The Yorkshire Post is essential reading in the Cicada office, whether it’s the midweek business sections or the weekend edition’s property pages and agricultural focus.
News of an expanded, redesigned business section was eagerly anticipated by the team. We work closely with YP journalists and our clients value coverage in Yorkshire’s national newspaper.
The expanded section is clean and contemporary with more space for exclusive opinion pieces from leading voices in Yorkshire business. We were delighted to secure a regular column for our client Natalie Sykes, regional director at the Institute of Directors (IoD).
It is fantastic to see the Yorkshire Post investing in editorial. The region contains some of the UK’s top businesses and has long been a hotbed of entrepreneurialism. We need a confident newspaper that represents and celebrates these strengths.
At a time when many local newspapers are closing (or merging) following declining advertising and circulation revenue, we hope the YP’s investment is justified by a spike in sales and advertising.
As a team that contains two former print journalists, you won’t be surprised to hear that we are passionate about print media.
The rise of online and social media is unstoppable. Indeed, nowadays, you’re just as likely to find a Cicada team member beavering away on Tweetdeck or LinkedIn as writing a press release.
But we all need a break from our screens. Newspapers and magazines offer a tactile form of escapism, a change of pace in an information-heavy world – and they are trusted.
Many print publishers realise that the future lies in understanding their readers better and providing them with a format, content and design that can’t be found elsewhere.
There is little point trying to compete on breaking news when Twitter can break stories in seconds. Indeed, those newspapers that publish stories based on Facebook and Twitter comments are inadvertently driving readers away.
Good newspapers invest in skilled journalists that deliver expert analysis and must-read opinions in the hope that audiences will grow and advertisers will follow.
In an era of fake news and fact checks, it’s interesting to note research from YouGov, highlighted in a campaign by newspaper marketing body Local Media Works, which says local press is three times more trusted than social media.
The partnership between the BBC and local newspaper publishers to employ local democracy reporters to cover council and public meetings is important as it enables local newspapers to unearth the stories that matter and set the agenda rather than rehash old news.
We are confident that well-designed print media filled with exclusive, trustworthy content which is relevant to readers’ lives will prosper.