I’m just testing Repost on my blog, so I’m reposting a post from my own blog. How recursive.
I’m just testing Repost on my blog, so I’m reposting a post from my own blog. How recursive.
Watch this video and be astounded by what you can do with questions and answers, orders and actions, curiosities and information in voice using “OK, Google” (or, if you prefer, as I do, “OK, Jarvis”).
Now think about the diminished role of the page and what that will do to media. We publishers found ourselves unbundled online, so we shifted from selling people entire publications to trying to get them to come to just a page — any page — and then another page on the web, lingering long enough to shove one more ad at their eyeballs.
But just as the web disintermediated physical media, voice disintermediates the page. But media still depend on the page as their atomic unit, carrying their content, brand, ownership, and revenue. Now, when you want to know the score of the Jets game — if you dare — you don’t need to go to ESPN and find the page, you just say, “OK, Google. What’s the Jets score?” And the nice lady will tell you the bad news.
Now let’s go farther — because that’s what I live to do. Let’s also disintermediate the device. There’s nothing to say that you need to speak to your device to do this as long as you can get your question to Google in the cloud. So imagine that you carry with you a transponder that broadcasts your identity — it could be a phone or Google Glass or a watch or just a card in your wallet, if you still need a wallet — so that when you walk into a connected room, you can simply say out loud, “OK, Google,” and ask your question and you’ll get an answer from whatever device happens to be listening. You can be in a rental car that knows you’re you and tell Google to add a calendar item or make a phone call or look up a fact and you’ll not have to see a single page. Star Trek didn’t navigate the universe through pages.
So there’s the next kick in the kidneys to old media. There’s another reason to build relationships with people so we can be their agents of information rather than just manufacturers of pages filled with content. Page? Content? What’s that?
Here’s a post I wrote for the Guardian this week….
Official means of oversight of American and British spying have failed. So we are left with the protection of last resort: the conscience of the individual who will resist abuse of power or expose it once it is done.
At the Guardian Activate conference in New York last Wednesday, I moderated a heated panel discussion about the NSA affair with former U.S. Senator Bob Kerrey, a member of the 9/11 Commission; Prof. Yochai Benkler, codirector of the Berkman Center for Internet & Society at Harvard; and journalist Rebecca MacKinnon, a New America fellow.
“We do not have appropriate mechanisms to hold abuse accountable,” MacKinnon said, and to more or lesser degrees, the panelists agreed that oversight is at least too weak. Said Benkler: “The existing systems of oversight and accountability failed repeatedly and predictably in ways that were comprehensible to people inside the system but against which they found themselves unable to resist because of the concerns about terrorism and national security.” Kerrey: “I don’t think we’re even close to having unaccountable surveillance [but] I don’t think it’s good oversight.” I’ll count that as consensus. We then checked off the means of oversight.
* Executive-branch oversight is by all appearances nonexistent.
* Congressional oversight didn’t exist before Watergate, Kerrey said, and when it was established it was made intentionally weak. It should be conducted, he said, “under a constant, militant sense of skepticism.” The clearest evidence that the authority that exists is not being used, he said, is that in the Snowden affair, not a single subpoena has been issued from either the House or Senate select committees.
* The secret FISA courts have proven to be rubber stamps using invisible ink — their justices sometimes concerned or reluctant, Benkler said. But they have been largely ineffectual in any case.
* Journalistic oversight is the next resort. But as MacKinnon stressed, the work of the journalist investigating spying is threatened by the spies themselves as they collect metadata on any call and message and reconstitute raw internet traffic so that no reporters and no sources can be certain they are not being watched unless they find woods to walk in.
So we are left with the whistleblower. “What the whistleblower does is bring an individual conscience to break through all of these systems,” Benkler argued. “It can’t be relied upon as a systematic, everyday thing. It has very narrow and even random insights into the system. But it can be relied upon occasionally to break through these layers of helplessness within the system.”
“There’s no question Snowden violated U.S. law,” Kerrey declared in our panel, “and there has to be consequences to that.”
Benkler disagreed, arguing the case for amnesty. “There is a law but the law is always affected by politics and judgment,” he said. “Clearly when someone opens up to the public a matter that is of such enormous public concern that it leads to such broad acceptance of the need for change and for reform, that person ought not come under the thumb of criminal prosecution.”
There we tried to find the line that enables acts of conscience and civil disobedience to keep watch on the powerful. Benkler imagined “a core principle that when a whistleblower discloses facts that actually lead to significant public debate and change in policy — that is to say a public rejection whether through judicial action or legislative action; a reversal — that is the core or heart of what needs to be protected in whistleblowing.”
Kerrey again disagreed, drawing a parallel between Edward Snowden and Klaus Fuchs, who handed secrets on the atomic bomb to the Soviets, Kerrey contended, also out of conscience. Benkler in turn drew a line between revealing information to the public, serving democracy, and revealing secrets to an enemy. Kerrey responded that Fuchs, like Snowden, caused public debate. Benkler thought the rule could be written; Kerrey did not. You can see that we failed to find the line.
But I want to take this discussion beyond whistleblowing — beyond the past tense — the the present tense of objecting to the work one is required to do before it is done. “At what point does conscience require a person to refuse to act in a certain way that they consider completely acceptable in the system they’re in but they find completely unacceptable to their conscience?” Benkler asked.
Kerrey countered: “I don’t think every time you get a team of people working on the danger [to national security], one person can say, ‘Oh, I don’t like what we’re doing,’ and as an act of conscience blow everything we’re doing and say we’re not going to be prosecuted.”
But we must find the room for conscience to act as the check on power without facing 35 years in prison or life in exile or irreversible jeopardy to our security. We must be able to expect the honest technologist working in the bowels of Google or telecom provider Level 3 or the NSA or GCHQ to define a line and refuse to cross it. Can we expect that?
In recent testimony before Congress, Gen. Keith Alexander said the NSA is the nation’s largest employer of mathematicians — or to be exact, 1,103 mathematicians, 966 PhDs, and 4,374 computer scientists.
Where is the code of ethics that governs their work in breaking into our communication or breaking the encryption we use to protect it? Where is the line they will not cross? Doctors have their codes. Even we journalists have ours (and though some apparently never imagined a clause relating to phone hacking, others found it for them).
Does this challenge to the NSA give us confidence that others at Google will tell the NSA “no”? But who said “yes” to Project MUSCULAR, in what company? Was that company commandeered by the the NSA and employees with security clearance or was the work done willingly? Why didn’t the technologists who spliced that line say “fuck you”, too? Will they be more willing to do that now that this work is known? And what will happen to those who do stop at the line?
On July 17, 1945, 155 scientists working on the Manhattan Project signed a petition to President Harry Truman urging him not to use the bomb on Japan. “Discoveries of which the people of the United States are not aware may affect the welfare of this nation in the near future,” they said.
They were too late.
Here is video of the panel discussion:
Cross-posting from Medium, for my archives…
It’s almost impossible to overstate the importance of the CMS when it comes to the question of who’s going to win the online-publishing wars.— Felix Salmon
Salmon thus accomplishes the almost impossible, writing an ode to the content management system as he argues that Vox Media, Business Insider, Gawker Media, Buzzfeed, Aol, Glam, and this very medium, Medium, are fighting for dominance with CMSes as their weapons of mass disruption.
Note that at the same moment, Forbes is licensing its CMS and Talking Points Memo celebrates the birth of its CMS. A few days ago, I found myself in an email conversation with a few fellow FONers in which they extolled the strategic advantage of the great CMS.
I will dare to disagree. My reasons….
First, I’ve seen this play before. When CMSes entered American newspapers, I watched first-hand as many wasted millions each developing their own systems because they each thought they were (intone this word as Church Lady) special. But they weren’t. They all put on their pants and and set type like everybody else.
The mid-’70s CMS at the Chicago Tribune was such a disaster that the paper dispatched its Pulitzer-proud reporting task force to investigate how it got so messed up. I witnessed similar knicker-knotting at Hearst and Time Inc. That rabbit hole finally got plugged with the arrival of the Macintosh as a standard publishing platform (my wife set up one of the first big installations when we started Entertainment Weekly in 1990, saving us about $3 million a year and making an enemy of the Time Inc. CMS department).
News people have long been terrible at technology. Now there is a movement afoot to fix that by trying to breed the unicorn hack-hacker (I’m on the side that doesn’t believe every journalist must code) and to concentrate effort on building the perfect — the special — CMS.
The fundamental problem I have is that a CMS is an extension of editorial ego. It’s all about us, about our content, about how we want to make it, how we want to present it to you, how we organize it, how we make money on it, how we protect it.
What we should be doing instead is turning our attention outward, from the content we make (surely after 600 years, we know how to do that) to our relationship with the public we serve and the ecosystems in which we operate.
Indeed some of the systems created by the companies listed above begin to do that. At Buzzfeed, founder Jonah Peretti sees content as a means of connecting people in conversation and his system is built for sharing. Nick Denton at Gawker is using his CMS to flip comments over content. Ev Williams here at Medium wants to enable collaboration — readers helping writers and writers gathering together around ideas.
Salmon is impressed with what Samir Arora has built at Glam and here we strongly agree. Glam is less about making content than making networks. That is the essence of CEO Arora’s vision. That is how Glam grew to be a top-10 net property not through owning and manufacturing content but through serving networks — and not just with technology but importantly with revenue (i.e., ad sales).
Arora’s latest invention, Foodie, is not about making or managing content at all. It is about serving readers by aggregating tempting content (I want these muffins) and serving creators (wherever they are, using whatever system they use) by sending them traffic, also known as people. Arora showed me Foodie and as if often the case with his inspirations, it took me time to digest the implications. Arora told me Glam is “an ecosystem platform.” Chew on that.
Even as much as I’m impressed with these advances, I will still argue that no one has yet taken the next, biggest, and most important step, moving past the idea of managing content to enabling relationships. I’ve been saying this for sometime:
Content is that which fills something. Service is that which accomplishes something. Content starts with the desires of creators to make things. Service start with the needs of clients to achieve outcomes.
Service is built on relevance. Relevance comes via relationships: knowing enough about someone so you can learn how to serve them better, more effectively, more efficiently, with less noise, greater value.
Google understands that. Media do not.
Google, thanks to Waze, intuits where I live and work. My own local newspaper does not know that!
Google serves me with ever-more-exacting relevance, anticipating my needs before I do (telling me exactly how long it will take to get home this afternoon). My local newspaper gives me the same stuff it gives everyone else in exactly the same way.
Google treats me as an individual. Media treat me as a member of a mass.
The key skill that we in media are missing is not how to manage content but how to build relationships.
I’m not suggesting now that every newspaper turn around and stop building CMSes and start boning up on CRM (customer relationship management). No, the tools to build profiles of customers already exist — most media companies I know use Salesforce already to manage relationships with advertisers, why not with readers? The tools for targeting what is served to users already exist — most media companies use them, again, to serve advertising, but why not content?
We should at least begin by giving people reasons to reveal themselves to us because we give them value in return. We should understand how to build profiles around that knowledge and act on it for the benefit of users — and also for our benefit with higher value advertising or commerce. That is all doable today. Off the shelf.
But that is just the start. Next, we should take inspiration from Doc Searls’ VRM (vendor relationship management) movement, figuring out how the public should manage us so we can serve them better. We should learn by example from Waze, Twitter, Reddit, Instagram, Craigslist, Facebook, et al and explore the value of offering platforms to communities so they can do what they want and need to do (“elegant organization,” Mark Zuckerberg calls that), with us adding journalistic value to the flow of information that now can exist without us.
If you have media ambitions and want to build an application, build something that is useful to the public, not us. No one in the public will value us because of the CMS we made. They couldn’t and shouldn’t give a damn.
What we have to advance is not our technical skills but our culture: our social skills.
Today, I sent this complaint to the FCC about Verizon Wireless’ continued refusal to connect my Google Nexus 7 tablet to its allegedly “open” network. It is addressed to Robert Ratcliffe, acting chief of the FCC Enforcement Bureau, with CCs to Ruth Milkman, now the FCC Chief of Staff, and Gigi Sohn, the newly appointed FCC Special Counsel for External Affairs, in addition to William Johnson, a Verizon attorney, and Matt Wood and Josh Stearns of Free Press. I’ll report what I hear as soon as I hear it.
Dear Mr. Ratcliffe,
I write to follow up on my complaint filed with the Commission regarding Verizon Wireless’ continued refusal to connect my Google Nexus 7 LTE tablet to its network as required by the openness clause of the Block C spectrum sale and your Bureau’s consent decree with the company in July 2012.
I went to a Verizon store in Bridgewater, NJ, this weekend and was told that the device still could not be activated and added to my existing data account. Verizon Wireless is thus in continued and flagrant violation of the spirit and letter of its agreements with the FCC and is also in violation of its own statements and assurances to the public.
If the Commission does not order Verizon Wireless to immediately accept the Nexus 7 onto its network and if Verizon does not suffer consequences for its recalcitrance in this matter, then the FCC’s policies and orders on open networks will be rendered toothless and meaningless.
To review the timeline:
* Google announced the Nexus 7 LTE as compatible with Verizon’s 700 MHz network on July 24 of this year.
* The LTE version of the device became available and I purchased it on September 9. Upon delivery, I went to a Verizon store in Bridgewater, NJ, to get it connected and was told it could not be added to my account. Twitter exchanges with Verizon ensued, which exposed the company’s refusal.
* I filed a complaint with the Commission on September 18 (attached). Counsel for Verizon responded to that letter and I responded in turn on the next day (also attached).
* Verizon made public statements about the device needing to go through its own certification process — a contention I will challenge as the device had been certified by the FCC and has proved to work on LTE networks around the world. In any case, the company said that the device entered this process in August and that the process generally takes four to six weeks. Thus the device should have cleared this needless certification sometime between the first of September and the middle of October. It is now November and Verizon still refuses to connect my device.
More detail of the incident and my exchanges with the company can be found on my blog at http://buzzmachine.com/tag/verizon/.
Let me be clear that in the end, the issue is not Verizon’s certification or even the FCC’s but the definition of “open” and whether any device complying with published standards can connect with this network. If the network is truly open as the Commission has decreed, then any device that meets standards for the network should be connected to it with no proprietary certification required. In the Nexus 7, Asus has manufactured a device that meets these standards, has been certified by the FCC, and works on any compatible network as clearly demonstrated with worldwide use. For Verizon to hide behind its claim of a right to certify only brings needless confusion to the Commission’s rules and rulings about open networks. Please consider what happens when the modular phones envisioned by Phonebloks and Project Ara at Google and Motorola are offered and independent, open-hardware makers create devices that are built to open standards: Will Verizon demand to subject every device to months of alleged “certification”? How does that make a lie of open networks?
I also should note that this week, Verizon announced its own competitive seven-inch, LTE tablet, branded the Ellipsis 7. Of course, Verizon is free to sell its own device — indeed, the more competition and consumer choice, the better. But that should have no impact on its support of other devices on its open network and it certainly does not excuse Verizon for refusing to connect the Nexus 7. The fact that Verizon has its own, similar tablet is only more reason that it must be compelled to support the Nexus 7 or else its “open” network is not open at all.
I reiterate my complaint against the company and appeal to you to compel Verizon Wireless to connect the Nexus 7 LTE. I also urge you to consider punitive action so as to underline the importance of open networks, of following agreements and orders from the FCC, and of treating consumers with respect and honesty.
UPDATE: Verizon says that it will wait until Android 4.4 KitKat is installed, arguing that there were “system” issues in certification.
I smell a rat and I’m looking for the tail. The device has worked with *no* problem on any other LTE network. I got it to work fine on Verizon’s network. What could these problems be? I expect the FCC to ask for clarification.
Bottom line: I’m still waiting.
UPDATE: Verizon sent a letter in response to the FCC, which I’ll paste below, followed by my response in return.
Dear Mr. Ratcliffe:
In his most recent letter to you, Jeff Jarvis again alleges that Verizon Wireless is violating its C Block obligations by declining to activate Mr. Jarvis’s Google Nexus 7 LTE tablet on its network. Verizon Wireless takes seriously its C Block obligations, and, as explained previously, it is fully complying with them, including with respect to the device in question.
The Google Nexus 7 is a tablet developed by Google and manufactured by Asus. Asus initially submitted the device for our certification process in August. As previously explained, Verizon Wireless’s certification process provides a straightforward way to ensure that devices attached to the Verizon Wireless network do not harm the network or other users. This process is fully consistent with the Commission’s C Block rules, which recognize that a provider’s obligation to attach devices only applies in the case of devices that comply with the provider’s published technical standards.1
In the case of the Nexus 7, the certification process has worked as intended. During the certification process for this device, Google, Asus and Verizon uncovered a systems issue that required Google and Asus to undertake additional work with the Jelly Bean OS running on the device. Since Google was about to launch its new Kit Kat OS, rather than undertake this work, Google and Asus asked Verizon to suspend its certification process until Google’s new OS was available on the Nexus 7. So in this case, the straightforward process identified an issue that needed to be addressed, and addressed it in a collaborative and efficient way with the manufacturer and developer.
Verizon is committed to ensuring our customers have the best overall experience when any device becomes available on the nation’s most reliable network. Please let us know if you have any further questions on this matter.
I would ask that the Commission seek from Verizon Wireless an explanation of what this “systems issue” is and an explanation of why this issue has not had any apparent impact on any of the many other LTE networks on which many Nexus 7s are running now. I would also ask that this exchange be made public. The Commission still needs to define “open” and its limits and whether this certification is justified.
I would further ask the Commission to examine the anticompetitive questions around Verizon’s delay in regards to the announcement of its own seven-inch LTE tablet in competition with Google’s.
Thank you for your continued attention. I look forward to your and the Commission’s response.
I wonder whether Andrew Kohut got his analysis of Pew Research’s latest survey of news consumption — as my West Virginia father would say — bassackwards.
Pew finds again that young people are spending less time with news — 46 minutes per day for millenials (ages 18-31) vs. 84 minutes for the so-called silent generation (ages 67-84 … though my 80+-tear-old parents are far from silent). That’s only a little over half as much time. This leads Kohut to predict a “perilous future for news.” Conventional wisdom would certainly agree. I have too, arguing for sometime that one of our biggest problems in news is declining engagement.
But what if instead Pew’s survey indicates that for young people news is simply more efficient? They don’t have to block out time to sift through a newspaper to find what matters to them and more time sitting, passively watching an hour or more of local and national TV news to get a one-size-fits-all summary that could be more efficiently delivered online: more meat, less bun.
— LLS (@lls404) October 6, 2013
Now I know that the public spending less time with news as currently configured is injurious to our egos and business models. But those models are based on the mass media equation of audience attention and time equaling exposure to more ads. See my argument with Google chief economist Hal Varian over just this point last week: Attention worked as a model when we in mass media operated by the myth that all readers or viewers saw all ads so we could charge all advertisers for all of them. In those good old days, more people giving us more time (in truth, only a proxy for attention) could be monetized through CPM mass advertising, whose price we controlled through our ownership of the scare resources of production and distribution. Great while it lasted. But abundance kills that model.
Thus Pew’s latest survey makes me think we are still chasing the wrong horse. Instead of seeking an engaged audience — that’s a metric better suited for movies and prime-time TV — we in news should be seeking an informed public, using new tools to make them better informed with greater relevance and more efficiency. Instead of measuring our success by how much more time we can get them to spend with us, we should measure it by how much less time they need to spend with us to reach their own goals.
I always tell my students that where they see a problem, they should look for the opportunity in it. Journalists tend to find problems and stop there, complaining. Engineers find problems and seek solutions. If the problem is that young people spend less time with news, where is the opportunity in that? I say it is in helping anyone of any age spend even less time, getting more information more efficiently.
So let’s look at this issue entrepreneurially and invent a new service: News Pal.
News Pal requires knowing you and what you want. Google should be good at this but, surprisingly, Google News has left that opportunity for others to grab. It feeds me the same Google News everyone else gets. If I want to get something more relevant, it makes me go through the effort of manipulating sliders for various categories and adding keywords. That is so 1998, so My Yahoo, which is better under Marissa Mayer but which still requires me to make my own predictive personalization decisions. Some 15 years ago, I filled out that Yahoo form … and never returned. Four years ago, when still at Google, Mayer dreamed of a hyperpersonal news stream, but neither Google nor Yahoo has yet built it.
I want News Pal to be an emergent system that watches what I watch in news and feeds me accordingly with no effort on my part. If it sees that I watch news about Android, it should prioritize Android news. If it sees that I stop caring about Android after I buy a phone, it should stop caring for me. If it sees that I never read sports, it shouldn’t give me football stories. If it knows where I live and work, it should give me relevant news for those locations. Of course, this system should also give me the news that everyone will want to know, feeding me reports on the Kenyan mall attack even if I haven’t shown an attraction to Kenyan news. Editors recognize those breakthrough stories. So does Google News’ algorithm.
I also want News Pal to cut through the worsening clutter of repetition. Look at the tech blog landscape, where the slightest morsel of news or rumor replicates like The Andromeda Strain, mutating as it gets farther from the source. Google and Google News have made efforts in recent years to seek more signals of authority and originality of reporting as did the startup where I was a partner, Daylife. But they and others can do much more. They all have made the mistake of trying to analyze media as news sources. The real winner will also use Twitter, Google+, Facebook, YouTube, et al to find original sources in a larger information ecosystem: difficult but doable.
Cir.ca is a worthy News Pal competitor, for it offers two bits of value I want. It cuts up articles into constituent elements and so, if you’ve already seen an element of a story, it doesn’t waste your time giving it to you again. It also enables you to follow a story as it happens — not predicting a tag of interest as required by Google News and My Yahoo.
In the net, my News Pal would give me greater relevance because it knows me, higher quality because it knows news sources, and greater efficiency because it reduces the noise in news. It would take the advice of Medium founder Ev Williams — who has twice changed media, thus changed the world (and earned a billion-plus bucks via Blogger and Twitter) — adding effiency. Wired summarized its interview with him:
The bottom line, Williams said, is that the internet is “a giant machine designed to give people what they want.” It’s not a utopia. It’s not magical. It’s simply an engine of convenience. Those who can tune that engine well — who solve basic human problems with greater speed and simplicity than those who came before — will profit immensely….
There’s an organizing principle that explains what thrives on the internet and could potentially predict what will thrive in the future: Convenience.
“The internet makes human desires more easily attainable. In other words, it offers convenience,” he said. “Convenience on the internet is basically achieved by two things: speed, and cognitive ease.” In other words, people don’t want to wait, and they don’t want to think — and the internet should respond to that. “If you study what the really big things on the internet are, you realize they are masters at making things fast and not making people think.”
Or waste time, as news makes us do now. That is the lesson from so-called millennials in Pew’s study: They are more efficient with their news.
What about the business model? News Pal would gain my loyalty — and, ironically, my attention — making the switching cost away from it high. If it really builds my hyperpersonal news stream — including such streams as my email — it could compete with Google and Twitter. It would gather valuable signals about me and my interest that it could exploit with higher value advertising and commerce and data. News Pal itself would be quite efficient, depending on smart algorithms.
I remember sitting in a meeting with Yahoo founder Jerry Yang many years ago when he said it was his job to get you want you needed as quickly as possible. The quicker your visit to Yahoo, he said then, the better its service. That changed, of course, when Yahoo adopted the mass-media advertising model built around attention and impressions, loading it up with content. Yahoo could have been News Pal if it had followed Yang’s vision of efficiency over drag. Therein lies the real lesson of Pew’s latest survey, I think.
Efficiency isn’t the enemy of news. It should be the goal.
A very well-done post about viral bullshit on Gawker (et al) by Mathew Ingram really comes down to this: Journalism used to be subsidized by classifieds and fluff, now it is built atop viral bullshit. The argument: Sure, we serve crap — or cats — but that’s what brings in the traffic for the good stuff.
Quoting Gawker’s editor in chief, John Cook: “Part of our job is to make sure we’re writing about things that people are talking about on the internet, and the incentive structure of this company is organized to make sure that we are on top of things that are going viral… we are tasked both with extending the legacy of what Gawker has always been — ruthless honesty — and be reliably and speedily on top of internet culture all while getting a shit-ton of traffic. Those goals are sometimes in tension.”
Of course, that is a bankrupt model, for soon it becomes impossible to find the diamond in the sewage: the one decent, worthwhile, true report buried amid native advertising, viral bullshit, trolls’ comments, breaking rumors, and staff’s snark. Soon, the brand’s value is nil — but, hey, the traffic is humongous. And the advertisers still pay because we gave them a home for their bullshit and the faint though fraudulent promise that we can make them viral, too.
I think a new business model emerges from the swamp: the news outlet that tries, at least, to deliver the truth. That’s what all journalism fancies itself to be, of course, but the field would suffer in an audit of how much of that claim is true. I’m biased, but I’d say the Guardian is one outlet that is trying to live by that goal, though many will quickly point out that it won’t live if it can’t also have a goal of making profit.
At my journalism school, I was having a discussion about an unrelated matter the other day and as I railed on about a certain faux-news outlet that appeared to be all offal, a colleague smiled and said, “I love it, Jarvis, when *you* launch into a conservative rant about journalism.” Yes, I’m known as the guy who wants to open up media to the world to hear more voices and the cacophony of democracy, to equip anyone to commit an act of journalism, to confess our fallibility and admit that news is always in beta.
But I have long believed that the real job of journalism is to add value to what a community knows — real value in the form of confirmation and debunking and context and explanation and most of all *reporting* to ask the questions and get the answers — the facts — that aren’t already in the flow. The journalist’s and journalism organization’s ability to do that depends on trust over traffic.
In the earlier days of the web, I’ve argued that many made the mistake of thinking of the net as a medium and so whenever they saw a comment or mistake from a civilian, they thought the entire enterprise had been ruined as if The New York Times had published porn. No, I said, don’t expect the web to be a medium that’s published and packaged and polished. It’s just another streetcorner. At Broadway and 40th, you might overhear an idiot or see a drooler but you don’t propose to reject all New York because of that.
Too many would-be journalistic outlets today are making the mistake of thinking that they want to *be* the web, to hitch onto every speeding meme, riding it to … where? I think we can see where: to the oblivion where memes go to fizzle and die. Journalists would make a fatal mistake to think that they are viruses when what they should be are the leukocytes that kill them.
Oddly, Google chief economist Hal Varian analyzes newspapers‘ problems and prescribes solutions strictly from an old-media perspective — based on attention to marketing messages — rather than an internet (namely, Google) perspective of relevance and relationships.
In a speech to Italian journalists, Varian says that “the basic economic problem facing news is increased competition for attention” and that newspapers must use such tricks as tablets and dayparts to get people to spend more leisure time with news so they can show them more ads (ignoring, for one thing, the fact that advertising abundance — championed by Google — lowers advertising prices and takes from newspapers the pricing power they once had). “The fundamental challenge facing newspapers is to increase the time people spend on their content,” Varian says. “More time reading the newspaper online translates into more online ad revenue.”
I couldn’t disagree more. Pardon me for suggesting to a Googler that we would be better off asking, what would Google do?
Google reinvented the advertising model, moving past attention as a proxy for intent (“if they see my ad I can convince them to buy my product”) and placement as a substitute for relevance (“men read the sports section and men buy tires, ergo we will advertise our tires in the sports section”). Google also killed the beloved myth of mass media that supported it for a century: All readers see all ads so we charge all advertisers for all readers. Google understands that users have variable value that is increased the closer it can get to delivering relevance and intuiting intent through signals — search, location, context, behavior as well as consuming content — which come from having a relationship of mutual value with the user.
The last thing newspapers should do is continue to try to shovel their old relationships, forms, and models into a new reality. No, don’t just sell space for messages to advertisers (for they’ll soon wake up and realize the pointlessness of the exercise). Don’t try to recreate old forms in new devices like tablets. Don’t measure the value of relationship as page views or time spent. Don’t think your primary value is manufacturing content that you then try to sell.
Newspapers and other former media outlets should become — as Google is — services that still inform — that is their core value — but now can use their own signals to learn about and return relevance to people as individuals and communities rather than masses, thus deriving greater value in the transaction.
For example, through my use of its Maps, Google knows where I live and work. My local newspaper doesn’t. When I ask for “pizza” in search, Google doesn’t give me a hundred archived articles with the word “pizza” in them but gives me the nearest pizza (soon, I hope, the best pizza, the pizza I’d most likely enjoy, the pizza my friends like with ever crisper relevance … and crusts). If my newspaper knew where I lived and worked — if it gave me reason to reveal that — it could target content to me the way it already tries to target ads. Why does *every* newspaper site still treat its home page as a one-size-fits-all print page when it could prioritize news that might be more relevant to me?
The reason: because newspapers still believe in the myth of mass media; they want to hope that with enough time you will look at all the pages they make and all the ads on them. That is the old attention-based media model Varian still recommends. This is also why newspapers continue to sell advertisers space for messages when instead they should be helping those merchants build better relationships with customers. But first, newspapers have to learn how to build relationships themselves.
That is the lesson Google teaches us. That is the new media market Google, more than anyone, created.