No, We Didn't Save* Journalism, But We Did Generate A Lot Of Ideas

from the not-saved-yet... dept

Last week, as you may have heard, we held out Techdirt Saves* Journalism event. It was actually quite a lot of fun, even if we didn't "save" journalism. JD Lasica, for PBS's MediaShift, wrote up a fantastic set of takeaways from the event, which I'll list out here, though you can read his full writeup for the details:
  • Mine the data
  • Elevate your writers
  • Create a platform for your community
  • Multiple revenue streams
  • Expand the brand
  • Changing ideas about "news"
This is a really great list -- and JD gets all the credit in the world for distilling that out of all the brainstorming that went on. And that really was the point. While we did have three short presentations at the beginning, the meat of the event was the separate breakouts that we had. Lots of people asked us to stream the event live, but given the nature of the event that wasn't really possible. There were five different workshops going on that were much smaller groups of folks trying to brainstorm new and different ideas.

The point of the event, of course, was never to save journalism. It was just to get people brainstorming about creative ideas. It brought together a variety of people from different backgrounds. There were plenty of journalists (of course), from an AP bureau chief to successful "citizen journalists" and everything in-between. There were technologists, marketers, PR people, consultants and lawyers -- startup people and big company people -- all mixed together. And that's part of what made it work so well. It wasn't just a bunch of newspaper people trying to brainstorm, but a wide variety of folks coming at it from varying perspectives. The amount of positive feedback we got from folks leaving the event was really astounding, with multiple requests to do more events like this (and even a few requests with specific ideas for what -- or who -- to "save*" next).

What struck me most about the event was how different groups came up with ideas that I'd never even thought about before. I don't think all of them would even work, but there was some really creative thinking going on. For example, there was at least one discussion about whether or not newspapers could use their existing delivery infrastructure for more than just delivering newspapers. I'm not sure how that would work out in reality -- but it did show an attempt to take what might be considered a liability and see if there was any way to turn it into an asset.

Another group discussed how a newspaper might be better off acting more as a "talent agency" for writers, building up some brand recognition around the writers themselves. Again, this might only work in certain circumstances, but it was a different kind of suggestion.

One group wondered why newspapers haven't been embracing new local advertising models, such as the massive success around GroupOn (the locally-focused mass purchasing discount offering service). Amusingly, the very next day after the event, the San Francisco Chronicle announced exactly that. However, I'm not sure that they're doing it right. During the discussion on services like GroupOn, one participant pointed out that one of the reasons why GroupOn works so well is that it's actually creating compelling content within the "ads" themself (i.e., going back to the whole advertising is content; content is advertising concept). But the SF Gate's GroupOn clone seems to have incredibly boring copywriting. This is really quite stunning when you think about it. These local newspapers should be able to blow the likes of GroupOn out of the water: they have good content creators on staff, as well as better connections with local merchants, and a brand name that people recognize. But, at least initially, it looks like they're phoning it in.

One of the groups decided to use the magazine Harper's as a case study, and when one of the participants mentioned this on Twitter, the folks at Harper's actually asked about what they discussed, and Rick Klau then wrote up a blog post describing what their group came up with. Again, the idea clearly wasn't to literally "save" Harper's in the one brainstorming session alone, but to use it as a thought exercise, and get people thinking -- which it clearly did.

All in all, it seemed like the "thought-provoking-idea" per hour quotient was extremely high. As I said, I'm sure plenty of the ideas wouldn't necessarily make sense, but the fun thing about the event was we quickly got past the typical answers of "put up a paywall!" and got down to thinking creatively very, very quickly, including quite a few ideas that are certainly worth exploring further. For example, as a group, we ended up having a long discussion about whether or not there was commercial potential in some of the knowledge reporters had that could be effectively used as a research report, of sorts. There were certainly concerns about the trust issues related to this, but others also had some ideas on how to mitigate the trust concerns.

On the "constructive criticism" side, some people felt that too much of the discussion did end up focusing on how to save legacy publications. I can take some of the blame here, as one of the brainstorming guidelines suggested picking "a publication." I did say this wasn't a necessary step (and not every group did, in fact, pick a specific publication), but I also probably should have made it clear that this didn't need to be a legacy or paper publication, since it seemed like all of the groups who picked a publication ended up focusing on paper publications. It might have been better/more interesting to also have people looking at newer online publications (though, in fairness, most of the discussions did focus on ways to bring those old publications more into the online world). Something to keep in mind for future events.

I did want to thank all of the attendees for coming out and participating. Part of the point I made early on is that this wasn't a lecture or a seminar or anything like that. It was a brainstorming session, and we expected everyone to participate -- and, for the most part, every group that I spent time with seemed to make sure that everyone was, in fact, participating. So, special thanks again for so many smart people showing up and taking part. Also, special thanks to Hal Varian, Google chief economist, and Ian Rogers, Topspin's CEO, for getting everyone's creative juices flowing with their presentations, both of which fit together nicely, digging into some of the data from the news consumption world first, followed by a different perspective on some of the data coming out of the music world. The combined presentations really helped set the table for the brainstorming that followed. Hal and Ian also were great at bouncing around from group to group to take part in those discussions as well. Also, a special thanks to the team at Google who helped coordinate on their end.

As mentioned, a bunch of folks asked us about future events (and one told us this was more fun and more valuable than a huge mutli-million dollar "save journalism" event he had been to previously), so we'll definitely be looking to do future events like this one. We're certainly open to ideas (and, obviously, other potential sponsors/hosts). Thanks again to everyone who participated.


Reader Comments (rss)

(Flattened / Threaded)

  1.  
    identicon
    Anonymous Coward, Jun 21st, 2010 @ 2:08pm

    Shocker

    "No, We Didn't Save* Journalism"

    No way, I can't believe it.

     

    reply to this | link to this | view in thread ]

  2.  
    icon
    Mike Masnick (profile), Jun 21st, 2010 @ 2:30pm

    Re: Shocker

    No way, I can't believe it.


    I know! Really! Especially after we made it abundantly clear that the name was a joke and not meant to be taken seriously! Can you believe some people still did take it seriously?

     

    reply to this | link to this | view in thread ]

  3.  
    icon
    TW Burger (profile), Jun 21st, 2010 @ 2:30pm

    What's to Save?

    Journalism is in a transition of format rather than waning into print oblivion. A good example is the Seattle Post-Intelligencer. It did not fold, it simply went completely online. The elimination of the cost of printing may even result in a better product. What I can see is that with streaming video, room for greater detail, no time constraints, and instant updates people may stop watching televised news programming.

     

    reply to this | link to this | view in thread ]

  4.  
    icon
    Ron Rezendes (profile), Jun 21st, 2010 @ 2:37pm

    If you'd like to come to San Diego...

    I have a building in Balboa Park, the San Diego Chess Club, that easily holds over a hundred with tables and chairs and a giant white board. We're less than 10 minutes from the airport! Feel free to contact me, I'd be happy to host!

     

    reply to this | link to this | view in thread ]

  5.  
    icon
    Marcel de Jong (profile), Jun 21st, 2010 @ 3:40pm

    Mike, somehow I'd like for you to appear on WNYC's On The Media... [sarcasm]they had such an interesting piece on how the Ipad will help save newspapers [/sarcasm]

     

    reply to this | link to this | view in thread ]

  6.  
    icon
    Mike Masnick (profile), Jun 21st, 2010 @ 3:46pm

    Re:

    Mike, somehow I'd like for you to appear on WNYC's On The Media...

    Heh. They actually had invited me on for a segment about a month ago (about a different topic), but after talking it over, we realized that particular story wasn't really that interesting, so it got spiked. But perhaps in the future...

     

    reply to this | link to this | view in thread ]

  7.  
    icon
    Marcel de Jong (profile), Jun 21st, 2010 @ 3:58pm

    Re: Re:

    I'd pay to hear that episode :)

     

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  8.  
    identicon
    Anonymous Coward, Jun 21st, 2010 @ 4:46pm

    Re: Re:

    Even if the topic isn't interesting at least it could make for good publicity. You want more people to know about your blog, right? You want more people to know about your position on various issues, right? Well, getting more people to know about you is a good thing. As they say, all publicity is good publicity (well, not really).

     

    reply to this | link to this | view in thread ]

  9.  
    icon
    Mike Masnick (profile), Jun 21st, 2010 @ 4:54pm

    Re: Re: Re:

    Even if the topic isn't interesting at least it could make for good publicity. You want more people to know about your blog, right?

    Not sure what you're saying here? They asked me to be on a show about a particular topic, but after we talked about what the story would cover, and I gave them some more background and details, they talked it over and their producer decided it wasn't worth covering yet (waiting to see if "the other shoe drops" on that particular story). So it's not like the story is out there and hidden. No story was done.

     

    reply to this | link to this | view in thread ]

  10.  
    identicon
    Anonymous Coward, Jun 21st, 2010 @ 7:00pm

    techdirt saves* mikes reputation and position as a guru. film at 11.

     

    reply to this | link to this | view in thread ]

  11.  
    identicon
    Anonymous Coward, Jun 21st, 2010 @ 7:40pm

    Re: Re: Shocker

     

    reply to this | link to this | view in thread ]

  12.  
    icon
    Tek'a R (profile), Jun 21st, 2010 @ 7:41pm

    Re:

    Not sure what point is being made here.

    I do not recall any claim from mike that he was an all-knowing figure of ultimate wisdom, merely that these are items and stories that were interesting to him, delivered with commentary from himself and various other experts.

    Unlike a traditional media outlet, there is no desperation to set himself up as an ultimate authority with backup from the government. No one is even forced to come here, read anything, or post. So feel free to roll up your astroturf, take your bat and head home.


    Back to the story at hand, we have big business and small alike coming away from a small event, possibly making more headway then all the lobbyists and all the lawyers combined. ignoring that would simply be, well, ignorant.

    On my own behalf,
    Tek'a r.

     

    reply to this | link to this | view in thread ]

  13.  
    identicon
    Anonymous Coward, Jun 21st, 2010 @ 7:46pm

    Re:

    Seriously? That's the best trolling you can do today? Try harder please.

     

    reply to this | link to this | view in thread ]

  14.  
    identicon
    Bzzzzzzzz, Jun 21st, 2010 @ 8:37pm

    Re:

    "film at 11."

    Sorry - that is a trademarked phrase and you are not allowed to use it without proper licensing.

     

    reply to this | link to this | view in thread ]

  15.  
    identicon
    darryl, Jun 22nd, 2010 @ 2:11am

    well done, you have managed to define what jounalism is !! Now.

    •Mine the data
    •Elevate your writers
    •Create a platform for your community
    •Multiple revenue streams
    •Expand the brand
    •Changing ideas about "news"


    "Mine the data" = send out reporters to gather news

    "Elevate your writers" = employ quality writers, that are or will be popular.

    •Create a platform for your community
    Print a newspaper, and deliver it to your community news stands.

    •Multiple revenue streams
    Produce several editions of your newpaper, and place advertisements in your paper, so you have multiple revenue steams from advertising and sales. Run a classifieds.

    •Expand the brand
    Advertise, and create product more people are interested in.
    May be, a fashion section, politics, celebs, motoring and so on..

    •Changing ideas about "news"
    I guess you mean changing ideas about how news is conveyed, not changing the news itself. ?

    But you do not think, mainstream journalism does not allready change the delivery, and format of news over time.
    (every read an old newspaper?)

    So your great brainstorming session, as nice as it was for all I am sure. Did not really achieve anything more than an appraisal of the existing model for journalism.

    Or may be you can tell me, what is different about your idea's, that is not allready routinely done?

     

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  16.  
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    Mike Masnick (profile), Jun 22nd, 2010 @ 2:27am

    Re: well done, you have managed to define what jounalism is !! Now.

    Or may be you can tell me, what is different about your idea's, that is not allready routinely done?


    Next time, rather than mis-summarizing the bullet points (really? newsstands are the platform for a community?) how's about you actually read the details.

    Then get back to us.

     

    reply to this | link to this | view in thread ]

  17.  
    identicon
    I know stuff..., Jun 22nd, 2010 @ 6:26am

    You should next hold one that's called Techdirt Saves* Film...

    Can imagine there would be some sponsors out there for that... Untold numbers of amatures trying to make cash out there and ignoring their 'copy-rights' vs. Hurt Locker producers approach.... (And all in between)

     

    reply to this | link to this | view in thread ]

  18.  
    identicon
    Anonymous Coward, Jun 22nd, 2010 @ 6:58am

    Re: Re:

    the point is that this whole thing is about getting techdirt and mike (mostly mike) in front of another wave so that he can claim guru status on it. the implication is that mikey knows better than anyone how to save* journalism. it is about mike, not about journalism. this is what good gurus do.

     

    reply to this | link to this | view in thread ]

  19.  
    identicon
    Anonymous Coward, Jun 22nd, 2010 @ 8:18am

    Re: Re: Shocker

     

    reply to this | link to this | view in thread ]

  20.  
    icon
    Mike Masnick (profile), Jun 22nd, 2010 @ 5:35pm

    Re: Re: Re:

    the implication is that mikey knows better than anyone how to save* journalism.

    Actually, as pointed out about a hundred times at this point, we were arguing exactly the opposite. The point was that we don't know how to save journalism, but getting a lot of smart people together and letting them brainstorm would be an interesting exercise. And it was.

    Next time, perhaps, you can join us?

     

    reply to this | link to this | view in thread ]

  21.  
    identicon
    Anonymous Coward, Jun 22nd, 2010 @ 11:01pm

    Re: Re: well done, you have managed to define what jounalism is !! Now.

    i think you wanted to say "you lie" or "you dont have an mba" or "you missed that class".

     

    reply to this | link to this | view in thread ]


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