Small local newspaper can fairly easily tackle Old Media Syndrome by shifting focus to a think global, act local kind of publication online. However, the bigger newspapersm, covering more and having a larger budget, should aim a bit higher.

The first premise for a major newspaper is to tackle the web seriously. Everything that goes for a small local newspaper applies. You need to be just as good, and then add more value, if you’re going to tackle a more relevant site for the readers in the various regions.

The second is that the major newspaper shouldn’t consider leaving the print field. Print is still a first priority for the major newspaper since it has the reach and the budget to make it a strong product. Again, your web version truly has to kick ass, but print is still number one.

What you do need to do, however, is to embrace the idea that your print newspaper will always be second hitting a story. Your web version being first, the print one needs a different angle. Actually, it needs a different take on content altogether.

• Do deep feature stories in print (offer in parts later online).
• Themes work well on paper, so do ‘em!
• Focus on in-house content production, minimize syndication in print.
• Do regularly columns in print, attached to the blogs online, in the various sections of your newspaper.
• Skip the local stuff in print unless it’s big. You’ve got a website you know…
• Maintain a debate section in print, but make sure it’s connected to your online newspaper as well.

While even a major newspaper would find it hard to be entirely local, it should try. Do it online, and try to involve the people in the various locations as much as possible, for tips and such. It is usually not sustainable to have a small editorial staff at every location, unless you only operate there (small newspaper manage because of that), so you’ll have to manage as best as you can. Luckily, this is possible and maintaining a connection to local areas in which you operate should be a part of the online strategy.

When it comes to ads the major newspaper is more traditional. Sure, do local ads if you can, but most likely you’ll find it’s not worth the time since you’re spinning more visitors and pageviews, as well as subscribers to the print version, than the small newspaper. You’ll want to run national ads instead of smaller regional campaigns, and you should. That means that the ads themselves isn’t helping your content much, which you tackle by providing online services to the readers. Since they are so many, being a major newspaper and all, you can do carpool match-ups, real estate services, even taking a few extra steps with user generated content and even Digg-like social story pushing. You should think Web 2.0 in an accessible way online, not just a holding place for some content.

The major newspaper aren’t experiencing the same rough times as the small one. This is usually due to the larger budgets, since major newspapers probably went online earlier and perhaps even has adapted somewhat to the flow of news online. However, almost none are using the full potential, at best they’re at the small newspaper’s level and I really think they should aim higher. With the “deepification” of the print content you’ll have two products that are working together, without actually clashing. To reconnect with my first post, I would keep a subscription to a deeper newspaper, and I would probably visit the site. As opposed to not keeping a subscription and going elsewhere online, this is surely a win-win.

More money for the big dragons. Let’s make sure that we, the readers, get something positive out of it.

Every morning I flip through two newspapers, one being extremely local and the other being slightly more national, but still somewhat local. The latter usually have some things I like to read, including a decent cultural/entertainment part, while the former really only is good for its comics and an occasional column.

Both these newspaper suffer from a severe case of Old Media Syndrome.

• They are only printing syndicated technology stories.
• When they do product specials, they buy (lacking) summaries from online services.
• The economics department have no understanding whatsoever about new media, hence only syndicated blurbs as coverage.
• They both suck online.

The local newspaper really isn’t worth its money. You would think it would have some local stories that I’d be interested in, but alas, it just isn’t pushing any boundaries. Add to that all the syndicated material that I’ve already seen online, then heard on the telly, read in the other newspaper, then getting it here again, no, there’s just no point in paying for it.

I don’t mind getting my news online. Actually I prefer it since it’s more accessible. However, I do enjoy flipping through a newspaper with my (first cup of) coffee each morning. It’s a nice way to start the day for a night person like myself. These two newspapers need to find their own way of handling me as a customer, otherwise they’ll lose my subscription. This is the problem with old media, and it’s actually affecting new media in a negative way as well, since people tend to have the old and establish in a higher regard than the new.

So what should they do? I’ll tell you. Later.