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Sheffield's Star plans major web boost

Posted: 27/04/06 By: Jemima Kiss

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Sheffield local newspaper the Star is planning a major boost in its online coverage as it cuts the number of editions it publishes each day, staff were told yesterday.

In a memorandum to staff, management said that it needed to take a "radical look" at how it delivers news, balancing protection of its newspaper sales with the need to embrace new technology.

"We intend to remain the region's leading provider of information and will break some news stories on the web, reaching our growing internet audience and providing a cross-reference to a fuller version in The Star the next day," said the memorandum.

"This will create a circle of communication bringing about a powerful engine for delivering information."

Other local newspapers have looked at free editions and at cutting production to just one edition each day. The Star, which is published by the Johnston Press, wants to use the web for 'dual distribution' of its content, complementing breaking news online with more analysis and interpretation in the print edition. Other Johnston Press titles will follow suit.

Increased broadband use, more traffic to the newspaper's website and changing expectations from advertisers have all contributed to the new plans.

"Many of us have had reservations in the past about putting our material on the web before people have an opportunity to see it in the Star," said the memo.

"The view is now changing. A news organisation's audience figures are increasingly being expressed as 'total audience figures' which include hits on websites. These figures are also used by advertisers to work out how they can achieve the best audience reach."

The changes at the Star reflect wider challenges to the local newspaper industry that has often struggled to adapt its traditional print publishing models to the internet environment. In the US, newspapers have also been increasingly concerned about the growth of online classified services that have undermined vital revenue for print news businesses.

The Star will also be moving its print operation to a new centre at Dinnington.

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