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Posts Tagged ‘nytimes’

I finally took the time to consume the “leaked” NYTimes Innovation Report.  (on scribd and their story on it here http://www.nytimes.com/times-insider/2014/05/30/we-met-the-story-and-it-was-us/)

It is a remarkable business and cultural document even though I found most of its conclusions and recommendations to be off the mark.  It starkly shows just how unsettled we are as a culture here in the US, especially because of media and technology.   The authors oddly make no commentary about a complete lack of engagement that majority of the population has in important topics even though the data in the report they so carefully analyzed clearly shows.   That it is this easy for media entities to lose and gain audiences is a clear indicator that no one really is doing anything other than arbitraging various mediums for traffic.

There are a few examples in there that represent important topics, such as the Snowden/NSA story (media won by The Guardian) and the Michael Sam story (which they draw out a use case).  Unfortunately they spend more time in the report analyzing and regretting how they didn’t better take advantage of that story to drive traffic.  No where is it mentioned that their mission is to drive civic engagement or improve knowledge in the population and that they analyzed their and the competition progress on those dimensions.  

I have no doubt that at the core of NYTimes there is a really big mission to do journalism that matters in ways that have the most impact.   However, this report almost demotes that concept totally.   And in doing so the report really suggests measuring and experimenting with gimmicks (SEO, social viral tricks, a/b testing image / headline selection) is more important than measuring impact on knowledge in the population and impact to policy making and the government.   You get good and stay good at what you pay attention to (measure).   Please NYTimes don’t get good at SEO above being the BEST at having an impact on the knowledge of the world.

An example that starkly shows this… the cooking/recipes work they are doing.  Why spend any time and money on that?  there are millions and millions of recipes on the web and in apps.  There are 100s of successful cooking apps out there.   What unique impact is NYTimes having by grabbing eyeballs for this “evergreen content” from the “archives”.   There is important work being done at the NYTimes so take the people working on Cooking Apps on focus on heart and sole of the NYTimes.

It’s very much a report about keeping the business growing.   Which is definitely an important thing.  However, the gimmicks of the day are not the answer.   Don’t worry about playing games trying to entice more readers into the Daily Report.  The language in the report already conditions the thinking – shows me that they aren’t yet grokking the situation.  NYTimes doesn’t have readers anymore.  It has users.

The NYTimes could be a platform, the platform for knowledge and impact.   Its competition isn’t general news media.   It’s the network of knowledge platform technologies.   The search engine and the social network and the app store – the platform technologies are what has disrupted them, not competitors with inferior products exploiting new technologies.  These info organizing, creating and sharing platforms are the technologies and services and products that are having an impact.

I’m more bullish on NYTimes than it seems they are.   I happen to believe that NYTimes has far more impact on the world than all the competition they named combined.   Getting mentioned on Buzzfeed does nothing for a person or business or policy issue.   If most of the competition they mention went away tomorrow no one would bat an eye, the Google index would easily replace the link bait with something else.   If the NYTimes went away we would lose a major cornerstone / market maker for knowledge and depth and truth.   The NYTimes still shapes the world around it.  It has the unique position, because of it’s long held mission and depth to make the platform of impact in the future.

This is wild stuff, i know.   But really… all its media competition isn’t even close in impact nor resources nor value as Google or Facebook or Amazon….  the really foundation of our information existence.

The next big knowledge platform isn’t yet here, why couldn’t NYTimes be the one to build it?

 

 

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