The News I’d Like To Read Is Not News At All
I like newspapers, a lot. I subscribe to two newspapers in print, and read dozens more each morning online. But I don’t rely on newspapers for news. By the time the morning newspaper arrives (or posts online) the news is old, obsolete. I get my breaking news online, via text message and Twitter, or through my various networks of friends and colleagues. No, I look to newspapers to help me understand what is important, and how it impacts my life; I look to newspapers for a perspective that I can’t get anywhere else, to collect insights into an issue that only they can offer.
Its no secret, of course, that newspapers are struggling. They can’t seem to make money. And worse, they are cutting back on news — especially the analysis and insight that I find so incredibly valuable. Many newspaper articles today are re-purposed from other papers or pulled from wire services. There is no budget or commitment to original reporting, investigative journalism, or ongoing scrutiny of an issue. Moreover, most papers cover the same thing (how many reporters does it take to cover a press conference by the President-Elect which is also streamed life online, and available for all to see or read a full transcript of?). In fact, hings are so bad right now that it is possible that there will be a day – in the not too distant future — when newspapers simply don’t publish anymore, period.
I think the problem is that newspapers still believe that they are the best source for news. But that’s not true. I am not the only one who has figured out that when the paper hits their front porch (or posts online) that the news is obsolete. Most of us now have a mainlined stream of news coming in through various channels, online and offline. But unlike me, most people are giving up on newspapers – ending their subscriptions, refusing to log on, and the like.
What’s the solution? Better content. If newspapers offered more valuable insights, and less cut-and-paste coverage of yesterday’s events, people would want to subscribe. Consider some of the top stories from today’s papers:
The New York Times had a headline reading “CNN Reporter Tops List for Surgeon General” in today’s paper, followed by a piece introducing Dr. Sanjay Gupta and explaining the office of the Surgeon General. Howard Kurtz broke that news on WashingtonPost.com on Tuesday afternoon (and even plugged it at 3:37pm via Twitter). A better headline (and story) would have been something like “Surgeon General Nominee Could Re-Shape Americans View of Health” with an accompanying analysis that that explains how Gupta’s capabilities could provide the government with a stronger voice on health issues at a time when it is needed most.
The Los Angeles Times had a story in its business section about the keynote at the MacWorld conference, headlining “ITunes embraces 3-tier pricing, will remove anti-copy software.” Again, that news has been out there since Tuesday morning, in fact the speech itself was streamed live online by no less than a dozen different sites. By Wednesday, the focus shouldn’t have been on Apple’s announcement, but rather on the impact it will have on the music industry – and music consumers (who are also probably newspaper readers). I would suggest a headline like “Apple announcement removing DRM no surprise, music companies already shifting business models to take advantage” along with an explanation (which I have seen on various blogs) how the resolution of DRM issues means a brighter future for the music industry.
Finally, I can’t tell you how many papers had articles on their front page this morning about the weather — and how it closed schools, created tough driving conditions, delayed flights, and similar. Its snowing and sleeting today where I live, and I expect tomorrow’s Boston Globe front page to feature the same. But you know what, I lived through it — I dug out my car this morning, I slogged to work in the slush, and I heard from numerous colleagues and friends about how slippery the roads were. I don’t need the media to tell me, over and over again, that it snowed. What I could use is reporting on lessons from the storm to help prepare for the next one, or some information about how much snow we have received this year compared to last year so I can calibrate accordingly.
These are just a few examples, there are dozens each day. When I open up the paper or log onto a newspaper site I see missed opportunities. I skip over articles about events and announcements I am already aware of, like so many others who get news throughout the day. I skim through the stories that report what happened, and spend my time on those that provide the analysis or insight I desire. I spend most of time is on the editorial pages where the opinions help to put the issues of the day in context. In short, I read the stories – and the publications – that teach me things.
Newspapers won’t make money selling news anymore, because we can get news anywhere. We want to learn, and understand, and I believe we’ll pay for that opportunity – I know I will. There is plenty that newspapers can do that all of us would be willing to pay for. I believe they just have to think about their job a little differently in order to make that their product.
Brian is Managing Director of little m media which provides strategic guidance and support to organizations around the use of the internet and technology to facilitate communications, engagement, education, and mobilization.
