The newspaper industry is reeling and trying to adapt to an online future.
But The Daily Racing Form, the horse-racing tabloid with the familiar red, white and black logo, appears to have found a survival strategy: it feeds its readers a product with news, analysis and data, and sells them more and deeper analytic information from its Web site, drf.com.
“Initially, the Internet was a small part of the company, but now I’d say that it’s 10 to 20 percent,” said Steven Crist, The Form’s chairman and publisher. “We’re not going to be selling more hard-copy newspapers in five years. I think we’ll still be selling them, because there are still thousands of people who are tactile and sensual about their newsprint and Flair pens and marking up their Form. I don’t think we’re going digital any time soon.”
In a few years, he expects the digital side to account for at least one-third of revenue.
The Form’s business model is bucking two economic trends: it is a daily in the midst of a recession that has decimated advertising and some general-interest papers. And it is a niche paper that serves a sport with considerable problems, but one that comes alive to a general audience for Triple Crown events like Saturday’s Belmont Stakes.
Still, it is the industry’s only daily, with its competition largely from The BloodHorse and The Thoroughbred Times’s Web sites, and the industry’s central data source, Equibase. A formidable challenge seemed to come in 1991, when Robert Maxwell started The Racing Times, which Crist edited. But it lasted less than a year, and The Form acquired some of its assets to kill it.
“Oh, The Racing Form is the bible,” said William Nack, the former Sports Illustrated horse-racing writer and a biographer of Ruffian and Secretariat who grew up admiring The Form’s top columnist, Charlie Hatton. “You can’t be without it at the track.”
Crist said that The Form’s unusual economics helped it endure the recession. He said that fewer than 10 people had been laid off this year, on a staff of about 200.
“Newspapers for the most part get 95 percent of our revenue from advertising, and circulation is break even, at best,” Crist said Friday at Belmont Park. “We’re 90-percent-plus from circulation. So the advertising fall hasn’t hurt much. I’m not saying we don’t like or need advertising, but we’re the most expensive newspaper in the world, at $5 or $6, and that’s where our money comes from.”
Circulation averages nearly 33,000 daily, said Jim Kostas, The Form’s president and general manager. Less than 20 years ago, it was closer to 100,000.
“Although it suffers from some of the same issues newspapers do, the combination of its editorial content and data puts it on firmer ground,” said Charles Hayward, the president of the New York Racing Association and a former president of The Form. “It’s like combining The Wall Street Journal and The New York Times.”
Although its circulation is modest, the $5 to $6 price tag, depending on the market, means revenue of at least $60 million from selling 39 regional editions of the paper at tracks (where The Form also publishes programs) and newsstands. Some days, just a few thousand copies are sold; on Triple Crown days, 350,000.
“Absolutely, we’re profitable,” Crist said. “It’s not even close. We turn over a lot of cash.” The Form is privately owned by a venture-capital firm, Arlington Capital Partners of Chevy Chase, Md., so there is no independent verification of Crist’s profitability claims.
But at least through its most recent sales, it has proved to be an increasingly valuable news-media property: in 1998, a group that included Crist acquired it for $44 million; six years later, the Wicks Group bought it for about $75 million. In 2007, before the recession struck, Arlington paid nearly $200 million as part of a strategy to sell premium sports data online.
“We know that that can’t go on forever,” Crist said of the rise in acquisition prices.
The Internet strategy has been building for a decade and focuses on selling charts, past-performance data, handicapping reports and products like Andrew Beyer’s speed figures for a few dollars to a few hundred dollars. “We’re constantly playing with pricing plans,” Crist said.
Marc Attenberg, The Form’s vice president for Internet, said, “We benefit because people are willing to pay for our information.” Perhaps The Form’s model is one that newspapers should have heeded instead of offering free content. But The Form may be different because what it offers is highly specialized and geared to gamblers, not general-interest readers.
Attenberg hopes that the next evolution in The Form’s digital growth is the creation of mobile devices that can accommodate the intricacy and depth of performance charts.
“Eighty-five percent of people come to our site, print out what they want and take it to the track or to their living room,” he said. “Right now, our stuff just doesn’t work on a BlackBerry.”
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