Reportr.net

In September the Toronto Star started offering an afternoon edition in PDF format, called Star P.M.

In an interview with CJR Daily, Michael Babad, the Star’s assistant managing editor, business, and Chris Carter, senior editor, internet, explain how the edition was conceived.

Asked if the newspaper any set financial or readership goals for Star P.M., Babad says:

“No, we never set a target because it was so new and we didn’t know what we were heading into, we didn’t set a target. But obviously we hope it’s widely read and commercially successful.”

I find this attitude refreshing.

New media is all about experimentation and learning by trial and error. It means that Star P.M. can help to inform the newspaper about what its readers want.

More newspapers should be adopting The Star’s approach.

It is not about investing millions in one product which will decide the fate of the newspaper.

It is about trying out new, low-cost ventures, when the cost of failure is low but the rewards of success are high.