Newspaper Content Is Advertising For More News Content
from the follow-this-through dept
I haven’t had much time lately to add any new posts to my series of posts on how content is advertising, but a great post from Steve Yelvington is a perfect example of how this works in the news business. Yelvington refers to a blog post by Jay Rosen where he explains how listening to the radio show This American Life explaining the credit crunch (titled “The Giant Pool of Money” — which, indeed is an excellent explanation) brought him up to speed on the story, and made him hunger for more news on that topic:
I noticed something in the weeks after I first listened to “The Giant Pool of Money.” I became a customer for ongoing news about the mortgage mess and the credit crisis that developed from it. Previously I had skipped over such reports because I just didn’t understand the story. Now I did. ‘Twas was a successful act of explanation that put me in the market for information. Before that moment I had ignored hundreds of news reports about Americans losing their homes, the housing market crashing, banks in trouble.
In other words, the good content that made up the radio program advertised other news stories about that topic. At the same time, it helped advertise This American Life as a good source of information, and will certainly make Jay Rosen go back to that program in the future if they run similar “explain this big confusing mess” type programs. So, if you were a news organization, perhaps in the financial space, that wanted more and more people looking at your coverage of the credit crisis, wouldn’t it make sense to help finance a popular radio program to do such a “layman’s explanation” knowing that you’d make up the money in greater readership (and greater ad volume)? Once again, we see how good content is advertising — though not in the way that people traditionally think of it.
Other posts in this series:
- Advertising Is Content; Content Is Advertising
- On Content, Promotions, Basic Economics… And Loutish Statements
- Content Is Advertising… In The Newspaper Industry
- Content Is Advertising… On TV
- Newspaper Content Is Advertising For More News Content