‘Times-Pic’ and ‘Advocate’ in a rare fight for digital-age print readers

A journalism experiment that’s in its infancy in Baton Rouge and New Orleans will be closely watched by an industry that has struggled in recent years to cope with declining print advertising during the recession. Edward Atorino, a media industry analyst at Benchmark Co., says newspapers in major metropolitan markets across the country are all eagerly waiting to see what becomes of the battle between The Times-Picayune and The Advocate for readers in Louisiana’s largest two cities. “The day of the seven-day newspaper is fading,” says Atorino. “This has been a long, deteriorating situation. It’s not a shock, and we’re going to see more of it.” Atorino says total print advertising dollars in the United States dropped from roughly $23 billion in 2008 to $19 billion in 2011. While The Advocate has begun taking steps into the New Orleans market in response to The Times-Picayune‘s decision to cut its print publication to three days per week beginning Oct. 1, NOLA Media Group, the New Orleans paper’s publisher, is striking back—expanding its operations on The Advocate‘s home turf and offering a customized version of Nola.com for Baton Rougeans. The Associated Press has the full story here.