By Wilbert Baan
The financial crisis speeds up the newspapershift. Media diverges. Newspapers become television, television becomes a press agency. And everything becomes the web. Probably not a single news websites makes enough revenue to employ the same amount of journalists traditional media like newspapers and television employ. The result is a shift. Not in demand, in distribution. What will happen, and how will this shift change organizations?
Here are some ideas and thoughts that I think make sense. Please help me sharpen this concept, or point me at my fallacies. It would be interesting to have a discussion about this.
It all starts with information. Information is and will be infinite accessible everywhere. All smart devices will be connected. This is different to old media where the medium was not infinite and thus choices and timeframes were necessary.
In a connected culture information is directly online accessible, mass media and press functions less as a generator and more as a directional and filter service.
In a connected culture distributed services like Google and Facebook are the new mass media. To reach a mass audience you need to distribute your content through these new mass media. If old media no longer controls the medium it will change our organizations, how newspapers work and what kind of people will be working at newspapers or directional services.
Online you need more websites or less people. Link or syndicate the information that is already out there and focus on the value you can add.
The new rules of information?
I think the expertise journalists have is valuable. The traditional structure of a newspaper is restraining them from using their full online potential. Here is a paradox, because you need the traditional structure to publish a newspaper.
The newspaper is a middle man, this is where you already see a shift. Press agencies have become influential distributers on the live web, and consumers have become influential fire starters. To adapt to the new rules of information (everyone is a publisher), a newspaper should shift up or down the chain. Become a networked company or focus.
To be profitable in a hyperlinked economy you not only need to distribute your information, you should also distribute your costs.
What could the newspaper of the future look like?
Newspapers are in a race. I don’t believe paper is sacred. And I see no real advantages in paper compared to modern media. Even when e-readers become mainstream we probably want books and maybe magazines on these devices, we don’t want newspapers. We want something tailored to the medium. We want news as it happens. News is not a book, it is all about now, about relevancy, about why and what is happening. This consuming pattern is irreversible.
A modern news organization might not have that many people on the payroll. Journalism could become primarily a freelance job. Everything a journalist does can be done virtual. Journalists don’t have to work together in the same building at the same time. News very rarely happens in the building of a news organization, news happens somewhere else or is made by investigating. Being a reporter is a networked job. Your value is in your knowledge and your personal offline and online network. A journalist should feel at home in a networked culture.
If this shift happens journalists will work primarily on a free marketplace, like photographers. They will connect through online organizations (agencies) or virtual marketplaces that connect distribution channels (newspapers, search engines, social networks) and journalists.
These organizations act like press agencies distributing articles or information to all outlets. You can subscribe to specific feeds of information, buy articles, ask for research, or set assignments. If we can have public funded journalism, we can also have research or stories payed by media portals. If you want exclusive news or research the price will be higher. If you’re a very good and trustworthy journalist your value will be higher.
The focus of a news publisher is how they sort information and on what news topics they focus. What news publishers can add to the knowledge and information that is already out there is focus and a filter. This focus and filter is their revenue model, the rest is a mix of syndicated, linked and original information.
Like a group blog. You can’t pay the salary of a hundred bloggers to write content, but you can make money with a group blog. You need to invest your money smart and use it for those things that really set you apart from others. Use money to create unique value that defines your brand.
News is free
I think news (defined as what’s happening right now) will always be free for the consumer. This doesn’t mean news has no value. For end-users it will be free. News will always atract people. By presenting, sorting, linking and packaging the news websites, search engines and networks can make money that funds new journalism and drives new traffic.