Monday, December 10, 2012

Jim Traynor, Rangers, and the decline of Scottish media

Much as I enjoyed Michael Grant's piece in The Herald this morning on Jim Traynor's move from the Daily Record and BBC to a senior comms role for Rangers, it missed one important piece of insight.  

If Grant is right and Rangers are successful in their media strategy to move away from servicing the needs of Scotland's newspapers and broadcasters in preference to direct channels like Facebook and the Rangers website to communicate with their support, how does this impact on the Scottish mainstream media? If Rangers and their significant supporter base don't need the Record, Sun, The Herald or Radio Clyde to provide the latest news from Ibrox, this can potentially have a huge impact on their numbers of viewers and readers, and consequently their advertising revenues.

 While it's clearly difficult to attract paying subscribers to online news services when free alternatives are easily available, you can definitely see that there might be a market in providing exclusive content direct to supporters when the service provided to external newspapers and broadcasters is restricted. Why should Rangers let others make money from exclusive interviews and stories when the club themselves could be reaping profits from clicks and building closer relationships with their customer base?

 I'm sure a few of Jim Traynor's former colleagues will continue to attempt to have some fun at his expense over the coming days and weeks. I'm also sure that if Michael Grant is right about Rangers' media strategy they'll only have a few months grace before this directly impacts on their own future, and not for the better.