This is just weird. The Sarasota Herald-Tribune reported on some consolidation of offices and pending layoffs in a report written as though it had no connection to the newspaper. It’s odd enough that the report appears in the business section — not the news section — but look at the lede.

The Herald-Tribune is revamping its features sections and consolidating its Venice, North Port, Englewood and Port Charlotte operations, a move that will result in an unspecified number of layoffs.

The media company will drop the daily Florida West section, adding more focused tabloid-size sections resembling Ticket.

The media company? It almost reads like the reporter is writing some other company all together. Why not “We will drop…” or even “This newspaper will drop…”? Is this really how newspapers, trying desperately to connect with their readers, really want to talk to them.

And don’t even get me started about that “unspecified number of layoffs.” Seeing as they are reporting on themselves (even while appearing not to be) how can they not know?

SOURCE: JIM ROMENESKO | TAGS: , ,