OPINION: Ben Pinnington on newspapers

By Alistair Houghton on Jun 29, 09 09:48 AM

WHO remembers the clunking fist? Today, the volcanic shockwaves thundering through the corridors of power come from a familiar but very different force: the pulverising power of the pen - or, more precisely, newspapers.
The great expenses scandal of 2009 is very good news, not just for newspapers, but also for public relations.
Public relations needs a well-staffed, confident newspaper industry with strong circulation figures.

And while PR can beam a light into the internet, its disjointed sprawl struggles to match the heart of a newspaper or the impact of a front-page lead, a page splash or double-page feature. Moreover, PR needs the quality of newspaper journalism to communicate its messages.
The detail the Daily Telegraph has deployed definitively captures the skill and depth of newspapers. A lone blogger or two are more likely to climb Everest one legged than analyse 2m pieces of data with the Telegraph's devastating accuracy and mass appeal.
And, boy, did the industry need this turbo-charged boost - the Telegraph's circulation has soared by 600,000.
Newspapers have been in crisis. Worst-hit is America. In 2008, there were 15,554 jobs lost in the US newspaper industry. The Los Angeles Times and Chicago Tribune are in bankruptcy. Philadelphia, meanwhile, a city of 5.8m, could soon become the first US city without a newspaper as both the Inquirer and the Daily News are in bankruptcy.
The future remains uncertain for newspapers in the UK. There is talk of the new e-reader, an 8.5 x 11.5 inch portable screen, which carries a newspaper's custom layouts and adverts as a possible replacement for inky newsprint.
But, whatever happens, we must not lose the power, depth and scope of newspaper journalism.
Many businesses rely on newspaper coverage to effectively communicate their products, services and messages to clearly defined audiences. The expenses scandal of 2009 should not be forgotten, for more than one reason.

BEN PINNINGTON is a director of Wirral-based PR firm Artemis