You get up in the morning, grab the newspaper (or your Ipad/tablet for your digital news), and then saunter into the kitchen to make your brewed beverage of choice.
But, wait! There is no coffee beside that fancy Keurig machine. What now?
The Toronto Star has you covered. Tuesday, the news organization launched Headline Coffee, a delivery service that will bring ethically-sourced ground or whole-bean coffee from around the world directly to your doorstep. No need to make that timmies run!
For $20, subscribers will get a bag of coffee — good for about 35 cups — from a new single-origin country each month. Those beans are then roasted locally to perfection.
At first glance, the idea of a news organization selling something other than news seems a bit strange. But, amid job cuts and declining advertising revenue, this seems like a brilliant way to make a little extra cash. Headline Coffee is disrupting the system and shattering the illusion — the news industry is in trouble. Despite what people may think, news publications can’t hire employees, or keep the ones they do have for that matter. Printing and staffing a large paper is expensive, and without extra revenue, there is no way the Star, no matter it’s reputation, can maintain its product.
Like many smaller publications have figured out, it’s time to embrace this reality and get creative. Magazines like Spacing are supporting themselves with private donations, launch parties, and memorabilia sales. Sponsored content is becoming the norm and there is nothing editors can do about it.
Cue Headline Coffee: a unique and effective way to entice readers to help pay some of the costs for a larger news conglomerate. It also just happens to target their specific audience — news and coffee lovers. I can attest to being part of that audience and I have to say that I am intrigued by this offer.
As the Star said in their press release announcing their new Headline Coffee, “whether they relax and read their newspaper at home, clutch it during their commute, enjoy a quick news update on their mobile phone or swipe through Toronto Star Touch on their tablet, reading the Toronto Star and enjoying a cup of coffee are parts of their day for about 75 per cent of the Star’s readers.”
It will be interesting to see if the quality and quantity of news increases as coffee sales rise. Will Headline Coffee help the Star stay afloat? Who knows, but in the meantime, let’s brew a good cup of Joe, settle into a comfortable chair with our paper, and see what happens.