The web is killing the value in traditional media. But I can now see a way of using the web to add value back.
Part of the value will be in aggregation.
Not the Google News machine aggregation. But the old fashioned kind known as Editing - editing as to you and me as the old skill of Editing as pursued by people such as Harold Ross or William Shawn of the New Yorker. The Uber Personal Editing style of the Magazine's heyday.
Part of the value will be in Niche - a powerful bond of shared interest. This will be a product of the editing process.
Part of the value will be in making a connection of the niche back to the home brand.
So teasers over. First let's look at the new/old editing and connection and then let's look at how we link this back to the home brand.
I have a "News" routine every morning. These days, I start with Twitter and see what "fish" the net of my network has caught. My Twitter Peeps are making personal choices about that interests them. They scour the world for material and also offer their own content.
I use Tweetdeck to provide my front page and also to limit my "go to" peeps in a limited field that I can comprehend. I have created my own Newspaper.
I then go to the New York Times online (I live on PEI in Canada) and see what the official world of North American Journalists sees as being important that day. Again the process is actually the same here. The editors at the Times filter all the content and make a personal call on what goes on the precious real estate. The NYT is the editor. I skim the headlines and always pass on Sport. I have my own NYT.
I then open up Mediavore - an aggregation of the best of public media - to see what Todd and Graham have decided is their catch of the day from what they feel is the best of public media FROM ALL SOURCES in the public system - TV and Radio National and Local.
Todd and Graham make no pretense - this is not a filter of ALL of public media but it is THEIR PERSONAL TASTE.
I could also do all the work that Todd and Graham do and search out all of pub media - but I don't have the time. I also like their POV. They have made it easy for me to see a broad picture of what is going on.
Many producers have made it easy to offer a feed - the NPR API etc.
When Todd and Graham started this work, they assumed that they would use the API etc and in effect be a bit like Google News. But they have found that this is not the best way. They use the feeds to collect material for them but they make a personal choice on what they then offer to their readers. It is the personal choice that has the value.
At the moment, Todd and Graham have a News focus. Their niche? The Newsaholics!
But when we talked last week, Todd made the point that this format could go nichier - they could have an arts POV that again would aggregate from ALL that Public Media had on offer on Arts. You could even go more narrow and only do Jazz.You could have a cooking channel. The choice is limitless. The tighter the niche - the stronger the attachment and engagement.
In the fall, the amount of content that all public TV and Radio producers will put on the web will explode. Any topic, maybe other than sports, will be open to this kind of aggregation. Public Media will have every taste and interest available in Lego brick form - all that is needed is a master Lego builder to make what ever is wanted.
But how do we bring this home? How do we locate the value at the station level? How does a regular station capitalize on this bounty? More on that in a minute. For there is even more quality "Public" content to consider before we go to delivery.
The choice for Niche Editors will be even greater than the huge amount available from the Official Public Media.
There is also a deep pool of wisdom in every field that is being produced by the "Public". Produced by people with profound knowledge that far exceeds what any journalist or producer of media could deliver.
A good example of how this kind of specialty material is being offered is how my pal Steve Kurtz serves his "club" of like minded folks.
Every day I get maybe 6-8 emails from Steve. Steve is the epicenter of a network of lists and groups that collectively explore deep thinking about what is really going on in society and the economy.
Each list he draws from is itself the product of a personal filter of people in forums. The Oil Drum would be an example.
Steve is then the uber filter. Steve's network is a two way network. It is not that big - a few hundred - and he knows the tastes of each party. So I get a personal view from Steve's larger menu as do all the others. We also send him our personal view of what is best within the field.
It is not too hard to put together a really great niche site - 1- 4 hours a day for one person. (based on my talks with Todd and Steve)
So where do you put this product so that value can be found in it? How can you bring this value to your place?
If you are starting from a Green Field it is easy - you open a site such as Mediavore. Any one of us can build a high traffic site based on the principle of aggregation and niche. We will see many such sites emerge where an editor takes a POV about a niche.
But what if you are an existing pubic media station?
The current web offering of radio and TV stations focuses only on what will be on the schedule.
The real estate is full both on air and on the web. But now there is new web real estate that is ideal.
CPB have funded a national project in 32 markets involving 76 stations in both TV and Radio. The goal of the project is help local communities help each other get through the Mortgage Crisis. Stations are convening the many local non profits who can provide advice and help and they are connecting those with problems to this help. Many Radio and TV stations in the same market are collaborating in this work.
All will build a dedicated NICHE website to support this work.
Here - Here - and Here and some examples. Here is the Beta site that will showcase the entire national project.
In 32 markets, Public TV and Radio will have a Niche website that offers a joint TV and Radio perspective on the local economy of that community. A Niche site attached to the Linear Banner Site.
Each local TV and Radio station can add in the best content, based on their knowledge of their community. These sites are filling now with great local content that get to the heart of what is going on locally.
But now they can do more. They can add material from NPR on the economy - from Planet Money - they can add NewsHour or Frontline material. They can review the content from the other 31 markets and add pieces of that as well. The Local/National world will be covered. Using this new real estate, the full value of Public Radio and TV is now available. They can also dig into the work of people like Steve Kurtz who can make it easier to find more context.
Today we take the first steps. I can see in the future that your local public radio or TV station can be the starting point of a myriad of local/national/global "channels" - There is no limit to the number of niches or to where the content comes from.
At the centre of the station will remain the traditional appointment radio or TV. Surrounding it an ecosystem of Niche channels that aggregate the best of the global, national and local content that fits that niche. All that means the most to the local community will be there.
That is value
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