DC Bureau, Unfocused Web Site Closing

Sadly, Media General is closing its DC bureau. Along with it goes another unfocused, poorly thought-out web site, mgwashington.com.

Years from now, people chronicling the downfall of the newspaper giants will wonder: who could possibly have thought a site like that a prudent use of scarce resources? What business does a local newspaper company have trying to compete in the already-crowded national news landscape? Who thinks a struggling corporate parent company, like Media General or McClatchy, would make a good brand? Why create a seperate brand, rather than promoting your already established local brands?

Sure, there's something to be said for throwing shit at the wall and seeing what sticks. But if you're making most of your money selling local newspaper ads, why are you creating a web site to sell national web ads? It boggles the mind. I question whether these sites are profitable, even if you don't factor in the salaries of the reporters generating the content.

Newspaper companies, take note: original national reporting adds value and brand prestige. Reporting on local politicians and legislative issues from Washington adds relevance. Unfocused, quixotic web strategies add nothing.