Pax Bulletinis: British community and newspapers

The British Ambassador to Spain has been visiting Mallorca. You could hardly have missed this if you had read "The Bulletin" on Saturday; not one, not two, not three, but four pages devoted to Giles Paxman - Paxo Minor, he is the younger brother of Jezza. How to fill space and fail to influence people.

The ambassador pitched up at the offices of "The Bulletin" to hand over a commemorative letter, albeit that it is two years early; the paper celebrates its 50th anniversary in 2012, but this didn't stop a small orgy of self-congratulation, the always beaming British Consul on hand to enjoy a toast. Oh, that he might venture northwards to meet British businesses. He could take a leaf out of his boss's book: Paxo the younger will apparently be meeting such businesses in Benidorm. But that's not what I want to talk about.

The letter commends the paper on its achievement and on playing a "very important role within the British community". It will be an achievement, but you have to wonder for how much longer.

According to the audited circulation figures supplied by OJD (Oficina de Justificatión de Difusión), the paper's average net circulation declined by 11% from 3,839 copies in 2008 to 3,405 in 2009. Economic hard times may partially explain this, but there surely are other factors, such as ease of buying British papers and the internet.

When the paper started in 1962, and for many years thereafter, it was not only a visionary move to publish it but it was also "very important". British papers could not be bought easily, and there were few alternative sources of information, especially for the Brit who resolutely refused to learn or read Spanish.

None of this obtains now, other than the Brit still steadfastly avoiding the native. What actually is the point of the paper now? One that uses translated pieces from "Ultima Hora", stuff from the internet (sometimes verbatim), can verge on the unintelligible (we all know what) and is rarely if ever contentious or provocative, except to a few who engage in arguments regarding British or arcane international politics or when a letter-writer raises a vaguely controversial point. The word "lightweight" too easily comes to mind.

Perhaps when the paper's nickname is used - and I assume everyone knows this - there is a sense of unfairness; too high a level of expectation. Look at those circulation figures, and work it out for yourselves. This unfairness also masks genuine affection for the paper, despite its idiosyncracies. But this affection stems in part from the fact that it is something of a bygone age. In the same stable as "The Bulletin", the Catalan paper "dBalears" has been commended for its visual style. It, "Ultima Hora" and the German weekly, "Mallorca Magazin" all have decent websites, replete with additional advertising possibilities. None of this applies to "The Bulletin".

And is it genuinely "very important" within the British community? I would like to say that it is. It was, but I doubt that it now is. Too often, for example, one hears the gripe that it neglects parts of Mallorca away from Palma or Calvia. Some of you will know that I did have a brief association with the paper. It was intended to create more of an emphasis on the north of the island. I also spoke to them about how to enhance the brand name of the paper, and it's a strong name, despite the mickey-taking nickname; nigh on fifty years lend the brand enormous credibility, or should do, but they fail to in a way that commands real respect. I came to realise I was wasting my time. There was seemingly little interest in either the northern community or in something a bit more innovative. It's a great shame. It could still be "very important", but it's hard to see how without a radical re-think.


Any comments to andrew@thealcudiaguide.com please.