Tue, Oct 9, 12
In what passes as technology journalism, 3 months = 180° turn. (Why this particular author changed his heart, brain, spleen and testosterone level for this particular story is a matter for another day.) What is worrisome here is that such fickleness of opinion has become excruciatingly common in online journalism. It pays to shout, shout first, shout often, shout loud, shout different, but most familiarly, just shout.
Shouting sells. We’ve known this for a long time. If companies are daft enough to let their ad buyers talk them into spending money on those who shout the most, then publishers would be reckless to leave money on the table. Some publishers say they would like to steer their publications away from yellow journalism, but in a compensation system based solely on pageviews and clicks, they are beholden to a Romneyesque principle: “We’re not going to let our campaign be dictated by fact-checkers.”
It’s far less important how one author feels about the iPhone 5 than the alarming fact that Slate let this author publish a 1,200-word essay about a device he hadn’t used, nearly three months before it shipped. Why? Because shouting creates pageviews and clicks, and…well, there’s nothing more to say: shouting sells. If this author or another wants to be in the game, sooner than later, he or she will have to start shouting, louder and louder.
Paradoxically, some of the most thoughtful people around work in journalism. And yet all efforts of transition from print-based to online publishing without reliance on pageviews and clicks have essentially flopped. The current crop ranges from VC-supported publicity outlets masquerading as online newsdailies to those whose contribution to civilization stop at copy-and-paste aggregation in a slide show.
While what’s new may not be fully satisfying, there’s no going back to the old either. Regardless, all around the world and especially in Europe there are calls to subsidize old print by taxing new tech:
Mind you, these aren’t really calls to incentivize companies to create new models of service delivery online but to subsidize and sustain their existing operating structures during transition to an online regime that expects them to inevitably adopt, yes, pageview advertising for survival.
Nobody likes advertising, and yet we seem to be stuck with its corrupting effects on public discourse online. It corrupts news delivery, Facebook privacy, Twitter flow, Google search, Kindle reading and so on. There doesn’t seem to be any way to make profits online, or often just survive, without pageviews and clicks, and all the shouting that entails.
Sadly, publishing is not the only industry suffering the ravages of transition to digital. We want better and cheaper telephony, faster and more ubiquitous Internet access, digitally efficient health care, on-demand online education, 21st century banking, always-available music, TV and movies…
We believe the future is fully digital, and the future is now. And yet experimenting with new digital models not based on advertising at a scale that matter have not been successful. Entrenched players spend hundreds of millions to maintain their regulatory moats and leverage their concentrated distribution power. In Canada, just three publishing groups own 54% of newspapers. If allowed to merge, Universal and EMI would control 51 of 2011’s Billboard Hot 100 songs. Six Hollywood studios account for well over 3/4 of the market. AT&T and Verizon alone have over 440,000 employees. Predictably, the FCC remains the poster child of regulatory capture.
The un-digital camp is far from relinquishing their power. Models that can replace them aren’t here. Advertising online has been corruptive of user privacy and editorial integrity. I’m afraid it’ll be a miracle if the shouting subsides anytime soon.