If we keep monkeying with the way we treat content (blurring lines between advertising and news, cutting newshole way down, burying important yet unsexy stories, etc.) because we think the content is responsible for the lack of money made in our industry, we are dooming ourselves. I am not saying that the way we do content is perfect or doesn’t need work. I am saying that it’s possible — nay, likely — that in a better economy (that didn’t also hit at the same time as a total paradigm shift in information transmission), we would not appear to be in the throes of death. Because people would be advertising as robustly as ever, people would have extra cash to spend on internet experimentation, our space wouldn’t be shrinking and therefore making it look like we don’t have things to put into the paper, etc. etc. etc.
Looking to social media and its cheerleaders to make up for and fix what we have lost AND take us forward to a better place? Absolute madness. And, mind you, this is coming from a person who is all over the social web and has actively campaigned for greater newsroom attention to and interaction with the useful parts of social media. But let’s keep some perspective and not treat social media or its mavens as the publishing panacea, okay?
She’s right. Journalists need to focus on journalism. And that can’t happen in a measly 140 characters. Newspapers need to figure out how to survive in a world with iPads and email news alerts. Whatever they put in place, in-depth content has to be at the heart of it — not a flimsy social media plan.
Content and social media don’t have to mutually exclusive, but sadly they often are at newspapers where budgets — and staff — are shrinking rapidly. And content isn’t winning.