Matt Lindberg called from The Montrose Daily Press the other day. He wanted to brainstorm ideas for the holidays. He dared verbalize what we all know: Sometimes our papers take a holiday as we get closer and closer to New Year’s. In fact, he gets credit for the term “holiday snooze.”
The holidays are wonderful in many ways, but they also present a perfect storm in your newsroom. More ads mean more space to fill. Fine employees want and deserve time off with family, even if it’s only a couple days for the regular holidays. Meanwhile, the rest of the world goes into hibernation. Government and schools close. Many sports and nonprofits slow down. … You are not alone. All newspapers struggle to stay aggressive and relevant in December.
I don’t know how much it helped, but I suggested Matt might think about three categories of stories. (Again, this isn’t revolutionary thought. But perhaps you haven’t thought about it in just this way:
Evergreens. Stories that don’t require some news event to propel them. Off the top of my head, I thought these might include local winter destinations, year-in-review kinds of stories, sports highlights from the year gone by. (See more in the list at the top of this post.)