Giving readers in¢entive$ to $ubscribe to newspapers

The echo chamber of how to save the news business is as loud as it’s ever been.

The recent Chicago Journalism Townhall brought much discussion but few answers to how news organizations in Chicago might survive in the future.

The closing of the Rocky Mountain News Friday and the clouded futures of the Seattle Post-Intelligencer and San Francisco Chronicle are underscoring the dire situation in which newspapers find themselves. Broadcast is not immune either, as the closing of bankrupt Tribune Co.’s Washington television bureau shows.

Rumor of the Kansas City Star shuttering some suburban bureaus, following devastating layoffs, bring the issue close to home in that city.

Just this week, Cablevision announced its Newsday would begin charging for online content. Hearst is exploring similar measures. And a lot of people don’t think this tactic will fly.

What other options are out there? Heck if I know, but I wonder if the following would fly:

• Give newspaper subscribers another incentive to get the paper: Make subscriptions tax-deductible. This is something I know next to nothing about, but if government appreciates the place the Fourth Estate holds in our democracy, this idea might gain traction. Readers could get some sort of tax incentive from local, state or the federal government to subscribe to the newspaper.

• Charge a small annual fee to give readers the privilege of commenting online. It’s often the most passionate (take that any way you want) who comment on news stories. A lot of people get fired up when their comments are removed from sites, claiming First Amendment violations, but the fact remains, it is the news organization’s choice to allow the public to participate in a forum. It is their choice to let people browse for free – or not.

• Charge for external components: Tribune Co. is part owner of CareerBuilder, the job search Web site. Having used this site in the past, I can attest that I’ve never paid a buck to post my resume, browse jobs or apply for new gigs. (It may be that CareerBuilder charges for some services, but I can’t determine that) Why not allow people to post their resumes for free, but charge for different levels of access to jobs? This is one example of external companies that are owned by news companies.
  

• I’m a big fan of wacky marketing ideas. Case in point: The Golden Ticket. It sent the world into a frenzy when Willy Wonka announced a lucky few could visit his (creepy) chocolate factory if they found a Golden Ticket. While this idea doesn’t leverage the news so much, I think newspapers could do a lot with the idea of a Golden Ticket. Five newspapers will include Super Bowl tickets/Eagles tickets/a fabulous Hawaiian vacation, etc. The Sun-Times does this periodically, and recently gave a reader a check for $25,000. For some towns, this is a great marketing opportunity for not only the paper, but also for businesses/advertisers.
  

Could ideas like this save the Rocky? I don’t know. But we’ve got to be open-minded, even if it means appearing close-minded. Too much is at stake.