It’s all so confusing to traditional media folks, this thing called “new” news. Permit me the chance to provide a little clarity.
The big questions I see popping up in newsrooms like my own are:
- Do we tweet if we don’t have a link to direct users to?
- Do we send an email alert if we don’t have a link to direct users to?
- When do we write a story as a blog post vs. a web story?
- When do we append an update to the top of a post vs. writing a new post?
- When do we stop writing blog post updates and switch over to the print story?
- After switching to a print story, do subsequent updates go to the print story or in the blog?
- How do we update the blog posts to direct users to the newest information in the print story?
- How do we institutionalize the act of adding hyperlinks within previous coverage to newest coverage?
- How the hell do we make this all make sense to our users?
To begin with, these questions become easier to answer if we separate our thinking into two streams: continuous news and finished product news. These are two different animals entirely and require different kinds of thinking. If we’re a newspaper, our finished product is the paper and our brand-extension, traditional website. Our continuous news efforts (Web, Twitter, Facebook) are separate, because the nature of the medium suits them better than finished product news. Most importantly, we must not assume that the business model for each is the same. This assumption is the mother of all online mistakes (and confusion) by traditional media companies. I’m not sure we’ve found the right business model for continuous news just yet, but we’re working on it here at AR&D. A traditional media company can do both, but the point is that they must be approached differently.
With that in mind, let’s address these nine questions.
- Do we tweet if we don’t have a link to direct users to? Yes, of course. Always. We’re in the news business, not the linking back business. Linking back is a finished product strategy. Remember: separate the two. Speed is what matters in the net. Don’t wait until you have a link. That can come later. This is especially important during breaking news events.
- Do we send an email alert if we don’t have a link to direct users to? Not unless it’s the second coming, because you can provide a link to your Twitter or Facebook stream. Link to continuous news.
- When do we write a story as a blog post vs. a web story? The question assumes it’s either/or. The answer is both, and to the extent that blogs are a part of your continuous news strategy, then the blog would come first.
- When do we append an update to the top of a post vs. writing a new post? It’s always, always, always a new post. Google news doesn’t “see” updates, but it sees new posts and ranks you accordingly. Software can handle “full coverage” — a link to all the pieces relating to a topic — so don’t worry about updating. Save the finished work for your finished product(s).
- When do we stop writing blog post updates and switch over to the print story? Watch traffic to your efforts during the day, and your own users will tip you as to when this “should” occur. Again, I don’t view this as either/or, because it all depends on the situation. The time for finished product online stuff increasingly appears to be late evening (see the chart from comScore) while the continuous news audience is mostly a daytime phenomenon.
- After switching to a print story, do subsequent updates go to the print story or in the blog? Again, the answer is easy if you view these as two separate services. This is especially important when the story originated in the continuous news service, so the correct answer is both.
- How do we update the blog posts to direct users to the newest information in the print story? You don’t, as long as you view the services as separate with separate audiences.
- How do we institutionalize the act of adding hyperlinks within previous coverage to newest coverage? This kind of question flows from the earlier traditions of “guiding” readers/viewers (because they’re too stupid to guide themselves). I’d argue that this is unnecessary, as long as you separate continuous from finished product. Where it is necessary, let software do it for you.
- How the hell do we make this all make sense to our users? Again, I think they make sense of it easier than you think, and the question itself is actually pretty insulting. Regardless, clients of ours who practice continuous news AND finished product news find that the most important thing to emphasize is a commitment to “if it’s happening now, we’ll bring it to you.” The rest is intuitive or requires a very short learning curve.
Just remember that these are two separate forms of serving the community. Continuous news precedes finished product news, because it is actually the news-gathering process made public.