domingo, 8 de febrero de 2009

Hay que decirlo mucho más

Uno no sabe si la solución es el micropago o la subasta de contenidos, pero tiene claro que pasa por devolver el periodismo y a los periodistas a sus raíces, como concluye el viejo Walter Isaacson [<] en Time. Bien. Essence d'Isaacson:

Newspapers have more readers than ever. […] even (in fact, especially) among young people. The problem is that fewer of these consumers are paying.

[…] [They] have had three revenue sources: newsstand sales, subscriptions and advertising. The new business model relies only on the last of these.

[…] Henry Luce […] called that formula "morally abhorrent" and also "economically self-defeating." That was because he believed that good journalism required that a publication's primary duty be to its readers, not to its advertisers.

[…] The key to attracting online revenue […] is to come up with an iTunes-easy method of micropayment. We need something like digital coins or an E-ZPass digital wallet —a one-click system with a really simple interface that will permit impulse purchases of a newspaper, magazine, article, blog or video for […] whatever the creator chooses to charge.

[…] Under a micropayment system […] some surfers would balk, but I suspect most would merrily click through if it were cheap and easy enough. The system could be used for all forms of media […]. This would not only offer a lifeline to traditional media outlets but also nourish citizen journalists and bloggers.

[…] I say this, too, because I love journalism. I think it is valuable and should be valued by its consumers. Charging for content forces discipline on journalists: they must produce things that people actually value. I suspect we will find that this necessity is actually liberating. The need to be valued by readers — serving them first and foremost rather than relying solely on advertising revenue — will allow the media once again to set their compass true to what journalism should always be about.

Que lo sepan también los empresarios de la información. Si no pueden vender el periodismo que sus organizaciones ofrecen… que comprueben primero si esos contenidos satisfacen alguna necesidad de los ciudadanos. Si no, no harán negocio. Y como la necesidad de información existe, otros vendrán a satisfacerla –y ganarán dinero cubriéndola.

Segundo, que analicen si la estructura de sus negocios corresponde realmente al producto que deben ofrecer –o si en realidad se atienen a un modelo de empresa inadecuado al producto que dicen ofrecer.

Jeff Jarvis recontraataca con agudeza (¡Otra Vez!) pero no dice cómo saldrá adelante el periodismo organizado –porque el desorganizado ya ha demostrado que no sirve.

Round #2 en Paper Papers 12/1/09
The Pleasure Principle de Michael Hirschorn en The Atlantic 12/09