ENID — Business might not be booming, but newspapers and others publications are adapting their methods to fit the ever-changing environment and the challenges posed in a slumping economy.

“Long ago we figured out that people don’t take the News & Eagle for the paper and ink, they want us for the information,” said Enid News & Eagle Publisher Jeff Funk. “So, if people want that information in digital form, rather on paper, we can do that. Want the information online? We’re there. Want it on your smart phone? You’ve got it! More interested in specialty publications or magazines? We do that, too.”

Funk said along with printing the daily newspaper, the company also publishes The Scoop, a weekly Vance Air Force Base newspaper; Shopper’s Edge, a free shopper’s guide; The Neighbor, news delivered to people who don’t take the paper; and more.

“We are ‘publishing’ on the Internet, at EnidNews. com, throughout the day seven days a week,” he said. “We print the Spanish newspaper, LaConexion; Vance Relocation Guide; and Enid Visitors and Newcomers Guide. We also produce Enid magazines Etown, Ekids and E-Active.”

While newspapers struggle to find revenue from the Internet, Funk said newspapers still fulfill a key role in the online world.

“Newspapers haven’t really figured out the right business model for news on the Internet,” he said. “Newspaper subscribers pay us to gather the news, put it together, print it and deliver it to their doorstep every day. But on the Internet, most people expect information — including everything in their daily newspaper — to be free. Free doesn’t pay for reporters, photographers, designers and such.”

While those who only turn to the Internet for their information, Funk said newspapers provide a key ingredient for online information.

“Without newspapers, most of the information you’d see on the Internet would be opinion,” he said.

With businesses hurting, advertising remains an important way for businesses to reach customers.

“The News & Eagle depends on advertising for three-fourths of its income. When the regional economy is hurting, sales are down and local businesses aren’t hiring, we feel that immediately,” Funk said. “We certainly felt that in 2009. But we know bad times and good times won’t last for long. The economy, like Oklahoma’s weather, will keep changing. We’ll keep doing our best as we have for the last 117 years.”

Despite the most recent economic downturn, Funk said the News & Eagle saw growth in its audience.

“Even during the past year, when our total advertising dropped by 16 percent, our total audience was growing,” he said. “Last month, for example, 1.6 percent more people were reading us, in print or online, in January 2010 than one year earlier.

“On any given day last month, we reached an average 45,731 people through purchased newspapers or Internet readers.”

Advertisers see a need to keep promoting their businesses to the community through the newspaper, Funk said.

“Good advertisers understand that concept, too. Even during ‘down economy’ times, they can capture more market share,” he said. “People don’t quit wanting new cars, new clothing, new movies to watch. They still need plumbing repairs, dental exams, food and household goods. But in down times, we all become more selective. Good marketers understand that and use their advertising message to help consumers make smarter choices.”

Funk said online news offers a benefit to newspapers — being able to track where online visitors are going and what they are viewing.

“One great thing about the Internet is you can tell what people are reading,” he said. “We count the number of different computers that access EnidNews.com — an average 10,857 in December and 9,673 in January — and how many pages they visited, how long they were on the site, etc.

“In total, EnidNews.com had 1.2 million page views last month. The most-read story was about a lawsuit against Enid coaches and school officials.”

Changes in technology likely won’t signal the end of a paper product, Funk said.

“I think we will have a paper newspaper for decades to come, but I’m sure the focus of the newspaper will change,” he said.

Funk said one possibility is a printed paper three times a week, with each issue focusing on a single theme, such as entertainment, leisure, sports. He said breaking news could be fed to subscribers digitally based upon pre-determined selections they make.

“The news business is changing, but what business doesn’t change? The News & Eagle exists because we provide some valuable services,” he said. “We keep people ‘in the know’ about the world around them. We help people save money. We offer opinions and advice. We let people know what activities are happening, when and where.

“For advertisers, we provide the most efficient and effective way to reach a lot of people with a marketing message, whether that message is selling a truck, finding a job, getting the best deal on pizza, electing a candidate or finding a lost pet.”

As well as informing readers about events, notifying them of meetings, providing breaking news and keeping them generally informed, Funk said newspapers also help communities.

“Too often people forget newspapers are great community-builders,” Funk said. “Newspapers write about the things we share in common. The people, organizations, teams and places we know. Events we can attend together. Problems or opportunities we share with others around us. Newspapers broaden our knowledge and extend our circle of interest and influence.

“Great communities have great newspapers.”