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1/ I have been wanting to say this for a while and there is no better time than now.
We are witnessing the beginning of the end of "News" as we know it.
Long tweet...
"News" originated in newspapers that were sold in units long back. Like before TV.
We are witnessing the beginning of the end of "News" as we know it.
Long tweet...
"News" originated in newspapers that were sold in units long back. Like before TV.
2/ When newspapers were sold in units without a subscription, it had to be sensational.
"War is coming" as a headline usually sold more of these units because it evoked an emotional response in the potential readers. And they bought it.
More sensation = more sales.
"War is coming" as a headline usually sold more of these units because it evoked an emotional response in the potential readers. And they bought it.
More sensation = more sales.
3/ "News" became better and of higher quality when publications like the New York times started selling subscriptions.
When a newspaper is sold as a subscription, the headline doesn't need to sell the unit of the news.
When a newspaper is sold as a subscription, the headline doesn't need to sell the unit of the news.
4/ It is prepaid and now everyone can calm their t*ts and focus on the content.
Journalists can go deep into specific topics and explain in a way the readers can understand.
And readers get the pleasure of reading in-depth content.
Journalists can go deep into specific topics and explain in a way the readers can understand.
And readers get the pleasure of reading in-depth content.
5/ News was sold as a subscription via magazines and newspapers for a long time. It was good.
No sensation and no shallow, shocking, angry news.
Good journalism is supposed to be deep and thought-provoking.
No sensation and no shallow, shocking, angry news.
Good journalism is supposed to be deep and thought-provoking.
6/ Then we got the TV.
When TV channels are free to watch in most of the cases (apart from paying for the cable), the only way to monetize the content is ads.
And the only way ads will pay is when ads get more impressions.
When TV channels are free to watch in most of the cases (apart from paying for the cable), the only way to monetize the content is ads.
And the only way ads will pay is when ads get more impressions.
7/ And the only way to get more impressions is to get more people to watch.
And the only way to get more people to watch is to deliver sensational news which doesn't have depth.
The internet is an extension of the TV.
And the only way to get more people to watch is to deliver sensational news which doesn't have depth.
The internet is an extension of the TV.
8/ News is now back to selling by the unit.
Not even by the set of pages like a newspaper but based on single pages hosted on the web.
More page views = more ad revenue.
But to get more page views - you need to have clickbait, anger, shock, sensation. Junk.
Not even by the set of pages like a newspaper but based on single pages hosted on the web.
More page views = more ad revenue.
But to get more page views - you need to have clickbait, anger, shock, sensation. Junk.
9/ The model of monetizing the content is at the root of the shallow journalism we have today.
Publications and channels are forced to do ANYTHING to get more views.
And this is a bottomless pit. Ad blindness is on the rise. Ad revenues are falling.
Publications and channels are forced to do ANYTHING to get more views.
And this is a bottomless pit. Ad blindness is on the rise. Ad revenues are falling.
10/ That's why news media which depends on display ads will eventually die a slow and painful death. They will live and die by the page view.
There are no two ways about it.
We are already seeing reputed publications that have been around for decades having to run shady ads.
There are no two ways about it.
We are already seeing reputed publications that have been around for decades having to run shady ads.
11/ The ads we see today on reputed publications...
Weight loss pills. Hearing Aids. Real-estate and...
Bangalore mom makes 3 lakhs a month scams.
Why?
Because they have to keep the offices going. The writers need to be paid.
Weight loss pills. Hearing Aids. Real-estate and...
Bangalore mom makes 3 lakhs a month scams.
Why?
Because they have to keep the offices going. The writers need to be paid.
12/ So reporting and journalism is dead?
No. Far from it.
Subscription-based news publications are here to stay and will thrive.
Publications like @TheKenWeb need not deliver sensational news because it is not the headline that sells the subscription in the first place.
No. Far from it.
Subscription-based news publications are here to stay and will thrive.
Publications like @TheKenWeb need not deliver sensational news because it is not the headline that sells the subscription in the first place.
13/ The future of news, journalism, and reporting is prepaid & subscription-based.
People who are ready to pay for in-depth content will get high-quality content.
People who want cheap entertainment in the name of news will get cheap entertainment.
People who are ready to pay for in-depth content will get high-quality content.
People who want cheap entertainment in the name of news will get cheap entertainment.
14/ Unless a publication has other means of income apart from ads, ad-supported journalism will not have a future.
The barrier of entry to publication has gone down and even a random guy like me can get your attention and keep it for a while.
The barrier of entry to publication has gone down and even a random guy like me can get your attention and keep it for a while.
15/ Content creation costs money.
Content gets attention.
If the content has to pay for itself, the attention needs to be monetized.
When the attention is monetized by ads, it is not enough.
So the quality of the content goes down.
Content gets attention.
If the content has to pay for itself, the attention needs to be monetized.
When the attention is monetized by ads, it is not enough.
So the quality of the content goes down.
16/ One way to make the content pay for itself is to create a marketing funnel.
When brands become publications, they can monetize the attention via sales of their products and services instead of selling ads. This results in quality content without the need for sensation.
When brands become publications, they can monetize the attention via sales of their products and services instead of selling ads. This results in quality content without the need for sensation.
17/ When free but quality content can only be created by brands for promotion...
Who will do the investigative reporting?
The channels supported by cheap ads? No.
The ones that charge for the content, like @TheKenWeb.
They get it.
It is just the beginning of paid news.
Who will do the investigative reporting?
The channels supported by cheap ads? No.
The ones that charge for the content, like @TheKenWeb.
They get it.
It is just the beginning of paid news.
18/ It's just a matter of time before paid news becomes the norm.
By norm I mean - the audience that matters.
Free news will bring shame to journalism. Free news will not be journalism.
Free news will be cheap entertainment. It shouldn't be confused with journalism.
By norm I mean - the audience that matters.
Free news will bring shame to journalism. Free news will not be journalism.
Free news will be cheap entertainment. It shouldn't be confused with journalism.
19/ It is time for good content to be born again. And this time, the audience will be ready to pay for it.
And when the audience pays for it, the people who create content can relax, go deep, and create content with a smile on their face.
And when the audience pays for it, the people who create content can relax, go deep, and create content with a smile on their face.
