Local community newspapers are delivered freely to the homes of many on a weekly basis. Despite the fact that the lead time is slightly more relaxed than of the metropolitan counterparts, rivalries are still rife amongst them. The major competitors in this racket of local advertising spells are backed by the legacy of Fairfax and News Corp. In a case of either/or the weekly drop-off puts the surrounding suburbs centre spot in a barbed war battle of editorial might, integrity and positive spotlighting. To the casual resident these newspapers provide a finger-tipped mess while deliberating over the past 24 hours worth of intestinal duty.
Jostling for prime position in the reader's eyes gives credence as they seek the almighty might of the advertising dollar and real estate listings which go on to contribute to 80% of the final content. If one newspaper alters their design the other can either follow suit and revamp their look or stay with the current look exerting an elitist notion of age and hence respect within the community. Another tactic could have one undercutting the price of their product in the face of their opposition. But as many of these local newspapers are delivered free to the gardens of many, it matters little.
As long as a competitor exists, so does the hurdle of total suburban dominance. Taking views as such, one of the papers have seemingly gone and enlisted the efforts of the walkers in an attempt to eliminate "the threat."
Walkers—at least in this context—are people who through means of either car or foot, deliver newspapers, junk mail, uselessly weak fridge magnets stuck onto the backs of a chunk of weatherboarding and other such samples of soap and coupons. Except now, some have taken to casually walking by and dislocating the targeted opposition. Keep in mind that there is no freedom of the press in Australia.
Written on Friday, 23 May 2003