Where is Our News Going?

breaking-newsSeth Godin will have you believe that major media companies are on the way out. But is that really the case?

I would argue the opposite, though I add a warning that if these companies do not innovate in the way they obtain and dispense information, they’re dead. I think that, in the area of news, these major corporate networks are still best situated to develop their technology and deliver information to the public in new and relevant ways.

Why Major News Organization Can Still Win

  1. Access – these organizations have the credibility and network skills to get inside information. They can access people at the highest levels, in all parts of the world, and deliver the most up to date information from anywhere.
  2. Money – Established corporate networks have the resources needed to overhaul their technology. It’s true that they need to re-evaluate their real time and web efforts, but they have the ability to do that. Find the value that your readers are looking for and give it to them, no questions asked.
  3. Loyalty – People are less loyal these days to brands or companies because “shopping around” has become much easier. However, when it comes to news and other important information, there is a credibility factor that is difficult to get around. People are not as comfortable getting news from lesser known blogs or other online sources.

What They Need to Do

  1. Personalization – The web and other mobile technologies have allowed people to customize the information they get, and how they see it. Make it easy for readers to sign up for alerts in certain areas, and give them the information how they ask for it.
  2. Email – Utilize email systems to let people get the news they want when they want it. All the stories you run should be available in email format, and people should not have to ask for them more than once.
  3. Social MediaTwitter and other social networks have become valuable resources for providing and passing along important news as it breaks. There is no reason that a news service cannot tap into that “real time” power and use it. Learn how to capitalize on these systems and incorporate them into your strategy.
  4. Blogs, blog readers, and bookmarking – Stories need to be passed from person to person to spread. Newsworthy is a term that now applies to something that deserves to be relayed on to friends. Incorporate blogging and social bookmarking tools to your website to give people the option to spread the best stories. This builds brand awareness and keeps you relevant.
  5. Feedback – Reach out for and pay attention to your readers’ opinions. This can be on a story by story basis or feedback on your services in general. Listen to people because if there is anything that the social web has taught us, it’s that we all have something to say.

The major thing that these corporate news services and media companies have to acknowledge is that the old way of doing things no longer works. Evaluate where your information is coming from and how it is getting out. Learn that people want access to the information they are interested in, no fluff, and they want it free. Give that to them and then rebuild accordingly. It’s time to fight for your readers our die.

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4 Responses to Where is Our News Going?

  1. Sarah Cook says:

    One reason people like paper, is the ability to make marks on it. As the media develops, and they send information out electronically, having software that will allow people to mark up the parts they want will add to the attractiveness of electronic new releases.

  2. Zach Heller says:

    Thanks Sarah. That is a very good point. I believe computer technology and mobile devices will have that ability soon. And the best part about electronic distribution, you can print out things that you want to read on paper!

  3. […] Where is our News Going? – This post was interesting, because when I wrote it I was not sure what kind of response it would […]

  4. watch5 says:

    I really like your informative and knowledgeable website.
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