This action might not be possible to undo. Are you sure you want to continue?
Back to previous page
Five myths about the future of journalism
By Tom Rosenstiel, Thursday, April , 10:06 AM
There are few things journalists like to discuss more than, well, themselves and the long-term prospects for their industry. How long will print newspapers survive? Are news aggregation sites the future? Or are online paywalls — such as the one the New York Times just launched — the way to go? As media organizations plot their future, it’s worth discarding some misconceptions about what it will take to keep the press from becoming yesterday’s news. 1. The traditional news media are losing their audience. Many predicted that the rise of the Internet and online publishing meant that mainstream media organizations would lose their readers and viewers, with technology breaking their oligarchic control over news. But that’s not the overall picture. Yes, people are migrating online. In 2010, the Internet passed newspapers for the first time as the platform where Americans “regularly” get news, according to survey data from the Pew Research Center. Forty-six percent of adults say they go online for news at least three times a week, as opposed to 40 percent who read newspapers that often. Only local television news is a more popular destination, at 50 percent. But online news consumers are heading primarily to traditional sources. Of the 25 most popular news Web sites in the United States, for instance, all but two are “legacy” media sources, such as the New York Times or CNN, or aggregators of traditional media, such as Yahoo or Google News. Of the roughly 200 news sites with the highest traffic, 81 percent are traditional media or aggregators of it. And some old media are seeing their overall audience — in print and on the Web — grow. The crisis facing traditional media is about revenue, not audience. And in that crisis, newspapers have been hardest hit: Ad revenue for U.S. newspapers fell 48 percent from 2006 to 2010. 2. Online news will be fine as soon as the advertising revenue catches up. Such hopes are misplaced. In 2010, Web advertising in the United States surpassed print advertising for the
http://www.washingtonpost.com/opinions/five-myths-about-the-future-of-journalism/2011/04/05/AF5UxiuC_print.html Página 1 de 3
for example. Roughly 75 percent of their revenue comes from advertising. 30 percent or 40 percent in many other countries. And the company that may come to know the most about you is Facebook. But that may no longer be enough. Journalism thrived in decades past because news media were the primary means by which industry reached customers. And more of that knowledge will reside with technology companies than with content producers. will know much more about each user than will the proprietor of any one news site. primarily Google.The Washington Post 11-04-11 14:27 first time. That means the collapse of advertising is not hitting papers elsewhere as hard as it is hitting them here. and news represents only a small share. the population is growing and becoming more literate.html Página 2 de 3 . The syllogism that helped journalism prosper in the 20th century was simple: Produce the journalism (or “content”) that people want. Even though about half the audience may now be accessing papers online. Print newspaper ad revenue. 4. The forces tied to a thriving print newspaper industry include growing literacy. In general. for instance. print media are thriving in the developing world and suffering in rich nations. In the new media landscape. roughly half. but a substantial portion is not yet online. what products they buy and even their geographic coordinates will allow advertisers to better target individual consumers. for instance. there are many ways to reach the audience. reaching $26 billion. Actually. its Google Chrome Web browser. The largest share. expanding population. American newspapers are suffering the most.8 billion last year in print ad revenue but only $3 billion in Web-based revenue. with which users freely share what they like.Five myths about the future of journalism . It also suggests that the need to charge for online access may be even more important abroad. 3. where papers live and die by circulation. and you will succeed. went to search engines.com/opinions/five-myths-about-the-future-of-journalism/2011/04/05/AF5UxiuC_print. its search engine and its new tablet software. Newspapers around the world are on the decline. Understanding what sites people visit. By and large. and the number of newspapers is growing. In India. 5. where they go and who their friends are. went to news organizations. Google. But only a small fraction of that. The ability to target users is why Apple wants to control the audience data that goes through the iPad. http://www. print circulation worldwide was up more than 5 percent in the past five years. Content will always be king. rose by 13 percent in India and by 10 percentin Egypt and Lebanon in the last year for which data is available. economic development and low broadband penetration. It can track users’ online behavior through its Droid software on mobile phones. not who produces the most popular content. The key to media in the 21st century may be who has the most knowledge of audience behavior.washingtonpost. vs. perhaps less than a fifth. the newspaper industry took in $22. The newspaper industry illustrates the problem. But it fell by 8 percent in France and 20 percent in Japan. what content they view. The solution is to focus on local news.
limiting the ad dollars.com/opinions/five-myths-about-the-future-of-journalism/2011/04/05/AF5UxiuC_print. Can It Work for You? www.html Página 3 de 3 . you have to produce a large volume of content from different places.3 Pounds of Fat Every 28 Days. Sponsored Links The One Must-Own Stock Company Controlling The World's Reserves In The Fuel Of The Future. and that is expensive. Can you put paywalls around it? Can you build a “proam” model.Five myths about the future of journalism . Google.washingtonpost. display ads — all those banners and pop-ups — are a bigger share of the market than search ads.com Buy a link here © 2011 The Washington Post Company http://www.0.com I Had High Blood Pressure Now it's down to 120/75. no one has really cracked the code for producing profitable local news online. in which professional journalists work with low-paid amateurs to produce a comprehensive report? Or will the winner be something like AOL’s Patch. On top of that. it didn’t make sense for local operations to compete with the big national news providers. friend us on Facebook. in which hundreds of hyperlocal sites are owned by a single company that can connect those readers with major advertisers? So far. He is the coauthor. Now we are entering what might be called Hyperlocal 2. Tom Rosenstiel is director of the Pew Research Center’s Project for Excellence in Journalism.” Read more from Outlook. has limited appeal. by definition. To amass an audience large enough to generate significant ad revenue.Post-Sentinel. which garners two-thirds of all search advertising dollars nationally. of “Blur: How to Know What’s True in the Age of Information Overload. many hyperlocal advertisers are not yet online.com "Strange Fruit Burns Fat" Study: Burns 12.SuperStockHunter.The Washington Post 11-04-11 14:27 Going “hyperlocal” was the war cry of Wall Street to the news industry five years ago.resperate. when users can access content from anywhere. The reasoning was simple: In the Internet age. Find out how I did it without drugs www. Locally. and the market is still up for grabs. www. But how to produce local content remains a mystery. and follow us on Twitter. doesn’t exert similar control over local advertising. with Bill Kovach. The problem is that hyperlocal content.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.