Below the Fold

Making Newspapers Matter: The Tragic Value of Content

“Hey Gary: After a year of unanswered emails to the editor of the Portland, Maine, Press Herald pleading for better local reporting and editing...I started a blog a month ago…” T.C. Munjoy, Pressing the Herald (http://pressingtheherald.blogspot.com/)

ONE MORE BLOG IN THE WORLD is not the end of traditional journalism. Even the target of Mr. Munjoy’s citizen reporting, the Press Herald of Portland, Maine, will unlikely feel any pain, at least in the short term. But what Mr. Munjoy and countless others have done by starting blogs for the purpose of either enhancing or supplanting local news is nothing less than apocalyptic.

Consider this one simple fact: Mr. Munjoy distributes his product on a platform he uses for free. If he ever decides to charge a fee, it will be for his blog’s content, not its distribution.

And herein lays the Achilles Heel of newspapers: their costs are all in the distribution, not the content. In fact, contrary to what newspaper executives may want you to believe, newspapers have never charged for their content – which is why the newspaper industry is, and for the foreseeable future will be, in serious trouble.

The Big Mistake
Five cents, 10 cents, 25 cents, 50 cents…whatever the cost of your daily paper, that cost goes to pay for the means of distribution. Paper, ink, presses, gasoline, tires, vending machines and so on – all means of distribution. The same goes for advertising – the more ads you can sell, the more pages you can print, the more there is to distribute.

Obviously some of this revenue goes to pay for reporters and editors, but in a purely business sense, the content they produce merely allows the company to distribute a product. And as I said, that’s how newspapers make money, by distributing their product.

This worked fine until the Internet Age. Newspapers made the mistake of looking at the Internet as simply another means of distribution, assuming that people would come to their web sites and read the news, and more importantly read the ads that helped pay for the web servers and Net access fees.

But search trumped any vision of people reading the news only at a newspaper’s web site. Now they could read the news on Google, Yahoo, MSN or via RSS feeds straight to their computer desktops. The new media companies like Google saw value in the content, not the distribution, and traditional newspapers have been trying to catch up ever since.

Some newspapers tried to charge for content, but having not placed any value there before it was difficult to make that case now (there is, however, a legitimate argument over whether news aggregators can publish copyrighted material without permission.) Niche publications did better than mass market ones, but with the free content genie out of the bottle and more and more information available from more and more sources, content itself became commoditized.

As the public turned more selective, news turned more subjective. After all, if you want people to value content, you have to make it stand out. But in trying to save their business model, newspapers have injured journalism.

Where we are Today
Television had its role in this tragedy as well. In the Golden Age of TV news, daily broadcasts were not expected to make money. News was seen as a loss leader, its existence seen as nothing less than fulfilling a sacred public trust.

But television was also a business, and as profits rose from the entertainment side of the house, pressure mounted on the news divisions to earn some of that valuable ad revenue. So television news, because it came into people’s homes for free, looked to its content to attract viewers – to entertain them if not inform.

And this is where we are now, in print, on the airwaves and online – a journalism where placing value on news content means a world of infotainment and hyperbole, of diversion and distraction.

There is plenty of good work to be sure, but how long will it last? How long will newspapers focus efforts on the “paper” part of their monikers instead of the “news” – on supporting an obsolete distribution infrastructure rather than new business models that place value on content that is truly valuable?

We don’t have the answers yet – but like any good journalist, getting to the answers starts with asking the right questions. Let’s hope there are some good journalists left to ask them.

Good luck, Mr. Munjoy. The future of quality journalism may someday turn its lonely eyes to you.

In CNN’s Hands, YouTube Loses its Voice

As a former newspaper reporter, I never had much respect for television news. More style than substance, more sound bite than serious, TV journalism was media junk food. I preferred a good steak and still do.

There were exceptions – Walter Cronkite, Jim Lehrer and, going way back, Ed Murrow (though he served up his share of sugary snacks as well.) And in the early ‘90s, there was a decade-old network called CNN that, with its blog-like first person coverage of the Gulf War, showed that television and journalism could indeed coexist and add reason to public discourse.

But that was, as they say, then – and this, unfortunately for our country and its conscience, is now.

I accepted CNN’s financial need to compete with Fox and MSNBC by taking a side – not conservative like Fox or liberal like MSNBC, but a kind of neo populism characterized by anchor-driven “mad as hell” histrionics. I looked away when the “maddest” of the bunch, Lou Dobbs, made illegal immigration his clarion call.

Then last week, CNN went too far. The network, which hosted the Republican “YouTube Debate,” went from ranting about the election to attempting to rig it.

CNN is no longer a news organization; it is a political action committee. It has gone off the deep end not in search of ratings, but rather in an obsequious bow to Dobbs, his quest for book sales and a possible third-party Presidential bid.

Consider this: the first one-third of the debate centered on immigration, Dobbs one-trick pony, despite national polls showing that only six percent of Americans believe immigration is an important issue in the 2008 election. What are the top issues? Iraq, the economy, healthcare and energy costs. What other topics did CNN producers cull from the 5,000 YouTube submissions? They chose gun control, the Confederate flag and whether the Bible is the true word of God.

I don’t mind the YouTube format – in fact I love its raw sense of immediacy. But don’t for one minute think that the format makes the debate any more real; CNN took care of that, manipulating the event to serve its own puerile purposes.

CNN not only crossed the line, it went into uncharted waters. It used the electoral process, hardly free of abuse itself, to serve its hunger for relevance and ratings. CNN has gone from being an inspiration to journalism to being its enemy – a voice beyond mere bias now bent on Machiavellian power.

Hyperbole? Perhaps. CNN is, after all, just a network – just a business. As I said before, I never had much respect for television news, so maybe I should go eat my steak and shut up. Just sit back, relax and listen -- the news is on.