Back in the mid-2000s, as federal lawmakers and bureaucrats were working out the details and regulations for the National Do Not Call List, the Canadian newspaper industry was in a bit of a tizzy. Telemarketing, after all, lay at the heart of every newspaper company’s strategy to build circulation and wage daily warfare against subscriber “churn” (the rebuilding circulation with new customers as the subscriptions of other customers lapsed and weren’t renewed).
As a result, the Canadian Newspaper Association undertook a concerted lobbying effort for an exemption. They argued for it on the basis that a well-informed citizenry was essential to the functioning of a vibrant democracy. And that, by the time the ink was dry on the regulations in 2006, was enough to earn them an out, alongside charities, pollsters and other organizations, on the exemptions list. (Plus perhaps the adage, ringing in the ears of federal politicians, that one should “never pick a fight with a man who buys ink by the barrel” — an aphorism often attributed to Mark Twain.)
The time has arrived for a quid pro quo. Newspaper companies have argued, successfully, that they are an essential gear in the clockwork of a healthy democracy. They’ve been granted special licence by the federal government in acknowledgment of that function. Meanwhile, voter participation rates in Canada have been plummeting. Voter turnout during the last federal election on Oct. 14, 2008, was a mere 58.8 per cent — an historic low. In Ontario, the rate hit an all-time low on Oct. 10, 2007, when only 52.6 per cent of eligible voters cast ballots. At the municipal level, the news has been even worse. While high-visibility municipal campaigns last fall in places such as Toronto garnered participation rates that edged over the 50-per-cent mark, many cities, such as London, Ont. — at 39.9 per cent — saw a positively miserable voter turnout.
So here’s a modest proposal: During the writ period for federal and provincial campaigns, as well as the final weeks of municipal elections (between the close of nominations and voting day), publishers of Canada’s daily newspapers should provide their full electronic editions, to readers who request them, free of charge.
I’m not referring here, of course, to the websites maintained by most newspaper companies which are already free and carry a sampling of that day’s editions. Instead, I’m referring to the more comprehensive electronic editions published by many of Canada’s dailies and distributed on platforms such as personal computers and iPads, via apps and software such as PressReader. Postmedia Network Inc. provides iPad apps for all of its major dailies; PressDisplay.com makes dozens of additional titles available to Canadians and other readers worldwide, usually via subscription to e-editions. Titles such as The Globe and Mail provide their products in discrete electronic formats (e.g. Globe2Go).
If newspapers are indeed part of the national conversation that informs citizens in a viable democracy, organizations such as the Canadian Newspaper Association, part of Newspapers Canada, should seize upon such an opportunity to demonstrate that fact. Federal legislators would be very much interested in seeing whether the faith they placed in these companies, through the NDNCL exemption, continues to be merited. And it should be the aim of such an experiment to see voter participation rise.
There would be an upside for newspaper companies, too. Additional electronic editions would impose only marginal added costs. Yet what greater treasure trove of potential subscribers might there be than the account information of hundreds of seven- or eight-week e-subscribers — readers who have already proven their interest in civic engagement and dialogue through media that portend the future of the news business?