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Newsonomics: Twelve New Trends That Will Shape the News You Get |  |
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Newsonomics: Twelve New Trends That Will Shape the News You Get | |
The New News
Reports of the death of the news media are highly premature, though you wouldn't know it from the media's own headlines. Ken Doctor goes far beyond those headlines, taking an authoritative look at the fast-emerging future.
The Twelve Laws of Newsonomics reveal the kinds of news that readers will get and that journalists (and citizens) will produce as we enter the first truly digital news decade.
A new Digital Dozen, global powerhouses from The New York Times, News Corp, and CNN to NBC, the BBC, and NPR will dominate news across the globe, Locally, a colorful assortment of emerging news players, from Boston to San Diego, are rewriting the rules of city reporting,
Newsonomics provides a new sense of the news we'll get on paper, on screen, on the phone, by blog, by podcast, and via Facebook and Twitter. It also offers a new way to understand the why and how of the changes, and where the Googles, Yahoos and Microsofts fit in. Newsonomics pays special attention to media and journalism students in a chapter on the back-to-the-future skills they'll need, while marketing professionals get their own view of what the changes mean to them.
网友对Newsonomics: Twelve New Trends That Will Shape the News You Get的评论
Pubished in 2010, this book explains what went wrong in the past and is also prescient. And the author's website, analyzing "Newsonomics" across a variety of journalism and business issues,
is always fascinating and well informed.
None of this is news, but this is a good, coherent and relevant collection of thoughts on how the news industry got where it is and some discussions of how to move forward. Very realistic view points which I appreciate. I find the media hubbub about micro-payments frustratingly myopic.
After reading this book with an eye to what it means for the printed book (as opposed to newsprint and broadcast media), one single phrase from the text still follows me:
"In the digital world, technology makes or breaks ideas."
Newsonomics is more than just a blow-by-blow chronicle of the sweeping changes that have hammered the newspaper industry hard. Mr. Doctor is absolutely correct, again and again. I found myself not only agreeing with his assertions on the future development of journalism in the digital age (which encompasses all media, not just the printed media) but also being surprised by his insights. Although most of his insights are by no means truly original, when placed within the context of the media (and newspapers in particular) they certainly do qualify as revelatory and as earth-shattering game-changers. The ongoing evolution of media has implications, both ominous and opportunistic, for readers, publisher/distributors and content creators.
Technology really has removed the barriers of space and time, and it also has made it easier to create, publish and distribute content across all media. In particular, technology has made many aspects of publishing faster and easier, while rendering other aspects of the activity obsolete. For example, newspapers need not invest in newsprint and now can go directly to audiences via the web, and authors quite frankly need not go 'over the transom' (submit their manuscripts blindly to the major publishing houses) and can simply print on demand (they can even do this at their local library!). This brings to mind one of the key, big ideas of the 21rst century global economy: dis-intermediation- or the cutting out of the middle-man.
I found myself repeatedly applying the game-changing concepts in Newsonomics to book publishing. Everyone involved in printed media or even looking to get involved in printed media, whether you are an author, agent or publishing-house stooge, will have to re-invent themselves, becoming a kind of Jack-of-all-trades/Master-of-none person. Concepts like aggregation simply aren't limited to the publishers and distributors of media anymore, for example, given that authors now have to 'aggregate' people and be adept at the use of social media so as to generate buzz for their creations and a audience market for their work. This in turn attracts advertisers. What was once firmly in the domain of the publisher now has found its way to the author. The game has gone from one dominated by being found (net search) to one dominated by being shared. Thus the soul-searching that is so prevalent in boardrooms at media companies, as many corporate honchos wonder aloud as to how they can remain relevant not only to readers but also to authors. In this brave new world of low barriers-to-entry, the relationship between author and publisher has been inverted (indeed, authors and their agents used to have to court smug and capricious editors at the great publishing houses; nowadays, it's the patrician publishing houses that have to increasingly grovel before increasingly fickle talent) , and as a result, the old media establishment is breaking down.
Finally, the demarcation lines between different media formats have blurred, with control of the form of content increasingly in the hands of the creators and of late, the consumers, of content. The truly savvy authors out there will try to aggregate not just content, but eyeballs, and will incorporate elements of all of the media forms in order to get over. I commend Mr. Doctor for not only putting a new spin on some old topics (namely, the slow decline of print journalism) but also for forcing me to re-consider book publishing in a new, more digitized light.
Journalists hate to talk about the economics of their profession, which is why this is such a valuable book. Doctor proceeds from the assumption that the newspaper industry as we have known it is an irreversible decline and that only a handful of national dailies will exist in a few years. There's no reason to belabor that point, and he doesn't.
Instead, he devotes the rest of the book to the much more important discussion of how journalism can be reinvented and deliver value in an economically sustainable model. His perspective is both optimistic and uplifting. Doctor sees the end of the vertically integrated news organization as creating opportunities for focused and nimble ventures to emerge that can indeed deliver quality journalism and pay their reporters a living wage. Competition will raise quality standards and ultimately deliver a better product. We have to go through an ugly deconstruction process in order to get there, but Doctor sees bright light at the end of the tunnel.
A lot of journalists are uncomfortable with Doctor's views because they fear the loss of the comfortable salaries and modest output demands they have long enjoyed. Well, welcome to the new world. Jobs are going away and the US is becoming a nation of self-employed contractors. Journalists with initiative, innovation and skill will be able to make a better living working for multiple masters than they could have made working for media companies. News organizations will be under pressure to be more responsive to their readers' demands, but Doctor does not believe this will result in the "dumbing down" of news. Tiered models will emerge that deliver high-quality journalism to those who are willing to pay a modest amount for it.
Newsonomics was published 18 months ago, but its lessons and predictions are just as valid today as they were then. This is a clear, concise and ultimately hopeful look at the economics of $45 billion industry in the middle of wholesale reinvention.
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