Why Don't Newspapers 'Parasite' Themselves?
from the hello,-competition... dept
While many journalists are attached to long-form stories delivered in a traditionally detached and serious tone, that doesn't necessarily align with how more and more people actually consume media and news.If those other sites really get all the attention, then come up with a way to bring the attention back. That's what we normally think of as competition. If the car dealer across the street is having a blow out Labor Day sale, you don't complain about them "parasiting" your customers. You come up with a promotion yourself.
So why not offer both approaches on a news site? Rather than wait for (or actively solicit) popular venues such as Gawker or "The Daily Show" to imbue labor-intensive, in-depth reporting with mass appeal, news organizations could instead present their own briefer, more lighthearted takes on longer stories and increase the chances of driving traffic and engagement to the original stories.
Now, to be fair, my guess is that the response to this is that would only add more expense on top of what's already being done, without a guaranteed payoff. Also, part of the complaint (at least from the Marburgers) isn't so much that these sites get all the traffic, but that they drive down ad rates for the long form journalism. Of course, if that's true (and it's not clear it is), then the answer is again to focus on coming up with creative ways to expand your audience/community or to make them more valuable to advertisers. And, certainly building a better community around more "webby" type content wouldn't hurt...