Jumat, 28 Februari 2014

Nieman Journalism Lab

Nieman Journalism Lab


J-schools: Success in news today is about a lot more than reporting and writing

Posted: 27 Feb 2014 11:56 AM PST

The decision by the University of California Berkeley Graduate School of Journalism to cut loose Mission Local, one of the three local news sites it used to train journalists, is sad but unsurprising. The school faces plenty of financial pressure and the costs of running the sites — funded initially by grants from the Ford Foundation — has long been an issue.

In a memo to the journalism school community, Dean Edward Wasserman gave a number of reasons for the decision. He cites costs and the distance between the Mission District in San Francisco and the school’s base on the Berkeley campus. Wasserman’s third reason, however, was particularly disheartening.

Third, the natural evolution of the site itself is toward being an integrated media operation, and that requires sustained attention to marketing, audience-building, ad sales, miscellaneous revenue-generation, community outreach, special events, partnerships, and 1,001 other publishing activities that are essential to any site’s commercial success.

That’s not really what we do. Those are specialized areas, and the J-School doesn’t have the instructional capacity to teach them to a Berkeley standard of excellence. What’s more, our students wouldn’t have the curricular bandwidth to learn them—not unless we pared back other areas, and redefined our core mission as something other than journalism education.

I have a dog in this fight, as one of the founders of Berkeleyside, an independent, local news site in Berkeley. Our ability to report the news remains at the core of what we do, but without awareness, adaptability, and a modicum of skill in those “specialized areas,” we would have sunk without a trace very quickly. The same equation is true for anyone working at the many new ventures in journalism, even when they are vastly better capitalized than Berkeleyside, whether it’s Walt Mossberg and Kara Swisher at Recode, Ezra Klein at Project X, or Sarah Lacy at Pando.

What was so encouraging about Mission Local and its equivalents was that they gave j-school students a much better approximation of the real world of journalism today than internships in big newsrooms. It’s a crazy scramble with scarce resources, juggling traditional reporting, video, and social media with hands-on engagement, building community and partnerships, figuring out the place of events, understanding the need for revenue, and so much more.

I don’t expect every j-school graduate to create their own news operation, but I hope some of them eventually do. I’m certain, as well, that the majority of them will need to be familiar with those 1,001 other tasks if they are to thrive in the media world that is being formed today.

The alternative, suggested by “That’s not really what we do,” is to rely on graduates schooled in business or technology to forge the new models that journalism needs. Let the Tim Armstrongs of the world figure it out. I’d rather see the journalists take the lead.

Lance Knobel is a founder of Berkeleyside, the independent local news site for Berkeley, CA, and curator of the Berkeleyside-run Uncharted: The Berkeley Festival of Ideas.

Photo of gathered reporters by Philippe Moreau Chevrolet used under a Creative Commons license.

Cut loose by UC Berkeley, hyperlocal site Mission Local looks to spin off as a for-profit

Posted: 27 Feb 2014 11:56 AM PST

Five years ago, in the worst days of the economic collapse, Len Downie and Michael Schudson wrote their benchmark report “The Reconstruction of American Journalism,” attempting to chart a course forward for a news business in trouble. One of their major recommendations was that universities should become more engaged in producing reporting for their communities. If their teaching hospitals could both train future doctors and serve the public’s health, why couldn’t journalism schools fill some of the holes newspapers were leaving behind while training future reporters?

One of the examples Downie and Schudson cited favorably was the Graduate School of Journalism at the University of California at Berkeley, where journalism students were “reporting in several San Francisco area communities for the school's neighborhood news Web sites.”

While some j-schools have embraced the teaching hospital model, this week Berkeley announced that one of those neighborhood sites, Mission Local, would no longer be attached to the j-school. Instead, it’ll be spun off at a private entity with a less-than-certain future, no longer getting student reporters as part of the school’s course offerings. Dean Edward Wasserman said in a memo that the move was prompted by Mission Local’s cost and because it distracted students from the core curriculum of the program. The site, which covers San Francisco's Mission District, will relaunch as a for-profit.

"It's now time for Mission Local to take the next step and re-launch itself as an independent, stand-alone media operation," Wasserman wrote. "That means ending its role in the J-School's curriculum. While [Berkeley professor Lydia] Chavez would have liked to see the school keep the site, she is ready to assume responsibility for the site, and we expect that it will continue under her ownership."

Chavez said the site will continue to experiment and try to find a sustainable model to support quality local journalism and provide young journalists learning opportunities. She said she’s in the process of seeking investors; she declined to discuss her plans in depth, as they are still in the works.

“It would've been wonderful to have this site, to have all of the sites, really continue to experiment and grow in the community that we're in and to represent Berkeley, but you have have to have someone who is really strongly behind them, and the new dean is not,” Chavez told me. “He has other ideas that I'm sure will be exciting, so we'll see what his ideas are.”

With funding from the Ford Foundation, Berkeley launched Mission Local in 2008 — along with a number of other sites covering other underserved neighborhoods in the Bay Area — to provide students with hands-on reporting experience in communities that are not typically covered by larger outlets. Whether the school will continue to support Oakland North and Richmond Confidential, its two other hyperlocal sites, is "up in the air at the moment" as the school reconsiders its curriculum, Wasserman wrote.

In his memo, Wasserman, who was appointed dean in January 2013, gave three specific reasons for ending Berkeley's involvement with Mission Local:

  • It's expensive: Berkeley pays to operate the site all year, even though the graduate class affiliated with Mission Local is offered only for the fall semester. "The curricular value to our students is limited or even, at times, non-existent," Wasserman wrote. The rest of the time the site is run by a smaller corps of Berkeley students as well as a mix of students other local universities, freelancers, community contributors, and interns. "It was a fantastic educational tool, but it was not inexpensive," Chavez said, adding that the program at Berkeley is quite small, with only 55 to 60 students per class.
  • It keeps students away from campus: Berkeley is "bulking up and enriching" its program with new courses, additional speakers, better career services, and more, Wasserman wrote. So sending students off campus for class is not beneficial to their education, he argued.
  • It doesn't fit into Berkeley's curriculum: Over the course of its existence, Mission Local has evolved into a full-fledged media organization requiring marketing, ad sales and other business side activities, which aren't part of the school's curriculum, Wasserman wrote. Mission Local has produced a print zine, it created an app that gives tours of the Mission District, and it's even launched a Spanish language version of the site. "Those are specialized areas, and the J-School doesn't have the instructional capacity to teach them to a Berkeley standard of excellence," Wasserman wrote.

    He added: “What's more, our students wouldn't have the curricular bandwidth to learn them—not unless we pared back other areas, and redefined our core mission as something other than journalism education.”

Wasserman did not respond to several requests for comment.

The teaching hospital model has gotten a lot of attention in recent years, in large part because of the work of the Knight Foundation's Eric Newton and others in philanthropy who see local coverage as a useful extension of j-school’s educational mission. (Disclosure: Knight is a funder of Nieman Lab.) Jan Schaffer, executive director of J-Lab at American University, said that Mission Local has been among the best of its kind.

Schaffer lauded Mission Local's frequent updates as well as its attempts to experiment with different products in various mediums. "Nobody else that I know of does that," she said. "Nobody else that I know of does that level of content." She said that sites like Mission Local are about “learning it on the ground. Learning it everyday. Learning how you distribute a hard copy newspaper, how many donations are coming, how many volunteers you need to make it work, how to write a grant proposal, how to sell an ad. Even if they're not themselves doing that, just an awareness of that landscape is very valuable.”

Many, including a number of former Berkeley students, said they were concerned about how the school would replace Mission Local in the curriculum:

Still, Wasserman emphasized in his memo that the school would continue to prioritized educating students on the business of journalism as well as on “improving on what we've done in the past, and making sure the future offers opportunities here at least as rewarding and memorable as theirs have been.”

Photo of a Mission District mural by Gwendolen Tee used under a Creative Commons license.

The newsonomics of the print orphanage — Tribune’s and Time Inc.’s

Posted: 27 Feb 2014 08:21 AM PST

Talk about spin. Two of America’s once-iconic publishers are about to be spun. Spun off, that is, from parent companies that have fallen out of love with print and in love with moving pictures. The names of the Chicago Tribune and Time magazine may invoke the publishing golden age birthed by the Colonel McCormicks and Henry Luces, but these publishing divisions today are more than tarnished. They’ve become liabilities, weights on future enterprise,and anchors of low profitability as advertising revenues continue to be eaten away by the Googles and Facebooks of this era. Tribune Company and Time Warner will move on without their namesakes, a plaque or two in the lobby remaining behind to commemorate their illustrious histories.

What we’re seeing unfold this year is an orphaning of distressed publishing assets: setting them adrift in an inhospitable business climate, thinly clothed and with a heavy bag. Call it publishing orphanage. It’s a noteworthy moment in an almost decade-long reckoning with the long slide in both the newspaper and magazine industries.

Both Time Warner and Tribune are working through all the financial and legal issues en route to hiving off their publishing assets from their core TV/movies/digital businesses. Both should have the process completed by the middle of the year, probably a little earlier. Both are following in the footsteps of other media splits, including 2013′s News Corp. and 2007′s Belo and Scripps. But both are planning on putting more of a burden on their publishing businesses than we’ve seen in previous splits, with Tribune’s approach standing out as particularly Dickensian.

In essence, it’s a newer, harsher reality for legacy news operations forced to live on their own. In part, that’s a reflection of the challenges that the non-print sides of Time Warner and Tribune face. Adjusted operating income was down in 2013 for Time Warner’s HBO and Turner divisions and at Tribune’s broadcast operations. Yes, publishing may be distressed — but the TV/video path forward is chockful of competitors too, taking money and customers away at every opportunity.

Both Time Warner and Tribune are assigning significant debt to their split-off companies. But debt is only part of the story. The burdens being placed on standalone Time Inc. and Tribune Publishing are several-fold:

  • Dividend. The new Tribune Publishing will have to pay the bigger Tribune Company a one-time dividend of about $325 million immediately after the split, as the Chicago Tribune’s Robert Channick revealed last week. The money will be borrowed by the new company.
  • Debt. Time Warner is sending off Time Inc. with about $1.3 billion of it. And we know that Tribune Publishing will have to borrow that $325 million to pay the dividend and take on so-far unspecified additional debt to finance its operations.
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    broken-tribune
    The newsonomics of Tribune’s detour
    Lease-back. Tribune has already separated out the real estate under and around its publishing operations from its eight newspapers, having figured out that lots of the value of those publishing assets is in dirt. Consequently, when the spinoff happens, the newspapers will have to pay an estimated $30 million in rental costs, through 2017, back to Tribune. Newspaper leases run five years; production facility leases run 10 years. Time Inc. is looking for new cheaper downtown Manhattan office space, with, it, too, having to pay lease costs it didn’t have to previous pay as an occupant of the Time-Life Building. Neither of the new publishing companies will have solid real estate assets to bank on going forward.
  • Stripping out digital businesses. While Tribune’s newspapers have struggled mightily, along with their peers, Tribune’s CareerBuilder and Classified Ventures digital classified businesses have helped offset ad loss. Those businesses, and their significant cash flow, stay with Tribune.

To be fair, Tribune has noted in its filings that parent “Tribune is also expected to retain most of its pension assets and liabilities.” We’ll have to wait and see what “most” means.

chicago-tribune-building

So, to the question of the day: What difference will the split arrangements have on the journalism that the Los Angeles Times, Chicago Tribune, and Tribune’s six other metro dailies produce? What are the chances that Time Inc.’s Time, Fortune, Sports Illustrated, and Entertainment Weekly, among others, will be able to find a high-quality print/digital way forward?

Will the readers of those publications be affected by the new financial obligations of the publishers? The answer is painfully simple: Yes.

By one measure, the new debt put on the publishing companies is reasonable. Time Warner’s overall debt is $18.3 billion; it is assigning 7 percent of it to Time Inc. Tribune’s overall debt is $4.1 billion, most of which was incurred in its purchase of Local TV stations last fall; it is assigning 8 percent of it to Tribune Publishing. Both new companies, as others have argued, have sufficient cash flow to make the debt service. We can also add to the justification that as divisions of larger media companies, both publishing divisions contributed to debt service all along.

But that argument ignores the reality of 2014. Both publishers have only remained profitable by significant staff cutting. Given that revenues will continue to be down this year for both, somewhere in the mid single digit range, they’ll have to continue cutting costs and staff to maintain profitability. The new debt service and lease obligations won’t break their backs, but they’ll be added new weight on backs already bent. That’s in contrast to those other recent publishing splits which were more friendly to the print half.

The most recent and instructive parallel is last year’s News Corp. split. Pushed by shareholders and Hackgate fallout to split his baby, Rupert Murdoch steered $2.6 billion in cash to the newspaper-heavy company and freed 21st Century Fox to head off into its future. The new News Corp wasn’t assigned any debt, didn’t have to pay a dividend, and kept all the real estate underneath its newspapers. Further, Murdoch threw Fox Sports Australia and digital real estate services into the new “newspaper” company, giving it a couple of growth drivers.

Seven years ago, when Belo split off its newspapers as A.H. Belo, it assigned no debt to the newspaper split. Also in 2007, Scripps separated out its newspaper and broadcast properties from its high-flying cable ones. In that case, the new cable business, Scripps Network Interactive, got $325 million of the debt and E.W. Scripps, the new newspaper/broadcast entity, got $50 million of it. Neither Scripps nor Belo separated the real estate from the legacy operations.

Why? All three companies realized that the standalone newspaper entities needed every dollar possible to find a future. Arguably, the editorial operations of The Wall Street Journal, The Dallas Morning News, and Naples Daily News are better off for it today. Will we be able to say the same when the Chicago Tribune, L.A. Times, Baltimore Sun, and Orlando Sentinel are set adrift?

A few inquiring minds want to know. One of those is Henry Waxman, the Democratic ranking member on the House Energy and Commerce Committee. Waxman raised an alarm about the Tribune’s assignment of debt and dividend to its spinoff back in December. While newspaper business matters generally fall outside the purview of Congress and regulators, the committee does provide oversight of the Federal Communications Commission. Waxman’s interest, though, is more local: The long time L.A. congressman worries about the future of the local L.A. Times. So Waxman has met with Tribune CEO Peter Liguori, and formally requested documents related to many of the burdens I listed above. There have likely been other staff interactions, and there may be more to come.

Waxman is trying to bring a political moral suasion to the Trib spinoff, asking what indeed will be the impact of the Tribune Company’s stripping assets of every kind — terrestrial, digital, and financial — from the newspapers.

But common sense here is paramount. Almost all legacy publishing companies are, to use the polite term, mature enterprises. More precisely, year after year, they take in less money than they did the year before and the year before that. There’s no extra cash lying around. The meager cash flows of these companies goes to:

  • Keeping things operating. With less money coming in, staff — the largest expense — has been steadily excised for five to six years. Operating expenses consume most of the revenue.
  • Profit. Almost all legacy publishing companies are profitable. Other than some going into the red in the worst months of The Great Recession, they’ve kept themselves marginally profitable to satisfy shareholders. Many of those shareholders (buyers of cheap debt or shares, or converters of debt to equity out of bankruptcy) have put stringent workout plans into effect to make sure that profits are paid, even as the workforces and product quality has declined.
  • Investment. Capital expenditures are low and the buying of other companies, to augment skills or technology, is now unusual. Yet the best publishers have prudently invested in a product improvement here and a digital platform there in efforts to drive their companies into the digital age. It’s the kind of investment that News Corp was able to make in buying Storyful in December for $25 million to aid its reporting, or the kind of buy parent Tribune completed in December when it added Gracenote to its portfolio for $170 million. Innovation requires money.
  • Debt. Then, there’s debt service, with many companies still paying for ill-advised acquisitions at peak market values.

Think of these four as mouths to feed. Publishers must ration food among them, and there’s not enough. So the short answer to the question: Yes, imposing new costs — debt service, dividend payments, or lease costs — on these spinoffs will make life harder. While life gets harder, more staff — including more journalists — get cut. The road ahead for Tribune Publishing and Time Inc. will be harder if the proposed debt and dividend plans proceed. The journalistic output is likely to suffer. Readers and communities will get less and less experienced reporting.

Let’s do some math, first looking at the Tribune context and its numbers. First, there’s Tribune’s heavy cutting pre-split. In late 2013, the company announced a $100 million cost-cutting plan in its publishing division. That resulted in the elimination of 700 jobs across the eight newspapers, on top of 800 job cuts in 2012. The company made a point of saying that newsroom cuts were a small part of those layoffs, but we know there were at least dozens of them, all on top of cuts that have greatly reduced newsrooms from Hartford to Fort Lauderdale through the Sam Zell era (“The newsonomics of the Tribune’s metro agony”). Just as one example, the Baltimore Sun has dropped to fewer than 140 journalists from a peak of more than 400.

Tribune has some cash, but it’s not expected to give any of it to the publishing entity. The most recent financials we have for Tribune show that the company has about $700 million in cash and cash equivalents.

Now let’s look at the percentage of profits that may need to go to servicing debt and how much debt service could equal in terms of jobs. Overall, Tribune Publishing generated $150 million in operating profit for the first three quarters of the year, so we can extrapolate $200 million for the full year 2013. Or course, what generated those profits is cost-cutting. To get to that level of profit, it reduced expenses 13 percent — including 230 positions. The new Tribune Publishing can continue to cut — but a further 13 percent would simply continue the hollowing-out process of the company and its newsrooms. Importantly, Tribune’s newspapers aren’t steady state: Revenues continue to fall.

Now the new debt service. Let’s say that Tribune Publishing will need to borrow $650 million overall, with half of that borrowing going immediately to Tribune Company as that “special dividend.” What might it pay for that money? Lee Enterprises, considered a large well-managed newspaper company, recently refinanced its own debt at 12 percent. (That was actually lowered from 15 percent.) Tribune may have access to cheaper money; let’s say it wrangles a 10 percent rate for the new, market-challenged newspaper company. That’s a payment of $65 million a year — or a full third of those 2013 profits. That’s more weight on Tribune newspapers back.

Now let’s consider individual backs and calculate that number in terms of jobs. At an average of, say, $75,000 a year, that’s 866 jobs. That’s out of total of more than 8,000 full-time publishing division jobs. The arithmetic is fairly straightforward. The obligatory debt service could be paid for by having 900 or so fewer employees. Let’s say it can limit its new initial debt to $500 million. That would still mean more than 650 jobs.

In striving to make the point that it is trying to preserve journalist jobs, the company has pointed out that many of its cuts were in marketing and technology. That may be good for the journalists who would otherwise have been pink-slipped — but those are also two areas where news organizations of the future need more smart investment, not less. In addition, journalist jobs continue to be cut back, even if they are a smaller proportion of the total cuts.

OLYMPUS DIGITAL CAMERA

Now let’s look at Time Inc.’s numbers. Time Warner just announced its full-year earnings. To get an apples-to-apples comparison, we take out the new revenues driven by its fall acquisition of American Express Publishing. For the year, revenue was down about 5 percent, and 8 percent for Q4. Both ad and circulation revenues are tumbling. Time Inc., under new CEO Joe Ripp, has also been cutting in anticipation of going solo. Recently, layoffs of 500 employees, or 6 percent of Time Inc.’s staff, were announced.

Ripp has also greatly reorganized the leadership team, putting some impressive new talent in place in key exec and product roles. Just today, we see the poaching of Scott Havens, a highly regarded architect of The Atlantic’s renaissance, who becomes senior vice president for digital.

What effect might that $1.3 billion in debt have on the ability of that new team to transform Time Inc. into a growth company? Time Warner may well get a better interest rate for its orphan than Tribune, according to knowledgeable observers. Let’s peg it at 7.5 percent. That would create an annual debt service of $97.5 million. That’s the equivalent of 1,300 jobs — or another 12 percent or so — of Time Inc.’s workforce, if and as revenues continue to decline.

There are lots of moving numbers here, but the point is clear: As standalone companies with ever-falling revenue, each will have a more direct responsibility for paying off debt, and the likeliest place to pay for it may well be more aggressive staff cuts.

Both Time Warner and the Tribune Company have legal obligations is to maximize shareholder benefit; as recently as this week, a hedge fund began pushing Tribune CEO Peter Ligouri to sell any Tribune asset he can. In these splits, though, we have current shareholders who will have their shares divided. Presumably, from a shareholder point of view, both TW and TRB would want to maximize the chances of both new companies prospering and rewarding shareholders. Is the burden being placed on the spun newspaper assets prudent, given their marketplace and transformation challenges?

For Tribune, it’s clear that it is going to the spinoff route as a way to save on capital gains taxes when the newspapers are sold. (There are complicated tax issues involved in the spin, which you’ll recall came after the Koch Brothers summer spectacular of 2013 — but observers point to a likely sale of the newspapers not long after the spinoff.)

For the current Tribune Company and board, the newspapers appear to be a soon-top-be-dispatched afterthought — one they don’t want to shine much of a light on. Just on Monday, at the J.P. Morgan Global High Yield and Leveraged Finance Conference in Miami, Tribune made its presentation. Given that the company is going mainly TV, most of the PowerPoint’s 25 slides were devoted to broadcast, with real estate, digital properties, and syndication businesses highlighted as well.

tribune-presentation-slide

In the three slides it devoted to publishing, it highlighted but three fairly broad numbers, with two speaking to a 20th-century audience — and none speaking of dollars and cents.

  • 1 billion newspapers distributed annually
  • 10 billion preprints distributed annually
  • 70 million unique online visitors monthly

The new Tribune is ready to be done with the old Tribune, just as Time Warner can hardly wait to jettison Time Inc. — showing its Q4 and full-year financials both with and without the publishing assets. The divorces are about to be decreed, and terms of disendearment betray a lost love.

The new Knight News Challenge focuses on strengthening the free and open Internet

Posted: 27 Feb 2014 06:00 AM PST

The Knight Foundation wants to delay the death of the Internet as we know it — at least for a little while longer.

Today Knight is launching the latest installment of its Knight News Challenge, and this round will focus on a subject on many minds these days: how best to support a free and open Internet. Specifically, Knight is asking people how they would answer this question: “How can we strengthen the Internet for free expression and innovation?” Those who come up with a good answer — or at least an idea that can pass muster with Knight’s experts and advisers — will get a share of $2.75 million.

Knight has funded the contest for media innovation since 2007 and awarded more than $37 million over that span. This time around, Knight is partnering with Ford Foundation and Mozilla to administer the News Challenge. The contest is open to anyone, with a simple application form on newschallenge.org, with a deadline of March 18. Winners of the News Challenge will be announced at the annual MIT-Knight Civic Media Conference this June.

With the FCC attempting to rewrite its open Internet rules after having them struck down by a federal appeals judge, and the pending merger of cable companies Comcast and Time Warner (not to mention Netflix brokering a deal for better service on Comcast broadband network), there has been growing concern about the future of the Internet from consumer advocates and other technology watchers. (Not to mention those three letters N, S, and A and attendant concerns about surveillance and privacy.)

“We see the Internet as a really important resource for expression, for learning, for journalism, for connecting to one another as neighbors in the community — we want to make that stronger,” said John Bracken, Knight’s director of journalism and media innovation.

With the events of the past few weeks, the News Challenge might seem particularly timely, but Bracken said protecting the free flow of information has been among Knight’s main concerns for years. He pointed to the Knight Commission on the Information Needs of Communities in a Democracy, a collaboration with the Aspen Institute that aimed to “maximize the availability and flow of credible local information” and “enhance access and capacity to use the new tools of knowledge and exchange.”

Bracken said recent events will only add more urgency to the News Challenge. “Clearly it’s a topic on a lot of people’s minds,” he said. “It’ll be exciting to see what it yields in terms of ideas and broadening our idea of the topic.”

In the most recent round of the News Challenge, which focused on health, applicants were asked to answer the question “How can we harness data and information for the health of communities?” The latest round offers a similarly open-ended question on the subject of the Internet. Bracken said that was done be design to try to spur as many new ideas as possible. (Knight is again using IDEO’s OI Engine to channel ideas through the contest.)

Making the ask appealing is one part of the equation; another is taking an active approach to finding people to apply. One of the reasons Knight partnered with Mozilla and Ford is to tie into their networks. In the Venn diagram the three organizations share, Internet openness and democratic access to information slots nicely into the middle. Knight and Mozilla already collaborate on the Knight-Mozilla OpenNews.

“We want to expand the network of people we’re reaching. You look at the Internet and open web and building useful tools, and Mozilla and their community come to mind,” Bracken said.

Bringing partners into the News Challenge is only the latest tweak Knight has made to the competition in the last several years as it re-evaluates the way it funds innovation in journalism. Since 2012, the News Challenge has been broken up from one annual call into smaller, shorter, themed contests. But the long-term future of the News Challenge remains under examination. (As Knight president and CEO Alberto Ibargüen said at the MIT-Knight Civic Media conference last year: “It may be finished. It may be that, as a device for doing something, it may be that we've gone as far as we can take it.”)

Bracken said they’re still re-tooling the competition, as well as expanding the funding opportunities for new projects through other programs like the Knight Prototype Fund. “We want to constantly extend the network of people we work with, and one way to do that is collaborating on a new News Challenge,” Bracken said.

Full disclosure: The Knight Foundation is a funder of Nieman Lab, though not through the News Challenge.

Image by Roo Reynolds used under a Creative Commons license.

Kamis, 27 Februari 2014

Nieman Journalism Lab

Nieman Journalism Lab


The Boston Globe offers newspaper delivery in Florida

Posted: 26 Feb 2014 11:31 AM PST

One of the benefits of your newspaper’s publisher also being the owner of a baseball team? He sees spring training as a circulation opportunity.

The Boston Globe announced today it will begin delivering the newspaper around Ft. Myers, Florida. That means if you live in Lee or Collier counties, you can get the Globe delivered to you seven days a week or pick it up down the street at the 7-Eleven.

Having satellite markets for newspaper circulation — particularly in snowbird paradise — is not entirely unusual; you can, for example, get The New York Post delivered to you in Florida as well. With Nana and Pop-Pop among the ranks of retirees in the Sunshine State, Florida makes sense as a market for out-of-town news.

But in this case there’s also a bit of John Henry magic at play. The new owner of the Globe is preparing new products for the paper, online and in print. Expanding circulation to Florida could be a boost to both of his franchises, as his newspaper and his ball club (and his newspaper’s coverage of his ball club), are coming together for Grapefruit League play.

From the Globe’s news release:

For the first time, The Boston Globe is available on newsstands in and around Ft. Myers, Fla. – throughout Lee and Collier counties. Beginning February 24, the newspaper will be sold at Walgreens, 7-Eleven, Circle K, CVS, Sweetbay, RaceTrac and Hess stores, as well as through home delivery. Both daily and seven-day delivery options are available and readers can subscribe at bostonglobe.com/florida, and deliveries will begin Monday, March 3.

All Alternatives Considered: How Slate thinks a daily podcast can fit into your evening commute

Posted: 26 Feb 2014 09:02 AM PST

When Slate decided to get into the daily drive-time podcast business, they decided to take a cue from a proven winner: sports radio. At least the public radio version of sports radio: Specifically, they decided to hire NPR’s Mike Pesca for the launch of a new daily podcast — a departure from Slate’s other podcasts which are delivered mostly in weekly installments.

Podcasting has been a growth area for Slate, and the site’s collection of shows now grab around 2 million downloads a month, according to Andy Bowers, Slate’s executive producer of podcasts. By going daily, the site wants to grow that audience further and continue to capitalize on a growing source of advertising for Slate.

“Slate loves podcasts,” Bowers said. “They do really well for us, and everyone wants to be involved. We want to figure out how to smartly grow without overextending ourselves, but we’re going to keep growing.”

Pesca’s new podcast is one step towards that. Everything from the host to the format to when the show will be released, is designed to try to capture the best possible audience, Bowers told me. The currently unnamed show will run 20 minutes (as opposed to up to an hour or many Slate podcast episodes), and be delivered to listeners in the afternoon just in time for the evening commute home, Bowers said. Expect it to launch in April.

This means building a new habit in Slate’s audience, moving listeners used to a weekly fix to a daily routine. While Slate releases podcasts nearly every day, no single show is produced on a day-to-day basis. Most of Slate’s podcasts are released overnight, and listeners typically download them in the morning, Bowers told me. By releasing Pesca’s show earlier in the day, they hope to push people into developing a regular habit.

Bowers said the show will be topical, with conversations and interviews on the day’s news, recognizing that people already get their breaking news in other ways. They want the show to fill in the lines of top stories a little more. “We thought it would be fun to take the most interesting things about the flood of information coming across the screen and drill down more,” Bowers said.

Though Pesca was already a host for Slate’s Hang up and Listen, it’s his previous life for NPR that will be helpful in not only making the show lively and accessible, but also in delivering something timely, Bowers said. Slate also plans to bring on a dedicated producer specifically to work on Pesca’s show.

The genesis of Pesca’s new show came from an experiment with the popular Political Gabfest podcast in the fall of 2013. During the government shutdown Slate decided to take the show nightly, with a recap of the day’s developments on the budget talks between President Obama and Congress. Bowers said the Gabfest Extra shows, which lasted the duration of the shutdown, proved successful, drawing in what he said were “big numbers, much bigger than expected.” (Bowers declined to offer more concrete figures.)

Gabfest Extra proved Slate’s listeners had an appetite for a higher dose of shows. They’ve since produced “Extra” installments of other podcasts tied to timely events or news. “It made all of us realize there could be a market for a kind of evening, drive-time companion to the day’s news,” Bowers said.

An audience pulling down 2 million downloads a month (granted, downloads is a somewhat murky metric for gauging listeners) may not seem like a lot in comparison to a radio audience. (NPR’s All Things Considered — probably the most popular evening drive-time option among much of Slate’s audience — gets around 11 million listeners a week.) But at the scale of what Slate is doing, the number looks good. More importantly, advertisers are paying to get on Slate’s shows. Slate publisher Matt Turck told Business Insider that podcasts now make up between 5 percent to 10 percent of Slate’s advertising revenue.

“We’re making money, there’s great advertiser interest, and we have a lot of ambition for other things we can do,” Bowers said.

Pesca’s show is likely a sign of things to come for Slate, with another new show planned to debut later this year. Slate’s investment in new shows follows bigger trends in podcasting, as hosts and producers are building networks to help grow audience as well as the business end of podcasts. Pesca said people who work in audio are trying to find ways to capitalize on the growing market opportunity that’s come with the rise of smartphones and other devices. “I think in years to come, we will see podcasting audiences, or on-demand radio audiences, that are bigger than radio audiences,” Bowers said.

Photo by mbschn used under a Creative Commons license.

Come work for Nieman Lab

Posted: 26 Feb 2014 07:38 AM PST

njlbigrednWe have an opening for a staff writer here at Nieman Lab. If you're interested, apply over here.

This job will join our bustling little Harvard newsroom (currently made up of three reporters and me) to report on journalism innovation — innovation in how news gets reported, produced, distributed, discovered, consumed, and paid for. If you enjoy the sort of stories you read here and would like a chance to report, write, and edit them full time, you might be a good candidate. For more details, see my writeup from a previous time we had an opening and, of course, the job listing linked above.

A few notes about the position, which is awesome:

— While we'll look at candidates with different levels of experience, I'm particularly looking for someone who would be able to split time between writing and editing. Someone who already has some experience and skill in that part of the job — assigning stories, working with freelancers, editing copy, writing headlines, making art decisions, and so on — would be especially welcome to apply.

— This person’s work would have a special emphasis on mobile: how smartphones (and to a lesser degree tablets) are changing the landscape of news.

— Because of the way Harvard hiring works, the job posting lists this position as “a term appointment ending June 30, 2014.” Many (nearly all, I believe) Harvard jobs of this type are officially run as a series of one-year term appointments that end at the end of Harvard’s fiscal year. In the five years since the Lab launched, every full-time position we've had has been posted under these terms, and every one of them has been renewed every year. Changes in funding could alter that in the future, of course, but if we’re happy with the work being done, our expectation is that this person would stay well beyond that date. Don’t let that be a hindrance.

— To be considered for the position, you must apply at the Harvard HR site linked above, where you should include a cover letter telling me why you think you'd be right for the job. (Don't email me a resume directly; I'm not allowed to consider anyone who doesn't go through the official HR process.)

New U.S. guidelines on protections for journalists aren’t clear on who they apply to

Posted: 26 Feb 2014 07:00 AM PST

Our friend Jeff Hermes over at Harvard’s Digital Media Law Project has a post noting with concern a just-released set of U.S. Department of Justice guidelines around the propriety of investigating journalists:

Although the Guidelines extend certain protections to “members of the news media,” they (like the prior version) still contain no affirmative definition of that term.

Instead, the only way in which “members of the news media” are defined is through exclusions. A number of these exclusions (predictably) relate to persons acting as agents of a foreign power, plotting terrorist activity, et cetera.

[...]

This should give independent journalists significant pause. When government agencies attempt to define a journalist, they tend to adopt either an employment-based approach or a functional approach; the DOJ now seems to be eschewing a functional definition (or at least one as broad as in the Privacy Protection Act).

[...]

This leaves journalists unaffiliated with a news organization on potentially unstable ground with respect to the security of their communications against secret government inquiries.

Rabu, 26 Februari 2014

Nieman Journalism Lab

Nieman Journalism Lab


The plague of uniform rectangles with text overlays spreads further, risks becoming news-web-wide contagion

Posted: 25 Feb 2014 12:05 PM PST

I appreciate Rob Meyer writing this post so I didn’t have to: It seems as though every new news site redesign has a common thread: stories presented as uniform rectangles with a text overlay. (Rob’s piece is really about the boxiness, but the text overlay trend is also approaching Defcon 3.) Bloomberg View’s redesign today prompted it, but there are plenty of others: NBC News, MSNBC, Gothamist, the top of The Verge, the “premium” version of The Dallas Morning News, Vocativ, Digg, Digiday, the less-than-loved new Slate, and more.

bloomberg-view-grid

It’s not that boxes are new or anything — the entire web is literally built on them. But it’s a clear trend and, I think at least, a slightly dispiriting one. At the same time we’re seeing increased creativity in article page design, we’re seeing a sort of clotted sameness descend upon front pages and section fronts. It encourages the reader to see everything as just another identical widget of content, I fear. And it, in some cases, limits how much text or other cues one can add to tease a story to the reader. Personally, I find them too scannable and too easily ignorable.

Rob suggests responsive design may be a cause; Ethan Marcotte, the guy who, ya know, invented responsive design says no. Far be it from me to dispute Ethan, but I think responsive has generally led to a regularization of front page chunks in order for them to reflow well on phones. And it fits with the cards metaphor we’re seeing everywhere. (Thanks, Pinterest.) But I think the bigger culprit here is the rise of tablets — both because web designers are taking cues from tablet apps and because tablet traffic is growing as a share of total traffic. What does tablet design prize? Big, tappable areas. It’s a kind of buttonization.

Can the quote be a new atomic unit of news? Rookie (no, not that one) tries a new twist on sports

Posted: 25 Feb 2014 09:47 AM PST

L.C. Angell says he builds websites with himself as the target reader. So when Angell, the creator of the highly curated men’s shopping site Uncrate and the viral video site Devour, decided to launch a site covering sports, he had his own interests in mind.

Angell wanted a site that could provide a sports news fix about the leagues he cared about, but which was both more digestible than a traditional 700-word article and which could cut through the noise of Twitter.

Enter Rookie.

First, before you do a spit take: Tavi Gevinson’s much lauded Rookie Magazine hasn’t suddenly shifted its target audience from teen girls to NFL fans. This is rookie.com, not rookiemag.com.

Here’s what a Rookie story looks like: On the left, a big photo and a concise paragraph about its topic, like whether the Detroit Lions’ Matthew Stafford is an elite quarterback. On the right, a half dozen or more quotes — from players, coaches, executives, pundits, or reporters — discussing the topic at hand. In the case of Stafford, Rookie pulled quotes from ex-players like Joe Namath and Troy Aikman, ex-coaches like Jim Schwartz and Mike Ditka, and others. That’s pretty much it: a summary paragraph and a set of quotes. The story as a whole is sharable, but so are each of the individual quotes.

Rookie_Matthew_Stafford

“To me, I just don't even care what my buddies are saying about the game. It’s a waste of time,” Angell said, explaining one way Rookie differs from Twitter. “I want to know what LeBron James thinks about Russell Wilson winning the Super Bowl.

Rookie likes to choose stories that will have a long shelf life, and it keeps updating them with new developments or quotes. A couple weeks ago, it posted a storyline about former Texas A&M quarterback Johnny Manziel and his prospects in the NFL draft. New quotes continue to be added to the post (Jerry Jones thinks he’ll be a star), and it’ll continue to be updated through Draft Day in May. And Angell envisions stories that span years, such as the NFL’s concussion crisis, that could have hundreds of quotes on one page. “That would be an amazing resource to have one URL to that,” he said. (Think of it as a low-friction analog to the recent interest in explainers that unite disparate content into a single, digestible web page.)

A team of four runs the site, and they aggregate the quotes from other news organizations as well as Twitter and Facebook, linking back to the original source.

Since the rise of the web, there’s been a low-voltage, long-lasting discussion around what is or should be the “atomic unit of news.” In a print world, that was an easy discussion: the article. But in the disaggregated online context, is it the fact? The tweet? The listicle item? The Wikipedia-style summary, unbound by news hook constraints?

Could quotes be next? They’ve played a key role in journalism forever, of course; if aggregators assemble bits and pieces of other people’s stories, those stories assemble bits and pieces of other people’s comments. Increasingly, they come direct from the source to the public without a middleman: Think of how many athletes use their Twitter accounts for the sort of comments that previously would have gone through a local beat reporter. Their brevity would seem to line up well with social media. (And, from a business point of view, quotes from public figures don’t come with a price tag.)

rookie-how-to-crop

Angell is betting the atomic quote has a future, and even wants it to eventually become a platform for athletes to share their thoughts on the sports news of the day without worrying about trolls on Twitter. He said he is not quite yet sure how it would work, but Angell said he has spoken with athletes who have expressed interest in being able to post their thoughts directly to Rookie’s ongoing threads about various topics.

“Twitter is kind of horrible for professional athletes,” Angell said. “In terms of whether they do something good or something bad, these guys can’t even look at their ‘@’ messages, basically is what these guys told me. It makes them mad. They want to respond, and then they look horrible for responding to these things.” (Of course, some use it for inspiration.)

Rookie’s Facebook and Twitter followings are still small, and a search for “@Rookie” on Twitter still brings up more results for Gevinson’s Rookie than for the sports site. (For what it’s worth, Angell says he isn’t concerned with his site getting confused with Gevinson’s: “Our target audience is different enough that there shouldn’t be any confusion.” Rookie editors have also taken to Twitter to defend the name.)

Angell is convinced that Rookie’s choice, timely quotes on the sports news of the day will attract a following. Rookie already covers the NFL, NBA, MLB, and NASCAR, with plans to expand into other pro sports, but not college sports. He says the site’s simple design, which is responsive to mobile devices and tablets (an app is in the works), and its striking photography will help set it apart from other websites in the crowded world of sports media.

The site has launched without ads, but Angell said there will eventually be advertising on Rookie. Still, he said readers are used to overwhelming sports sites like ESPN.com or Bleacher Report and are not accustomed to Rookie’s stripped down design.

“A lot of people, honestly, don’t get it. I had to put a little how-to on the story pages. It’s crazy, but this website is so simple they weren’t used to a simple website.”

National Journal opens a doc library for subscribers

Posted: 25 Feb 2014 07:09 AM PST

An interesting move from last week: National Journal is getting into the database business. The company’s launching a new Document Library, a service that will feature research, white papers, testimony, press releases, and other information that might be useful to people who do business in Washington.

The service will be free to subscribers (with non-subscribers getting a limited version) and will be sourced from government agencies, think tanks, trade groups, and universities. It’s a smart move, similar to other media companies that have tried to leverage data or primary documents as an advantage and possible revenue source. Here’s National Journal president Bruce Gottlieb explaining the library to Folio:

“A big part of their [members and subscribers] job is staying on top of information,” he says. “In many cases the source material is just as useful as a write up. What this allows us to do is give people one place to access a direct source in order to stay on top of fast moving, complicated information.”

Selasa, 25 Februari 2014

Nieman Journalism Lab

Nieman Journalism Lab


The Comcast/Netflix deal: Twin looks in the rearview and at the road ahead

Posted: 24 Feb 2014 01:51 PM PST

In romance, as in money, it’s all about timing.

The Comcast/Netflix damn-the-buffering, full-speed-ahead agreement announced this weekend is all about timing. This is a time of major momentum for each company. The last thing either needs is a speed bump.

Netflix, with 44 million subscribers and oozing growth worldwide, has distanced itself from its rivals, both with those sheer numbers and the brand buzz of House of Cards and other value-enhancing original programming. In its rearview mirror, it can see Apple, Amazon, Hulu, and HBO, among many others, trying to figure out how to play catchup.

With Internet buzz of slower streaming performance beginning to eat away at the seamlessness of its offering, Netflix knew it had to act sooner rather than later. Remember Qwikster, the company’s aborted initiative to split its DVD-by-mail and streaming businesses. Many a business case history has been written on it, but one clear lesson applies here: Deal with issues as quickly as possible. Netflix and Comcast had been negotiating on performance issues for as long as a year, but you could hear the crescendo of easy-streaming-is-over conjecture quickly building over the last two months. In addition, Netflix needs to clear its decks for the introduction of higher, and tiered, pricing: Who wants to pay more if something’s not just working right — and may get worse?

Comcast needs to pick off as many impediments to regulatory approval of its acquisition of Time Warner Cable as it can, as hearings are scheduled and forces like Craig Aaron’s Free Press are making their case against it. (Excellent Tom Ashbrook On Point on the nuances of consumer impact of the acquisition here.) Netflix could have been a major impediment. It could have been a poster child of consumer concern that Comcast’s soon-to-be-even-more-outsized power was bad for the viewing public. Is Reed Hastings going to make a fuss now? (The agreement to not do so is in invisible contract ink.) Going into the year or so of regulatory hearings, Comcast has to put one its best face of problem-solving, partnering friendliness.

There’s also Comcast’s rearview mirror. Yes, it would become a broadband heavyweight — with something like 40 percent of the broadband market in the U.S. — but that’s today, with old-fashioned, slow-as-Slovakia (we’re No. 32, they’re No. 33) broadband. Take just two announcements over the past few days: On Thursday, Google announced it would be interviewing the city fathers and mothers in 34 new U.S. cities to determine where to install Google Fiber next. That’s the promised “100× faster than Comcast” service. Today, WhatsApp said it would move into free global phone calling. Neither foray makes a big difference to Comcast in 2015, assuming the (likely) approval of the TWC deal. By 2018, though, both could be taking significant chunks out of the Comcast bundle.

Fast data. Free Internet voice. Those two get right into two of three bases Comcast is covering with its Triple Play strategy. At first base, all-you-can-eat cable is in slow but steady decline. On second, Internet voice, a great throw-in replacement for landlines and — what was that thing we used to pay for? — “long-distance.” On third, broadband. That, of course, is the growth plan, and, as I and others have written the reason behind the Time Warner Cable deal. (“The newsonomics of Comcast and our digital wallets”) Yes, big is good and carries consumer concern. Yet the forces of digital disruption literally never sleep.

So chalk up the Comcast-Netflix deal as one of an attempt at road repair, as both companies try to scan the environment that’s ahead of and behind them.

Photo of alternate Netflix delivery protocol by Phil King used under a Creative Commons license.

Why isn’t live video working for news sites?

Posted: 24 Feb 2014 08:31 AM PST

That’s the question Dylan Byers at Politico asks in a smart piece worth a read:

Last July, The Washington Post launched a live video channel that its president proclaimed would be "the ESPN of politics."

Instead, PostTV turned out to be more like a public access show. Within five months, the live content had vanished and the "channel" became little more than a clearinghouse for pre-taped video packages and recycled press briefing footage, along with the occasional original report.

What the Post learned in its video flop in 2013 is what The New York Times, The Wall Street Journal, POLITICO and other large news organizations had discovered in years prior: Creating quality live television is expensive — the Post invested millions of dollars and dozens of staffers to Post TV — and much harder than it looks. The end result didn't interest readers — or advertisers.

Video would not be the savior of online journalism.

Why haven’t video efforts at the Post, The New York Times, and elsewhere panned out? Byers argues it’s about quality:

Creating compelling television, it turned out, meant more than putting talking heads around a table. It required millions of dollars, new innovations, and, most important, experienced producers and compelling on-air talent…

"Is video alone going to save newspapers? Absolutely not," said Bruce Headlam, managing editor of Times video. "A lot of newspaper people quite comfortably make fun of television people, but it's very hard and very expensive to do what CNN, Fox, MSNBC do."

There’s truth to that, but let me shade that argument a little. News org live online video has flopped in part because it’s often bad but more because it’s the wrong content for the wrong context. CNN, MSNBC, and Fox News are filled with talented people, but it’s not as if their live video goes great gangbusters online. (Or on TV, for that matter.)

What’s the context in which cable news gets watched? With focused attention during big breaking news events, sure, but much more often as background noise. Either literally or as a kind of environmental monitoring — if something big happens, I’ll hear about it. And on an actual television — the kind with the big screen! — in a living room or an airport terminal, where you’re free to shift your attention elsewhere. (This is what the second screen is all about.)

What’s the context in which news orgs’ live online video gets watched? Usually, despite mobile’s gains, on a laptop or desktop computer. And usually during the work day, because that’s when news sites’ traffic is highest and when their live programming is scheduled. What’s happening on desktops during the work day? Usually people have something else they’re doing. It’s not driving 100 percent of their attention. Having a live news video show streaming in your browser either means that you can’t do anything else or you lose the visuals and slip over to another tab or another app. It’s an awkward merger of the first screen and the second screen, combining content designed for constant partial attention and devices designed for constant fiddling and multitasking.

Sure, there is plenty of live video that can be compelling enough to get past that. Plenty of people watched Olympic hockey this week at their desks at work; plenty more will watch the NCAA tournament in a few weeks; a gazillion people watched that Red Bull guy jump from space. But these are all hyper-compelling live events that demand attention — far more than news sites’ live video, yes, but also far more than 99 percent of what CNN can produce, too.

And CNN et al. also have the huge benefit of existing in a limited channel universe. Even with 500 cable channels, if you want TV news at any given moment, your list of options is limited. On the web, it’s virtually infinite.

So yes, there is a quality issue, but there’s also something about the awkward context of watching scheduled live news video in a web browser that makes widescale audience uptake a really tough nut to crack. If PostTV’s production standards and editorial quality were to improve 10 percent or 50 percent, I doubt it would make a huge difference. It’s not CNN’s video quality they’re chasing as much as CNN’s video context.

Capturing that context outside of television seems highly unlikely, no matter how immersive you try to make your video player. So that leaves two options: Wait for the television context to change, through the long-awaited appification of TV, or come up with new kinds of content that better match the context they’re stuck with.

Local newspapers and TV stations are building their own private ad exchange with Google

Posted: 24 Feb 2014 06:00 AM PST

In 2006, 176 newspapers came together in a partnership with Yahoo to found The Newspaper Consortium. The idea, a simple one now, was an important step forward for the development and growth of ad networks. Yahoo had the reach — 400 million users worldwide at the time, according to The New York Times — but the newspaper companies (which included the MediaNews Group, Hearst, Belo, Scripps, Journal Register, Lee, and Cox) — had the experienced ad sales teams. Together, they sought to increase revenues all around — so that a newspaper could sell local ads to local businesses that ran when local readers went to Yahoo, splitting the proceeds along the way.

For a while, the project seemed like a success. In 2009, Lem Lloyd, a Yahoo VP, told the Times, "It seems to be hitting the sweet spot for both newspapers and Yahoo."

But it’s been a rocky ride for Yahoo, and newspaper companies haven’t exactly had a great few years either. In 2010, the project’s lead at Yahoo, Hilary Schneider, left the company. Alan Mutter described at the time how, for Yahoo, the consortium had become more unwieldy and less profitable than they’d expected. In Mutter’s view, it was the ad tech that made the deal appealing to newspaper companies, who couldn’t afford to develop those platforms on their own.

Around the same time, some of the newspaper executives had left the group — MediaNews Group’s Eric Grilly and Scripps’ Rusty Coats. In 2011, the consortium’s executive director, Michael Silver, left to head the Knight Lab at Northwestern. Yahoo’s tumultuous years continued, and as major changes were made to it’s “flailing ad business,” little was heard about the Newspaper Consortium.

That is, until last fall, when the project relaunched as the Local Media Consortium under the leadership of Coats.

The new Local Media Consortium has 800 newspaper members and 200 local broadcast members. In October, Rick Edmonds at Poynter explained how the mechanics of the consortium had been updated. Most important, the network no longer negotiates exclusively with Yahoo. In addition, Edmonds highlights its overall growth, move away from a 50-50 revenue share, increased network reach, and the inclusion of broadcast companies.

“When we signed the first 30 companies in late September, [consortium chairman Christian Hendricks] referred to them as ‘the cult of the willing,’” Coats told me over the phone. “They saw the potential, and knew we were going to negotiate deals on their behalf, and were taking a bit of a leap of faith on all of that. That’s where working together for seven years does lend itself to a high level of trust. You’ve earned it after seven years.”

Now that trust is paying off. Today, the Consortium is taking a step towards fulfilling its promise of increased revenue through a new partnership with Google. The deal is supposed to strengthen Google’s relationship with local publishers by “turbocharging” the online news business via “growing budgets” for programmatic buying, according to a company blog post by Laurent Cordier.

Two facets of the deal, access to DoubleClick for Publishers and Google AdSense, are products that member publishers can already use on their own. Google will likely gain DoubleClick users from the consortium, but use of both products is optional.

The real draw of the Google partnership for consortium members is a new private ad exchange that sells publisher inventory programatically. Writes Cordier in an email: “The exciting part about this new exchange is that it allows all of the consortium’s members to bring together their inventory in a private exchange — this is unique in the industry. The vision is that this will be not just about remnant inventory, but a way for the consortium members to monetize their full businesses.”

For the 40-odd member companies, the exchange should net an overall better deal than they could get selling their unsold inventory to remnant networks, which generate low CPMs and which some blame for reducing the value of news sites’ higher-end self-sold advertising. “The goal here is cohesion to all of that inventory, so we’re not being pecked to death by ducks and we’re not seeing our rate destroyed,” says Coats.

Increased revenue through targeted selling has been a central goal of the consortium since the days of its exclusive deal with Yahoo. “What we learned early on with targeted selling was that if I wanted to sell, on a banner ad campaign, to women under 30 who were interested in fitness, and the only site I had to sell that on was the Knoxville News Sentinel, I did not have thousands of those women,” Coats says. “I needed to have a partner like Yahoo, so I could have thousands of women under 30 who were interested in fitness, and target those banners at them. If you think about that on a global perspective of brands wanting to reach into local markets and sell millions if not billions of impressions against that — you being out there on your own as the hometown news — you’re just not going to be coming up on the radar of these agencies.”

But by banding 1,000 publishers together under the brand of the consortium, Coats says he’ll be able to efficiently offer brands 10 billion impressions. Negotiating as a single entity gives him greater leverage than 41 companies operating independently. “The idea is to make buying us so efficient that we get more of those dollars and there’s less nipped off the edges,” he says. “I’m hoping as this rolls out, it becomes a bit of a no brainer.”

The mechanics of programmatic ad sales are complicated — braver men than I have tried, recently, to explain it. But it’s not going anywhere. “I see programmatic buying as oxygen now,” says Coats. “It’s the way the system works.”

Google says the numbers are there to support that feeling. “Analysts predict 75% growth in the next year alone and we’re seeing huge interest across our own systems,” writes Cordier. “One of the most exciting developments is that it’s drawing interest not just from direct response advertisers, which were early adopters of the technology, but from major brands as well.”

Coats is adamant about flexibility for consortium members and doing away with the exclusive model of the past. “There was a lot of concern about making sure that there was exclusivity in partnerships, and that was absolutely the right stance to take for that era,” he says. “It’s been very common in our past to negotiate exclusivity. If we have this obituary product, then the TV station across the street will not have that. I think that’s a lovely and antiquated worldview.”

Indeed, Coats says he’s currently finalizing a renewed deal with Yahoo and is also in talks with other “big platform portal folks.” Overall, he says the renewed consortium has gotten a lot of attention from vendors and there are opportunities for investment.

The benefits of membership extend past the purely financial. Members, especially smaller publishers with fewer resources, are provided with an opportunity to share best practices, from legal advice to product development. In an often fractured field, the importance of the consortium’s cooperative nature cannot be overlooked.

“It’s very light at the top. We don’t have a big corporate office or anything like that,” says Coats. “We all want to help each other succeed.”

Photo of a different kind of trading exchange by Baron Visuals used a Creative Commons license.