Category: Traditional Media

Have Bad Newspapers Increased the Need for Blogging?

I had a friend respond to one of my previous blog posts with an interesting reverse on my previous statement:

Is blogging really killing newspapers? Or is it that the decline in the quality of newspapers has lead to an increase in blogging?

This really has become a chicken-or-egg problem for me. Which cause is leading to what effect? Has it really been that blogging is killing newspapers, because people would rather get their news online? Or has the continual firing of local writers and publishing the national news wires meant that people are abandoning their newspapers for more local news?

I have always had a complaint about the Indianapolis Star, our local paper, which seems to be doing everything they can to get rid of their local writers. They’ve fired many of their local columnists and beat reporters, and they even got rid of their local blogger program. Last year, they worked with local bloggers to write about their local news — their suburbs, neighborhoods, and towns — and it was one of the most popular sections of the online newspaper. But they discontinued the practice, and readership declined once again.

Now, these dips on the chart are not the times they released their local bloggers. In fact, this is only a basic look at readership, and not even a totally accurate one. (Compete.com can tell us trends, not a completely accurate look, like you would get with an analytics package, like Yahoo Analytics or Google Analytics.)

But if I were the Indy Star, I would try anything to get rid of those dips. If local bloggers are able to attract readers, get them. If local writers covering local news brings in subscribers, hire them, and lay off the upper management who keep making these poor decisions.

I don’t think it’s the bloggers who are causing the drop. But rather, whatever is making people abandon their online local newspaper is what’s driving them to get their news from other sources.

PG
About the Author: Erik Deckers
Erik is the VP of Operations & Creative Services for Pro Blog Service. He has been blogging since 1998, and has been a published writer for more than 22 years. He has written humor newspaper columns, business articles, radio and stage plays, and is currently working on a novel. He helped write Twitter Marketing for Dummies, and is writing two other books on social media and networking. Erik frequently speaks on blogging and social media.

Wither Goest the Newspaperman? Why Blogging is Killing Print Media.

Whither goest the newspaperman, that bastion of bulletins, that purveyor of print?

He is, I’m afraid, about to be swallowed up by the electronic era.

When I was in college, I wanted to be a reporter. I wanted my stories to be delivered with a thwack! on the front porch. To be folded up and carried in a suit pocket. To be clipped and stuck to the fridge. I wanted to use words like “lede” and “slug line.” I wanted to rip my story out of a typewriter, and shout “COPY!” (I used to do this when I wrote for my college newspaper, to great laughs from my editor.)

Sadly, it was not to be. Instead, I work as a professional blogger, and am looked down on by “real” journalists at “real” newspapers. (Full disclosure: I am also a newspaper humor columnist, appearing in 10 weekly print newspapers around the state. So there.)

Last year, 53 weeks ago in fact, I wrote a humor column about Philadelphia Daily News columnist Stu Bykofsky, who wrote his own column sneering at bloggers with:

I DON’T have a blog. If I did blog, this is what it would be like. (To make it seem like a real blog, I’ll include typos and factual errors.)

I would link to Stu’s original column, but it, like most of his fellow newspaper reporters, are no longer available. They have been cast aside, presumably to make room for newer, more up-to-date pieces.Stack of old newspapers

Bykofsky, who is perhaps best known for saying this country “need(s) another 9/11” needs to realize that blogging is not going to go away. Newspapers, on the other hand, are fast disappearing from our landscape. I think reporters would do well to rethink their attitude.

To paraphrase Chicago humorist Rex Huppke (@RexHuppke):

It’s funny when journalists mock (blogging). It’s also funny when people about to be eaten by a bear mock the bear.

Huppke’s quote was originally about Twitter, but mocking a bear is mocking a bear.

So what are the journalists’ complaints about blogging? That we didn’t go to journalism school? They’re teaching electronic media writing in J-school right now. That our pieces aren’t properly fact-checked and vetted by editors? Disgraced plagiarizer fabricator New York Times reporter Jayson Blair could tell you a thing or two about that. Or is it that our stories aren’t printed on dead trees? I found Bykofsky’s original column online.

Citizen journalists — the people who are picking up the slack that the mainstream media are missing — have taken to the web to cover the news and write about the issues that journalists have been missing. If they’re not former journalists who became bloggers, they’re learning how to do proper journalism. The really good citizen journalists are writing stories that are just as good, if not better, than a lot of the mainstream media stories.

These modern day pamphleteers share the news and their opinions via a blog instead of a printing press. And while they are still looked down on, these citizen journalists have uncovered a lot of stories that Byofsky and his ilk have ignored, overlooked, or scorned. We’re breaking the news before The News does.

Griping about bloggers is nothing but pure elitism. Snob journalism at its finest. When children start playing a game, it’s not uncommon for the child on the losing team to pout, whine, and make excuses for why he’s playing poorly. And Bykofsky’s blogging gripes make him sound like he’s taking his ball and going home.

The newspaper industry has been in decline ever since the advent of radio and TV news. It slipped further into decline when Craigslist became popular. And now, blogging is threatening to be the final stake through print journalism’s heart.

We’ve seen significant gutting at our local paper ( the Indianapolis Star will now be laid out in Louisville. Sounds about right for Gannett.), and journalists are being thrown overboard left and right.

A friend of mine worked for the Associated Press in Indianapolis, and was let go right before Christmas 2009, after 17 years of service. Why? The AP was losing money because fewer newspapers were licensing their content. So rather than stick with the professional who had the most experience and best judgment, they let him go in favor of someone with a lower salary and less experience. In another state.

So we have younger, less experienced journalists — remotely — running our country’s newsrooms, and it’s bloggers who are being dismissed out of hand as Not Real Journalists?

I’m sad to be watching all of this unravel. I think the decline of the big city American print newspaper is one of the great tragedies of our time. But I also see the future of the industry, and if it’s going to survive, it’s going to be online, not on dead trees.

Journalists need to stop deriding blogging, and embrace it instead. Learn how to do it now, rather than watching it pass by. You can either mock the bear or turn and face it. Otherwise, your next byline will be from the south end of a north-bound bear.

For related reading, check out:

Photo credit:

PG
About the Author: Erik Deckers
Erik is the VP of Operations & Creative Services for Pro Blog Service. He has been blogging since 1998, and has been a published writer for more than 22 years. He has written humor newspaper columns, business articles, radio and stage plays, and is currently working on a novel. He helped write Twitter Marketing for Dummies, and is writing two other books on social media and networking. Erik frequently speaks on blogging and social media.

The Growing Need for Bloggers as Citizen Journalists

Two bits of interesting news this past month for bloggers who consider themselves journalists:

I’ve been preaching for a while that bloggers are citizen journalists. And now we get confirmation that 52% of us believe it to be true, and that 61% of Americans are possible readers. Plus — and this is a big one — the last-reported numbers from Technorati are that 77% of all Internet users read a blog of some kind.

The time is ripe for bloggers to begin thinking of themselves as citizen journalists. Social media is making it so much easier for us to not only see the news, but report it as well.

Social media is breaking the news before the news.

We’ve seen several instances where social media broke news stories before mainstream media picked it up. The three most notable examples have been:

  1. The first images coming out of Haiti were on Twitter, because mainstream media couldn’t get on the ground. People with cell phones and spotty wifi were sending photos to Twitter and Facebook, and we were spreading them around like wildfire. My family was particularly interested in one set of missionaries in Port-au-Print, and @TroyLiveSay was providing information that we weren’t getting anywhere else.
  2. Moments after the terrorist attacks in Mumbai, India, news was spreading on Twitter before the shots had even stopped.
  3. When the US Airways flight landed in the Hudson last year, news had broken on Twitter 15 minutes before the first news reports hit the airwaves.

While none of these examples show a failing of the mainstream media, they show that in many cases, people reporting on incidents that happened nearby ended up being first just because of the widespread nature of the tools.

I’ve been playing with Posterous as a possible blogging platform for rapid response and crisis communication professionals. You email your blogs to your email address (it’s actually just post@posterous.com), your subject line is your headline, you attach any photos, type and format your content in your text box, and voila! You’ve got a blog post sent from your smart phone.

And I totally geeked out a few days ago, when Chris Brogan showed how you can take photos on your digital camera, and immediately have them uploaded to your favorite file sharing service, with something the size of a quarter and something else the size of a pocket calculator.

My advice? If you have even the slightest inclination of being a citizen journalist, start taking your blogging seriously. You don’t have to change the scope of your blog, your writing style, or even the quality of your writing.

Just do it with intentionality. As hard as it may be to explain (this is the 6th time I’ve written this paragraph), report your news for posterity. Do it with a sense of responsibility and gravitas. When you see something happening, take photos and upload them to Flickr or Picasa. Send tweets. Email news to your blog. Be a source of information to your community. Don’t just repeat what you’ve seen, report on it.

Even something as simple as reporting a small incident you just witnessed can sometimes lead to national or even international stories, or you may be the lone voice that speaks for someone who can’t do it themselves.

While I’m not suggesting we all change our focus and become word slingers, I am suggesting we adopt the mindset that we’re just as good as the professionals who, I’m sorry to say, just aren’t as quick as the “ordinary citizens” armed with nothing more than cell phones and a serious case of Twitter-thumbs.

Related posts:
Rules for Being a Media Blogger
Defining Two Types of Crisis Communication
Five Things Newspapers Can Teach Us About Blogging
What Stylebook Should Bloggers Use?

PG
About the Author: Erik Deckers
Erik is the VP of Operations & Creative Services for Pro Blog Service. He has been blogging since 1998, and has been a published writer for more than 22 years. He has written humor newspaper columns, business articles, radio and stage plays, and is currently working on a novel. He helped write Twitter Marketing for Dummies, and is writing two other books on social media and networking. Erik frequently speaks on blogging and social media.

Don’t Measure Web 2.0 with Old School Expectations

This post was originally published on April 11, 2009, at my DeckersMarketing.com blog, now defunct.

My friend and fellow social media guy Kyle Lacy asked a question on Smaller Indiana about whether we should measure Web 2.0 with Web 1.0 tools.

Are you using old school techniques to measure new media?

The problem, Kyle says, is that Marketing 1.0 folks are expecting old school results with 2.0 tools. They still expect to measure thousands and thousands of views, like they used to see with TV and radio commercials, billboards, and newspaper ads.

Even as recently as five years ago here in Central Indiana, TV and billboards reached hundreds of thousands, radio and newspapers reached tens of thousands. Across the country, Web 2.0 is only reaching hundreds and thousands – tens of thousands if you’re lucky, hundreds of thousands if you’re Amazon, Microsoft, or Apple.

These “low numbers” are having a chilling effect on some marketers, especially the Marketing 1.0 folks, because they’re used to seeing the BI-I-I-I-G numbers. They have these too-high expectations because they have been lied to by traditional advertising and PR.

The Golf Channel’s Inflated Numbers

On the Golf Channel’s website, they tell us “the Golf Channel has a global reach of almost 110 million homes.

Ooh, squeals the marketer in capitalistic delight, if I advertise on the Golf Channel, my ad will be beamed into 110 million homes.

Not so. Who typically watches the Golf Channel? Golfers. And how many of them are there? According to the National Golf Foundation, in 2008, that number was 29.5 million Americans. That’s not even 10% of the entire country.

In other words, the Golf Channel wants us to think they’re reaching 110 million homes. That may be, but that’s not how many people might watch it — 29.5 million. And of those, how many are actually watching it? It sure ain’t 29.5 million.

The Golf Channel won’t even say. In a press release from this past February, they said:

Preliminary projections of Wednesday’s coverage – which also marked the highly anticipated return of Tiger Woods – show Golf Channel will garner the highest first-round rating on the network, and likely will surpass the network’s highest rating ever (2.0, Friday of 2008 WGC-Accenture Match Play Championship).

Highest ratings? Compared to what? They never said what those high ratings looked like, or even their daily viewership.

But Sports Business Daily did. They said — probably to the chagrin of The Golf Channel — the average daily viewership is 77,000, while their primetime viewership runs around 131,000.

Let’s see, 77,000 viewers divided by 110 million homes is. . . .07%. Not even one-tenth of one percent the Golf Channel likes to brag about. But you can bet every Golf Channel ad salesperson is telling their customers, “We have a reach of 110 million homes.”

But the Golf Channel isn’t alone in these misleading figures. Newspapers and magazines like to boast about print runs, but don’t mention actual readership (often less than half). Radio’s Arbitron ratings and TV’s Nielsen ratings are based on surveys and estimates, not actual numbers of viewers. (And don’t get me started on cable companies that lump in dozens of stations no one watches and then count them to pad their advertising rate cards. Like I really want 12 different home shopping channels or an HD version of the International Military History Channel.)

Therein lies the problem. There isn’t a completely accurate way to measure the number of viewers on a TV channel, but marketers have been conditioned to think they’re reaching 110 million.

The same is true for PR. Let’s say a newspaper has a print run of 500,000 copies but a real readership of 300,000. The PR person will say, “we reached as many as 500,000 readers,” but they can’t tell how many people read an article, clipped it out, sent it to others, or stuck it at the bottom of the bird cage.

Why We Can’t Measure Traditional Media

PR, traditional marketing, and media people like to say they can measure their efforts by measuring sales, web views, numbers called, etc. They run a few commercials, or get some airtime and column inches, and look for a spike in sales.

“Look, sales went up right after we ran our commercial,” they say. “We made it all better.”

But that’s not completely accurate. They can’t prove the cause-and-effect of their efforts. Was it their latest ads? Or the previous set of ads? An unknown newspaper article? Coupons? A full moon?

I agree, the PR/ advertising most likely led to the increased sales. But which commercials at what time? Which story on what TV news program? And how many of those particular commercials led to a particular percentage of sales?

There is no piece of software on earth that will tell me that 10% of Friday’s sales increase happened because of Thursday’s 6:00 TV news segment, and not the article in the newspaper. And I’ve got nothing but surveys and estimates to tell me that I need to focus more attention on the NBC news, not ABC.

We Can Measure Social Media Though

Now that we’ve got some great tools to measure social media, people aren’t seeing numbers of millions or even hundreds of thousands, they’re seeing thousands, and sometimes even hundreds. (And sadly, these are the numbers they were probably getting all along.)

And marketing people, used to that 110 million figure, are writing off Web 2.0, because it doesn’t have the same numbers as big media. Of course, they write it off, not knowing important figures like commercial viewership, or how many people are fast-forwarding through their commercials on the DVR.

Sports marketer Pat Coyle often writes about the problems he’s facing with marketers who are very interested in in-stadium sponsorships and reaching 60,000 people per week for 8 – 10 home games, but balk at sponsoring a social network with 20,000 raving fans because they don’t have “high click-rates.”

What these marketers are missing is the passion of the raving fan that social media harnesses. A raving fan who finds the latest song, article, or video online will tell their friends about it through Twitter, post it on their blog, or even post it on a discussion forum. Their friends pick it up, and forward it on through the same channels. This ultimately drives traffic to the website, thanks to the exponential growth of they tell two friends, and they tell two friends. This leads to increased sales or viewership, which leads to more raving fans, which leads to increased sales, and so on, and so on.

The benefit of social media is that we can measure the passion of Web 2.0 users, and how much they love the company or brand. We can use services like Radian6 to measure the real reach of our marketing and PR 2.0 efforts.

Programs like Radian6 tell us who the raving fans of our brands are. One raving fan is worth more to a company than 200 people who glanced at the TV ad or raced past a billboard at 70 miles per hour. The raving fan tells their friends, who in turn become fans and tell their friends. The cool thing is, social media measuring tools can follow that train. It shows where the raving fans are talking, and how often they’re doing it. It will show us who that first raving fan was, and how much of the actual number of sales they created.

Social media is still new enough that there isn’t a standard method of measurement, but that’s because there are too many methods. We’re spoiled for choices, and because this is such a new way of doing things, the people who find out the best way and can standardize it will own social media measurement.

Meanwhile, marketers need to learn that if they want to learn how to measure the effectiveness of their online campaign, they need to begin understanding the emotion and passion of many of their customers. If you can harness that, then you’ll finally begin creating the traffic –– and sales –– you’ve been looking for.

PG
About the Author: Erik Deckers
Erik is the VP of Operations & Creative Services for Pro Blog Service. He has been blogging since 1998, and has been a published writer for more than 22 years. He has written humor newspaper columns, business articles, radio and stage plays, and is currently working on a novel. He helped write Twitter Marketing for Dummies, and is writing two other books on social media and networking. Erik frequently speaks on blogging and social media.

Newsday Has 35 Paid Subscribers for Online Newspaper

I can’t decide whether to feel schadenfreude or pity for Newsday, the Long Island daily newspaper. They have 35 (yes, thirty-five) paid subscribers for their online newspaper.

The New York Observer reveled in schadenfreudic glee as they reported this news:

As in fewer than three dozen. As in a decent-sized elementary-school class.

That astoundingly low figure was revealed in a newsroom-wide meeting last week by publisher Terry Jimenez when a reporter asked how many people had signed up for the site. Mr. Jimenez didn’t know the number off the top of his head, so he asked a deputy sitting near him. He replied 35.

Michael Amon, a social services reporter, asked for clarification.

“I heard you say 35 people,” he said, from Newsday’s auditorium in Melville. “Is that number correct?”

Mr. Jimenez nodded.

Man, I haven’t written with that much malicious glee since Ann Coulter had to have her jaw wired shut.

What’s worse is that Newsday has had their newspaper behind a paywall, newsday.com, since October 2009. (I’m not going to hotlink newsday.com, since you’d have to pay to read any of the stories anyway.)

Apparently, this new website cost Newsday $4 million, and they have grossed $9,000.

That doesn’t mean there are only 35 people reading the website. Anyone who subscribes to the paper or has Optimum Cable gets free access — about 75% of Long Island. I’m not sure how many subscribers there are to the paper, but it’s a nice little out to give free access to cable subscribers as a way to boost subscription numbers.

Still, other dailies considering going to a paid-only option may be feeling a little more panic than they’re already feeling, having laid off most of their local writers and getting local content from non-local providers, and then wondering why people aren’t subscribing anymore.

We can learn or surmise a few things about the newspaper industry from Newsday’s crappy subscribership and the Indianapolis Star’s not-so-slow descent into USA Today: Indianapolis Edition.

  • Readers have gotten spoiled. We’re used to getting our news for free, so we’re a little hesitant to pay for something we can get elsewhere. Since the Star is nothing more than an Associated Press outlet these days, I can hop over to AP.org if I want some national news.
  • People want local content. And not-so-surprisingly, we want it from local sources. The Indy Star is getting local content from Metromix, a company based out of Chicago. Long Island’s Newsday is putting local spins on national stories. “What LIers Want to Hear In Obama’s Address” was one of today’s headlines. Why would people want to pay for something like this? If it was truly local news, I would care. But it isn’t, so I don’t.

If newspapers truly want to make money online, they need to consider going back to truly local news, written by local reporters who have more experience than a journalism internship and six months of covering school board meetings. Let the national news outlets cover the national news. Make your newspaper the best and only source for local news.

This is where the small weeklies and dailies are going to survive, and even succeed by focusing on local content, with only a brief mention of world and national affairs.

Photo: Nitroglicerino

PG
About the Author: Erik Deckers
Erik is the VP of Operations & Creative Services for Pro Blog Service. He has been blogging since 1998, and has been a published writer for more than 22 years. He has written humor newspaper columns, business articles, radio and stage plays, and is currently working on a novel. He helped write Twitter Marketing for Dummies, and is writing two other books on social media and networking. Erik frequently speaks on blogging and social media.

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