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