All those drunk-girl party pix: for naught

Dateline: Fri 17 Jun 2011

Confirmed by Anthony Schoettle of Indianapolis Biz Journal on Wednesday, what was reported here earlier:

"The Indianapolis Star is folding its free weekly Metromix publication after the June 23 edition.

"Metromix is being discontinued because it didn’t attract the youthful audience the newspaper sought when it was launched in late 2003 as INtake, Star Publisher Karen Crotchfelt said, adding that Star leaders instead will invest in appealing to young readers online, where they already are moving in ever-larger numbers.

“'It hasn’t accomplished its objectives,' Crotchfelt said of the stand-along section published every Thursday. 'We were targeting an audience under 40. Our most recent research showed the median age of Metromix was 45.'”

Which proves, once again, that only old fogies are reading newspapers, no matter how many perky boobies you show...

Comments

Homer [Member] said:

Could be a more positive note. Metromx was intended to knock off Nuvo by lowering the value of the news content and raising the level of night life drivel. Nuvo is worth reading. Metromx was not. Nuvo won. Yay!

2011-06-17 05:12:32

ruthholl [Member] said:

Yep, and NUVO has added a new editor and is going thru some changes, too. That's also good.

2011-06-17 06:20:31

hendy [Member] said:

Successful "underground" publications have some interesting formulas, not one of them used by Metromix. Generating buzz is not something understood by Indianapolis Newspapers Inc. They're a monopoly, and until they start acting like they understand fear, their future is cloudy. Because management doesn't have that fear, nothing will be done. Instead, most of the Indians will be laid off while the chiefs wring their hands, then play golf.

There's a certain energy gained from paranoia- that feeling which is competition breathing down your neck. When you're the trust-fundish, didn't-pull-the-rocks-out type of farmer, you have no respect for what it takes to sustain and grow.

In the meantime, cutting your creation power, becoming irrelevant, and using all of the detective work of a box of cereal is a guaranteed recipe for ho-hum.

2011-06-17 10:33:07

Tell The Truth [Member] said:

NUVO is a solid read. Well done every week.

2011-06-17 10:33:16

Write Man [Member] said:

It's tough for NUVO to be an alternative weekly (which it claims to be) when there's so little real content in the Star for it to counter.

I gotta respectfully disagree with T3 here...I know the folks at NUVO, they're all very nice, but it suffers from poor editorial direction (maybe that's about to change), paper thin freelance budgets that result in poorly written features, and no real focused challenge to the status quo (which should be its bread and butter IMO).

Bottom line is that it isn't any easier making a living in the alt world (and really, NUVO's an entertainment weekly, not an alt) than anywhere else in publishing.

2011-06-18 17:11:36

Tell The Truth [Member] said:

Solid advice, Write. Still, where would we be without it? I used to teach writing, and most of the longer pieces I see in NUVO are sharply-written and crisp. Really well-done.

It could get fine-tuned. And expand its free-lance budget. But it's a good read every Wed,

Weekly update; I finished this morning's Star, obits and all in under 15 minutes. I buy the print edition every Sunday. It's getting pathetic. I don't know why they even HAVE a business section--they're hopelessly scooped by IBJ and half the school PTO newsletters in town.

Katzenberger got out in time. And his writing was borderline mediocre.






2011-06-19 11:15:59

escapedbeforebeinggannetized [unverified] said:

The bottom line is that it wasn't making any money or enough money for them. If it were turning a profit, do you think they would really care what the average age was of the person reading it?
I was there when INtake was launched and for a few years after, and it was well over 100 pages every issue. Recently, it has been less than half that. Some of the issues seen recently borderline on a porno magazine, and that was not the original objective of the magazine. The first few years it was THE magazine of where to go, what to do, where to dine, concert info., etc. with lots of substance. Now it is just a rag, soon to be put out of its misery. I've always thought about how Gene Pulliam would be so disgusted that his legacy, (what's left of it) would put out a piece of crap like this.

2011-06-19 20:38:50

dodged several bullets [unverified] said:

Should be noted, as was pointed out by escapedbeforebeinggannetized, that INtake and Metromix were never the same paper. INtake was a full staff of hard working people making a great (my opinion) product with local info and tone. And it was quite profitable (fact). Increasingly so. Metromix was a product with a skeleton crew spewing national topics, shows and tours of noninterest and picking up whatever clippings fell on the features room floor at the end of each week. And, it did not appear to be as profitable (assumption).

INtake/Indy.com/Metromix is the perfect small-scale example of what is happening at much larger locations (like, say, I don't know, The Star itself?). Look at it as the canary in the coal mine. You rip away it's assets (good people and resources) and the content goes to hell. Then the readers go away. Then the product goes away.

2011-06-21 13:33:56

Red [unverified] said:

The Star's attempts to attract the youthful audience it so desperately covets have always reminded me of a 55-year-old man walking past the girls on the beach with his stomach sucked in.

2011-06-21 13:58:04

former nuvoite [unverified] said:

I used to work at nuvo. here's what I know.

About NUVO:
They are local in the truest sense of the word.
The adult ads, which most point to as keeping them afloat, actually cost them advertisers, regularly.
The are audited twice per year on both readers and circ.
NUVO offers about 800K per year in charitable/trade space in support of arts, music, and charity.

About MM:
They used predatory pricing in more than one market they were in.
Their sales team regularly used old, un-audited data in sales presentations.
In Indy, they regularly used their product to cover NUVO's product on NUVO's own stands, even after multiple messages to kingsbury and others.
They refused third party charitable donations/ sponsorships if NUVO was involved.

IBJ said it best: a contrast in styles.

Maybe, just maybe, Gannett is getting the message. You can't buy or lie your way into trust and respect.

2011-06-22 16:30:29

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