Like in the music or art fields, we, the Spanish-speaking people, allways look to the Anglo-American world to see what the new trends and innovation about digital journalism are (and laugh when Rupert Murdoch opens his mouth).

But now we can show our own example of a news site that tried to survive in this ecosystem and… died. But it’s all about trial and error!

I’m talking about Soitu.es, which closed its highly-regarded doors after 22 months of life. Of course, its demise had a strong impact in the blogosphere, its increasing traffic more than 10% in the last month.

This Spain-based news site was born in the wrong way, trying to show off with an enormous and fancy newsroom of almost 40 people, in times when the bet must be low-cost. The correct path is to start with a smaller staff and try to grow when the cash starts flowing in. Instead, Soitu.es made an alliance with the BBVA bank, that soon came to an end when they didn’t see the profitability, taking the whole project down with them. Its Director, Gumersindo Lafuente, blamed the financial crisis – as expected – after he spent money on their own CMS and ad server instead of using the great open source options available.

With this experience in mind, David De Ugarte came up with a few key points to make your news site a sure failure:

• Over-budget your project: There is nothing quite like having great amounts of money from the beginning to install in your team the habits that will make you fail, while the expectations of your investors remain high.
• Abandon your own speech about reality: Comment uncritically on all the fashionable stuff. Cut no ice. Don’t believe in anything and stand for anything and with a bit of luck they won’t remember anything you published.
• Don’t allow users to identify with you: people used to buy El País newspaper – or any newspaper, for that matter – as a militant action or a way of life. If you want to fail you can’t allow something like that to happen. Don’t let them associate you with something in particular and don’t make yourself specialist in anything.
• Have a “paper mindset”: pay columnists to write like they have been doing it all their lives without a single link for contextualization.
• Burn time and capital as fast as you can: organize conferences and invest while you can in nice headquarters with fancy furniture.