Five things newspapers should be doing
Here is a small list of things I think every newspaper should be doing in order to keep up with the ever-changing face of the news media and ensure that they’re producing a great package for the user.
1) Embrace broadcast
You should be providing every user of your website with an abundance of multi-media wizzy-bits. Enhance news reports with video content. Interviews, in my opinion, make great video content. A writer may be able to elegantly describe the scene and moods, weaving the questions and answers in between, but it’s much better if you can see it for yourself. Take this example of George Monbiot interviewing Hazel Blears. Not only has the user got a video of the interview, but the content is enhanced by additional written commentary. You get the best of everything.
With news reports, everyone should follow the Hull Daily Mail’s lead, who generate their own video content like they are a regional TV news station. If you can’t do it yourself, find someone who does and syndicate! You don’t have to do it for every story, but here and there it can boost your content greatly. Plus there may be opportunity to generate revenue through advertising.
Secondly, podcasts! Have daily podcasts with the latest news, special guests, or on specific topics. Again, you may be able to generate revenue from having a short ad at the start (and I mean short, and only one advert so not to annoy the listener).
2) Twitter
There’s an army of anti-Twitter fascists out there. Ignore them, for they know not what they do. Sure, it can be used as a depository for inane 140 character rumblings. But it can also be used to promote your content and engage with your readership. Not only should you have designated Twitter accounts for each section of your website, but you should be encouraging, nay, forcing your journalists to join Twitter and promote their work. This allows the reader to identify with your publication by engaging with the people who work for it. It could encourage reader loyalty.
3) Get some new columnists!
God knows how much these “star” columnists are being paid, but why not shave away the deadwood and bring in some fresh talent? The Guardian insists on retaining Polly Toynbee, who is undoubtedly expensive, yet she is lambasted as soon as an article appears online. She’s lost a lot of respect from the Guardian’s readership for her staunch-Labourite rants. Cut costs by cutting Toynbee and bringing in people from the blogosphere. People like Sarah Ditum, who freelances for Comment is Free on occasion, and has the ability to write thought-provoking, interesting columns. I’m sure you’d get Sarah on board for much less than what Polly is currently paid (I’m not saying you’re not worth the same, Sarah!).
There are lots of papers who do the same. Why they continue to think that people like Janet Street-Porter, Jan Moir, and so on are worth anything, I don’t know? There’s so much fresh talent on the blogosphere, they’re missing out on better content for half the price.
4) Develop an “app”
The New York Times have one, the Guardian has just launched one – an increasing number of people are consuming news through their mobile phones. Develop applications for the iPhone, Blackberry etc to ensure that you’re not left behind. Plus, charging a small fee can generate a small amount of revenue. Not much, but hey, at least it’s money in your pocket.
5) Stop laying off journalists!
One of the keys to making your newspaper profitable, so we’re told, is by offering exclusive scoops and engaging content. The absolute bottom line is the fewer journalists you have, the less likely it is you will provide great stories and content. Following the Flat Earth News account of journalists churning out press releases and half-arsed articles because of a lack of time and manpower, unless you start investing in your most valuable assets – journalists – you’re going to roll further downhill until you end up battered, bruised and dead at the bottom. Lots of good journalism needs lots of good journalists. If expanding the number of reporters means cutting the grotesque executive salaries of those at the top, then so be it.
These are just my opinions. You may agree, disagree, or want to add different points. What do you think?
0) Stop bullshiting.
Until that happens, anything else the corporate media does is just window dressing.
Haha, I was waiting for that!
I am going to get “cheaper than Polly Toynbee” on my business cards! I’d also say – cut the pages without content (I am thinking of big chunks of G2). If there’s nothing but uninteresting fluff, it’s probably not worth the outlay on paper and server space.