Digital media’s woes have a bright side to it
People
who don’t work in the news media might not have noticed the outbreak of angst
that followed the recent financial stumbles at young publications like BuzzFeed
and Mashable.
It
is true that the outlook is not great. But there is a bright side: The shakeout
may end up taking all the air out of a little bubble that had inflated in the
media world. With less hype, we may get to see which new ways of doing things
actually work and which don’t. In fact, everything suggests that news consumers
are going to get a product that is much more attuned to how they now find, read
and discuss the news.
So
while Mashable, a website that recently announced cuts, BuzzFeed and others may
not yet have found the secret sauce, many of the ingredients are there. Those
will now be used, improved and added to new ingredients, in the hope of
building news operations that can reach millions of readers with strong
journalism while generating reliable profits.
This
probably isn’t going to happen soon, and the news industry seems likely to
continue to shrink overall in the near term, but the future need not be grim
for innovative publishers that produce well-reported and engaging stories.
One
of the strengths of new publications was that they really understood that
people found articles through social media sites like Facebook, where they are
shared and used to start conversations. Last year, for instance, a survey by
the Pew Research Center found that 61 percent of millennials got their news
about politics from Facebook. Where the newer publications may have gone wrong
is in producing too many stories that were designed primarily for sharing and
quick clicks, a trick that readers can grow tired of.
The
solution for this is not easy or cheap. It requires producing articles that are
likely to start conversations on social media but also don’t overpromise and
then underdeliver.
There
are no shortcuts to producing such articles, but skilled social media editors
with a nose for good stories that will also excel on Facebook, Twitter, Reddit
and other digital hangouts can make a big difference. Many already have.
Two
years ago, the mobile apps for large newspapers mostly presented readers with
simple lists of stories with dull headlines. Now they are far livelier and play
a role in driving readership and subscriptions higher. —
Source | The New York Times News Service
Regards
Pralhad Jadhav
Senior Manager @ Library
Khaitan & Co
Best Paper Award | Received the Best
Paper Award at TIFR-BOSLA National Conference on Future Librarianship:
Innovation for Excellence (NCFL 2016) on April 23, 2016. The title
of the paper is “Removing Barriers to
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