Archive Listing January 3, 2010 - December 27, 2009
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Some comments are worth responding to. This one, offered by
BProxy, about the post "Their
Finest Hour" may have been addressed in part by the subsequent
post, but it's worth addressing separately because it focuses
specifically on newspapers as an endangered species and because it
articulates the position I believe most traditional media
organizations would regard as the truth of the matter:
Part of BProxy's analysis is right. It's true that "nobody has figured
out how to reliably make
real money online via content," at least in the news business. The rise
of the Internet has created a
structural business problem for them of considerable magnitude. But
BProxy is wrong when he states that bias has nothing to do with the
business problems of newspapers, and he is wrong when he implies -- as
I think he does -- that newspapers couldn't have avoided their current
freefall in circulation and advertising revenue. He speaks of irony. So
will I. Ironically, the key fallacies are embedded in his own text:
First, his defInition of news is fatally incomplete. It's more than
plane crashes, fires, rapes, and McCartney concerts. It vitally
includes the ins and outs of local politics, which I'll elaborate on
later. Second, his final sentence exposes the reason why there shouldn't be any possibility
that the grand soup of the internet as a whole could ever replace real
news reporting: it costs money, and it can't be done by a distributed
gang of amateurs, however large. Even now, there's still no reason the
newspaper industry shouldn't recover strongly and compete vigorously in
the 21st century information market.
Fancy new technologies come along all the time. The invention of the
telegraph and telephone didn't kill newspapers but rather increased
their capabiility. Radio didn't kill newspapers, nor did television.
(And for that matter, television didn't kill radio, and the internet
isn't going to kill television.) What new media technologies tend to do
is force older media to rethink their strengths and weaknesses and refocus
their business models on those things they do uniquely well.
To pursue the radio example, television knocked radio clean out of the
business of nightly dramatic programming, daytime soap operas, and
big-time national news reporting because it was impossible to compete
with a box that could beam pictures as well as sound from a single
network source in New York. So radio broadcasters discovered what they
could do better than television and regained their prosperity. They're
still doing it today. Long-format entertainment shows that could be
spontaneous and unscripted because there was no need for cameramen,
lighting, blocking, props, and other limiting visual artifices. Call-in
shows aimed at local audiences, who were empowered to be heard on the
air and express their own opinions on any number of subjects (People
tend to forget that talk radio thrived in local markets for decades
before Rush Limbaugh refashioned it into a national political forum.)
And niche broadcasting of music genres, made spectacularly successful
by the stereophonic capacity of the FM band, which television wouldn't
develop for many many years. Did radio broadcasters suffer while they
were relearning their business? Yes. Many businesses failed along the
way. But that's just the wasteful-looking
efficiency of capitalism. Those who can't compete go away. Those who
can replace them.
Now, the internet appears to have chopped down the newspaper industry
in just a handful of years, and there are few signs of any renaissance
on the way. Is it really the case that the internet has invalidated the
entire conceptual business model of newspapers? No. It's merely exposed
the rot in the fatally flawed business model newspapers had been
getting away with for more than a generation.
Whether BProxy likes it or not, bias is a significant part of that rot,
and not just as a turn-off in and of itself to big chunks of the
potential customer base. It has also crippled editorial and business
decision making in a variety of ways, and worse, there's more than one
kind of bias at work. These are threaded through what follows and will
be mentioned as they become relevant, but there are plenty of other
sins to enumerate as well: snobbery, ignorance, incompetence, laziness,
addiction, lack of vision, irresponsibility, and complacency. Let's
consider them in reverse order, with an initial emphasis on the small
newspapers that make up the overwhelming majority of businesses in the
industry.
Complacency. Most newspapers
behave like monopolies. They act like they're the phone company (the old phone company,
when AT&T
ruled the roost): "We're the only game in town and you'll take what we
give you because where else you gonna go?" They operate out of habit on
a yearly schedule, much like the communities they supposedly serve.
They cover these public meetings, these entertainment events, these
court proceedings, and these sporting events, as well as deaths, fires,
car accidents, and the occasional state or local political controversy.
They cover them pretty much the way they always do, the way they did
last year. Their ad revenue tends to run to form, consistent with
population, which governs classified ad volume and even that of display
ads for local retailers and entrepreneurs. So essentially they're
order-takers. More than they'd like to admit of their news coverage
operates the same way. They do puff pieces and photo ops at the request
of local bigshots, and even much of their other coverage depends on
what local and state police desk sergeants share with them on regularly
scheduled phone calls. In fact, that's what everybody involved is doing
-- phoning it in. If they've been in a long-term decline it's a gradual
one and there are ways they can take up the slack without upsetting the
routine too much.
Irresponsibility. They actually
think they're behaving responsibly as businesses. The most important
content on their pages is the ads, and the news is what there's room
for after the ads and the comics page are made up. And the column
inches available for news are finite, absolutely limited by what ad
revenue will pay for. They think they're doing all there's room for.
And so their definition of their responsibility is doing what the paper
does, has always done, and they never take count of what they don't
cover, and even if they occasionally go out on one small limb regarding
local politics, they almost never follow up. They don't do
investigative reporting. They don't dig into why the local school
system is still in the bottom quartile on state test scores while tax
assessments and school budgets keep increasing. They don't interrogate
police about why it's still not safe to walk downtown while the police
cars get more sinister-looking and expensive every year. They don't research
detailed biographies of candidates for local elections or report on
their voting history when they come up for reelection. They don't call
the county road department on the carpet about why five businesses in a
neighboring hamlet have been shut down for five months by a bridge project
nobody ever seems to be working on. They don't interview members of the
planning commission, zoning board, and housing authorities about
decisions they've made in secret that affect hundreds or thousands of
people. They don't augment the nice photo of the new poster created by
the Economic Re-Redevelopment Commission (the fourth in ten years) with
in-depth reportage of how and when exactly the commission is finally
going to attract new business to town this time. Why? There's no room.
It's all taken up with photos of the Jaycees and the octogenarian
Garden Club, a numbly written feature about the local glassblower, and
a pictorial essay about this year's farm fair.
Lack of Vision. It doesn't
occur to them that if they actually reported the news, dug up the news,
that more people might buy the paper, more businesses might advertise
in it, and along the way, some actual good might come out of it. Maybe
if the paper got out of its rut, the town might, and the voters, and
municipal and school board officials might start getting more
accountable, doing their jobs better, based on the idea that the best
cure for the bad things that grow in the dark is sunlight. And because
none of this ever occurred to them, the rise of the oh-so-threatening
internet didn't strike them as an opportunity to escape from the
tyranny of column inches -- as a gigantic, in fact unlimited, "continued
to" page whose password comes free with every paid subscription. No, the
internet was only a junky new fad that was somewhere you had to be with
a bunch of the same old meaningless junk reformatted to be even harder
to navigate than it is in the paper.
Addiction. Let's pretend a
smallish newspaper and its staff really understood their journalistic
responsibility and wanted to discharge as much of it as possible within
the obvious limitations of column inches. Why on earth would they piss
away so many of those inches on wire service copy from the AP? Because
otherwise their readers might miss rereading a big or freaky national
story they could see anyway on the nightly news or CNN? Because
otherwise their readers might tumble to the fact that the local paper
isn't a publication of vast national and international reach? [Gasp] Or
because they've been paying for this wire service subscription for
years and now they depend on it, couldn't even fill the few column
inches they allocate to news now without it?
Laziness. Well, of course they
could go cold-turkey from the AP and hire another reporter or a few
stringers to do more local reporting, but let's face it. It's easier to
keep doing what you've been doing all these years. It's easier and it's
been working pretty well, hasn't it? And besides...
Incompetence. Don't let all
the talk and publicity surrounding prestigious graduate schools of
journalism fool you. There aren't that many of those in the first
place, and most so-called journalists are the product of undergraduate
majors in journalism (or even worse, broadcast journalism), which teach
journalism the way most education majors teach teaching, with a lot of
meaningless junk courses that leave them as fundamentally uneducated in the basics as
they were at the end of high school. What do journalism majors learn
about writing? That every sentence is a paragraph. They don't learn
grammar, diction, sentence structure, exposition, or rhetoric (so
they can leave it out). They learned how to write in high school didn't
they? They don't learn the unique cyclical newspaper style of
repeatedly returning to the same points with additional detail as the
article progresses so that editors can break the piece where they want
to and readers can quit reading when they've gotten the level of detail
that's enough for them. Why? There are no more long pieces in 90
percent of newspapers. No room. (Does anyone remember the joke told on
USA Today in its earlier years? What did that paper win a Pulitzer for?
Best investigatve paragraph.) Most of the journalists in this country
couldn't write a news story if they had one dropped in their laps from above.
Ignorance. And they don't know
anything about reporting, either. Their idea of reporting is to ask a
question at a press conference, a meeting, or on the phone and get a
usable quote. They're content to be filled in on the subject matter by
one or more experts who claim to know what they're talking about and
trust the majority opinion or the editorially desired opinion.
Specializing in any subject in today's newspaper environment is a
matter of acquiring your own stable of subject matter experts who can
provide all the background and quotes needed to cover the topic of the
moment. Which has absolutely nothing to do with being a good reporter.
Real reporters are most of all quick studies. They know how to learn a
great deal about any subject in a remarkably short period of time. They
don't trust any authority, any expert, any professional mouthpiece but
themselves, because anyone and everyone could be lying to you. It's a
lot like being a good cop.
That's why in the old old days,
reporters frequently started on the police beat. They learned about
lying from the experts and the elusiveness of facts from the messy
world of crime scenes and the world weary cast of characters that
always surrounded those crime scenes. If they were smart and learned
their lessons well, that prepared them for the truly gifted liars and more
subtle crime scenes of city hall. They were protected in the monastic
isolation of their craft by the fact that they had no discernible
social status. They didn't go to cocktail parties or theater openings
with the people they were covering. They learned to take pride in being
a breed apart. Their job wasn't to be liked, or admired, or feted, or
to receive awards, but to get the story. And that's something most of
them would have told you you can't get a college degree in, at least
not one worth the paper it's printed on.
There are a few reporters like that still, but not many. The journalism
majors aren't taught that subject matter knowledge is important to
being an effective independent reporter, and they don't have any. I
doubt that they're even required to take economics, history,
statistics, business law, a hard science of any kind, or a course in
the American Constitution to qualify for the degree they get, although
all of these disciplines are routinely relevant to covering everything
from a government report to a piece of legislation to a case of
possible political corruption. (The value of the hard science course is
to teach you what knowing something thoroughly might feel like, why you
probably don't know anything that thoroughly yourself, and how you go
about the difficult business of teaching yourself something technical
for which you have no natural aptitude -- like, say, the process for
testing whether the macadam used in a road project meets the technical
specification required by the contract for County Road 645 in your
town.) I dare say the good reporters that presently exist in technical
fields like aviation, climate, finance, and agriculture started in
those fields and migrated to journalism because they had a fire in the
belly to report the stories experts didn't know how to tell or didn't
want anyone else to know.
Snobbery. But who wants to be
a reporter on the police beat? Nobody. Everyone today wants to be
Woodward and Bernstein, whose success story is (as popularly told)
mostly about sources, access, and an overweening desire to save the
world. But the purpose of
being Woodward and Bernstein is, ultimately, not really to save the
world, because everyone knows it can't be saved, but to be seen fighting on the side of the
angels and rewarded accordingly. With fat book contracts, TV
appearances, and... well... fame, money, invitations to all the right
parties, and best of all, power.
Which is why the newspaper business in particular has created a kind of
pyramid of snobbery that has rotted the industry from the top down and
the bottom up. Another irony (just for BProxy, who loves them so): the
newspaper business is, despite its Johnny-One-Note fixation on the
democratic principle of free speech, an almost purely feudal
aristocracy with scant ties to the capitalist system in which it
presumably competes like other businesses.
Just as an exercise, name as many American industries as you can that
have been dominated by individual families so significantly that a
family name and a company/industry became permanently intertwined. For
example: the Rockefellers and Standard Oil (SO/Esso/Exxon), the duPonts
and Dupont (chemicals), Henry Ford and Ford Motor Company. In these
three cases, members of the family continued to run the family business
for multiple generations. All of these traditions finally gave way in
the twentieth century. Yet the news business was dominated for most of
the twentieth century by five family-run enterprises, at least four of
which continued under the same family's management into the
twenty-first century. There was Henry Luce,
who (co)founded Time Magazine
in 1922 and ran it in one form or another until 1967 (after which his
closest associate since 1929 ran it for another dozen years) . There
was William Randolph Hearst, who
founded a newspaper empire that is still privately owned and managed by
Hearst family members today. There was the Graham
family, which acquired control of The
Washington Post in 1933 and retained that control through 2001.
There was Knight-Ridder,
the first component of which was established in 1892 by Herman Ridder,
which became a chain that was finally sold off in 2005 after years of
decline presided over by CEO Tony Ridder. And there is the Sulzberger
family, which is currently completing its 112th year in the office of
Publisher of The New York Times.
The purpose in reciting this history is not to indict American
plutocracy. It's to illuminate the social structure of the American
newspaper business model, which is more obsolete caste system than
adaptive entrepreneurial organism. The Publisher has the big office and
does little while the managing editor scurries like a rat to feed the
printing presses that are always hungry and always page-limited by ad
revenues. (Yes, I'm generalizing, but this model does account for what
has happened in recent years, so bear with me.) It's not a system that
would have survived in any major industry, but it has survived in this
one because of unique market forces that are only changing, very belatedly, at this late date.
Until the blossoming of the Internet, all the flaws in the business
model were forgiven by two universal truths: 1) It's a kick like a
heroin rush to see your name in print, ten times that if it's a byline; and
2) if your business is words, and people read those words, you
automatically command respect beyond that of other entrepreneurs who
produce only money It may be a less sweeping form of celebrity than
people who are beautiful and sexy and in the movies, but it's every bit
as powerful to a lot of powerful people.
Bottom line? Even small town newspaper publishers are respected beyond
their financial success. By gar, they put out the paper. So who do the small town
newspaper publishers emulate? The bohunkus who opens five car
dealerships or ten furniture stores? No. They emulate Arthur Ochs
Sulzberger. Every small town newspaper is positioned as the local New
York Times. It feels like The New York Times because it has no local
competition. That vanished years ago. (I live in a small town among
many small towns in the rural half of the state; every small town
newspaper in the eight nearest counties is "the paper of record,"
without competition from other papers.) And there are ties to the high
end of the caste.
In fact, almost all newspapers are feudal vassals of The New York
Times. The Times is king, of course, but second tier cities are dukes
(The Times owns the Boston Globe, for example), and below them are
earls and knights and squires. How many days a week does your local
paper feature a national news headline? About the Obama election? Or
the Scandal with No Name? That's not reporting. That's the runoff down
the slopes of the aristocratic pyramid. We are the newspaper of record. For you. The peasants we happen to command. So why would
we care if you're getting ripped off by your local freeholders, dirty
contractors, and hyper-organized teachers?
You see, this is where the bias comes in. Where the contempt comes in.
Where the hatred for the customer comes in. We are the nobles. You are
the peasants. We own the words and the pictures of the local reality
and until we print them, they don't exist; you don't exist without us to make
your lives real. And so your reality is what we say it is. Only that
and nothing more. Part of the enforcing authority is that we can make
you believe what we believe, and our beliefs come from the very highest
levels, the most educated and best informed and most enlightened of the
most elite among us. That's where the crazy left-wing
political bias enters the picture and starts to piss people off.
Because at least half the peasants don't agree. And NEVER will. Jeez.
Is it possible? Them getting
pissed off at our editorials? Them
starting to see our biased rhetoric in straight news articles? Them cancelling subscriptions? Yes. Them ARE cancelling subscriptions. On account of bias, on TOP of a whole generation of other failures. To
the small town paper. The county newspaper. The city newspaper. And
even (gasp) the "paper of record" for the whole damn country. How dare
they? Because you sit there like a placid little turd, polishing yourself as if you were some gleaming jewel while the light of the world exposes you as compost. Lords of dung.
Just imagine what the Internet did to that bullshit feudal perspective. Anyone,
everyone could speak, get printed, have a byline, sit in the equivalent
of the publisher's chair. For free. How come the newspaper
barons failed to see the Internet as an opportunity? How come their
sponsored serfs felt obligated to begin trashing everyone who dared to
blog while professional journalists were writing weak, sloppy
articles that could be machine-gunned to death with facts? How come
newspapers panicked rather than responded to the presence of a huge new
media technology?
Because they were the last nineteenth century business left in America.
And they will hit the canvas like a ton of bricks for that very reason.
They are the amateurs now in a new world that has changed all the rules
and no longer cares about their self-granted medieval titles.
Final question: If nobody wants to take the lesson, why do they keep
voting "Citizen Kane" the greatest movie ever made? The press, I mean.
A closing thought. If newspapers really WERE a business instead of a caste system, how might they have responded to unlimited column inches and the unfettered opportunity to do real reporting to maximum capacity? No force on earth is better positioned to do LOCAL reporting to LOCAL audiences than LOCAL newspapers. It's an unbreakable business model. If they'd just DO it. But apparently they're too old to and too good to. If there ARE reporters out there somewhere, they're sharpening their blades as we speak. Unless America is as weak and supine as Obama thinks it is, they will kick ass in newsprint and on the Internet.
And, BProxy, political bias isn't one of the knives in their optimum kit. So there.