Every American newspaper company is in some state of drowning in the Internet information flood. Most can be seen haplessly grasping at any online distribution/social media trend that comes there way. RSS, Twitter, Facebook apps, iPhone apps, in-house bloggers, and commenting, to name just a few. Sensing which way the wind is blowing, many have embraced the newspeak of the new media punditry. Take this excerpt from a memo to the staff of the Hearst Corporation (with 16 newspapers in their stable):
… Our sites must continue to be the superior and dominant free Web sites in their markets. This means they must offer the best in breaking news, staff and reader blogs, community databases and photo galleries. In fact, we need to expand the number of reporters, editors and photographers who are running a truly great blog, creating a rich dialogue of opinion and data sharing. We must do a far better job of reaching out to prominent citizens in our communities, those who already have a blog and those who don’t, and providing them a prominent platform to state their views. We must develop a rich network of correspondents to help us grow the deepest hyper-local community microsites in our markets. We must do a better job of linking to other great sources of content in our communities. And we must put staff resources behind building those channels of interest that have the greatest potential: those built around pro sports teams, moms and high school sports, to name a few. Exactly how much paid content to hold back from our free sites will be a judgment call made daily by our management, whose mission should be to run the best free Web sites in our markets without compromising our ability to get a fair price from consumers for the expensive, unique reporting and writing that we produce each day. [bold formatting is mine. via WSJ]
It’s not that there’s anything wrong with what Hearst president Steve Swartz is saying. The full memo doesn’t mince words about the threat that Hearst faces, and I agree with and applaud many of his recommendations. But I’ve been been observing new media for too long not to recognize that “creating a rich dialogue of opinion” or “linking to other great sources of content in our communities” are the empty words of a social media consultant.
There’s more to dissect in the Hearst memo, but I’ll save that for another time. Suffice to say I’m sure Hearst will limp out of this newspaper crisis alive. The New York Times, on the otherhand, will emerge with its head high and guns blazing. I’d put my money on the Times understanding how to serve trustworthy, curated information like no other media company, old or new.
The Times has dabbled in all the new platforms everyone else has. They have one of the more successful Facebook news applications in the form of a news quiz. Their new iPhone app has received excellent reviews, and their mobile site is my choice news site on my G1 Android phone. They’ve even brought in community bloggers from New Jersey and Brooklyn in an experiment heralded a thousand times on Twitter.
But “the Gray Lady” shows an understand of the opportunities in sharing information online at a level deeper than simply adding a new Twitter feed. The release of a New York Times API is a most obvious example.
An API (application programming interface) gives developers to access your information, and create new applications by remixing your content however they choose. APIs are what allow for the development third party Twitter clients, apartment rental visualizations using Google Maps and Craigslist, and the syncing of your Yahoo address book on your Mac. APIs enable a flowering of innovation around your content that in aggregate can’t be matched by even the most ambition in-house R&D lab. Where Hearst is talking about putting some of their content behind a pay wall, The Times is giving developers a direct pipeline into the heart of their organization.
Their bet, and I think its the right one, is that the new money-making models for news content may not come out of newspapers, but as long as they own the content and syphon it to third parties on their terms, it’ll be NYTimes reporting that people pay for, however they end up paying.
Publishing an API isn’t the only smart, proactive move by the Times. They’re leveraging the multimedia, interactive capacities of the Internet to present news and information in some meaningful ways.