter, these alternative pubs may have a serious opportunity to take over the local news market. They should partner with the likes of Outside.In and EveryBlock. com and outflank their slow-moving corporate competitors in order to do so. The time to act is now.