I find stuff like this interesting because I’m a nerd for journalistic technique and if you don’t it probably means you have a life but get this:
Last night the MET office issued a severe weather warning saying there would be the worst storm the UK has seen in three years….or five years….or since 1987 depending on which news outlet that misheard the story you happened to be reading. Following that, most of the UK’s train companies issued a statement to the effect that all services would be cancelled between midnight and 9AM. So the free paper for commuters the Metro had quite an interesting route for its Monday morning edition open to them. The morning paper for the trains is specifically meant to be designed for the harrassed commuting office worker and now they had a glaringly obvious real life issue that would affect their readers that they could print about to try and make themselves seem relevent to their target audience. And boy did they go for this one:
Since I went in to the station at 9AM and found a note scrawled by rail staff saying the 9AM limit on trains had been pushed back to 11 and found about twelve commuters that had bothered to hang around I also found the pile of copies of the Metro virtually untouched. Now I’m at home writing this blog and this copy of the Metro is precisely what I’ve been saying this paper should be since the beginning because they’ve themed almost every article in their opening few pages around weather and commuter misery and transport. How awesome is that?
This showed that in the age of instant smartphone updates, print media can still actually have some relevence to its audience as they go about their lives. The morning paper for London commuters is meant to be a comforting read. You’re depressed that about a fifth of your income goes on actually getting to work, you might have work problems or are just finding it hard to wake up, the morning paper is meant to socialise you again at that time of day. The only problem is printing media takes time and tailoring it to your audience even more effort to broaden your scope as there are quite a lot of people that could potentially read this. Yet here they had a firm warning for something that would affect commuters’ lives so they could tailor their news to be able to talk to commuters about their problems in real time and that front page article is so conversational in tone I’d say its exactly the sort of front page the Metro should be printing. If it was any other newspaper I’d complain it shouldn’t be front page news but here its highly relevent to their target audience.
So that got me thinking: why stop at the weather? The morning paper could speak to the reader about their daily life and act as that socialising comfort on a regular basis. The life of your average commuter is very bland and generic, you can’t get out of audience tailoring just because there’s a lot of them; life working in London isn’t thaaaat different for most people. Example, here is a list of keywords I regularly come across in my daily life as a london office worker:
Rail, travel, weather, coffee, underground, office, chair, desk, computer, wages, expenses, invoice, spreadsheet, meeting, email, logistics, lift, notes, folder, filing, minutes, accounts, lunch break, kettle, enquiry, phone call, numbers, calculator, etc
Most of these words could potentially apply to just about anyone.
So what you could easily do is construct a piece of news print that can speak to thousands of people but appear to be personal to them as they’re reading it which would be quite extraordinary and seriously unlike any piece of print media you would ever read. Just stick a few more keywords into this and you’ve basically got: PAPER FOR COMMUTERS. You can relate to their lives and go “Yeah your life is boring but here’s some interesting stuff we found on the internet” Its what the Metro’s really for but I just feel they could make their stories more personal. For example this is the front page for my fictional paper that speaks to commuters in real time: