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« Owens Corning lightens its carbon footprint with online sustainability report | Main | The Relationship Between Social Networking and Social Media from John Beardsley » Why I Can't Share This Great Star Tribune Article With You...Posted by Matt Kucharski on November 1, 2009 at November 1, 2009 6:38 AMThere's an excellent article in this morning's Star Tribune by Jim Spencer highlighting a very interesting and controversial campaign to increase public support for animal research. The article includes perspective from both sides of the issue, and a really great description of the $1 million plus campaign. Here's the link to the Star Tribune. Problem is, you won't find the article. See, the Strib, in an effort to get people to buy more papers, has designated Spencer's article with a little subhead that says "Only In Your Sunday Paper." This is called the "Law of Scarcity" and it's used in marketing all the time. You've heard it before "Only available for a limited time at Wal-Mart." "Supplies limited -- get them while they last." "Sale ends Sunday." But does it work for news and information? Personally, I think they're cutting their noses off to spite their faces. Imagine if General Mills came out with a great new cereal and then only made it available at the Target in South Milwaukee. Okay, let's be real -- we're not talking thousands of readers on our modest little blog, but the Strib is neglecting to recognize that I, and thousands of others like me, are now capable of distributing news and information -- THEIR news and information -- if we're empowered to do so. Journalism's not dead -- but yes, newspapers in their current form are certainly dying. Taking your best content and only making it available in the least accessible and share-able format seems like the wrong strategy to me.
Trackback PingsTrackBack URL for this entry: CommentsUgh. Practices like that could put my blog out of business. Did you read today that a Newsday columnist just quit in protest of the new paywall? Posted by: Sean Dougherty at November 2, 2009 9:51 AM I would venture to say this is only the beginning of experimentation of online practices among print and broadcast journalism, in an effort to gain more subscribers/viewers. I've so far enjoyed the Washington Post/NY Times approach. I have to register, but it's free. I'll take a few (not a few hundred... but a few) advertising emails for some great content any day. Posted by: Susan Garcia at November 2, 2009 10:33 AM Post a comment |
