Newspapers Are Looking To Earn Big Bucks From Obama’s Inauguration With “Extra, Extra” Cries To Be Heard Across The Land

Philip M. Stone January 14, 2009

Most American newspapers really blew it the day after Barack Obama was elected President of the United States. Oh sure, they printed up some extra copies but few were ready for the avalanche of buyers who wanted that day’s newspaper as a part of history not only for themselves but for extended family members. During the day after, newspapers were busy churning out extra copies and even extra editions, many doubling their initial print run and still it wasn’t enough.

©Graphic News

Well, there’s nothing like learning from one’s mistakes and this time around newspapers seem to have learned big-time. They are really geared up for coverage the days before, the day of, and the days after Obama’s January 20 inauguration.  Publishers are looking forward to an unusual week when most Americans really do want to read and keep their print newspaper, even multiple editions thereon.

It’s not just the big guys planning major coverage – The Washington Post says it will have more than 70 reporters covering Inauguration Day -- but also much smaller community newspapers are getting in on the act, many encouraging visitors from their circulation areas who will be in Washington to e-mail pictures and text. January 20 is going to be a great day for citizen journalism!

And as an idea of how to make some real money off this, with literally millions of visitors in Washington, The Post is increasing its newsstand price for January 20 and January 21 to $2 a copy from its usual 75 cents, and you can just bet it will make a small fortune off that. And with all those eyeballs in Washington, advertisers are  lining up to place their display ads with the Inauguration already responsible for an increase of more than $1 million than during normal January times. The Sunday newspaper will publish a special Sunday Magazine edition with double the normal page count. Those smart Post marketing folks are printing up plenty of extra copies so it can be sold later on newsstands at $5 each.

To get the biggest  bang for the Obama bucks, The Post is hiring some 500 hawkers to roam the streets – they range from the homeless to students and they get to keep 40 cents for every paper sold. When all is said and done for the Jan.20-Jan.21 editions the Post figures to sell around 2.7 million copies, and based on the fact it sold more than 1.5 million the day after Obama was elected that 2.7 million may turn out, again, to be way too conservative – there’s going to be a huge captive audience in town! Home delivery is usually around 490,000 daily. The Post says it will come out with a special edition around 6 p.m. on Inauguration Day  with a four-page wrap of the day’s activities. It plans for a 36-48 page commemorative edition to hit the streets by Wednesday afternoon.

The two biggest problems The Post will encounter are gridlock -- how to move the delivery trucks through town – and a possible dampener on the proceedings – expected below freezing weather that could keep some people off the streets and thus less single-copy sales. The guess is, though, that cold or not the people are going to line the streets for the greatest show in town.

And what about The Chicago Tribune, Obama’s hometown newspaper? There’ll be an extra on Inauguration day  that should hit the streets for the going-home traffic (being in an earlier time zone certainly helps allowing for a 3:30 p.m. Eastern time deadline). And there will be additional special sections on Wednesday. The paper says it will be ready to roll the presses as long as necessary to keep up with demand.

But it’s not just the big guys looking to cash in. The Journal of Martinsburg, West Virginia tells its readers, “Having Journal staffers in Washington will allow us to document the day as only your local, hometown newspaper can,” according to Journal Editor Goodwin Henline. “And I would like to invite all Journal readers to become citizen journalists and help share in the coverage of this historic day.”

And the newspaper encourages its readers to participate. “In advance of the event, readers can submit story ideas, under the same category name, to The Journal's Virtual Newsroom. On Jan. 20, there will be a special category titled Inauguration Coverage on the Virtual Newsroom. There, readers can submit first-person accounts about the day, as well as photos from the inauguration or related festivities for possible inclusion in The Journal's print or online editions.”

Even big-time metros like the Atlanta Journal-Constitution are encouraging  citizen journalists to contribute.  “Are you headed to the inauguration? Who cares whether you have tickets or not? We want your photos. From your departure to your arrival and all the cool stuff you decide to do in D.C. Send us your Inauguration photos.”

The Press & Sun-Bulletin, Gannett-owned in Binghamton, New York, invited its readers “to play a major role in chronicling this historic event. Our print coverage will include a special section Sunday, Jan. 18, and pressconnects.com will provide a special inaugural site that gives you complete, continuous coverage leading up to and following the swearing-in ceremony. Most importantly, we invite everyone - you, your children and grandchildren, your neighbors, members and politicians of all parties - to use the newspaper and our Web site to share your thoughts on the inauguration.”

Newspapers were slow to understand what an Obama victory could do to their day-after sales back in November. This time, they’ve made the plans, they’ve got their communities involved to be citizen journalists, and they’re looking to make major Obama bucks.

Pity an inauguration only lasts a day and happens only once every four years!