In case you've not heard about it, newspaper journalism was listed by
some career site earlier this week as the fifth-worst career in the
U.S.
Throw out my best newspaper job, at a group of
suburban Dallas weeklies before they went belly-up (which of course ties
to why newspapers are getting ever worse) and I easily believe it.
Last two papers?
A
national chain that believes Facebooking everything is the "answer" for
driving both website and mobile app advertising sales, even though the
website is still free and, IMO, the disparity between mobile-based ads
and traditional online ads will not be a long-term deal.
And
currently, a paper with "old-school" newspaper vets, Type A male
yellers, the senior of whom, I think, believes this Texas Hill Country
town can be a new Fredericksburg, when it won't. Sorry. Ain't. Gonna.
Happen.
And, it works on the "margins" as far as staffing size, even for today's newspaper world, to boot.
That's
even as the national chains continue to engage in forced furloughs, job
cuts, or both, at the reporter/editor level at local newspapers, while
simultaneously paying out bigger bonuses to top brass precisely for
making those cuts.
And that's the dirty secret of why
top brass of most national chains have no interest in a nonprofit
newspaper incorporation bill, should one ever get real consideration by
Congress. They'd rather skim now, and "apres moi, le deluge," than
engage in responsible management. Local operations, meanwhile, continue
to dream of "new angles" while stretching themselves ever thinner
between hardcopy, traditional web, and mobile content delivery, while
barely having the staff to do justice to hardcopy coverage.
Sure,
lots of college students still study journalism. They may believe the
myths of liberal media. They may be clueless about the business-side
issues. They may be in love with online journalism while remaining
clueless to the fact that about nobody's figured out how to monetize it
yet.
And, while they're still taking journalism classes
to be a new exploitable crop, and others, formerly in the traditional
biz, now work at various demand mills, the fifth-worst ain't going to
get much better. It's that simple.
Kids in J-schools
should be required to take a class in newspaper business management
first. Second, they ought to be disabused of much of their belief in the
"liberal media," if they hold it for good, unlike Faux News types.
As
for the current disparity between traditional web ad rates and
mobile-specific ad rates, reportedly as high as 5-1? Within in a decade,
that difference will be no greater than 2-1, driven primarily by
greater use of mobile devices, greater competition for eyeballs, etc.
Remember
how much higher traditional web ad rates were a decade ago? The same
things drove them down as will drive down mobile rates.
The
Net, in its various delivery forms, has just the opposite problem as
old newspaper media. You got plenty of room for editorial content, of
course, but, because of ephemeral attention in many cases, there's
limited "space" for ads. Plus, add in ad-block software, etc., and web
rates plummeted.
I have no doubt that for both Android
and iOS for Apple, somebody will invent the equivalent of ad-block
programs, too. It's going to happen.
Oh, and as for the current locale, that's not just my opinion.
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