(been sitting on this post for along time, but here it is. Its good to get back in the swing of things!)Well, by and large, they're just not.
Most MSM news sites across the board in current practice are simply less and less relevant. There seems to be a lack of understanding industry wide of what information people want (and more importantly what people want to *do* with that information), and how they get that information.
The type of content MSM offers and how we offer it (repurposed broadcast material, lack of web 2.0 and reader engagement) matters less and less to an audience that seems to have rediscovered an appetite for news (at least for now) -- but whose pattern of information use is very different than what current MSM is tooled for, both editorially and technologically.
An interesting article that made some new media journalism rounds in the spring was this from the
NYT:
Some highlights (bolds mine):
According to interviews and recent surveys, younger voters tend to be not just consumers of news and current events but conduits as well - sending out e-mailed links and videos to friends and their social networks. And in turn, they rely on friends and online connections for news to come to them. In essence, they are replacing the professional filter - reading The Washington Post, clicking on CNN.com - with a social one.
Lauren Wolfe, 25, the president of College Democrats of America: "I'd rather read an e-mail from a friend with an attached story than search through a newspaper to find the story."
Pew Research Center survey: half of respondents over the age of 50 and 39 percent of 30- to 49-year-olds reported watching local television news regularly for campaign news, while only 25 percent of people under 30 said they did.
Fully two-thirds of Web users under 30 say they use social networking sites, while fewer than 20 percent of older users do.
On The New York Times's Web site, the transcript of Obama's speech on race ranked consistently higher on the most e-mailed list than the articles written about the speech.
That last one's very interesting to me, as it echoes earlier experiences of user behavior I capitalized on -- go through the archives on this site to see material on the "fire blog."
I'm speculating that the dip in MSM web traffic may correspond to a spike in news interest by a demographic that uses the web differently. I.E., the total number of web users looking for news has increased - but by a group that doesn't find us useful, so we're a much smaller piece of the pie.
If true, then that's a change from just a few years ago, when studies and a book or two was out touting that no one under 40 was interested in *any* kind of news from any source, web or not.
What's needed is to address a MSM site's potential audience as *every* web user -- we need to have THAT degree of vitality, of usefulness. Look at the bolded NYT bullet points above; I don't think we can afford to ignore that.
Some months ago, Mindy McAdams posed a question about the NYT article
on her blog :
Where do the journalists fit in?, she asked.
My response was:
By understanding we provide a service of connectivity and engagement and not a product of static content, by understanding our community that we purport to serve (but are so disconnected from) is one of users and not readers, by operating more as a hub and less of a destination, by helping users in their exchange of information.
That's where I'd start, at least.
The web by its nature is a task oriented experience: people want to go to the web to *do* something,as I've posted here before. Its in the doing. As Odza put it on a NAA thread:
My current understanding of what people want: solutions. Try solving a problem for your readers. A big problem. Corrosive politics. Ineffective government. Water scarcity. Over-development. Education. What to buy and what not to. (Your ad sales people will love that one.) Of course, you should solve small problems too, because that’s how you build trust and credibility, but I believe people really will be motivated to participate and stay involved if they can see signs of progress and true caring on your part. The big problems don’t get solved easily. You’ll have plenty of opportunity to build a conversation among your audience members, and the bigger the problem, the more people affected by it — addressing the scale issue.
So we should help them find *solutions* that we can help them *do*, whether its on a host of large scale issues or simply a more basic problem: directions, to alleveiate boredom, to find information they need to do something else, to share, etc.
The dilemma is twofold:
1)
Content MSM Content is less relevant. I'm not convinced that a content diet that's currently so rich in rewritten broadcast scripts and 90 second vid packages straight from broadcasts meets the full scope of digital information behavior patterns. Some of it might -- if it's a resonant subject -- but the mix of this kind of content is far too high, and we're not bringing other modes of information into the picture.
2)
Platform Even if we broadened and sharpened the content mix, most MSMs don't have an adequate platform for the user to *do* much with it, to engage with it, to morph it, to share it, to find users of the article with common interest, to create groups around interests or stories, etc.
1) Is more of an editorial and news gathering problem, itself in two parts:
a) the current model of TV news gathering as it applies to web is IMO completely broke; see the post below and the lost remote.com discussion it points to).
b) As I've often posted here, it's also about what matters to whom and why, and MSM doesn't provide enough of that -- or a way for them to make it matter more -- for users to stay repeatedly engaged with. Bobble heads and pet photos are popular and entertaining and certainly have their place (alleviating boredom, fulfilling diversion) but what's popular to people and what's important to people are not the same thing, and we need to provide both. They'll come back again for a game, but are they part of your community? I want to be the indispensable, vital hub.
MSM web editors/content managers need to be thinking along these lines:
What do people want to galvanize and converse around? What raw data can we provide to help them do that? What's their passion, their concern?
What *matters* to them? Given current behaviors as spelled out in the NYT article, then what can we offer worthy enough for them to pass on through their social networks?
Once we've carefully identified what solutions users are looking for, what they're trying to *do*, only then can we devise the right content and social networking technologies to help them do it.
I.E., quit trying to
make the user do something useful for
our traffic, and instead
give the user something they want to
do for themselves and their networks. Newspapers are quick to extinction and the newspaper websites that are surviving are doing so because they're adapting, somewhat, out of desperation. Those that aren't didn't make a sufficient leap to the fundamentally different type of content that is more coherent and useful for a digital user.
TV needs to make its own leap to that fundamentally different mode of content. We need to rely less on the TV operation for web content and develop other independent arenas of discussion, information, utility, sources, and engagement. We should be thinking of the web sites more and more as an independent affiliated information and news source that should stand on its own as a fully functional web presence with its own vitality, with access to TV reporting and video as a partnered source -- and less as the afterthought or pixelated extension of the TV operation.
That's a radical shift, I know. But IMO, anything less than a fundamental paradigm shift is a blueprint for extinction, much like the current "adapt or die" crisis in newspapers.