23 August 2007

Key West Citizen Yesterday: "Bankruptcy looms over Keys Builder"


Key West Citizen Disappears
Top Headline from Yesterday
No post on this blog has fanned hate email like my recent post about Cay Clubs. The responses to the blog, listed right below my comments were tame compared to some of the stuff I received via email.
So, in an effort to throw a little gasoline on the fires of "Haterz" of Rock Trueblood, I have to ask this question: What happened to the Citizen's above the fold and top of the fold headline from yesterday screaming . . .
Bankruptcy looms over Keys Builder
Cay Club develops financial problems
I would refer you all to this article by Robert Silk, except for one minor problem: the Key West Citizen's online story has vanished.
See for yourself. Check the lineup from yesterday's headlines.
We find:
Restaurateur collects donations for hurricane victimsPublished on Wednesday, August 22, 2007
Family fun day focuses on child safety awarenessPublished on Wednesday, August 22, 2007
Curfew will be enforcedPublished on Wednesday, August 22, 2007
'Keep off' signs go up on WisteriaPublished on Wednesday, August 22, 2007
. . . but there is no entry for yesterday's biggest and best story about Cay Clubs. And this was the top headline you would see as you walked past a paper vending box.
Again,
Bankruptcy looms over Keys Builder
Cay Clubs develops financial problems
Yesterday, online, the story was there.
Today, it disappeared.
As Colonel Klink from "Hogan's Heroes" would say, "Veeeeeeeeeeeeery Interesting!"
When I started this blog, one of my first posts was "Realtors Wag the Key West Citizen Dog".
In that short post I simply posited the idea we can not expect the Citizen to be too observant on Housing in the Keys as the majority of its revenue comes from Realtors.
Why I think yesterday's top story is missing from the online edition of the Key West Citizen
All it takes is a threat to yank advertising dollars. It's that simple. I saw this "cave in" attitude time and again at a Clear Channel radio station where I worked for a short spell.
Key West is such a small town that the paper is inextricably dependent on advertising revenue to make up for its tiny circulation. And no ad revenue is bigger than Real Estate.
I feel someone, somewhere, with ties to Real Estate interests made a big ass phone call to the Citizen and asked, cajoled, pushed or even threatened a Citizen bigwig with the loss of ad dollars if that Cay Clubs article wasn't erased online.
I just googled the headline. No luck. No one anywhere saved the headline and story to an online "memory hole" that I can find.
What was in the article?
Well, here's the flavor of the article in the first sentence by Robert Silk . . .
"The company that became synonymous with the frenzy of redevelopment that swept the Florida Keys in recent years is now scrambling to stay our of bankruptcy."
Here are some of the tidbits discussed by Silk about Cay Clubs:
  • An SEC filing by Cay Clubs for its pending merger with Key Hospitality Acquisition Corp. shows a $1.2 million dollar loss for the first quarter of this year versus a $13.8 million profit, year over year, for the same quarter.
  • The company owes lenders $91 million, $74 million of which is due in the next year.
  • One lender has already notified Cay Clubs they are officially $9 million in default.
  • Cay Clubs is in arrears by $10.5 million to about 140 owners of condos who opted for the "lease back" program (as documented in this blog which incited hate emails to yours truly).
  • Cay Clubs spokesman Chris Brown says the company is still trying to negotiate with lenders.
  • Cay Clubs is still trying to sell off portions of its holdings for cash.
  • Of note . . . and something I was not aware of . . . Cay Clubs "owns" 150 single family homes . . . along with 6 resort hotels (the Citizen should have printed condotels), 900 boat slips, and restaurants and other businesses. (I am wondering if the single family homes are really condos the company was forced to take back?)
  • More interestingly, the deal to buy and manage the Half-Shell Raw Bar, Turtle Krawls Restaurant, A&B Lobster House complex and other businesses on the waterfront has not happened. The owner of some of these restaurants, a Gene Smith, has refused to answer any Key West Citizen questions since March of this year.
  • Cay Clubs bid to purchase the former Marathon Manors nursing home fell through in April and Cay Clubs walked away from the deposit.
  • In May, Cay Clubs fired 80 workers in the Keys.

Last but not least, this language from the SEC filing:

"Without additional borrowing and/or the refinancing of existing short-term debt, Cay Clubs will have to change its current mode of operation and may potentially have to file for federal bankruptcy protection."

Now I don't know about you, but if the company is putting the above in fine print on an SEC document, I think it's the kind of language which should be blown up into at least a 20 point font and given to potential investors in their leaseback program. I feel this flare gun warning should be stapled as a top page on brochures and prospectuses to show just how forthcoming Cay Clubs is with the public.

As always . . . caveat emptor,

Rock in Key West

p.s. Robert Silk, you have a beer with your name on it at my club. Bring Rob O' Neal and the new business editor for the Citizen. You three are on my personal Honor Roll for trying to tell it like it is.

16 comments:

Cayo Dave said...

I just posted about your scoop of this story.
Nice job.
Cayo Dave

Greg Needham - Hard Working Designer said...

the article headline, not the story, was cached here:

http://www.keysnews.com/289646634377342.bsp.htm

Anonymous said...

Nice conspiracy theory, but the actuality of the situation is much more mundane.....

The "top headline" story each day in the Citizen is NOT posted to the online edition. Only the headline and the first sentence is included, followed by "buy a copy of the paper or subscribe to the electronic edition to get the whole story" message. It's their way to try to drive the on-line readers to actually pay for something.

Since the link to that pseudo-article from the index page doesn't actually point to a REAL article, when the next day comes they just discard the link (rather than leaving it cluttering the index). This is true each day.

You can see that now if you look at the PREVIOUS day's "top headline" in a real newspaper - it's the "Swim turns to test of stamina" story about the Islamorada shark attack. That story, too, is no longer in the index.

Same for the day before that: "School Board Starts Collecting". And the day before that: "Stranded in No Man's Land". Each is missing from the index.


Sorry, no conspiracy scoop this time....

Rock Trueblood said...

Greg, your cached link does not open.

Rock Trueblood said...

To anonymous, why would the Citizen not list their Above the fold headline in the "More News" lineup?

What purpose does it serve not to show the top headline from every day?

How does not showing your top story with a reminder to subscribe to read the whole story serve marketing at the Citizen?

Does that make any sense to you?

If this is indeed the way the Citizen "markets" online, they've got their marketing ass backwards.

It makes no sense to quit showing the top headline of every day in the "More News" lineup. None whatsoever.

You don't sell cars, houses, televisions, newsletters, etc., without punching up your number one feature described as a benefit.

The best copywriting for sales always takes the number one benefit of a product or service and includes it in the headline.

The top headline in a newspaper is your top selling story of interest which will sell more papers. (If headlines did not work, show me a newspaper which has marketed news without headlines.)

Hence, when you see a Citizen in a newspaper vending machine, the top headline is always showing above the fold in the window.

How and why would any newspaper anywhere drop its top headline from a previous day in their online edition?

What is the thinking behind what you purport to be the Key West Citizen way of marketing?

If the Citizen does indeed hide its top headline every day, they need to rethink their marketing and hire someone with commons sense and a strong marketing background who has studied online successes such as the Wall Street Journal, Barrons, the New York Times, etc.

The New York Times just dropped its subscription for certain "premium" content. Ad revenue online for the NYT continues to increase in double digits.

The NYT has ex-WSJ writers, such as Gretchen Morngenstern who can now be read for free . . . and her stories are sometimes the Front Page top of the fold headline each day. Yet, I can read those headlines . . . with stories . . . for days afterward online.

NYT premium content, such as Op Ed pieces, long three part series, etc., are all free again. And yes, all above the fold headlines can be found the next day for the New York Times online.

If others have proven this is the way to properly market a newspaper online, why is the Citizen not following these successful marketing case studies?

I'm not bitching about paying for a Citizen. I simply don't understand why any newspaper anywhere in America would go out its way to "disappear" it's top selling headline form a lineup on its website.

If potential subscribers from out of state did not read the top headline yesterday, and they come online today, they have no idea the Citizen is on top of a story about Cay Clubs which the Miami Herald has been covering for months.

I can still open cached stories about Cay Clubs from months ago on the Miami Herald website. However, the "cached" story about yesterday's Cay Clubs headline is not even available as a simple headline with a teaser sentence or two.



So . . . I will wait until tomorrow to see if today's top headline "New contract may spare fire hydrants" will show in the "More News" lineup of headlines. If it is not there, I will hope to see if Greg Needham will come back and explain this lack of marketing savvy, why the link cache did not work, etc.

I'm not asking the Citizen to give away its whole copyrighted Top Story each day for free. I am suggesting that they are hurting their marketing of the paper by not at least supplying the top headline from every day with a subtle reminder to subscribe to the paper to read the whole story.

That's the way the NY Times was doing when some of their "premimum content" was for sale.

I could always see yesterday's top headline story from the NYT in the next day's online edition.

It will be interesting to see if either Greg or anonymous will come back to explain how the Citizen is marketing itself without showing its best written stories in archived headlines with a reminder to subscribe. It simply makes no sense, conspiracy or not.

It would be similar to marketing a movie without showing some of the hottest scenes in a trailer. Or similar to marketing NASCAR without showing the biggest wreck of last week in a 30 second spot. Or trying to market Time Magazine without showing it's annual "Person of the Year" story.

Right now, subscriber or not, you can go online to Barron's weekly and see the top headline Cover story of every cover for years and years. I can go to barrons.com, click on the "news and commentary" tab, click on past editions, and voila, I get a list of stories for 2007 . . . with tabs for 1997 through 2006. By the way, each listed edition begins with a Cover story description. It's an excellent resource for subscribers and non-subscribers . . . and it sells the hell out of reprints of stories 10 years old.

Meanwhile, I will be watching the Citizen to see what headlines are shown/not shown in the future.

And I hope we will get some kind of explanation to the thoughtless marketing of not including your best headline in a cue, Citizen folk.

p.s. I just tried Greg Needham's cached link again. It did not work. Where does that cached link reside on the Citizen's online edition, Greg?

Anonymous said...

Not willing to debate how smart the Citizen's marketing practices are, but today's set of links confirms the explanation -- the "fire hydrants" story is not included in the index today.

And by the way, the "conspiracy" page ( http://www.keysnews.com/289646634377342.bsp.htm works for me...

Greg Needham - Hard Working Designer said...

The cached link is hosted on Google, who archives most websites. You can see this if you do a search in Google, then look at the "cached" link under the search return.

Another option is waybackmachine.org, which archives websites. They only have the Citizen archived through May 07, however.

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