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Jul 1 2009, 5:41 pm

Old Media Blues

Jack Shafer writes a lovely column celebrating the rise of new media, and pooh-poohing the old guard who are just afraid of competition from upstarts:

Let me say it another way: The barriers of entry into the journalism business have been battered down, making it easier than ever to enter the profession. That will read as small consolation to the journalists who have had their publications shot out from under them--the Rocky Mountain News, the Seattle Post-Intelligencer, the Ann Arbor News (come July 23), and magazines too numerous to tally. But please notice that I'm not saying there has never been a more lucrative or prestigious time to become a journalist. The cash and status associated with the profession are fairly recent. Until the early 1970s or thereabouts, the average journalist made an average salary (if that), and his societal standing was modest.

If the downside of the battered-down barriers to entry is less pay and lower status, the potential upside is that a flood of new entrants into the field could portend a journalistic renaissance. No, I'm not saying that every junior blogger and pint-size videographer will immediately stand as tall as Barton Gellman and Errol Morris and that the Washington Post and NBC News should be flushed. But journalism has generally benefited by increases in the number of competitors, the entry of new and once-marginalized players, and the creation of new approaches to cracking stories. Just because the journalism business is going to hell and it may no longer make economic sense to maintain mega-news bureaus at the center of war zones doesn't mean that journalism isn't thriving.

From where I drink, the champagne is still dry, cold, and fizzy.

This seems to me to rather precisely miss the point.  The problem besetting newspapers is not that there are hordes of bloggers giving it away for free.  Bloggers are, to be sure, great competition for the op-ed section.  But the op-ed section is not a money maker, as the New York Times so painfully discovered with Times Select.  As I wrote at the time, the Times confused what people were emailing each other with what they would be willing to pay for.  If those things were the same, poems about Jesus and pictures of kittens wearing hats would have replaced gambling and porn as the internet's most profitable content.

Journalism is not being brought low by excess supply of content; it's being steadily eroded by insufficient demand for advertising pages.  For most of history, most publications lost money, or at best broke even, on their subscription base, which just about paid for the cost of printing and distributing the papers.  Advertising was what paid the bills.  To be sure, some of that advertising is migrating to blogs and similar new media.  But most of it is simply being siphoned out of journalism altogether.  Craigslist ate the classified ads.  eHarmony stole the personals.  Google took those tiny ads for weird products.  And Macy's can email its own damn customers to announce a sale.

We could herd every new media type into camps and force them to become shorthand/typists, and newspapers would still be in just as bad shape as they are now.  We could take down Google News, and it would barely register in their bottom lines.  Even if every newspaper and magazine in the country entered into a binding cartel agreement not to put more than a smidgen of free content on their websites, newspapers would still be losing money, and closing by the dozens.  It's the economics, stupid.

We're not witnessing the breakup of a monopoly, in which more players make more modest incomes providing more stuff, and everyone flourishes (except the monopolist).  We're witnessing the death of a business model.  And no one has figured out how to pay for hard news.  Hard news stories take a great deal of time to write--more time than most amateurs can afford, which is why blogs tend to do opinion rather than journalism.  Moreover, they are at least greatly improved when their authors are not worried about losing their jobs if what they write pisses off a local power broker.

This is a genuine loss for the American public.  Cities without newspapers seem to experience a sizeable increase in insider self-dealing and other forms of corruption--one theory as to why the Federal government is less corrupt than state and local governments is simply that it's more thoroughly covered by the press.  I am second to none in my appreciation of new media and its possibilities.  But so far, it has proven more effective as a complement to old media than a replacement.

Comments (3)

It is absolutely the death of a business model, but the businesses aided and abetted its demise. They ignored the internet and all it offered for too long, then they gave it all away. And now they're going away.

The loss of advertising dollars reflects how perverse print, and other 20th century media think of their business. Instead of valuing their online audience, the devalue it and emphasize the old model (a need to cover capital costs?). A homepage ad on the NY Times site costs much less than an ad in the paper despite its far bigger audience. The 20th century media titans haven't moved, and have been shoved aside. Few have been able to successfully translate what they do online. But some may have figured it out; the Economist strengthened its voice, found its niche and makes money. Others just buy what the can't do, like tmz.com.

The old media is built around mass audiences, mass appeal and base appeal, but the new media is about attracting niches and gathering as many as possible. One of the more unfortunate moves of the 20th century media companies is how they diluted their quality, softened their voice, eliminated story, and sunk to the lowest common denominator. They went for mass appeal and turned away their valuable niche readers, viewers and listeners.

Anal_yst (Replying to: brad)

I'm curious why (and if so, how much) a ad on NYT.com costs less than a similarly proportioned ad in the front section of the actual newspaper.

Web ad may - in addition to getting more raw views - offer the advertiser more data about who is actually viewing it, etc, etc ad nauseum. I've argued this for years, that for online content providers, the goal is to sign up users and have them volunteer as much demographic (etc) information as possible so as to offer your advertisers ever-increasing ability to target the demo they're going after.

This, combined with what Brad and Megan discuss about acquiring (or developing) niche sites, would have helped, alot, oh well...

Scott Karp had an excellent post on newspaper site v. print ads last year:
http://publishing2.com/2008/05/12/the-challenge-of-non-local-newspaper-advertising/

The basic formula for content these days is: the more generic it is the less valuable it is, the more specific niche it serves the more it's worth. Advertising itself is broken and with measurable data coming from online there is less and less money going to creative branding campaigns for the unknown results of full-page print ads. Advertising should never have paid the bills because it resulted in great content being given away, obviously not a sustainable model.

People will pay for great, quality content: Premium cable channels are subscribed to, the Economist has been able to boost subscription rates, the Wall Street Journal seems to be surviving better than the NY Times. But if a company decides it merely provides a commodity it is ruthlessly dealt with in the market. Megan mentions the Ann Arbor News and I wonder if that paper was increasingly filled with national news from wire services or if it provided in-depth coverage of Ann Arbor news beyond Michigan football. This hyper-local New Jersey print-only paper is finding success:
http://www.editorsweblog.org/newspaper/2009/01/us_printonly_local_papers_success.php
http://www.nytimes.com/2008/12/22/business/media/22carr.html