"I give it six months"

It only seems like a week ago that the Birmingham Press were proudly announcing the launch of their website and the fact that it actually was only last week is evidence of the shocking downfall of the publication – an event that many joked about but never truly saw coming.

Born in April 2010, died in October 2010, six months hardly justifies an impressive business plan for the newspaper that was meant to rival BPM Media. Its 50p introductory price never actually changed from 50p meaning that the initial £1 retail value never saw the light of day. So what is it that belittled the Birmingham Press' claims that it will take readership away from BPM's Birmingham Post? Is it possible to rival a company so widely reputed as the Midland's biggest publishers or are newspapers in fact a dying breed of which only the established, traditional titles can expect to survive?

The Birmingham Press - even when pressed,
failed to deliver

The truth is, the Birmingham Press' independent publisher Chris Bullivant, shot himself in the foot when he announced upon the newspaper's launch in April 2010 that it was going to rival BPM's weekly Post titles. Its a bit like Bristol City gaining a shock promotion from the Championship and insisting that they are to challenge Chelsea and Manchester United for the Premiership title – not going to happen. And what was Chris armed with in his battle against Birmingham's most established and popular paid-for title? A host of redundant Post journalists and a couple of freelancers thrown in for good measure. In effect, The Birmingham Press became the Birmingham Post mark two from its very conception!

Had Mr Bullivant simply undergone his independent business away from the media spotlight and not immediately challenged BPM, who knows how long he could have traded? His Observer series has survived battle from smaller, city-wide BPM publications and even The Birmingham Independent and Midland Independent titles managed more than a year trading, without threatening BPM's business empire.

Of course, a business can develop too quickly. Within only a couple of months of The Birmingham Press being launched, Mr Bullivant decided to introduce a free title that was delivered to households throughout the West Midlands – The Birmingham Free Press. Again, this was only launched to challenge The Birmingham Post Lite – a free newspaper run by The Birmingham Post that was delivered to South Birmingham homes. Then, just six weeks later they launched their website, leaving a total of 1-2 months to really work on the brand identity for The Birmingham Press, undoubtedly not long enough. And let's be honest – their website was horrific to say the least.

The Birmingham Free Press was never
any competition for The Birmingham
Post Lite

As a personal web user I have issues with the navigation and presentation of the Birmingham Mail website but compared to the Birmingham Press the Mail have the most impressively designed website in the world. Let's be honest, The Press site looked as though a five-year old had designed it. Enormous tabs only linking to the contact us page and scruffy text and image boxes with no css input, all squashed against each other with no room to breathe. If I wanted to get up-to-date with Birmingham's latest news stories, I wouldn't be able to do it properly here! In fact, the very fact that this British business had a .com domain and used their .co.uk domain as a holding page told you that their web developer was anything but a senior.

Is it at all possible to release a weekly newspaper that can rival BPM's titles or is the newspaper industry just completely dead? These days, setting up a new printed product is a risky move with the launch of online news and in particular, video news and social media but it can be done. All you need is your own unique target audience and a firm social media presence. The Birmingham Press had none. Their readership target was the same as The Birmingham Post's as they looked to take readers away from a newspaper as opposed to bringing in a new market to Birmingham's weekly media industry. What's more, The Birmingham Press has never been anywhere near present on websites like Twitter, Facebook and Linkedin. Not only is social networking vital in the media industry to get to know your PR and business contacts, but also to develop your brand amongst those in the know. The Birmingham Press had no real brand – it was not allowed the time to develop any kind of reputation or prestige in the media industry.

And so I am reminded of the words of former Birmingham Post and current Business Desk Editor Marc Reeves . Upon the first ever issue of The Birmingham Press going on sale, Marc said five words which have rung true to this very day - “I give it six months.” Or perhaps PR Guru Chris Brown's quote on Twitter is more relevant: “What a waste of money.” Whilst it is always a shame to witness the destruction of any new form of printed media, you could not help but think that this was coming throughout the newspaper's small existence. As Bullivant complains to The Office of Fair Trading about BPM's alleged unfair advertising prices, he can only blame himself for his newspaper's failure after he seemingly did everything wrong.

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