YESTERDAY'S meeting of the Digital Editor's Network and the Journalism Leader’s Forum in Preston has produced a collection of comments and articles, which I suppose comes as no surprise considering we were talking about "money".
I think most people realised that there was little chance of getting to the heart of how media companies make their online ventures bring the cash in, but personally I wasn't expecting to be chatting with people about issues that I was dealing with five or more years ago.
There were advertising ideas that did little to expand the pie and attract new advertisers online, editorial questions about what value citizen journalism/blogs/community bring to the world and even whether weekly newspapers should publish stories in advance of the print deadline (the journalist I spoke to about this knew the value it was the bosses that didn't).
If newspapers are still struggling to get their heads around these questions then I don't feel sorry for the people further up the ladder, it is the staff who are working all hours, on a pittance, while the cost of living heads upwards and any real training in the future of news publication is piecemeal at best, I think they need to think hard about their own futures.
But while this protectionist view exists, and speaking as an independent publisher, opportunity also exists.
If my websites are search engine friendly, if I follow search terms and understand how people are finding my sites, if I listen to them, if I point out others who offer interesting insights within my subject, if I'm in front of them when they choose, then I will increase the time people spend on my sites.
More importantly, I will build up a trust with my readers that has more value than any flashy logo or mission statement as I help them discover new corners of the web, are provided with answers to their questions and hook up with others through my sites.
Now if newspapers were doing this I'd be worried as they could increases their slice of the 24 hours in a day, but after yesterday's meeting I realise many are no where near this point.
And whilst I can't sit back and put my feet up, I and many other independent publishers are at least clear on the direction we are taking, confident it is built on trust, connection and community.
Website links:
Video of 9th Journalism Leaders Forum: Joanna Geary
The long, long, long tail of digital revenue models: Andy Dickinson
Notes from DEN April 29 - Making money: Sarah Hartley
If the media landscape is booming, why aren’t media companies? Sarah Hartley
Twitter talk during Journalism Leader’s Forum: Loads of Twitter folk
Mapping the UK Digital Media Landscape: Hitwise
Bonus links:
Not reports from the Preston talks but very relevant to the conversations we had about the need for change and how being part of the community will produce benefits.
Journalism: A Toxic Culture? (Or: Why Aren't We Having More Fun?): Amy Gahran
Chapters from Charlie Beckett's soon to be released Networked Journalism, SuperMedia: Saving Journalism So It Can Save The World
Craig,
so did the day actually advance any thoughts, it sounds like simple marketing principles put into effect is what it is all about still?
What does your market want and then go and supply it.
Rob
Posted by: Rob Artisan | May 05, 2008 at 14:57
Hi Rob, as you say it is quite simple, but as you know you have to listen first.
Unfortunately some people hadn't quite grasped that.
All the best
Craig
Posted by: Craig McGinty | May 06, 2008 at 20:07