Bloomberg Latest To Kill Comments Because Really, Who Gives A Damn About Localized User Communities?

from the I-can't-hear-you dept

We've been noting how the trend du jour among news outlets has been to not only kill off your community comments section, but to proudly proclaim you're doing so because you really value conversation. It's of course understandable that many writers and editors don't feel motivated to wade into the often heated comment section to interact with their audience. It's also understandable if a company doesn't want to spend the money to pay someone to moderate comments. But if you do decide to reduce your community's ability to engage, do us all a favor and don't pretend it's because you really adore talking to your audience.

The latest war on comments comes courtesy of the folks over at Bloomberg. You may have noticed that the Bloomberg media empire recently went through a bit of a consolidation and redesign under the leadership of former Verge editor-in-chief Josh Topolsky. Buried among the vertigo-inducing fonts and amusing new 404 warning, is, you'll note, a very obvious lack of user comments. This is, to hear Topolsky tell it, because comments don't actually reflect your community:
"I've looked at the analytics on the commenting community versus overall audience. You’re really talking about less than one percent of the overall audience that’s engaged in commenting, even if it looks like a very active community,” he says. “In the grand scheme of the audience, it doesn't represent the readership."
In other words, because most users can't be bothered to comment, we're going to eliminate a major artery for input for those users who do choose to closely participate with the authors and website. No worry, says Topolsky -- just because Bloomberg no longer gives a damn what you say to its authors regarding individual pieces, that doesn't mean the website isn't listening to its userbase when it comes to quirky color and font schemes:
"Nothing about the new Bloomberg is set in stone; Topolsky says the entire process is iterative, and that includes the comments. The digital team will be monitoring reader behavior across desktop and mobile to see how they’re reacting to and interacting with the new site. For example, on launch day, they experimented with header height so see what readers like better. On mobile, where they’re working to “find the right balance between design and imagery and text,” Topolsky plans to experiment with different formats — more text versus more color versus a grid — to figure out what draws readers in."
While at least Topolsky seems open to the idea of comments returning, he still misses the point: watching analytics to judge responses to design changes isn't the same as actually allowing a conversation with your audience. If you actually do value your readership, you wouldn't be outsourcing their conversations to the feral and intellectually-stunted Facebook mind pool. As some Techdirt regulars have noticed, local comments encourage local community, and despite all the hand-wringing about trolls out of control, studies have recently shown it only takes treating commenters like real people (and a little moderating) to dramatically raise the discourse bar. This is your audience and your community, not a raging cacophony of encroaching cybernetic hyenas in need of a good napalming.

I still think the lowly comment section is getting a bad rap during this latest site redesign phase (led by folks like ReCode and Vox), and it's leading to a continued droll homogenization of not only website design, but of participatory news conversation itself.

Filed Under: comments, community
Companies: bloomberg


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  1. identicon
    AntiLieGuy, 3 Feb 2015 @ 2:56pm

    Comments reveal their lies!

    They dont allow comments because most everything your government tells you is a lie. One big example is that the chemtrails are hiding Planet X. I am the single reason the media whore alex jones installed a comment section. Another lie is vaccines are good for you when the evil government is spreading their designer diseases in vaccines. Another major censored topic is that America is going to be annihilated in October by Russia, China and the whole SCO and its all been planned for centuries by the ones who made us to be gold digging slaves (aka the gods).

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