Dr. Raymond C. Rask

The Montana Standard – Headed to the Final Press Run – The Beginning of the End

On June 6th, 2009, The Montana Standard, the Butte daily newspaper published by Lee Enterprises, both of which have long been in decline, finally made arguably the worst decision it’s long history, the decision to shut down the paper’s press operations in Butte, and print what is left of the paper in Helena.

In a statement published in The Montana Standard, it’s management group attempted to print a smiling face on the news of the move, but fell well short of the mark. In fact, the statement was such a piece of work that it is deservering of top billing on this site as the lead post in Another Fine Mess category. I present the main portion of The Montana Standard’s statement as evidence. Click here to read the entire story.

“…The Montana Standard’s press operations will be moved to a regional facility in Helena that also prints the Independent Record, the publisher of both newspapers said. Randy Rickman said the Helena facility will provide a faster and more efficient method of printing the paper and will allow more options for color advertising. The Standard will be printed in Helena, but newspaper advertising inserts and the paper’s distribution center will remain in Butte, where the papers will be processed before being shipped to readers. The change, which takes effect on July 13, means the Standard’s newsroom deadline will move up to 11 p.m. and subscribers in areas outlying Butte may see their paper an hour later. Copy will be sent to the printing facility electronically. Rickman said the move is a more measured response to the downturn in the newspaper business….”

Some months ago, Lee Enterprises publisher of the Standard narrowly averted a financial melt down, as it urgently worked to restructure its finances. During that same time, the local Publisher of the Standard abruptly resigned her position. Local speculation was she saw the handwriting on the wall and abandoned ship. Now, one wonders which ship she was concerned about, the Standard or corporate parent Lee Enterprises.

While it is widely known, the newspaper industry in is serious trouble nationally, that does not mean that is the case with the Standard, and to date Butte has not felt the extreme depressive pressures of the national and world economies. So it would appear the Standard’s fortunes and its recent steady decline are a direct result of the lack of sound management at Lee Enterprises.

So once again Butte draws the short straw, because another large corporation looses its direction and the management team with no real practical operations experience runs the company from the numbers on a spread sheet, instead of from strong local operating experience.

You might say, how do I know what Lee Enterprises management knows and does not know…I don’t know. But I do know the newspaper business, as with the television and radio station is a local business, regardless of how large the local market might be. If nothing else, one would think Lee Enterprises management would do everything in their power to protect the advertising revenue stream at each and every paper, come hell or high water. And since The Montana Standard is in a market (Butte) that takes the concept of local to a new level, the last thing they would do…is do the worst thing they could do, and that is move jobs and printing operations to Helena.

Had Lee Enterprises management had a real understanding of the local newspaper business they would have completely reorganized each local paper, either using their strongest local manager to function as publisher, or hire a local business person to perform the Publisher function. In the case of the Standard, there is no reason Jerry O’Brien, Standard editor could not be elevated to the position of Publisher-Editor and have him use his local connections and influence to improve the strength and position of the Standard in the community, which in the near term would improve goodwill and revenues. I know Jerry’s background is not that of a advertising manager, but Jerry’s time in the business, his position in the community, and his on-the-ground operating experience would help make up for some of his lack of sales experience. In the end, Lee Enterprises corporate provides the business operating structure, therefore there is no need for an highly experienced newspaper busienss manager at the Standard. What is needed is a local Publisher/manager to build the business, build the local revenues, provide better service to the advertisers and readers, increase the size of the business and ultimately create an improved and expanding business, not watch over a declining, shrinking business.

Lee Enterprises should do us all a favor and sell The Montana Standard now before they completely destroy the Standard and have nothing to sell and our community is without a local daily newspaper. The Standard is not going to be able to be morfed into an on-line service by the Lee Enterprises management team, as their web strategy is substantially flawed and they are consistantly leaving advertising dollars on the table in Butte. A print based Publisher is going to have a difficult time trying to transition a legacy newspaper to an on-line service. A successful on-line strategy typically requires a different management style, team and staff.

Unfortunately for Butte and all of us who call this community our home, this situation with the Standard is very problematic for our future, and it is unfortunate, but the reality is the Standard appears to have fallen on it’s own sword….

If you have an opinion, please comment on this posting and subject.