There was a wonderful post in the Edelman Digital blog titled ‘The Last Newspaper‘. An insightful, well balanced and objective take on stories and content which perhaps captures the newspaper and web relationship best. From the post
Stories are personal and transformational. Stories have definition and character. Stories are history personified.
But content is cold, distant. Content is a commodity – a finite consumable of fleeting value. Content is artificial intelligence.
Quite a paradox for brands that handle stories, when we consider that brands that tell the most interesting stories are loved by consumers. Taking it to a not-so-appealing premise was this question that was asked on Friendfeed recently, by Adam Lasnik.
“I’m becoming increasingly concerned about the growing sensationalism in online “journalism.” Will the pursuit of pageviews ultimately trump integrity and thoughtfulness? I’m seriously worried.”
When news becomes a commodity, publishers have to find a way to make theirs look more appealing than someone else’s. This is an unfortunate but inevitable by product.
Publishers. On one side, we have Kindle 2, and its competitors (via @chupchap) work on an alternate platform for news delivery, and on the other, we have The Printed Blog rolling out a printed newspaper. Meanwhile, we have Japanese newspapers collaborating for an iphone app. We also have an entity like NYT, which carries an op-ed article stating that perhaps non-profit, endowment based system is the way forward for newspapers, but is still the world’s best newspaper website, taking radical steps to figure out ways to evolve, basis the understanding that newspapers are perhaps not the preferred means of delivery anymore – an API which offers developers access to 2.8 million articles from NYT, and another that gives developers data on the sharing and reading habits of Times People’s registered users. In essence, from a newspaper or even a news website, it transforms itself into a platform on which users and developers can use this mound of information for various purposes, and the possibility of linking it all together semantically. In context, an article from over 2 years back, still relevant.
Closer to home, the top Indian newspapers are still grappling with the issue of how to handle themselves on the web. That’s not to say that some publications aren’t trying. HT, for example, has started blogs recently. Now you could turn around and say that’s basic, but that’s the state of Indian print media for you. Future revenue models are not even being thought of in most places. From their three main sources of revenue – subscription, stand sales and advertising, the first two are at best on plateaus and the last is suffering, largely due to recession. Recently, there was even a delegation of publication owners that approached the government for help!! Maybe they should be doing this instead – collaborative link journalism by Publish2. Vernacular papers are in better shape. But for English newspapers, i really don’t know what’s a better time to start thinking about future revenue.
In that context, this post correctly states that micropayments for news (here’s a rebuttal too) is not an option. Some revenue could be possible by making some parts of the content paid for, as the NYT is planning, but that still cannot be the main source of revenue. I am wondering how well a subscription model based on a different platform (mobile) could work. The news alerts on SMS are only the tip. While GPRS penetration is not exactly astounding, it is bound to grow especially in the segment that the English newspapers operate in, so perhaps it is a path to be explored. Locality based, contextual advertising could be fun.
Newspapers, especially in India, would do well to heed a great piece of advice that I got from this post on brands, and the need for evolution. (via Gabriel Rossi)
“Learning and innovation go hand in hand. The arrogance of success is to think that what you did yesterday will be sufficient for tomorrow.” William Pollard
Its not merely a change in delivery platform or an API that makes the move by NYT so radical. Its the mindset change, and until Indian newspapers realise that, no efforts will make long term sense. For now, they are smug in treating only other newspapers as competition, not even considering the possibility of an entire army of vertical-specialised content providers who now have digital media which gives them advantages like never before, to generate and distribute content.
until next time, paper tigers…
PS. This – Google buying a paper mill and converting it into a data centre, I thought, was very symbolic.
