I found some interesting reading (and debate!) this week over at TechDirt.Com.
In Mike Masnick's "(Mis)Uses of Technology" column he raised the question "Would a Customized Newspaper Save the Industry?" In it, he discusses Short Run Digital Printing technology that could allow a newspaper to print 30,000 customized newspapers every hour using ink-jet printers.
In theory, here's what could happen with SRDP: Melvin Schmidt at 11 Rose Lane would get his newspaper that features a focus on the Democratic primary and on the New York Mets while Irving Hasselberg at 4678 Elk Drive would get his edition of the same newspaper but more emphasis on the Republican primary and the New York Yankees.
Sound far-fetched? One daily in London is currently using the technology to deliver specialized content to 1,000 readers, according to an article cited on Poynter.org and linked through Mike's piece.
I think this is all too little, too late and too fraught with potential nightmares. First, the newspaper industry has spent the past 20 years converting the majority of its delivery service to independent contractors to shave employment costs. Long gone is the control to be specific or to even assure a quality level of delivery. Many newspaper companies stopped "porching" their newspapers years ago simply because they lost the ability to tell independent contractors where to deliver their own product! Can you imagine the scenario of trying to get specific newspapers to specific homes?
Secondly, we are discussing an industry that remains less customized on the Web than My.Yahoo.Com was a decade ago! I have no confidence that the majority of newspaper staffs are even capable of being more customized on any platform. There has been too much slicing and dicing at editorial staffs that once could produce enough local content to make this concept feasible. Now, more and more newspapers are filled with generic, sophomore "trend" drivel instead of actual news about actual local communities. Precious few have embraced a smarter, hyper-local direction.
Drivel and terrible customer service has hurt newspapers as much as evolving technology and digital delivery platforms. Many newspaper executives don't seem to understand that concept.
Still, this is a worthy discussion if, for no other reason, than to reinforce the reality that for reasons large and small – and much of it self-inflicted – a digital future beckons...
Check out Mike's column here:
Would a Customized Newspaper Save the Industry?
More later,
Mark
2 comments:
It is a worthy discussion if only in the fact that it might loosen the entrenchment I witnessed while at the newspaper. There was an attitude that said, "We know what's best for the customer, they just don't agree with us!"
It was mind boggling to see things being crammed down the customers throat simply because it meant an easy path for the newspaper. Most of their woes are self-inflicted and it's tiring to listen to them whine about their fate. Get over it. Get off your butt and take some chances. Get real. Do something. First and foremost listen to what your customers are looking for. My guess it would be hyper-local customized, like you've said.
SIDE NOTE: What in the heck is a bulldozer doing in the beach cam? That's a scary image.
Hey Suzanne:
That bulldozer is part of what we call a "beach renourishment project." They are adding sand and pushing it around to compensate for erosion. I sure wish he'd find a new place to park instead of right in front of the cam!
Mark
Post a Comment