PARBUCKLING THE HMS METROLAND

PARBUCKLING THE HMS METROLAND From The Bottom Of The Corporate Sea By Joe Ingino BA. Psychology Editor/Publisher Central Newspapers ACCOMPLISHED WRITER/AUTHOR OF OVER 800 ,000 Published Columns in Canada and The United States I have been stating this for months: internet posting is dead. First, too many people are posting and calling themselves media. Second, there is no sustainable revenue in online advertising. The internet operates on statistics designed deceive the average business, and this is evident in the lack of advertising revenue among many online outlets.. Without revenue, maintaining a viable online presence becomes nearly impossible—despite the fact that many simply copy and paste news releases. I have known for months that Metroland’s online operations were struggling. I have spoken with members of the small staff maintaining their online presence, and they indicated that conditions were deteriorating. In what appears to be corporate greed or desperation, Metroland eliminated a significant portion—if not all—of its print publications. This decision left workers, communities, and advertisers in a state of uncertainty. It sent a troubling message across the industry. The move was, in many respects, morally questionable and executed without adequate consideration for the communities affected. Now, there appears to be an attempt to “parbuckle” the sunken HMS Metroland—from the depths of the bankruptcy protection sea in an effort to revive the brand for what may be one final attempt at advertising revenue in two of their most lucrative former markets. Parbuckling: A specialized technique used to roll a capsized or sunken ship upright. Namely bring back the METROLAND brand for one final dig in the pockets of nostalgia? Can a sunken ship be raised? Yes, a sunken ship can be raised, but it depends on the vessel's depth, structural integrity, and the cost of the salvage operation. Here is where the HMS METROLAND may find itself in dangerous waters. Do they believe former advertisers will return after previously disengaging due to poor performance metrics? Is the structural integrity of the brand still buoyant? One hopes advertisers are not so naive. Metroland has lost its distribution networks and now proposes a monthly publication schedule. This risks becoming another Corporate “Titanic”—an avoidable failure. Recently, a letter circulated stating: As a 25-year veteran of community news, I have been witness to and at the forefront of changes large and small. In 2023, one of those changes was to stop printing and delivering WhitbyThis Week and Oshawa This Week, focusing solely on digital news and information at durhamregion.com. A complete failure in some industry critics eyes. This move put them under bankruptcy protection and destroyed their distribution networks... leaving them with NO READERSHIP. THIS TRANSLATED TO THEIR ONLINE... AS PEOPLE LOST CONFIDENCE. What didn’t change was our priority to provide you the local information you’ve told us you need and the community journalism you can’t find anywhere else. But, in the past two-plus years, we’ve heard from many of our readers that you missed the ritual of reading a physical newspaper. We missed that connection too. This move to online only had a huge cut back on people they employed. Affecting the livelihood of many. They did not care. And so, I am thrilled to share with you the return of Whitby This Week and Oshawa This Week as monthly publications. This exciting change is rooted in our commitment to Whitby and Oshawa and the knowledge that local journalism is essential to a democracy and a healthy community. or could it be that it is an election year and think they can negotiate advertising revenue through campaign advertising. This failing to recognize that both of those municipalities have opted to go electronic and that they have alloted no money in their budgets for newsprint advertising. Maybe they are counting on the many department heads with their hands out to re-kindle old kick backs schemes for advertising? It is also about the future. We are investing in the next generation by hiring 20 new editorial interns in newsrooms across Ontario. These fresh voices will work alongside our veteran reporters to cover the stories that matter most to you. It is not about the future as they claim. It is about their bottom line. A line that is at the bottom of reality sea. 20 interns... Why don’t they hire all the one’s they let go. Instead they still disrespect the community by hiring cheaper interns.. What an insult to the community. We are also proud to relaunch "Metroland Gives Back." Every issue will provide free advertising space to a local charity. It is our way of supporting the organizations that make our neighborhoods a better place to live. We hope you enjoy this return to print, and that it gives you a stronger connection to us and our community. Sincerely, Lee Ann Waterman Group Publisher and Vice-President, Editorial. Advertisers... be aware of the past. Learn from our history and don’t waste your dollars on a Parbuckled vessel that has left port and previous left you behind. No distribution = No readership. Free publications by their own admission have no readership. Are you prepare to waste good advertising dollars on nostalgia of proven to fail? Think about it.