web to print, not print to web: four reasons and a warning a presentation to the 12th annual...

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

Web to Print, Not Print to Web: Four reasons and a warning to turn the

traditional publishing model upside down

Hans K. Meyer

University of Missouri - Columbia

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

We have a problem

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

Why focus on TMCs?

1. They’re still a good way to reach non-subscribers.

2. They represent a substantial amount of income

3. They are chronically neglected.

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

But what could they become?• Can you

combine the best of the print and the Web?

• What would you do with a free source of highly sought after copy?

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

My focus

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

Driving the hybrid

1. It appeals to the audiences newspapers need.

2. It offers an effective community building forum.

3. It may actually drive people to the newspaper …

4. … because they need information guides now more than ever.

– citizen journalism

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

1. New Audiences

• Research suggests those who read and participate in citizen journalism are …– Young – In committed relationships– Educated

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

1. New Audiences

MyMissourian Northwest Voice

18-24 17.4 16.2 %

25-34 17.0 18.9 %

35-44 22.3% 29.7 %

College Education 62 % 61%

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

2. Community Building

• The reasons for registering for a citizen journalism site include …– Community awareness– Finding an alternative voice– Not political activism

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

Tony’s Harvest

• Where do deer hunters go to talk about the hunt?

Tony Hancock, November 2005

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

3. But will they read the newspaper?

They already are.

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

On the other hand …

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

On the other hand …

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

3. What they want is local news

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

And they’re not finding it in print

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

4. Readers still need a guide.

• Registration tripled at MyMissourian after the launch of a print edition.

• More than 30 % said it was important for them to see their contribution in print.

• Nearly half of MyMissourian users found the site through a personal contact or the local media.

Web to Print, Not Print to Web: Four reasons and a warning

A presentation to The 12th annual Newspapers and Community-Building Symposium

of the National Newspaper Association

WARNING: This is not Field of Dreams

• Readers want and deserve direction, including a clear understanding of what the site’s purpose is. (Gillmor, 2006)

• Contributors appreciate editorial oversight.

• Finding those without a voice requires work and education.

• But isn’t building communities worth it?