Right now, news organizations still haven’t really clarified what business they are in and/or what their audience is really looking for, as a result they often measure and focus on the wrong things.
Information technology businesses fall into two primary categories:
- Entertainment: The goal here is to help people have “fun,” to spend their downtime with you. And the more time spent with you the better. It doesn’t really matter whether that time spent makes them a better or worse human being, helps the planet, it’s fundamentally about entertaining people. Think Facebook, Pinterest, movies, gaming, etc.
- Work: The goal here is to help people take action and solve problems, whether pay their bills, stock their pantries, lose weight, learn new skills, influence public policies. In this case, the goal is to often spend the least time possible, as the primary thing you care about is the outcome. Traditional B2B software and Google search falls primarily into this category; you’re not using it for fun but to get the task done as efficiently and effectively as possible, and the less time spent the better.
So are journalists and news organizations primarily in the entertainment or work business?
Traditionally, they have straddled both worlds and as a result have muddied their value proposition, measure the wrong things and apply the wrong business models.
Additionally, what one segment of the audience and what journalists’ often think of as entertainment, others often think of as work, politics being one of them.
In the entertainment world, your goal is to get people to spend as much time with you as possible, since the whole point of your existence is to fill people’s free time. In this scenario, display advertising as a revenue stream and products that encourage spending time make sense.
In the work world, your goal is to minimize the amount of time people spend with you and instead give them the answers to their problems, or eliminate their problems all together. In this case, the less time spent on your site/application is often better, since the goal is to increase their time. In this scenario, display advertising makes absolutely no sense and products that don’t solve problems are bad.
So should news organizations focus on delivering more entertainment value or more work value?
And that will be a question for another day. 🙂
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