Content area
Full text
Syndicated columns face increased competition and other challenges as their content and format evolve
THE WORD ON COLUMNS IS THAT MANY TRENDS ARE manifesting themselves in this branch of syndication. During the past decade, syndicated columns became more popular in some categories and less popular in others, started appearing online, displayed more diversity, decreased in length, and faced more competition from local and news service-distributed writers - to name a few changes.
King Features Syndicate Editor in Chief Jay Kennedy said newspapers are increasingly using local humor, opinion, and general-interest columns -- making it harder for syndicates to sell in those categories. "The syndicated features that are growing are the types you can't get or can't afford to get locally," he added.
These include columns by national experts and/or celebrities (such as Martha Stewart of the New York Times Syndicate), features spawned by famous brands (like "MTV's Weekly Dose" from King), and "news you can use" ("Arthur Frommer's Budget Travel" from King, for example).
Why more local columns? Some dailies want to pare syndication budgets, but Kennedy feels bigger reasons include a desire by papers to reward reporters, differentiate themselves from other papers and media, and make their pages more relevant to local readers.
SOME SYN STUFF STILL SELLS
But many papers still find certain categories of syndicated columns relevant to their readers. Universal Press Syndicate Vice President of Sales John Vivona said preventive health features, such as Universal's "RealAge," sell well. United Media Vice President/Sales and Marketing Lisa Klem Wilson noted that United has had success with certain "niche" columns, including "Desperation Dinners," which helps busy readers cook quick meals. Copley News Service Editorial Director Glenda Winders...