“All of our advertising revenue is currently used for printing and distribution,” says MacKay. “We’ll have a completely new advertising price structure for Wayves online of course, and almost all of that revenue can be used to fulfill a long time dream of mine: to pay our writers.”
Wayves started jazzing up their online presence in late 2011. Advertising representative Chris Aucoin helped push the paper into the digital era.
“To be blunt, the arse has fallen out of print advertising,” says MacKay. “It’s been on the decline for the last few years, and our back page advertiser [Cruiseline], which pays for a substantial chunk of our printing and distribution costs, has entirely stopped advertising in print. I think because their business itself has changed from a telephone-based service to an online service.”
MacKay was floored when he called the printer, Acadie Press in Caraquet, to inquire about Wayves’ last edition, and found out Acadie is shutting down its printing business, reflecting the struggling state of the print industry.
“Well, we plan to not have editions, actually,” he says. “The plan is to regularly, every few days, probably, publish articles about the LGBTQ community in Atlantic Canada as they come in from our writers.
“Several people have suggested a single sheet bond paper, á la The Flying Cow”—a one-sheet weekly comprised of advertising, jokes, fun facts, and a quiz, distributed to local restaurants and coffee shops---“with headlines, teasers, small photos and leads to the website. Doing this will partly depend on the ad sales potential for such a thing, and partly on the composition of our publishing team.”