one a week and weeklies are madly cutting to stay afloat, The
Chronicle, which has revenue of approximately $8.5 million a year, has
not laid off anyone, has no plans to do so, and its business is off
just 7 percent in the last three years.
Part of the reason may
have to do with price (free) but there is something else afoot. The
Chronicle is knit into civic and cultural life in Austin to a degree
that may make other newspapers nervous. While other regional news
outlets do house ads and commercials about their connection to the
community, The Chronicle started the South by Southwest conference, its
founders have helped finance local filmmakers, and when you step off
the airplane and see a huge bookstore branded with The Chronicle’s
name, it’s clear that the weekly plays big for its size.
Relentless, inescapable marketing.