Seattle P-I's Online Traffic Drops... But Just A Bit

from the not-too-shabby dept

A former Seattle Post-Intelligencer reporter, now writing for Paid Content, seems to take some glee in reporting that traffic to the Seattle P-I's website is off 20% since the decision to lay off most of the staff and go web only. But, actually, it seems like a pretty good result. Editorial staff was cut by 80% down to just 20 people. Support staff is basically gone entirely. And then all the printing and delivery expenses are gone as well. To basically cut all that expense and still retain 80% of the traffic? That seems phenomenal. If anything, it validates the decision.

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Freeing Journalists From Newsprint's Straitjacket

from the low-overhead dept

One of the interesting things about the end of the Seattle Post-Intelligencer's print edition, which Mike noted on Monday, is how much more flexibility the PI will have to adjust to changing economic conditions now that it's an online-only publication. I don't think it's generally appreciated how constraining the newspaper format is. Readers expect a daily paper to be a certain size every day, and to arrive on their doorstep at a certain time every morning. Meeting those requirements involves a ton of infrastructure and personnel: typesetters, printing presses, delivery trucks, paper carriers, and so forth. To meet these infrastructure requirements, a paper has to have a minimum circulation, which in turn requires covering a wide geographical area. All of which means that as a daily paper's circulation falls below a certain threshold, it can lead to a death spiral where cost-cutting leads to lower quality, which leads to circulation declines and more cost-cutting. Of course, some papers manage to survive with much smaller circulations than the PI, but these tend to be either weekly papers (which tend to have a very different business model) or papers serving smaller towns where they have a de facto monopoly on local news.

These economic constraints, in turn, greatly constrain what journalists can do. They have a strict deadline every evening, and there are strict limits on the word count they can publish. Because newspapers have to target a large, general audience with limited space, reporters are often discouraged from covering niche topics where they have the greatest interest or expertise. Moreover, because many newspaper readers rely on the paper as their primary source of news, people expect their newspaper to cover a broad spectrum of topics: national and international news, movie reviews, a business section, a comics page, a sports page, and so forth. Which means that reporters frequently get dispatched to cover topics they don't understand very well and that don't especially interest them. The content they produce on these assignments is certainly valuable, but it's probably not as valuable as the content they'd produce if they were given more freedom to pursue the subjects they were most passionate about.

The web is very different. Servers and bandwidth are practically free compared with printing presses and delivery trucks, so news organizations of virtually any size—from a lone blogger to hundreds of people—can thrive if they can attract an audience. And thanks to aggregation technologies such as RSS and Google News, readers don't expect or even want every news organization to cover every topic. Here at Techdirt, we don't try to cover sports, the weather, foreign affairs, or lots of other topics because we know there are other outlets that can cover those topics better than we could. Instead, we focus on the topics we know the most about—technology and business—and cover them in a way that (we hope) can't be found anywhere else. In the news business, as in any other industry, greater specialization tends to lead to higher quality and productivity.

Moving online will give the PI vastly more flexibility to adapt to changing market conditions and focus on those areas where they can create the most value. The PI says they'll have about 20 people producing content for the new web-based outlet. That's a lot fewer than the print paper employed, but it's enough to produce a lot of valuable content. And now that they're freed of the costs and constraints of newsprint, and the expectation to cover every topic under the sun, it'll be a lot easier to experiment and find a sustainable business model.

Timothy Lee is an expert at the Insight Community. To get insight and analysis from Timothy Lee and other experts on challenges your company faces, click here.

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Out Of The Ashes Of Newspapers...

from the looking-forward dept

Lots of folks have been writing in asking about the news that the Seattle Post-Intelligencer has finally admitted what many people knew was going to happen for a while: the newspaper is shutting down, while the website will live on with a much smaller staff. Of course, rather than focusing on the "death" of the paper, it's a lot more interesting to look at the opportunities the new site will embrace. The kickoff discussion seems to be full of excitement about a chance to do something different than to simply mimic what everyone has been saying a newspaper needs to be:

We're going to break a lot of rules that newspaper Web sites stick to, and we are looking everywhere for efficiencies.... We don't have reporters, editors or producers--everyone will do and be everything. Everyone will write, edit, take photos and shoot video, produce multimedia and curate the home page.

We definitely need more experiments and flexibility, so it will be worth watching what happens here. I'm not sure it's the best idea to make everyone do everything (splitting jobs up so that there's more streamlined efficiency does have value), but it's great to see that the new folks are at least open to experimenting -- with a focus on delivering more value (finally!) to the reader:

We're going to focus on what readers are telling us they want and on what makes SeattlePI.com essential and unique--within the context of our local news mission, of course. We know what we do best, and we are going to build on the things that we know our readers love, and look to find new ways to inform and entertain them.

Meanwhile, with the Rocky Mountain News shutting down a few weeks back, some of the reporters there have gathered together to try to startup a brand new online-only publication called In Denver Times. They're making an interesting play, however: saying they'll only start it if they get 50,000 people to agree to pay $5/month by April 23rd. That seems like a tall order, given that people aren't really being told what they're getting. The reporters say that plenty of the news will be available for free on their site, but subscribers will get access to bonus materials, such as opinion pieces and special chat rooms. But, for that to work, there needs to be a clear benefit to those, and since they don't yet exist, there may be something of an "empty room" problem.

Either way, it'll be worth watching both experiments play out. They may not be successful (and, if I had to bet, I'd probably bet against both), but it's great to see new experiments and ideas being tested directly out of the ashes of these two newspapers. It makes it pretty clear that the death of a newspaper certainly doesn't mean the death of journalism.

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