A new era for your newspaper

By Bernie Eng

June 01, 2009, 8:56AM

"Newspaper ceases daily print publication: A love story."

Perhaps not the headline you'd expect for the biggest story ever written about your hometown newspaper -- that the seven-day printed newspaper era ends today.

But that's how I see it, and not even a trace of sentiment glazes my perspective.

Our world -- employees, readers and advertisers alike -- has turned upside-down since our announcement in March that we were moving to a Thursday, Friday and Sunday print cycle starting June 4.

The circumstances leading to that decision are well-documented and continue to play out daily in a topsy-turvy media industry. Still, it's accurate to say no one here was eager to make that move nor ready to embrace all that it portended.

But amid the sadness and urgency of breaking down the old and building the new, some gratifying truths emerged:

• We are going to be more nimble, more current and more useful for our customers than ever before. Breaking the daily print imperative will compel us to become leaders at news publishing online, via mlive.com, e-mail alerts and other conduits, such as Facebook and Twitter.

• Newspapers are not obsolete -- they just have been diminished in size as advertising revenue declined. Where heft is restored, in both size and in coverage, customers respond.

• We have awe-inspiring talent, creativity and work ethic up and down our staff. In a few short months, in the toughest climate in our industry's history and as they said goodbye to longtime colleagues, our employees have redefined professionalism as they built a new company from scratch. That alone gives me supreme confidence about our ability to survive and prosper.

But the most rewarding discovery of this amazing journey has come from you, our loyal readers.

Many of you made it clear you prefer seven-day print newspapers. Some are anxious about using the Internet, or finding our obituaries or puzzles. Others expressed concerns about losing a connection with a favorite staff writer or syndicated feature.

But one message has resounded: You value your newspaper and the local news and advertising it delivers. We are more than just a trusted source of information, we are a part of your daily habit and an essential part of life in your town.

And for every traditional reader who tells us that the Internet does not appeal them, we're meeting another such as Mary Louise Charters, a 65-year-old lifelong newspaper reader in Essexville.

"My kids got me on the computer a couple years ago," said Charters, adding that she's adept at using it to read obituaries online. "It will seem funny not to have my friend everyday on the porch, but I'll get used to it."

Most heartening, among the stream of comments we've received the last few months, is the clear message that you are pulling for us to succeed. That support has energized all of our employees, and on their behalf I thank you profusely.

Let me take it a step further and tell you how you can help.

No question, your continued subscription is an emphatic vote of confidence for the print newspaper, the advertisers who favor that format and the hard-working folks who deliver it to your door.

Even if you do subscribe -- but especially if you don't -- check out our comprehensive, always-updating reports on Mlive.com. Look for the link at the top of the page that allows you to sign up for our free, daily e-mail updates.

Disagree with one of our editorials? Write or e-mail us with your viewpoint. Call our editors and reporters to suggest a news story, or to point out something we missed.

And when you're online, scroll down to the bottom of our stories and blogs. There you'll find a lively discussion among your fellow readers, and oftentimes with the reporters and editors who worked on the story.

Roll up your sleeves and begin typing. Whether you participate by stamp or by "send" button, it's civics in action and a glorious tradition kept alive.

Happy, sad or mad, they're all love letters to us.