Editorial: Vibin' it

·2 min read

SunStar Cebu celebrates its 38th anniversary today, Nov. 25, 2020, with the theme “Good vibes.”

Nothing of the doom and gloom pervading the media industry in general, but a positive take on the possibilities now opening up. We’re vibin’ it (as those on social media would say), having positive feelings about the situation where the downturn experienced in the past months appears to be changing.

It’s too early to call it a positive trend but industry watchers are seeing a pick-up.

Many said it is hard to stay positive during these difficult times. The media industry is not immune to those feelings of doom.

There’s a scoreboard that keeps a tab of newspapers that died at the time of the pandemic. These are publications big and small, here and abroad, whose presses turned silent. Their travails must have started before the lockdowns last March with advertising revenue already dwindling and circulation going down but it was during this period of quarantine that they stopped publishing.

SunStar Cebu is around despite the months of many challenges, and now, on its 38th anniversary, pledges itself to continue informing the public especially during this critical time of the pandemic.

It is to the credit of the owners and management that they did not panic and decide to give up. Management resorted to making hard decisions such as letting go of people, cutting salaries and reducing the number of newspaper pages and printed copies, but it did not choke. And, with the determination and grit of its journalists and newsroom personnel and those in marketing, finance, administration, information technology, circulation and printing, SunStar Cebu goes on to feel the good vibes.

With Cebu City under modified general community quarantine for months now, the local economy is starting to pick up and business activity is resuming to an extent allowed by quarantine implementers. People who have been locked in their homes for months are able to move around and be productive again; from feeling hopeless, they begin to think positive about the coming days.

For SunStar Cebu, this means people are going out and buying the newspaper and businesses are promoting their products and services through advertising both in print and online. The newspapers and the website at www.sunstar.com.ph are seeing movement in readership and advertising numbers. Finally, after months of dormancy, there is activity.

Good vibes.