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His new startup Scroll aims to target readers who are engaged but not willing to sign up for a dozen digital subscriptions across their favorite sites. “Publishers have to make more money from this than they would have from advertising. Which, thankfully, is increasingly easy to do.”
A step back to look at the news lessons of this summer.
Consider this a roadside guide to accidents of history as evidenced by the collisions between newspapers and Google and Facebook.
Because it’s privately held, Hearst isn’t as big a part of industry conversations around the future of newspapers as its publicly traded peers. But it’s charting a path forward and ready to open its checkbook to expand.
“There’s a lot of context around last summer and Ferguson. This was so much more violent and widespread. I thought it would be interesting to let that unfold to readers, to get a sense of that intensity with how the story is published.”
With its business model squarely built around reader revenue, getting users logged in is a critical step toward payment. So the Times is making a “shift from platform to reader.”
“For the first time in the history of the company, and arguably for one of the first times in the history of legacy media, we have the beginnings of a fundamentally integrated approach.”
The Open Brand Safety framework is an attempt to create a master list of fake news sites so advertisers can learn to avoid them.
“Mobility is a crucial factor in our identity. I believe that sort of fundamental optimism of American identity is running out of gas…That fundamentally shifts our national character.”
Journalists and publishers need to breathe new life into the social contract with readers: The audience holds the media accountable, the media holds the powerful accountable.