Star Tribune? What’s that?

Some business moves are so jaw-droppingly short-sighted, you wonder why the place doesn’t just save time and fold now.

Let’s review:  (1) More and more people are getting their national news and commentary from various outlets on the Internet, not to mention other alternative media.  (2) The circulation rates of local newspapers are falling.   (3) The one advantage that the local paper has over national papers is its coverage of local news and the talent of its local columnists and cartoonists, who supply the local point of view on national issues, commentary on local issues, and (perhaps most importantly) a locus of brand loyalty from readers who want to know what their favorite columnist has to say.

Well, there’s always the Daily Jumble, too, I suppose.

Here we go:  The Star Tribune is killing its columnists’ columns and re-assigning them to be — reporters.

Straight news!  Yes, reporters.  On news beats.  No kidding.

Among those who are going to be reassigned:  apparently, Nick Coleman, Doug Grow, Cheryl "C.J." Johnson, Katherine Kersten, and — unbelievable! — James Lileks.

(As far as I know only Lileks has confirmed publicly that his column has been canceled.)

The entire blogosphere has stirred into life at the news of Lileks’ job being transferred, probably because it confirms what we all believe about Old Media.  Lileks has symbolic value, because what distinguishes him as a newspaper employee (besides his sheer talent as a humorous and his flawless execution of the turn-of-phrase) is his embrace of the new media.   They should be asking to show them the way.   Now how do you use this here flibbertigibbet, boy?  But instead they’ve got him behind a desk.  (A real one — he’s not even allowed to telecommute anymore!)

Lileks is the star, of course, and he’s getting all of the attention; but the other columnists serve niches at the paper, too.  Nick Coleman and Doug Grow write tirelessly about local issues, mainly from a liberal point of view, often telling a personal story that puts a human face on some local controversy.  Johnson’s is the gossip column, and while I can’t stand it, surely somebody out there loves to read about who was seen wearing what where and with whom — and they’re not going to get Minnesota gossip at the NYT online site, trust me.  Katherine Kersten is the local conservative columnist, again writing about local issues and the impact of national issues on Minnesotans.

These columns (except the gossip one) are just about all that’s left to read at the paper.  I still get the Sunday paper — I don’t have time to read it every day — in part so I can read about Minnesota stuff in one handy, portable, all-contained format. 

I guess I could start getting the Pioneer Press.