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.
Ken Doctor spent twenty-one years with Knight Ridder, long the country's second-largest newspaper company until its sale in 2006. He served in key editorial and executive roles and then completed his career there as VP/Editorial, VP/Strategy and VP/Content Services for Knight Ridder Digital in San Jose. He writes the popular Content Bridges blog, serves as news industry analyst for the research and advisory firm Outsell, and appears frequently on television and radio as a media expert.
TWELVE LAWS THAT WILL SHAPE THE NEWS WE GET
1. In the Age of Darwinian Content, You Are Your Own Editor
The old gatekeepers are disappearing. We live in a world of endless choice on paper, podcast,Web, and television. We’ve become our own and one another’s editors.
2. The Digital Dozen Will Dominate
A dozen or so multinational, multiplatform media companies will
dominate global news and information.
3. Local: Remap and Reload
Local news companies get smaller and more local-oriented as they struggle to find survival strategies. Meanwhile, city news start-ups can now compete with the big boys.
4. The Old News World Is Gone. Get Over It
Two revolutions, one involving reader and one involving advertisers, have brought chaos to a once- stable industry.
5. The Great Gathering; or, The Fine Art of Using Other
The Internet news revolution is beginning to create new middlemen offering reading and advertising choices. The winners round up lots of content, and they do it quickly.
6. It’s a Pro- Am World
The audience is talking back, engaging with each other and creating “content.” News companies increasingly are embracing this new Pro- Am world.
7. Reporters Become Bloggers
We all know what a story is and what a blog is, right? We all know
what a reporter is and what a blogger is, right? Guess again.
8. Itch the Niche
“General news” is dying. Topical products from business and technology
and travel to sports, health, and even politics take their place.
9. Apply the 10 Percent Rule
It used to be man or machine. Now it’s both, as the heavy lifting of journalism can be aided and abetted by smart use of technology.
10. Media Learn How to Market, Marketers Find New Ways
to Make the Most of Media
Old marketing techniques are expensive, inefficient, and oh-so yesterday.
How viral marketing is being used by media and to sway the media.
11 : For Journalists’ Jobs, It’s Back to the Future
Journalists are taking a page from the history books, having to balance
multiple skills and multiple gigs, to keep their heads above water.
12 : Mind the Gaps
We can see the blue sky of a journalism renaissance . . . but first
we’ve got to cross a chasm of pain.