There's not a day that goes by without someone lamenting the decline of newspapers and the impending fall of democracy. Just today, Maureen Dowd plays fey in her quirky way with Star Trek metaphors and Frank Rich does a nice chronology of What Went Wrong. That's The New York Times: two high-powered opinion columnists worrying about their jobs. That's OK – in the current economic climate everyone is worried about their job, and the independently wealthy are worried that taxes are coming after them.
Newspaper Death Watch is a good site to start with if you're interested in a larger sampling of what's going on with funeral preparations for print journalism. This week's announcement of Amazon's Kindle DX is being touted as the savior of newspapers, although electronic ink and digital delivery make the term "newspaper" quaint. Sounds like a horseless carriage.
The Wall Street Journal has a great map showing adverse events at the country's 100 largest papers during the past several years. You don't have to be a subscriber to view the map, although you do have to subscribe to get to the article that contains the graphic. As papers wrestle with Amazon, digital delivery, and online subscription prices, I'm happy to pay the WSJ $59 per year for their "we want you back" offer, sweetened by a $20 Amazon gift card. If at the end of the year they want more than $59 to renew, I'll probably fire them as a news source; if the renewal subscription is reasonably near the current price, I'll probably continue.
What papers don't appear to get is that the value is content. All this discussion about Kindles and e-readers and other devices is focuses on distribution, not content. Well, wake up in the board rooms: great distribution systems are worthless unless you have content to distribute. Sounds so obvious. But faced by financial losses, newspapers continue to shrink coverage, cutting their own throats. The Washington Post is already a bit pale as it combines and recombines sections, slashing features and looking for ways to genetically engineer readership. If you want to see outrage, take a look at the reader comments when the Post cut coverage of the Baltimore Orioles from its sport section. They could write ten editorials in favor of abortion, gay marriage, war crimes trials for the Bush administration, nationalizing the banks, a true single-payer national health insurance system, and other culture-war issues and not get one-tenth the bile they got from sports fans irate at losing coverage of one of the two MLB teams in the Washington metropolitan area. The Post lost a good share of readers' good will when they made those cuts.
What papers need money for is coverage: hard news coverage. What's going on with police hiring and enforcement activities; local government issues; national and international issues. Ok, and some fluff. I enjoy reading the opinion columnists, especially when they take positions with which I agree, but they are expendable (I might have a different take on that issue if someone hired me). Papers should be paying good salaries for good journalists to dig at and into issues related to the public good, and charging every reader for that content. Tell Google and other news aggregators to take a hike unless they fork over.
If you want to help news coverage, kill advertising. The flaw in Google's model is the assumption, based on the history of print journalism (and television, and radio) that advertising commands the ship. Well, to spit in the face of the billion-dollar behemoth that is Google, to dismantle the fortunes made on Madison Avenue, to be an unheralded prophet, and a pariah in the news business, I've got news: advertising is dead. Sooner or later that will become obvious to everyone. Thank me later after you're done laughing. However, what Google has exactly right is that search is supreme.
I don't pay any attention to online ads, on any web site, and when they are interposed between my drive to get to content I both click through them as quickly as possible and resent the company who thinks they are so important that I should spend 15, 20, or 30 seconds on them before I get to read or see what I'm after, whether it's geopolitics, technology news, a film review, or a YouTube video. In other words, online advertising builds some brand recognition with me because I can't avoid the exposure – but it also breeds negative good will. On the other hand, when I search for something, I appreciate Google's quick return of results and increasingly targeted selection of possible answers to my query.
So newspapers need to give up on the advertising model, and the quicker they do so for digital versions the better. They can walk away from Google in an instant, and just start charging for content. They can achieve device independence so that the Kindle isn't necessary but is only another digital delivery platform. The New York Times already does a great job of rendering articles for smartphones so that the relatively stupid web browsers on phones don't cripple the reading experience. The Times could do better, but they're off to a good start.
Once papers charge for digital content, and price subscriptions for the global audience they could have rather than trying to get a local audiences in New York, Washington, Los Angeles, Boston to foot the entire bill, they will be on the way to solving their problem. I won't pay the Wall Street Journal their asking price of well over $100 annually for a digital subscription; but $60, something around $1 per week, is fine. When newspapers want a mass audience and want reach beyond their traditional print markets, they have to realize that pricing needs to come down. Apple figured that out with iTunes long ago. So, to the newspaper industry, the message is simple: give us content and we will pay. Give us advertising, and you can get lost.