MINNEAPOLIS — The state’s oldest newspaper has “doubled down” on better serving… Minnesota.
On Monday, the Minnesota Star Tribune continued its rollout of its new name, brand and news philosophy, one that managers believe will both increase business while connecting the community.
“We think the Minnesota Star Tribune is really going to be the heart and the voice of The North,” said Steve Grove, the organization’s publisher and chief executive.
Started in 1867, the news organization decided on the rebranding and redirection, despite an overall industry trend toward newsroom downsizing.
“We took all of our technology and our product and our platform and our apps, and we threw it out and we started over. So visually you’re going to see an entirely new product. A new website, a new app, new branding of course, a new name. But what it comes down to is the journalism. You’re going to see a much broader look at journalism, not just focused on Twin Cities but focused on the entire state of Minnesota,” Grove said, noting that of the 225-person newsroom, 13 reporters will now be living and working outside the Twin Cities metro.
The organization’s goals with the rebranding are lofty, with Grove saying they’re hoping for a 200 percent increase in paid digital subscriptions over the next five years. They’re doing that while also bolstering smaller publications, Grove says, through subscription bundles and sharing content.
“When it comes to news, when we all do better we all do better. That famous Minnesota line it’s true in news, as well,” Grove said, while quoting former Sen. Paul Wellstone.
Grove notes they hope to entice new digital subscribers with an introductory deal of a six-month subscription for just $1. After six months, the price will increase to $5/week and additional options for those who want to become a “supporter.”
“Good journalism costs money to create. We’re investing in ourselves because we believe in the state, and we believe the demand for fact-based, objective journalism has never been higher,” Grove said.
As for whether the rebranding will pay off, one media professor says time will tell.
“Any organization that wants to survive in the modern business environment needs to be constantly monitoring who they are, what do they mean to our customers, does that need to change, do we need to update,” said April Eichmeier, Assistant Professor of Strategic Communication in the Department of Emerging Media at the University of St. Thomas.
Eichmeier added: “Smart brands are always thinking about the future, always thinking about what it means as an organization, and always thinking are we in the optimal position that we need to be in.”