Wednesday, August 5, 2009

Where's the innovation?

Today's frustration: Why do newspapers just sit back and watch other people invent things that revolutionize communication? Why not stop trying to find ways to save the print product and get creative with an eye toward the future?

Facebook? Twitter? Craigslist? These are all things that could've been invented, or at least popularized and cultivated, by forward-thinking newspapers. But the problem is that most newspapers weren't even aware that Twitter and Facebook existed until well after they became part of the cultural vocabulary. Even then, newspapers did what they've always done when it comes to innovation: Sit back and do nothing and claim, with self-righteous blabbering, that their 20th century way of disseminating information is the best and only "true" way to do it.

Only within the past year or so have newspapers as a whole started to see the benefits of having a Facebook profile and/or sending out tweets to connect with readers and drive traffic to their online home. At least they're doing it, but too little, too late. And there are still editors who aren't convinced that using Twitter is not somehow hurting the paper.

Why do newspapers continue to sit on their behinds and watch themselves lose readers and revenue? Who in the industry is spending significant time trying to come up with the next big thing? I know, I know: The print product is still what makes the majority of the money. I get it. But why not at least experiment a little, try something new, take a chance? I'm not asking for wholesale change overnight, just solid evidence that you're making a determined effort.

It still baffles me that every layoff, every furlough and every other cost-cutting measure is designed to make the financial picture jibe with a broken business model. It's a model that is never going to work again. Period. Way past time to try something new, guys. But what's driving the stubbornness? Is it greed? Nostalgia? Stupidity? Probably a combination of those. If I didn't know better, I'd swear that some people at my paper believe that one day people will wake up and realize they've made a huge mistake relying on the Internet for news, communication and commerce.

"What was I thinking? I do want to pay for an ad in my local paper instead of posting to Craigslist for free. ... I do want to get 12-hour-old news on my doorstep every morning instead of getting it instantly online."

A corporate big wig came to my paper once and was asked how the traditional newspaper business model can be expected to survive in the 21st century. The response (I'm paraphrasing, but it was close to this): Well, we've only really lost employment ads, classified ads and real estate ads, so if you think about it, we've not really lost that much.

In other words: Our lifeblood broke up with us, but we're pretty sure it'll leave that new hottie and come back. So we're just going to stay home and sit by the phone. Wouldn't want to miss the call.

Let me know how that turns out.

Once the powers that be realize they're fighting an unwinable battle, the new era can finally begin. It will be different, and it will be painful at first. But true progress is seldom pain free.

9 comments:

  1. newspaper execs don't know much more than the poynter institute or american press institute tell them. i had to laugh when, two years ago, our paper's way to teach about the internet was to have a poynter institute online seminar about how to write online headlines.

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  2. Just how much money are Facebook and Twitter making. The answer: none.

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  3. 3:39: You're right about Facebook and Twitter being profit challenged, but that's not really the point I was trying to make. For example, if a newspaper had come up with a social network like Facebook (before Facebook, of course)and organized it by the communities it covers -- and use the site to solicit citizen journalists -- it seems like it would be an excellent way to communicate with readers and spread news and keep your brand as a local news source. And if it was popular enough, I think advertisers may have been more willing to put money into it. Then again, maybe I'm crazy.

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  4. Whoa, whoa, whoa! Citizen journalists? I'll think that's a good idea when they start having citizen bankers with the combination to the vault. Why is it that people, many publishers and editors included, believe anyone who wants to do it can write. I don't have the answer, but I do know that citizen journalists have turned a fine newspaper I loved into a rag.

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  5. you lost all credibilty with the "citizen journalist" statement. wtf? so yes, you are crazy.

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  6. All credibility? Geez. Seriously, Jean P. and 6:53, please elaborate a bit. I'm curious about your viewpoint.

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  7. If the newspaper industry looked at business like the Japanese did after WWII and reinvent themselves with the idea of a total quality product and an eye to continually keep their customers happy and coming back then maybe, just maybe they could still be a viable, profitable entity.
    As far as the citizen journalist...well look around, it's already happened. BTW there is a BIG difference between a bank and journalism. The Gub'ment doesn't regulate news...would you want them to?
    AND what makes it a divine right to say just because one didn't get a piece of paper that says you are a journalist one can't write intelligently and provide insight to news. Sorry, I'm just a newspaper pressman who got laid off from one of the big 3 chains so I guess I am not qualified to answer that.

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  8. OOPS! I guess the Gub'ment IS regulating the news. At least that's the way it looks to average "Joe reader" who is getting really fed up with the Obamacrats and their promoting the neo-marxist Obama reign. Heil Barak!

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  9. Wow, it didn't take long for the batshit crazy rightwingers to find this site.

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