"Will You Marry Me?"
As old media races to catch up with the Web and figure out how to successfully monetize print content online, some newspapers are taking a drastically different approach: web to print. In cities across the US and some European countries, they are aggregating popular blog posts, specially by celebrities, to be printed prominently in newspapers to attract more advertisements. The hope is that the hype content will attract more advertisers who can reach out to their increased target audience. The papers have already lined up a number of fashion-based businesses for its debut. Some bloggers — without betraying a hint of irony — have denied the papers of the right to republish their posts, but the overall response has been positive. What blogger or photographer would turn down an offer for more exposure, especially in the confines of a luxurious printed page?
“We’re not necessarily looking for the people who have a readership, we’re looking for compelling content in a variety of areas,” said an editor of a prominent paper.“The person who’s a celebrity, an industry expert, the person who worked for a campaign and is blogging about it, the person who has some insight into our financial system.” He admits the printed blog is an experiment for now, but he is optimistic in its success and with the low production costs it isn’t much of a risk. With old media struggling to stay afloat, any experimentation with new business models is better than doing nothing. Newspapers need to be more forward thinking by incorporating bloggers / citizen reporters into the mix. With staffs getting cut you need to get fresh content somewhere!
While some experts are predicting that archaic forms of media, like newspapers, magazines and other print publications will fade away; the papers printing blogs are confident that new and old media will be able to collide and reach a greater number of people. There has been some interesting discussion recently about the fate of print media. While no one can say for sure that newspapers and print media will die, one inarguable point is that they are definitely bleeding. Is there a way to stop the bleeding? This is an issue we're going to continue to watch closely. It's always difficult to say goodbye to products, but it is important that we focus on products that can benefit the most people and solve the most important problems.
According to a study conducted by a media research analysis firm, the printing of blogs in national magazine and newspaper publication has increased more than 16-fold over the last five years. This stunning growth in blogger influence magnifies the importance of employing common sense when contacting bloggers. Knowing the blogger and his/her focus is the critical element in a successful blog relations campaign. While many blogs are highly visible in their own right, the growing influence with the mainstream media elevates their importance.
The newspaper business is dying. Revenues were down even when economic times were stable. Advertisers have moved on to TV, Radio, and the internet to find their audiences. Even established paper are gasping, and their survival is uncertain. Many people put down the papers and turned to the internet to voice their opinions on the sorry state of the print media; and perhaps, more importantly, to find prose worth reading. To a large extent they were rewarded. Good, great writing can be found for free, and outside the confines of newsprint. With all this great writing out there, doesn't it seem like the current purpose of the newspaper has been supplanted? Throughout the world, local media outlets are attempting to adapt to the changing economic environment. The papers have learned they have to be streamlined, focused, and efficient to not just draw an audience, but to break even. Whether they are successful or not will determine the written "face" of local coverage for the foreseeable future.
Bloggers will find they are not counter culture anymore. We're mainstream. But this is what many have fought for. Respect and relevance. It's closer than you think. The era of online journalism is just started and this is the time of the greatest vitality of the medium. It will, as a matter of course, stratify and coalesce into a more formal arrangement that will replace the one we are seeing pass. It’s not that this is better or worse, it just is – no matter how difficult it is for the various actors in the drama. The newspaper isn’t dead, and the blog hasn’t won. They’re just learning how to work hand in hand to provide society with the most effective, efficient means of one of our most basic needs: information.
Today the traditional media, bending on its knees, has proposed to the blogger in Big B, tomorrow it may be Amir Khan, Shahrukh Khan and a host of other high profile bloggers, and eventually it may be your turn when the media asks you, “Will you marry me?”