At the IDC Conference, Directions yesterday, I said Generation Y doesn’t read the newspaper. And MediaSlut picked up on it asking what newspapers can do in response. Coincidentally, Today ran an article today about the state of Singapore’s journalism.
Before, I begin, a clarification:
I did not mean to say that my generation doesn’t read news. I think we do. Just not the papers. The question at the panel was whether online is the new “it” in media, and coming from a communications standpoint, of course it is. Is there another medium that has more messages sent and received than online?
We don’t spend half an hour thumbing through the papers in the morning, we’re reading the latest Harry Potter in e-book format on the train.
We don’t spend 3 hours a night watching tv after coming home. We’re watching tv online, chatting to people, working on homework and maybe even playing a game.
In an advertising class I was once told “think about where your consumers spend their time”. I spend 75% of my waking hours online. That pretty much guarantees that if your message is restricted to traditional media, I’m not going to see it.
I know MediaSlut isn’t asking me about why I don’t read the papers. But I feel you have to understand that to move forward. Some are more specific to me, some are general for Generation Y.
Why I don’t read the papers
1) News finds me. I don’t mean it’s offered to me on a platter, but that if it’s a particularly relevant piece of news, someone is going to blog about it, send me an email with an URL attached or just tell me about it on MSN.
2) I need my information to be relevant. Let’s say I can read 10 articles a day. These 10 need to be relative to me (ie marketing or communications related). Reading 10 articles in my niche adds much more value that reading 10 articles (or more) about unrelated happenings in the world. Put another way, an economist is going to find relevant articles about changing interest rates or inflation much more valuable than the latest way to use Twitter. And vice versa for me. So to either the economist or myself, it makes more sense to subscribe to a blog or someone who talks about that niche or to just Google “changing interest rates today”, as opposed to flipping through 10 pages of unrelated text.
Points #1 and #2 are very important. Firstly, the papers are no longer a convenient source of news. Secondly, even if I did have a copy of the Straits Times hanging around, I wouldn’t thumb through it because I know only 10% (or less) of what’s in there matters to me. I can see ten headlines in my RSS reader and pick the one article that is relevant, in a fraction of the time it will take me to flip through 10 articles (including ignoring the disruptive ads)
3) Papers are slow. It’s not their fault, I know. Papers are published daily, not hourly, I get that. But explain to me how I hear about an Outram MRT shooting via Twitter, check out the CNA website and it’s not there? Yes I know CNA’s Twitter mentioned it, but sorry, dead man found at Outram MRT is not the same as man shot at Outram MRT.
4) Gen Y wants different things. I have no empirical evidence for this, but a communications professor told me once in school that what the newspapers publishes and considers “news”, is not what the public wants to read and considers “news”. He was comparing the front page of Digg to the front page of any newspaper. I think there’s some truth in there. How much, I don’t know. But one of my RSS feeds is to del.icio.us’s front page, and not that of the Straits Times.
So what can print do?
In all honesty, I don’t have the answer. I cannot think of something, that if present, would make me read the papers. But here are a couple of minor suggestions.
1) Speed. If I read about it on Twitter, please have it on the CNA website so I can verify that it’s true and read the truth.
2) Accuracy. If you can’t be fast, at least be accurate. If a man was shot, please say he was shot, not just “dead”. Shootings don’t happen every day in Singapore, post the tweet 3 minutes later if you have to, but make it representative.
3) Convince me of your value. Unrelated sources commenting on unrelated topics? Sorry, not buying it.
4) Be accessible. If I Google something and it directs me to a Straits Times link which then asks me to be a subscriber (free or otherwise), that’s it. I close the window and move on.
5) Be human. I wanted to present on this at Pecha Kucha night. Traditionally, journalists were immense gatekeepers of the media. I’m sorry to say that’s not it anymore. Maybe that explains my interviews yesterday. I’m “just another peon” to be interviewed by the venerated gatekeepers, and the peon should be honoured to have his name in the press. Sorry, doesn’t work that way.
Does MSM still have a place?
I think it does. As much as I’m a social media advocate, some things just don’t fly. I always use this as an example: NTUC (or Wal Mart) needs newspapers. That’s where their “aunties” find out about the deals and coupon clippings. I understand that. As long as this demand is there, MSM will have it’s place.
I’m going to come back to the point I was trying to make at Directions. This demand is not there for my generation. We don’t interact with MSM the same way people 10 years older do. If you sit up there looking at your old model and think “Oh it’s your loss, you ignorant younger generation”, I think you’re very mistaken. As I mentioned, I can think of nothing that newspapers can do to make me turn back to print. The question is what can you do to engage me online? Hint: subscription isn’t the way.
Incidentally, the issue of censorship of non-freedom of the press etc isn’t an issue for me. I know how Singapore works and that’s fine. Just make up for it in other areas.
Referring again back to the article in Today, “State of Sinapore Journalism”, there’s advice for the five stakeholders for journalists/newspapers. I have issues with two:
1) Readers
Read widely and hold Singapore newspapers to the standards of international publications such as Financial Times and The Economist. Make yourselves heard to the news organisations
Make ourselves heard? No. How about newspapers make yourselves heard and engage us instead? The biggest threat to newspapers is not that we think they’re substandard. The biggest threat is if we’re indifferent to them and don’t notice either way. And I guarantee you it’s easier to click that little “x” on my Firefox browser and switch to an alternative source online, than to write an email to the editor to make myself heard.
2) Advertisers
Look beyond readership figures. Shift your advertising dollar to newspapers with premium brand names held in high regard by the community
Yes, look beyond the readership figures, but I think it’s presumptuous to write as if the corporation’s ad spend options are between newspaper and newspaper. If I were to remove my ad spend from newspapers, they’re moving somewhere else entirely. If I were to move advertising to a medium with “premium brand names held in high regard”, maybe something like CNet would be a better option than Digital Life.
These are my thoughts. I don’t speak for the whole of Generation Y, and I’m sure there are many people who will take opposing views, so let’s hear them! Comment away!
Tags: accuracy of news, alternative news sources, are bloggers the news journalists, generation y and newspapers, is print obselete, is twitter a news alternative, journalism's future, mainstream media, mediaslut, msm, news from twitter, newspaper relevance, newspapers future, print future, print's future, reading newspapers, slow news, speed of news, state of singapore journalism, twitter journalists
April 20, 2008 at 9:04 am |
I’m in total agreement with you and it is nice to know I’m not the only one receiving “news” via Twitter. =) But one point I’d like to make here is that the comparison is not really between the medium. Not online vs print, but rather content and access. At the end of the day if your opinion here was a column in Marketing Magazine, will I read it? Absolutely. Because I want to know what Daryl Tay thinks about the social media.
The reason we pick Digg over ST Interactive is because we like the content and because its accessible. The social media makes things more accessible than physical media and as you’ve said, since you spend 75% of your time online, the social media is thus more accessible to you.
From a marketing point of view, if you were a truck driver on the road 75% of the time, what would your primary media/ads be? Roadside billboards! Why? Because its accessible to drivers.
So you see, it doesn’t matter if the medium was online or offline, its just about access to content we want. We don’t force fit content to the medium. We don’t record a HBO show only to upload it and watch it on YouTube. That’s just silly. But if we can’t get it on HBO when we want it, we may want to watch it on YouTube, for example. It’s all about access.
Love the way you’re thinking bro. Keep it up because demand from a generation like yours is going to shape the future of media delivery.
April 20, 2008 at 12:14 pm |
Make yourselves heard to the news organisations
They make it sound like we have a responsibility to them. Hurr hurr.
April 20, 2008 at 12:57 pm |
@Ben: Definitely. Content providers (regardless who they are) need to know where their audiences are and try to reach them. Sure my generation isn’t reading the papers, stop whining and get to where we are and reach us.
@Agagooga: Exactly. Kinda put me off the way it was put across.
April 20, 2008 at 2:40 pm |
[…] extensively on the new media and it’s effects on the Singapore media industry. And yes, Gen Y is indeed too quick for the […]
April 20, 2008 at 9:40 pm |
“What can print do?”
Speed isn’t the solution, as print will always be one day too late.
Print may not have the immediacy of the online medium, but they can use the one day lag time to their benefit, for deeper analysis – something that takes time to do, regardless of the medium.
Another thing they could focus on is quality. Accuracy (as you mentioned), quality of analysis, quality of writing (good prose, interesting to read), quality of content. There’s a lot of noise you need to filter through before you get signal on the web. Print can help a busy person get to the signal without the noise.
This is why TIME and Newsweek can survive even though they are always a week late, compared to daily papers.
April 20, 2008 at 10:55 pm |
Hey Coleman, thanks for dropping by. Your comment reminded me of this particular article in the New York Times that my friend sent me (Terror Suspect Eludes Posse of 4 Million) which is written with the exact strengths that you mention. I think good articles like that will raise the bar and attract some interest, if and when we see that occur locally.
April 21, 2008 at 1:07 am |
I think print is also good for reducing information overload.
I suspect I spend longer on some of my blog posts than some journos on their articles…
April 21, 2008 at 4:55 am |
Newspapers — print and online — will survive. In fact, they may even become fashionable again. Here’s why:
F. Scott Fitzgerald allowed that the secret to good writing is rewrite, rewrite, rewrite. The Web as an almost instant medium, produces a huge amount of news and information on a bewildering array of topics, but great stories, well told are as scarce as, well, great newspapers today. So newspapers can attract readers not only through deeper analysis as Mr Yee suggests, but also with great writing and story telling. Time is actually on the newspaper’s side in this regard.
Second, it is true most all of us spend 75% of our time in front of a computer screen. There’s simply something nice, perhaps even relaxing about sitting in a favorite chair and reading from the printed page on occasion. A smart marketer needs to change the perception of the reading habit. Coffee consumption was in the dumper before Starbucks made a cup of coffee an expression of personal freedom and an “affordable” indulgence. Someone will come along and figure out how to transform newspapers in a similar manner.
Finally, while in today’s world a lot of relevant news finds recipients, it tends to be the news we know is relevant to us. The newspaper, especially the print newspaper, is a great place for us to learn about news we never before knew might be relevant to our lives. The online world tends to be an inch wide and a mile deep with targeted information. The world of newspapers is an inch deep but a mile wide covering everything from local soccer scores to the weighty issues of the day and back again with a healthy sprinkling of nonsense (celebrity news, comics, advice for the lovelorn) in between. Newspapers are a great place to stumble upon topics you don’t you are interested in.
April 21, 2008 at 12:57 pm |
I think newspapers will stay relevant because almost most online media lacks the resources for primary news gathering – it’s mostly analysis and meta-analysis.
That’s not a problem intrinsic to online media, but at least at present that’s how it is.
April 21, 2008 at 4:04 pm |
Thanks Paul. Did your last line of your post mean to say “stumble upon topics you don’t know you are interested in.”? I think that does apply, but as we get more and more connected and the information we need to process daily grows larger, we might have enough on our plate to tackle everything we’re already interested in (or need to be interested in), to look for topics outside of that.
I think someone can definitely come along and transform newspapers in a different manner. Whether that remains specifically in print form or not remains to be seen.
April 22, 2008 at 2:18 pm |
[…] Post here. […]
May 14, 2008 at 11:14 pm |
Really nice post. I agree on all accounts. I only read a newspaper on Sunday afternoon and its mostly for the gossip or opinions otherwise its RSS all the way. I feel like the statement “news finds me” is totally dead on. I have so much other news coming my way big news finds me.
May 14, 2008 at 11:43 pm |
Stephen, thanks so much for reading. I think what you said about “news finds me” is even more relevant with the China earthquakes being reported first on Twitter!