As Fairfax (Dompost) and the NZ Herald “transform” themselves and their formats so that, in the words of the Dompost, they can “become moreĀ relevant” it is perhaps this comment from Vin Crosbie that they need to be taking head of, not re-formatting their sad offerings:
āThe real problem, Mr. Newspaperman, isnāt that your content isnāt online or isnāt online with multimedia. Itās your content. Specifically, itās what you report, which stories you publish, and how you publish them to people, who, by the way, have very different individual interests. The problem is the content youāre giving them, stupid; not the platform its on. But I digress.ā
COntent is king and until media conglomerates start toĀ recogniseĀ that the reason people don’t buy their papers or subscribe online is that the multitude of tastes that exist for news are not being met by a homogenised version of the truth through the lens of an editor.
The reason why blogs and online commentators areĀ becomingĀ more and more popular is precisely theĀ oppositeĀ of the broad brushĀ approachĀ by media.
NicheĀ is king. Niche is Good.