The new rules of newspapers. . . and some of the old rules
Newspapers need to get away from thinking that their distribution mechanism (newsprint) defines them. The distinction between print and online has to go away.
News organizations should see themselves as content creators. Print and electronic media are the distribution channels for their news content.
And there is no sense in locking up the content by asking readers to pay for it because we live in a world that is one big scramble for attention. We've realized that in a world with 500 cable channels, a gazillion Internet channels (web sites) and our families, friends, boss, colleagues, (and our internal) clamor for our attention is huge.
That is why if I can get two minutes of your daily attention on Silicon Valley Watcher that is great. But there is a responsibility here. Attention is a scarce resource that is why I feel a responsibility to provide something of value because I am taking time away from your family, friends, boss, etc--all these very important people in your life.
I don't want a "sticky site" I want readers to come in and out as quickly as possible. I want them to always leave feeling they got more than their time investment.
Old rules still apply
I don't want to add to the noise, I want to provide original, you-can-only-get-it-here scoops, interviews, insight and sometimes, fun stuff. And I want it available to everyone and anyone with an interest in such things.
These have been the traditional goals of newspapers for hundreds of years. The new media operates on the same principles, it is just that the distribution channels have multiplied; newsprint or online--it should not matter.
Yet in most newspapers or news magazines--the online journalists and editors have been a separate group and very much second-class citizens. That is changing rapidly but the ingrained discrimination means that many print journalists dislike becoming "online" journalists. And the blogging revolution now means that these journalists have to interact with their communities--which is even more work on top of already low salaries.That is why this transition to the new media world is tearing apart the professional media sector.
It will regroup, and it will reform, and it will become a better professional media sector because we will realize media is all about the battle for attention and professional media people are good at grabbing attention. This is a valuable talent for any business and that is why news groups will be valuable businesses--once we've gone through this transition.
Some of the new rules
In order to grab attention you need unfettered distribution and easy access. Newspapers should be available for free in public places such as restaurants and coffee shops. In fact, they already are--a lot of diners and coffee shops have a central basket of newspapers that were left behind by patrons.
But the format of newspapers and news magazines will have to change. They have to become showcases of their overall content available through any and many electronic means of distribution.
The business model can still include subscriptions, and news stands can still sell newspapers and magazines but that will be just one avenue for revenues. The business model will include many different revenue streams, of which some we know and others will be invented.
News organisations will sell attention instead of papers. And the electronic forms of distribution will enable them to sell far more different types of products and services than just printed adverts...(that's the secret of the new media :-)
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[PS: I'm away most of this week at Tibco's user conference in Florida--full report when I get back.]
