HOME
          
LATEST STORY
Ken Doctor: Why The New York Times hired Kinsey Wilson
ABOUT                    SUBSCRIBE
Dec. 30, 2011, 12:30 p.m.

Joshua Young: 2012 will be the year we focus, again, on the writer

“Focus on the user and all else will follow”? There’s more to it than that.

Editor’s Note: We’re wrapping up 2011 by asking some of the smartest people in journalism what the new year will bring.

Here’s Josh Young, who currently handles the contributor network at the real-time media company Sulia, and who formerly headed social news at The Huffington Post.

The first of Google’s ten core principles has framed the way we think about the content on the Internet:

Focus on the user and all else will follow.

Of course, that user is really what technologists and economists both call the “end user.” When it comes to content, that means the reader. This principle presumes that users have information needs and that the information to satisfy those needs already exists. The task is culling, discovering, finding.

This is essentially the idea that content just happens. Search is the easy example, but you can see it in curation, too. The answers are all there — disguised by the blooming, buzzing confusion of even more information — and we just need a better filter.

Almost all content platforms are informed by this principle, as well — at least as a matter of positioning. WordPress has no agenda. Tumblr doesn’t care what you write. Pinterest doesn’t have a say in what boards you pin together. Quora doesn’t care what you ask or answer. Nor does YouTube care what you upload. Soundcloud doesn’t care what you create. Read It Later doesn’t care what you read later any more than Twitter cares what you Tweet. The list goes on and on.

The formula for today’s most successful content platforms is to give a bunch of writers each a soapbox and then to give vastly more readers some tools to find the soapbox best for them. In any two-sided market, after all, an economist might tell you to subsidize the side that’s more price-sensitive and to charge the side that has more to gain from network effects. Blah blah blah.

Of course, audiences will never just happen. Likewise, “Focus on the writer and all else will follow” doesn’t seem like a promising economic model.

But I am not an economist, and I think 2012 will be the year in which we realize that Google’s first core principle misses something important. We will recognize all over again the value in catering to the writer — or, rather, the best writers. We will thus also invest in giving them tools to reach the right readers. Maybe readers aren’t so price-sensitive, and maybe they stand very much to gain from network effects. 2012 will show us.

Image by Steven Depolo used under a Creative Commons license.

POSTED     Dec. 30, 2011, 12:30 p.m.
PART OF A SERIES     Predictions for Journalism 2012
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Ken Doctor: Why The New York Times hired Kinsey Wilson
The former chief content officer at NPR will be moving up I-95 to one of the most important digital positions at the Times.
Why Google is taking another shot at helping readers pay for news
Google Contributor is the latest tool the company has designed to help readers pay for what they read online. But its previous experiments in supporting paid content have had limited success.
In Canada, newspapers’ attempts to experiment with ebooks haven’t seen much success
A number of papers across the country started ebook programs in the early part of this decade, repurposing their archives or producing new work. They haven’t been the moneymakers some had hoped.
What to read next
718
tweets
Ken Doctor: The New York Times’ financials show the transition to digital accelerating
The numbers may look flat, but they contain a continuing set of ups and downs. Up next: executing on a year’s worth of launches.
540Here’s some remarkable new data on the power of chat apps like WhatsApp for sharing news stories
At least in certain contexts, WhatsApp is a truly major traffic driver — bigger even than Facebook. Should there be a WhatsApp button on your news site?
502Controlled chaos: As journalism and documentary film converge in digital, what lessons can they share?
Old and new media types from journalism, documentary, and technology backgrounds gathered at MIT to share practices and discuss mutual concerns.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Chicago Tribune
Austin American-Statesman
DNAinfo
INDenverTimes
Voice Media Group
Newsday
Semana
Politico
Hechinger Report
BBC News
Newsmax
The Economist