Newspapers have long kept tabs on the changing world–but have themselves been slow to modernize. To  flourish these days,
when anyone with a computer can be a publisher,  news organizations must develop a “culture of innovation. ”

So said Richard Gingras, the head of News Products at Google,  on May 11, 2012 in a talk at Harvard’s Nieman Foundation.

Gingras, a founder of Salon.com and long-term media technologist , said “I push people to rethink every aspect of what they’re doing”–including their mission, ethical guidelines, how they interact with their audiences, transparency regarding sources,  and even whether reporters divulge their personal political positions. In light of today’s powerful new technologies and human interactions,  “innovation  must be part of an organization’s DNA,”  at the core of newspapers’ culture, and  incorporated into “the role of every member of the team.”

Gingras pointed out that this by no means the first “disruption” time for the media.  With the advent of television,  for example, newspaper advertising declined and in some cities, the number of newspapers went from five to one or two.   This was not great for the newspapers that went out of business and  led to monopolitistic control by the  survivors. But it also led to    “40  golden years of profitability” for those survivors.

Today, the Internet has “disaggregated” the advertising economy., he said.  No longer do consumers look to their local newspapers for car ads, for example: rather, they search the Internet for information and deals.  “In the past, you could have an ad in the New York Times for Tiffany’s near an article on starvation in Darfur… or articles for garden centers in  the Lifestyles section,” Gingras said.   But on the Internet, such “vertical models” for advertising  are not effective.  ” Might news organizations’ Web sites do better as “a stable of focused brands with independent business models?” he asked.

Gingras also suggested that news organizations:

• Optimize news Web sites for multiple entry points,  because individual story pages are, today, more valuable than first or home pages. These individual pages should be updated so that urls remain constant–thus optimizing search engine results.

• Include more “computational journalism”–in which reporters post interactive information tables that would allow readers to answer their own, individualized questions.  For example, in a story on the state of education, provide tables showing student progress in school districts across the city–so that parents could assess statistics on their own children’s schools

•  Leverage the assistance of  “the trusted crowd”  (interact with readers and keep them involved)

•  Make reporters responsible for updating their own stories–with “constant” urls  to encourage multiple visits to their pages

Gingras also said that  in a culture of bulletpoints, updates and posts,  there  is low return on investment for long articles–and advised keeping articles  under 500 words.

So  I’ll quit here–at 494.

A video of the complete talk  is posted at: http://www.nieman.harvard.edu/newsitem.aspx?id=100198

–Anita M. Harris

Anita Harris, a former national journalist and Nieman Fellow,  is president of the Harris Communications Group, a marketing and communications firm located in Cambridge, MA.

Was surprised last night  when  two Pulitzer-prize-winning journalists locked horns on WGBH-TV’s  Greater Boston.

In a heated discussion of the New York Times’ threat to shutter the Boston Globe if employment concessions aren’t made,  former  Globe Columnist Eileen McNamara, who now teaches at Brandeis, charged that the Times is only out to save itself and doesn’t care about Boston or the Globe. She and host Emily Rooney criticized the Times for a lack of “transparency,” in threatening  to shut down the paper just a week after some 50 reporters were required to take buyouts or risk being laid off. McNamara called for an investigation into how Times Publisher Arthur Sulzberger, Jr. could have  so mishandled the papers’  strategies and finances.

Alex Jones, the former New York Times reporter who now directs Harvard’s Shorenstein Center on the Press, Politics and Public Policy, said that Sulzberger has long been seeking ways to keep his papers on sound financial footing and pointed out that the Times and Globe are just two  of many papers threatened by  huge operating losses.  With countless subscribers migrating to “free” news on the Internet and advertisers cutting back in the current financial crisis, several papers have already declared bankruptcy.

I agree with Jones  that there’s no point in focusing on the New York Times as the bad guy in all of this;   the Globe is crucial to the Boston and New England communities, which must find ways to keep the paper alive.

The Boston Foundation  has put together a blue ribbon panel to seek with solutions–which might include a takeover of the Globe  by a consortium of nonprofits until the Globe’s economic situation improves.

The Globe reported this morning that both employees and management will be taking cuts in pay and security, and that 20 bloggers, organized by Paul Levy, president of Beth Israel Deaconess Medical Center, simultaneously published a post asking readers to submit suggestions on how the Globe can improve its financial position.

(Levy’s blog is at runningahospital.blogspot.com).

I’ve joined the rally in a separate post.

I hope a solution is imminent  because good journalism provides crucial lifeblood to any community. As the so-called “fourth estate,” it serves as a watchdog on government, allows citizens to communicate with one another, and helps organize the thoughts, lives and livehoods of individuals and institution in a democracy.  Broadcast and Internet media certainly contribute to this–but, by and large, it’s  print reporters to do the heavy lifting.

AMH

Anita M. Harris is an award-winning former journalist who has founded a weekly alternative newspaper,  written for Newsday, produced documentaries for WRFM Radio and co-produced more than 100 live panel programs for the MacNeil/Lehrer Report (now the Newshour) of National Public television. She has taught journalism at Harvard andYale Universities and at Simmons College.

New Cambridge Observer is a publication of the Harris Communications Group of Cambridge, MA.

With the ever increasing fall of bookstores and impending newspaper layoffs, I’d like to echo Alex Beam’s call for readers to reach for their wallets.

In case you missed his January 9 column, “Closing Costs,” in the Boston Globe, it opens: “Here is a dispatch from the Land of No Suprises: Bookstores–buffed by the recession, by Amazon, by electronic reading devices–are closing their doors”. He points out that, easy as it is to go to Amazon for books and read newspapers online for free, by behaving normally, “you kill the things you love.”

In Boston, after several waves of reporter buyouts, people keep telling me that they’ve dropped their subscriptions to the Globe because it’s gone downhill, and, anyway, they can get it on line, for free. Duh.

My apologies for stating the obvious, but many of my friends don’t seem to get that, in  a vicious financial cycle,  with fewer paying customers,   the paper can get fewer advertisers, revenues go down, and, as a result, the Globe and many other papers have had to  “encourage”  their most senior,  talented reporters to leave.  The Globe announced  a new round of editorial layoffs just last week.

I’ll be writing more about this–but for the time being, please support the  free press–by paying for it.

The New Cambridge Observer is a publication of the Harris Communications Group, of Cambridge, MA.