A poor blueprint for digital journalism

I wrote a post yesterday for the Public Business blog about the disappointing research on digital journalism that Columbia Journalism School put out last week. It speaks to a number of the business model issues I’ve written about here – the niche-ification of news, the mismatch of supply and demand in digital advertising, the pros and cons of paywalls – but not in a way that I found sufficiently detailed or comprehensive:

It explores a handful of strategies for making news pay online, but it emphasizes that each one must be accompanied by bean counting on the editorial side, beyond what will come naturally from crashing production costs.

While it takes note of sites that have managed to eke out profits on a teensy budget, its business-side focus means there’s not enough evaluation of the content these sites have produced. It asks, for example, whether the hyperlocal model can support ‘serious accountability journalism’ but then fails to establish which – if any – of the hyperlocal sites profiled (TBD, Baristanet, The Batavian, Patch) qualifies as providing ‘serious accountability journalism.’

In failing to answer that question, this report doesn’t do much to challenge the contention made by last year’s reports from both Columbia Journalism School and the F.T.C. that certain types of public interest reporting are too fundamentally expensive to fit in the new market, that they will have to be supported by the public and nonprofit sectors. [More on these proposals here.]

We believe strongly that on the business beat, there is a unique case, both ethically and financially, to be made for nonprofit funding for certain types of stories, which is why we’re doing it.

But we would still like to see more discussion of the public-interest potential of for-profit media models. There is lots of good discussion about how to make news profitable, and lots of good discussion about how to make news better, but there is not enough discussion and research that tackles these questions together. That can’t be a good thing, for the media or the public.

You can read the whole post here.

I’m going to be doing most of my blogging on media industry issues for Public Business, and cross-posting or excerpting them here. But if you’re following this blog specifically for media industry coverage, you might want to follow Public Business too.