Sabramedia on the Move

The last three and a half years have been amazing years. We are now entering into a new phase of our company - and we are excited. We are making company changes that some will invariably disagree with or not understand. In order to squelch the rumor machine before it gets into gear, I would like to make an official announcement regarding these changes.

Web development will continue to play a primary role of our business. In addition to that, our Newsroom software service targeting the online newspaper and media industry is going to become a major focus of our company. You can learn more about this Software as a Service (SaaS) here. The Dubois County Herald is piloting this system for us as we continue to develop it. As many of you know the newspaper industry in general is going through a lot of changes. The medium for news consumption is moving rapidly online and onto mobile devices. We are in a good position to help community newspapers across the country succeed in online and mobile content delivery without compromising their revenue stream.

We received angel funding in 2008 which significantly helped us get to the point we are today. We have decided to "bootstrap" from here on out. There are a lot of benefits to bootstrapping. One major benefit is that it leaves the ultimate control over the direction our company will go in our hands - not the hands of an investor. That also means we have had to cut a lot expenses while we get Newsroom off the ground.

We have been located at the corner office of 1201 Main street in Jasper, Indiana. It has been a great place to cut our teeth, so to speak, in the team building and business education we needed to build an enduring and sustainable technology company. However, we have a lot of equity tied up in the building and at the same time there are a lot of monthly expenses connected with maintaining the building. Our current development team tested a remote business structure over the past couple months, and it has worked well.

So, for local clients you will see some activity at the corner of 12th and Main as we prepare the building for sale. Jasper Lumber will be making needed repairs. We don't have a buyer yet, but if any locals are looking for a business office, home, or even retail store this building is an excellent location.

Jasper, Indiana is a great town to start a technology company. The infrastructure is in place and the area is beautiful. The cost of living is much better than our West Coast counter parts. Most of the team will still live in and around Jasper. We have no plans of moving the company base from Jasper, Indiana. Jonathan will be moving to and working from Oklahoma as his wife, Joslyn, finishes the next phase of her education.

These decisions came through much prayer and careful discussion. Another motivator was Dave Ramsey, triggered in particular by the recent EntreLeadership event held here in Jasper. We have all individually and corporately been inspired to eliminate debt and follow the "baby steps" to a financially secure business. National and local clients can be encouraged that Sabramedia will be a debt free and stronger company with the sale of our building. The sale will also help us to expand our development staff quicker, thus enhancing our web development team and more quickly advancing feature releases of the Newsroom system.

We look forward to providing services that will help our current and future clients build stronger businesses as we make dramatic steps to strengthen our own business.

Best Regards to All

Newspaper ad layout: The good and bad

Many newspaper websites fail their readers by cramming too much on their pages, especially the homepage. Whitespace, typography, color, alignment and navigation are poorly executed. Major news providers have improved recently, but many smaller newspaper websites are just plain ugly. Their homepages are widgets and ads thrown together with a few links to content. It's important to consider proper ad placement on the website. While design is a holistic approach and ad placement isn't everything, a focus on ads is important as they represent a major source of revenue for most sites.

Pages with too many ads

Many smaller newspapers are guilty of placing too many ads on their website's homepage. Yes, these advertisements do their job of grabbing the attention of visitors, but in the examples below they overwhelm the page. The goal should be to provide quality community news, not appear as a cheap advertising outlet. Below are three real screenshots of ad placement gone wrong. Ads are in red. This does not take into account ads that are below the fold.

 

Rapid City Journal: the content has been laid out well, but the ads are overwhelming as they take up most of the space. Content is not the focus, the ads are. The large blocks on the right and left are background advertisements. Note: the ad placement has since been updated.

 

The Randolph Leader: the layout of this website feels like various parts were thrown together. It makes poor use of whitespace and has too many ads. This website needs a complete redesign of its homepage by refining what it has and reducing the ads.

 

Press Times: this website has too many ads. Very little actual content is visible. If you remove the widgets and graphics only a small area is dedicated to news.

Content with intrusive inline ads

If an article has intrusive inline ads, ads that are placed inside the content area, the user will get frustrated while reading and the overall experience will be tainted. Advertisement has its place, but when it's displayed improperly it crowds the page and lowers the website's quality. Consideration must be given to strike a careful balance between displaying ads inline and allowing the content to be seen. When in doubt it is safer to lean on the side of less advertising.

With careful thought and planning you can reduce your ad footprint, tweak the layout and modify the navigation. Your website should focus on content. This means a rock solid design that is beautiful but doesn't get in the way. Go minimal on the ads, lay out your pages better and make content number one.

Ad placement done well

 

WSJ: This website gets it right, their homepage has one ad. The rest is content. Being that the Wall Street Journal operates behind a paywall, they can afford to focus on content.

 

Dubois County Herald: We were approached by this small-town newspaper to create a clean design, and a minimal interface with a focus on content. Their homepage has one ad.

 

Fox News: While not a newspaper website this image shows how a news outlet has done a good job of designing their homepage. They have one main ad and another tiny ad. Content is their focus.

Thoughts on proper ad placement

  • Predetermine ad spots in the design
    Decide ahead of time how many ads you are going to allow per page, especially the homepage. No more than two variations of ad sizes on one page. You don't want to wear out your eyes looking at them. The ad must mean something to your visitors. Contextual ads are far more relevant than ads appealing to mass markets. Google and Facebook have been playing with this for years.

  • Keep the spots limited
    Reducing the amount of ads on your site brings up a question. Without revenue how will the site survive? I'm not going to the website to look at the ads, I'm going so that I can read your content. Instead of making me pay with ad impressions, make it easy for me to pay with a subscription.

So how can you afford to reduce the ads?

Content is what your users want and are willing to pay for, so give it to them. Enter the paywall. Charge a subscription fee to your users. They are there for your content, and with their monthly subscriptions you'll be able to focus on high quality content without relying solely on ad revenue. The argument has been given that news content should be free and available to all. When you sign up with a paywall it's not the content that you are paying for, it's the work of gathering and editing the content (journalism) that is being paid for. When it comes to paywalls we recommend a split approach, where some content is free and some is paid. Check out our article on paywalls to see the line of delineation. Paid subscribers means you can provide higher quality content, and a better design with less ads. I didn't say get rid of advertising entirely, just make it more minimal.

In the end you will have happy and loyal customers. Make readers number one. Focus on quality journalism, content, and sharing top notch stories, and you'll have a service people will pay for.

How To Add Custom Fields To Custom Taxonomies

In this tutorial, I'm going to show you how to add an additional custom field to your WordPress custom taxonomies and then make use of those fields within your theme template.

Adding A Custom Field To A Custom Taxonomy

In the code that follows, we'll create a callback function (what is a callback function?) that will add a custom field to the custom taxonomy we created (in this case, "presenters") and then we'll create another callback function to save changes made to that field. Last, we'll associate our new callback functions with the custom taxonomy we created.

To add a custom field to your custom taxonomy, add the following code to your theme's functions.php:

// A callback function to add a custom field to our "presenters" taxonomy
function presenters_taxonomy_custom_fields($tag) {
   // Check for existing taxonomy meta for the term you're editing
    $t_id = $tag->term_id; // Get the ID of the term you're editing
    $term_meta = get_option( "taxonomy_term_$t_id" ); // Do the check
?>

<tr class="form-field">
	<th scope="row" valign="top">
		<label for="presenter_id"><?php _e('WordPress User ID'); ?></label>
	</th>
	<td>
		<input type="text" name="term_meta[presenter_id]" id="term_meta[presenter_id]" size="25" style="width:60%;" value="<?php echo $term_meta['presenter_id'] ? $term_meta['presenter_id'] : ''; ?>"><br />
		<span class="description"><?php _e('The Presenter\'s WordPress User ID'); ?></span>
	</td>
</tr>

<?php
}

In the code above, we created a "callback function" called "presenters_taxonomy_custom_fields" that we will apply, using a WordPress action hook, to the "edit" screen of our custom taxonomy terms. In our case, we are creating a custom field to store the "User ID". To use this to store different information, replace each instance of:

presenter_id

With your own unique custom field name. For example:

custom_field_name

Note: As a best practice, I recommend naming your custom fields using all lowercase letters and underscores to separate multiple words.

To add an additional field to your custom taxonomy term interface, copy everything from <tr> to </tr>, duplicate it above or below, then give the fields their own unique name.

Note: If you want to create custom fields for multiple taxonomies, duplicate the code above and use a unique name for the callback function. For example, "presenters_taxonomy_custom_fields" would then become "yourname_taxonomy_custom_fields". If you intend to use the same custom fields on multiple taxonomies, I suggest a more general name.

Next, we'll create a callback function that we'll use to save our custom fields. Add the following code to your theme's functions.php:

// A callback function to save our extra taxonomy field(s)
function save_taxonomy_custom_fields( $term_id ) {
    if ( isset( $_POST['term_meta'] ) ) {
        $t_id = $term_id;
        $term_meta = get_option( "taxonomy_term_$t_id" );
        $cat_keys = array_keys( $_POST['term_meta'] );
            foreach ( $cat_keys as $key ){
            if ( isset( $_POST['term_meta'][$key] ) ){
                $term_meta[$key] = $_POST['term_meta'][$key];
            }
        }
        //save the option array
        update_option( "taxonomy_term_$t_id", $term_meta );
    }
}

The code above will work "as is" for one or more custom taxonomies, no changes needed. Alright, now let's associate these callback functions to the "edit" screen for our custom taxonomies. To do that, we'll use two of the WordPress action hooks that are available for each custom taxonomy that we create. Add the following code to your theme's functions.php:

// Add the fields to the "presenters" taxonomy, using our callback function
add_action( 'presenters_edit_form_fields', 'presenters_taxonomy_custom_fields', 10, 2 );

// Save the changes made on the "presenters" taxonomy, using our callback function
add_action( 'edited_presenters', 'save_taxonomy_custom_fields', 10, 2 );

With the code above applied, editing a term should give you a screen that looks something like this:

A custom field of "User ID" has been added to the editing screen for each of the terms in my "Presenters" custom taxonomy.

And there you have it. The first action tells WordPress to "add" our custom fields to the "edit" screen of our "presenters" custom taxonomy. The second action tells WordPress to "save" our custom taxonomy fields when you save the changes to your "presenters" custom taxonomy. To use this for your own custom taxonomies, simply replace "presenters" with the name of your custom taxonomy. For example, "edited_presenters" would be "edited_your-taxonomy". To use the code above for more than one custom taxonomy, duplicate both lines as needed, replacing "presenters" with the respective name of your custom taxonomy.

Note: This particular method uses the "options" table in WordPress to store data for each particular term. As of WordPress 3.1, terms don't have their own "meta" table and, accordingly, this lets us get past that. There will probably be a cleaner way to do this in future version of WordPress - until then, this will do the job well. Thanks to Ohad Raz and his post on extra fields for custom taxonomies for pointing me in the right direction.

Associating "Presenters" With WordPress User Accounts

Now, let's put our custom field to use. In our example, let's say that some of our presenters will actually have user accounts in WordPress which they may (or may not) use to publish new content themselves. Along with their user account, they have a profile that contains their name, website, social media accounts, and data associated with any other fields you add.

Note: To add custom fields to your user profile, take a look at this post by Justin Tadlock, Adding and using custom user profile fields, or Mike Schinkel's answer to this question on WordPress Stack Exchange.

In the following example, we're going to use the WordPress User ID field we added to our "presenters" custom taxonomy to check that ID against the list of WordPress users and give us access to the corresponding user's profile data.

To access a custom field added to your custom taxonomy using the method noted earlier, add the following code inside your custom taxonomy template (in our case, taxonomy-presenters.php), within the PHP block at the top:

// Get the custom fields based on the $presenter term ID
$presenter_custom_fields = get_option( "taxonomy_term_$presenter->term_id" );

// Return the value for the "presenter_id" custom field
$presenter_data = get_userdata( $presenter_custom_fields[presenter_id] ); // Get their data

Alright, let's start with the first variable, $presenter_custom_fields. In our earlier example, we created a new entry in the WordPress options table, named after the term ID of a given term. So, if the ID of a particular term was 27, the name of the field that stores its data would be "taxonomy_term_27". In our example, we created a custom field called "presenter_id".

Note: For this example to work, be sure that you have saved a value in the custom field for the term you are working with. In my example, I've added the "presenter_id" of "1" (the ID for my user account) to the "Jonathan Wold" term in my "presenters" custom taxonomy.

To see what data is stored inside the custom fields you created, add the print_r function to your template, then preview it:

<?php
	echo '<pre>';
	print_r( $presenter_custom_fields );
	echo '</pre>';
?>

In our example, the only custom field we have is "presenter_id", and the value that is returned is "1". Now, I have the ID I need to access the user profile, which we do with the second variable:

$presenter_data = get_userdata( $presenter_custom_fields[presenter_id] ); // Get their data

So, we define our variable for use later as $presenter_data. Then, we use the get_userdata function, which, as expected, requires the ID of the desired user profile. We could pass in an actual ID, like this:

$presenter_data = get_userdata("1"); // Get their data

To keep it dynamic, we are passing in the "presenter_id" field of our $presenter_custom_fields variable. Now, to see what data you have to work with, use print_r again:

<?php
	echo '<pre>';
	print_r( $presenter_data );
	echo '</pre>';
?>

Then, you can access the data based on the "key" name. To get the first name, for instance:

<?php echo $presenter_data->first_name; ?>

To get the description (or "Biography" field), use:

<?php echo $presenter_data->user_description; ?>

Tip: Referencing Images or Filenames By First/Last Name

One particularly useful technique I've found is predicting a file structure for cases like profile images or press kits, etc., where I've wanted to let the client upload assets directly to the server, rather than build an interface to manage uploading.

First, we need to have a lowercase, dash separated version of the display name. To get that, add the following code to the PHP section at the top of your template:

$presenter_formatted_name = strtolower( str_replace( " ", "-", $presenter_data->display_name ) );

This fancy-looking piece of code declares the $presenter_formatted_name variable and, in English, tells PHP to take the "display_name" value from our $presenter_data variable, replace spaces with dashes, and convert the resulting string to lowercase. In the case of a display name of "Jonathan Wold", the variable would return "jonathan-wold". In the case of a single name, like "Admin", the variable would return "admin". Now, in our template, we can use that consistent name as we'd like.

For instance, in a profile image, we might use the following:

<img src="<?php bloginfo("stylesheet_directory"); ?>/images/<?php echo $presenter_formatted_name ?>.jpg" />

That tells WordPress to check the "images" folder in the directory that holds your theme's stylesheet and look for an image, in my case, named "jonathan-wold.jpg". Let's say we stored a folder called "assets" in our root directory, outside of WordPress. We would use the following:

<a href="/assets/press-kits/<?php echo $presenter_formatted_name ?>.zip">Download Press Kit</a>

Conclusion

And that's it! This set of functions allows you to add any types of fields that you can imagine and then make use of them in a limitless number of creative ways. Let me know what you come up with!

How Local Newspapers Can Help High School Journalism

More high school newspapers are moving or want to move to the web. Wouldn't it be great if the local community newspaper provided an area on their website for high school student journalists to post their articles? What could a synergy like this look like?

  1. The high school student would get a limited writer account on the community newspaper website.
  2. The student would post their story or news to a designated area on the newspaper's website. Publishing would require editor approval.
  3. The newspaper's professional editor could review and give feedback to the student, thus further enhancing the student's experience and education.
  4. Once the editor approves the article it is published on the high school news directory for subscribers to read.
  5. Optionally the editor could choose to publish some of the student articles in the physical paper. Wouldn't that make a student journalist excited?

We just had this aha! moment this week and realized that a currently unutilized feature we developed into Newsroom would allow for a local newspaper to offer this as a community service to their local high school.

So if you are newspaper out there and think this is a great idea let us know. If you are a high school journalism teacher or student journalist, pass this idea on. We think it would be a great value to the community and student journalism.

What Goes Behind The Newspaper Paywall?

 

I have received excellent challenges to my views about the online newspaper paywall. The concerns and questions are summarized as follows:

"The web is helping us move towards transparency. Shouldn't newspapers move towards offering their content for free online?"

"What about people who can't afford the monthly subscription? All should have the right to be informed, no matter their financial status."

The focus seems to be on whether the content is free or not. We need to shift the focus to what is actually being paid for. It's not the content that's being paid for, it is the service of gathering and compiling the content (journalism) that is being paid for.

You can read my thoughts about the paywall and its value in "Newspapers Battle Between Paywall and Advertising". Here are some suggestions for those publishers who are wondering where to draw the line with the paywall.

I suggest that most content (if not all) go behind the paywall; However, if you were to identify content as free versus paid here are some basic rules to follow.

Recommended Paid Content

Artistic journalism is always worth keeping behind the paywall. A rags-to-riches feature story of a local business is an enjoyable work of art that adds value to the reading community. This information is not critical for public awareness, but is nice to know. Journalism that enriches is worth paying for and should be distinguished from news that facilitates public awareness. 

Obituaries are one of the most popular categories of information on a newspaper website. People who are in the need-to-know category should, in most cases, learn about a death outside of a newspaper reporting it. For most people, perusing the obits is more of a curiosity than a need-to-know. The newspaper reporting this information is providing a value-added service.

Local sports is not need-to-know and takes reporters a lot of time to get the story and pictures. This news should stay behind the paywall. This category alone may be a reason a citizen will subscribe to your service.

Recommended Free Content

The following content categories rank high on the list for need-to-know content and could be made publicly free. A nice side-effect may be more traffic and an opportunity to interest visitors in joining the community with a paid subscription.

Weather-related news can be considered valuable public (free or non-paid) notice.

Community announcements could be public. News that the city is shutting down XYZ street for road repairs or that the city will be conducting a test of its emergency response system are things that the general populous should know. If the newspaper is the primary source of information, providing this information offers value back to the community while also attracting potential subscribers to gain access to the rest of what the paper provides. 

Event calendar and community announcements is often a good category to leave open.

Local politics would be important for an informed public. There are sub-categories in this type of news that would be okay behind the paywall, depending on the community.

On the Fence

The following news types have good arguments on both paid and non-paid sides of the fence.

For many, local sports is up in the air about being paid or free. I worked with a newspaper that made a point of reporting on local sports that received very little media coverage. This could be seen as a public service to the community. On the other hand, is local sports news really a need-to-know? While on the fence for many, and while there are ideas yet to be heard, I continue recommend that this type of news stay behind the paywall.

The entertainment category could contain important arts and culture events or announcements. This is a category that you might want to default behind the paywall, but pick and choose exception articles to be made public.

The Balanced Approach

A balanced approach to following these rules sends a win-win message that says to the people in your community:

  1. We want to inform our community through free reporting services.
  2. We want to enhance our community through value-added journalism that is worth paying for.

How can anyone argue with that? Watch your online subscriptions rise.

What Online Newspapers Can Learn From Social Networks

The medium of choice for news consumption is rapidly tipping in favor of websites, iPads, and other Internet connected devices over the traditional printed paper (learn more from InVocus 2010 State of the Media Report). It seems all eyes are on the newspaper industry as it struggles to maintain its market share through this quickly changing environment. The paper will be around for a long time. I won't go so far as to say it will be around forever, but there is something satisfying about sitting in the easy chair with a paper or magazine that technology hasn't met - yet.

 

 

What is it about the newspaper that endears the reader's heart? What is it that keeps them paying their monthly dues? To answer this let's take a look at the most successful news outlet in the world. Facebook.

The average content on Facebook may not meet the professional journalist's standards of being well-written, thoroughly investigated, and thought provoking. As a medium, though, Facebook does have the social awareness and interaction that people seem to thrive on. Facebook got it right at the right time.

Before the dawn of the Internet, before TV and radio, social media was monopolized by the newspapers. It is the conversation that sparks from a riveting article, the discussion about so and so's life after reading their obituary, the person to person commerce in a classified that answered to the social needs of the reader. The newspaper provided a medium for social conversation.

Newspaper leaders began to realize that this social need was being met through the Internet. So they jumped on the digital bandwagon and began publishing their content, then made a big mistake. They de-valued their core business and stopped charging for it online just as their paper subscriptions began to drop. "No problem" they said, "we have lots of traffic on our website, so let's sell advertising." And did they sell advertising. Some of the "best" examples of advertising overkill are seen on Newspaper websites.

Before we list the lessons that newspapers can learn from Facebook and other social networks, I need to put a plug in for the paywall. If people were paying for a newspaper subscription offline, then they will pay for it online. There will be resistance because they are used to getting it for free, but that has to change if the news industry is going to survive on this new medium. The big news sites are implementing paywalls (NYTimes, WSJ, etc.) and it is even more imperative that local newspapers do the same on their websites.

Principally, Facebook and Newspapers are different. Facebook is not a content provider, they simply provide the vehicle. In order for Newspapers to maintain and get back their sense of community, they need to learn from successful social vehicles.

Five Lessons Online Newspapers with Paywalls can learn from Facebook, LinkedIn, and Stack Overflow.

1. Social interaction should have proper precedence in your business model. 

Your most important asset is good Journalism and content. What is the second most important thing? Advertising? No. As tempting as it may be from a business standpoint, advertising is not the answer. It is the social factor driven by a sense of community. Advertising is useless without good content and lots of people talking about it.

2. People are interested in what their friends are reading. 

Even with a paywall, if a person is talking about your articles, photos, and local experts to their unsubscribed friends, then watch those subscriptions rise.

3. People like discussing news through comments and messages.

Some newspapers may opt out of this due to the overhead of moderation, but I would venture to say this ought to be worked in to your editorial budget. The reasoning for this is found in the first point.

4. People should stay in the news loop with email notifications on what they want.

People don't mind getting email notifications as long as it fits their interests. Make it easy for the reader to create and manage subscriptions to the types of content they want within their subscription service. 

5. Reward online subscribers for activity, don't penalize. 

Various paywall models are emerging as newspapers are experimenting with their website visitors. All of what I have seen so far charge more for more activity. From a business position this makes logical sense. More bandwidth and server space is used, so charge more. However, I suggest that this thinking is flawed.

Here is where I would like to make amends with advertising. One idea for rewarding your paid subscribers for site activity is by reducing their monthly subscription based on activity. Think of this person who actively comments and 'recommends' content as a sales rep. The more socially active this person is on your site, the more their friends will either sign up or come back. This in turn grows and further endears subscribers to your online community. This exponential social effect allows you to provide better stats to advertisers and charge more for advertising.

Note: I refer to the Thomas Smith principle I wrote about in my paywall/advertising article regarding ad view quantity to response ratio.

Pulling from Stack Overflow's example, another way to reward activity is through achievement recognition and status symbols, like a virtual badge for so many approved comments. A reward concept, implemented well, mirrors aspects of the offline world and makes interaction with your site even more engaging - and even fun.

Implementing The Social Layer for Newspapers

You can take these principles to your web developers and start implementing these things for your newspaper. We've seen it work before and it will continue to work. If done right, with your added value in place (good journalism and content), then it will work for you and your community newspaper too.

Now, a shameless plug for our product. We are developing a number of features in Newsroom that adhere to the principles mentioned above. Our objective is to help newspapers establish a strong foothold in the local social content markets. Our target audience with this product is Newspapers with a circulation of 50,000 or less. Learn more about Newsroom here.

James Harding Encouraged By Times Paywall Results

Numbers from The Times' paywall launch back in July are starting to surface. Is the paywall going to work? James Harding of the The Times (London) was interviewed by the BBC this morning. While it is still early Mr. Harding is "hugely encouraged."

I applaud James Harding for thinking outside the box. He started off with a comment of triumph, but it was a tough realization for most paper editors and publishers.

"What we’ve seen is for the first time in 225 years, we’re selling copies of The Times on something other than paper."

Early reports indicate that the number of page hits has dropped 87% after applying the paywall. In the short term a paywall may have reduced their traffic by nearly 90%, but even more importantly Mr. Harding has a grasp on a solid economic principle. The news hasn't changed. Should journalism then be given away for free just because the format of the paper has moved online?

James Harding told the BBC, "what we (newspapers) had was a sort of suicidal form of economics, that is - giving our journalism away for free." Brilliant I say.

Our company, Sabramedia, has implemented a CMS and paywall system for the Jasper Herald Company, a daily newspaper based in Jasper, Indiana with about 12,000 paper subscribers. We are seeing consistent subscriber growth and are regularly selling $5 one day passes. Well thought out paywalls can and should be implemented for regional community papers.

You can listen to the BBC interview here: The Times "hugely encouraged" by Paywall

Concerned about advertising dollars dropping? Read my earlier thoughts on the matter: Newspapers Battle Between Paywall and Advertising

Also worth reading is Vincent Dowd's article earlier this year on The Times' paywall move. Will The Times Save the Newspaper Industry?

Newspapers Battle Between Paywall and Advertising

More and more I read announcements of newspapers adding some sort of paid model for their online content, the dreaded paywall.

I am writing from a unique position to the newspaper industry. I don't have years of printing ink pouring from my veins. However, over the past year and a half I have been feeling the pain felt by publishers as the news consumption format is changing.

Why? I am a business owner and lead programmer for a web-based CMS (content management system) and accounting system tailored for newspapers. We call it Newsroom. In order to provide the best product and service I have immersed myself in the newspaper industry.

By no means do I have the holy grail, but I think I can provide some fresh "outsider" perspective. Newspapers need to be willing to step outside the box if they want to survive in an online world.

Journalism Paywall In All Cases!

If the newspaper is paying journalists, then a paywall of some form should be a part of their business model. Make it easy for paid print subscribers to get online access. Some will complain, but people who care about their community will pay for good local content. A paid model will add a sense of value to the service too.

Most newspapers already have an online presence. If your newspaper is one of the hold-outs, then start off right with content available only to paying subscribers. For papers giving their journalism away for free online, there needs to be some creativity to change course. Ease the subscriber base into a paid model.

An approach for easing your site visitors into a paid model

Focus on adding something new rather than take away. Define what content is uniquely yours, then roll some or all of the content in with a new service as a premium product. Be candid with your readers. Quality journalism is worth paying for. They will be resistant, but eventually they will come around.

Another option is to simply announce that you are switching to a paid model. Adding something new, though, softens the blow and at that same time increases the perceived value your website offers. The service could be an expert column, video, audio, or photo blog. You know what you can do. Expand your territory.

Protect the print product.

Don't charge less for online-only subscriptions than your print subscription until your market is ready. People will quickly drop their print subscriptions in order to pay less for the online version. But if they aren't happy with the online version it will be easy to drop the subscription entirely. Then you have lost them. When the online version is stable, then you can re-visit charging less for the online subscription. Make sure your online content is a sustainable format first.

Recently I ran into a news editor who gets most of their content from off-site journalists and citizen blogs. They broadcast their paper delivery for free. They get most, if not all, of their income from advertising. I would even challenge this business model to implement a paid content model.

"But, advertising will drop if we charge for content!"

This is the primary concern publishers have with the infamous paywall. Think outside the box. Face the fact that giving away good journalism was a bad model in the first place. Advertising doesn't have to be behind a paywall. The paywall could actually enhance your advertising efforts.

For free-content news websites, I suggest easing into paid content. That way certain areas will still get the casual peruser traffic the site is accustomed to. Be transparent with your readers about the value of journalism.

Let's look at the "effective frequency" perspective of the paid content model. Paid readers will be more loyal than those who are casual perusers. Successful advertising conversion is about a relationship. The more times the same person sees an ad, the greater the chance they will act upon it. Paid site users will return more often giving your advertisers a greater opportunity at establishing a relationships that lead to actions.

Thomas Smith, a successful London businessman, wrote a guide called Successful Advertising in 1885. I suggest that his thought process works better with loyal paying subscribers versus occasional non-paying readers. From his guide:

  1. The first time people look at any given ad, they don't even see it.
  2. The second time, they don't notice it.
  3. The third time, they are aware that it is there.
  4. The fourth time, they have a fleeting sense that they've seen it somewhere before.
  5. The fifth time, they actually read the ad.
  6. The sixth time they thumb their nose at it.
  7. The seventh time, they start to get a little irritated with it.
  8. The eighth time, they start to think, "Here's that confounded ad again."
  9. The ninth time, they start to wonder if they're missing out on something.
  10. The tenth time, they ask their friends and neighbors if they've tried it.
  11. The eleventh time, they wonder how the company is paying for all these ads.
  12. The twelfth time, they start to think that it must be a good product.
  13. The thirteenth time, they start to feel the product has value.
  14. The fourteenth time, they start to remember wanting a product exactly like this for a long time.
  15. The fifteenth time, they start to yearn for it because they can't afford to buy it.
  16. The sixteenth time, they accept the fact that they will buy it sometime in the future.
  17. The seventeenth time, they make a note to buy the product.
  18. The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
  19. The nineteenth time, they count their money very carefully.
  20. The twentieth time prospects see the ad, they buy what is offering.

Online Advertising Dos and Don'ts

Advertising is a conflict I have felt from almost every publisher and newspaper owner I have talked with. They want to put more focus on journalism, but they make so much money in advertising.

We recently worked with a newspaper that had a 40/60 ad/content model. The paper had a quality that stood out. It was refreshing.

Advertising is important to community commerce, but in most cases it is badly implemented and over done. This diminishes the journalism value to the reader. How do you feel when you read a website article that mazes through so many blaring ads that you lose your place? Yeah, not cool!

CJ, our resident design expert, is working on a post explaining our take on appropriate ad layout concepts for the web. Check back soon.

Print to Online

The paywall plunge will be different for each newspaper. There are a number of creative paid model ideas that have yet to be explored. Quality journalism, in whatever form, should have a direct monetization model, not solely paid for by indirect advertising.

Don't make your readers claw at the wall to climb over it, give them a ladder. They still have to climb, but it will be much easier. Whatever model you choose, make sure it is simple. I have seen some confusing models coming out. The last thing you want for your readers is for them to become confused about how to pay for your valuable content.