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Monday, March 07, 2005

NY Times to Fold Weekly "Circuits" Section?

By Alice Hill
Every Thursday I wait for "Circuits" the low-tech attempt by the NY Times to be edgy and tuned into all things tech. The section has always been a bit of a lowbrow joke to the higher end techies, but for some reason we all read it anyway, and I always found myself taking it to the office and often posting stories on the products or ordering some of the gadgets myself.

Anyway, the NY Post has reported a rumour that Circuits will be folded in late April, and I have to say they are making a big mistake. All they need to do is jettison the beginner focus and expand the wonderful section on gadgets and products, and then add some more of the great hands-on reviews and industry commentary. Hopefully people will speak up, but in the meantime, here is what the Post had to say:

"Executive Editor Bill Keller is said to be planning to end "Circuits" as a stand-alone section covering the high-tech world by the end of April. In its place, he's said to be mulling a new section dedicated to shopping, fitness and fashion. Trip Gabriel at Sunday Styles, and the Science section's Rick Flaste, are rumored to be the editors in line to head the new section. Neither returned calls.

"Sources say the staff was told of Keller's decision last week but were promised that they would be reapportioned to other sections of the paper. Circuits Editor Kevin McKenna did not return calls and a Times spokeswoman declined to comment." Source: NY Post


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The Washington Post has (or had at least) "Tech Thursday" in the Business section. That usually consists of about two articles that have something to do with technology. Sometimes it's interesting. Other times...well...it's not. If you want decent printed technology news, magazines are the only way to go (even though they usually only have monthly issues). Newspapers have been a bit slow on the uptake in the tech area.


 
So, translating "media speak" to "Nerd/geek," the ad pages for the section are drying up.

Newspapers historically have required a 4:1 ratio of editorial to ads to justify printing anything. It looks like the ad reps just haven't been able to book enough business to keep the section afloat, and it's going the way of Byte and Computer Shopper.



 
What I don't get is why the ads are drying up now - the whole sctor is picking up, but I think that may be more for online than print. Guess the old switcheroo finally is happening!


 
The sector may be picking up, but the number of retailers is decreasing. And, the retailers are the ones who drove the advertising pages. They're being replaced by big boxes, or worse, no-box internet stores who just don't use mass media to communicate. Ad agencies call it too inefficient, but it is short-sighted and you end up preaching to the choir in the end.


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