Newspapers well-positioned for wireless

ORLANDO, Florida (AP) -- Newspapers could soon begin reaching readers through wireless technology such as cell phones and personal digital assistants, a newspaper executive told a conference of news technology managers.

Wireless technology could eventually become the third leg of the newspaper industry, joining printed paper and the Internet as outlets for disseminating news and advertising, said William Dean Singleton, chairman of the Newspaper Association of America, sponsor of the three-day Nexpo 2002 conference. He made the remarks Sunday.

"Newspapers are in a perfect position to be the source for mobile updates, whether that's a sports score, a wreck on the Cross-Bronx Expressway or breaking global news," said Singleton, vice chairman and CEO of MediaNews Group Inc. in Denver, which publishes 49 daily newspapers, including The Denver Post.

Finding new outlets to attract readers is a priority for the $59 billion newspaper industry. Daily newspaper circulation slipped from 58 million in 1995 to 55.7 million in 2000. Sunday circulation fell from 61.5 million in 1995 to 59.4 million in 2000.

The Newspaper Association of America conducted a nationwide study last year on a test run in which 13 newspapers provided information to wireless users. The study found that consumers wanted information that is easy to get to and quick to download.

They disliked unsolicited wireless advertising since that burns up expensive cell phone minutes, said John Iobst, vice president of research at the association.

However, consumers were receptive to special services such as classified advertising alerts for people who wanted to sell houses or buy cars, the study found. Some consumers in a focus group said they would pay as much as $20 a month for such a service, said Melinda Gipson, director of new media business development for the association.

Consumers "will pay for news. They will pay for alerts. They will pay for stuff that makes their life better," Iobst said. "You don't need to spend big bucks on this technology."

The 13 newspapers participating in the trial run were the Seattle Post-Intelligencer, The Arizona Republic, The Dallas Morning News, USAToday.com, the Star Tribune of Minneapolis, the Los Angeles Newspaper Group/Daily News, The Florida Times-Union, The Salt Lake Tribune, the St. Petersburg Times, Boston.com, the Albuquerque Journal, The Free Lance-Star of Fredericksburg, Virginia, and The Virginian Pilot of Norfolk, Virginia.

Wireless technology is two years to five years from becoming an everyday function of newspapers' operations, said Gipson.

"It's not at the point where it justifies the cost but it's something to keep your eyes on," she said.

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