Government help alone will not fix cuts to arts coverage

Arts journalism is facing a tricky time – it has been pushing against a strong headwind for a few years now.

It is not alone: many specialist areas of journalism are being cut back in mainstream publications, replaced by more general editorial that is better read and attracts advertisers. Meanwhile, many specialist publications have gone to the wall.

The entertainment unions have now written to culture secretary Nicky Morgan expressing their ‘deep concern’ at the decline of coverage of theatre and other arts in mainstream media. Their support is welcome, but they are focusing their attention in the wrong direction.

There are things government could do (or stop doing) that would help publications such as The Stage or specialist journalists working within mainstream publications, but the real impetus needs to come from elsewhere.

Most of the UK’s press is run commercially. Understandably, organisations are reluctant to receive government funding (which may come with strings attached) for their independent journalism. Instead, they operate on a model driven by reader and advertiser demand.

Publications write about things their readers want to read, or advertisers want people to read about. That is not to imply that advertisers should (or do) have control over the content of what is published, but that – for example – if a publication has lots of car brands advertising with it, it is unlikely to cut its motoring section when it needs to make savings.

The government will not help save specialist arts coverage – readers and advertisers will.

If people are – as they claim – more interested in reading an in-depth review or long read about the latest theatre production than, for example, fluffy celebrity content, they need to support the publications that deliver that coverage. And, they need to recognise this type of content is more expensive to produce than clickbait on reality stars and, so, likely requires them to pay to read it. Likewise, advertisers should direct their spending towards publications that cover their sectors in depth.

Nica Burns – when she calls on advertisers and sponsors to support publications that review widely and intelligently at the Edinburgh Fringe – is along the right lines. On this specific point, the Edinburgh Fringe Society could also do a lot more to help than it currently does.

But, if readers and advertisers don’t value specialist coverage enough to help save it, is it really government’s role to step in and help maintain a service for which there isn’t sufficient demand?

Alistair Smith is the editor of The Stage. Read his weekly column at thestage.co.uk/author/alistair-smith

Entertainment unions express ‘deep concern’ at arts journalism decline