On October 21, 2015, Ayeni Adekunle Samuel, publisher NET newspaper notified the public that the 16-paged entertainment focused newspaper will be going out of print.
Now, one would expect that the final edition would have the same look and feel as its predecessors but this is not the case for NET. Its features are not just noteworthy, they are creative ways of making statements:
- 1. The use of Smileys.
NET is the first to use smileys in a ‘farewell’ context on every page. Yes, one or two serious newspapers experimented with smileys but it didn’t work out. According to the readers of those papers, they felt the publishers made light of grave issues such as death and economic crisis.
NET probably took a cue from those readers and used their responses constructively – considering the paper’s focus is entertainment and its tone is lighter.
- 2. Missing stories and pictures
This deserves a round of applause. Why? Because it’s an effective pull marketing strategy. Imagine one bought this edition of the NET newspaper and had an Internet subscription. The first reaction would be to visit the web address to view the missing images and stories.
- 3. Emphasizing TheNet.ng
“TheNET.ng” is written 16 times in the last edition of the NET newspaper.
This will cause either of two things to happen as the pages are flipped – a visit to the web address or unconscious mental retention of the web address.
- 4. A message from the publisher on why the newspaper will no longer be in print
Ayeni Adekunle’s October 21 article from his website (ayenithegreat.ng) happens to be the same one printed in the last edition. It took nine days for the same article that had been easily posted online to be printed in the newspapers.
This is a demonstration of the instant sharing nature of Internet publishing.
TheNET.ng has been making waves for years now. Known to have broken exclusive stories like the reason behind Don jazzy vs D’Banj feud.
It’s going out of print is just in preparation for the future.
— Ayeni Adékúnlé S. (@ayenithegreat) November 2, 2015