There are stories that just don’t lend themselves to virality. And they shouldn’t.
Some news organizations publish stories that don’t benefit primarily from widespread buzz, shareability, clickworthiness, whatever you want to call it. There is some journalism, primarily niche journalism — whether that niche is energy, or the auto industry, or, in my case, cannabis industry journalism — that matters deeply to a smaller group of people. But what is important is that the quality and depth of it matters very much. And, above all, so much so that readers are willing to pay money to ensure that they don’t miss out, because some aspect of their work or life depends on staying in-the-know.
This is a premise against which a rising number of news organizations, including my own, Cannabis Wire, are hedging bets. The Information, Politico Pro, and even Jim VandeHei’s new venture Axios are all among a rising number of niche news organizations investing in a future in which people are increasingly willing to pay a substantial amount of money for focused, contextualized, analytical information from nonpartisan sources. And that price can range from $400 a year, in the case of The Information, to as much as $10,000, in the potential case of Axios.
Cannabis Wire just released its first paid report, about legalization in California and how it would change the global industry, for $199. It was an educated experiment for my news organization which was, at the time, not even a year old. The question was simple: Will influential people who need this information pay for it? And they have. Our challenge, of course, over the last year for our news organization has been figuring out who those people are. Further, taking time to identify the needs of that audience, which can be as simple as mining newsletter subscriber data, can shape and inform a news organization’s strategy.
There are a number of cannabis stories I could write that would generate clicks. The best strain for your migraine. The best bong for your morning wake and bake. The best cannabis-infused balm for your mysterious, but persistent, skin rash. But when it comes to writing about regulatory turns of the screw that could have implications for the future of the multibillion-dollar cannabis industry — say, packaging requirements for cannabis edibles — the audience for that suddenly shrinks substantially. But the audience that cares a lot — the license holders, the investors, the regulators, the lobbyists — wouldn’t want to miss that small development, and would pay to learn about it in a newsletter or a report. This holds true in auto, in energy, agriculture, defense, and in many other industries.
And while large-scale social platform distribution makes sense for a number of publications to reach as many readers wherever they are on whatever device or platform, scale isn’t everything to everyone in the media ecosystem. Sometimes, like when it comes to cannabis and public health, opting for cheeky cannabis stories can border on reckless. And for those publications who offer a premium experience, or premium information and data, it will be important to zig where others are zagging, and an increasing number of news organizations will likely go that route. This doesn’t only involve subscription-supported sites. A number of news organizations, including many local news organizations, or not-for-profit news sites, aren’t fit to survive on scale; they will slowly find ways to maximize what is important to them, like community integration or impact.
All news organizations ought to focus on identifying their value proposition in an increasingly distributed world, whether it’s brand or voice or hard-hitting investigative journalism. Those that focus on a niche have a leg up, and they’re embracing it. Just a few years ago, opting for basic paywalls, let alone high-priced premium content, seemed an inadvisable move in the media world. But as ad-supported journalism, even at scale, has remained an unsure bet for longer than the journalism industry might have hoped, the time to leap toward building membership alternatives could not be better.
Nushin Rashidian is cofounder of Cannabis Wire.
Hillary Frey Forests need to burn to regrow
Geetika Rudra Journalism is community
Reyhan Harmanci Bear witness — but then what?
Almar Latour Thanks, #fakenews
Mary Meehan Feeling blue in a red state
Swati Sharma Failing diversity is failing journalism
Carrie Brown-Smith We won’t do enough
Emily Goligoski Incorporating audience feedback at scale
Doris Truong Connecting with diverse perspectives
Rubina Madan Fillion Snapchat grows up
Michael Oreskes Reversing the erosion of democracy
Tim Griggs The year we stop taking sides
Erin Millar The bottom falls out of Canadian media
Cindy Royal Preparing the digital educator-scholar hybrid
Rasmus Kleis Nielsen News after advertising may look like news before advertising
S.P. Sullivan Baking transparency into our routines
Taylor Lorenz “Selfie journalism” becomes a thing
Andrew Haeg The year of listening
Jonathan Hunt Measurement companies get with the times
Jonathan Stray A boom in responsible conservative media
Andrew Losowsky Building our own communities
Ernst-Jan Pfauth Earn trust by working for (and with) readers
Rebekah Monson Journalism is community-as-a-service
Andrew Ramsammy Rise of the rebel journalist
Sue Schardt Objectivity, fairness, balance, and love
Dhiya Kuriakose The year of digital detoxing
Kathleen Kingsbury Print as a premium offering
Caitlin Thompson High touch, high value
P. Kim Bui The year journalism teaches again
Amie Ferris-Rotman Вслед за Россией
Tracie Powell Building reader relationships
Megan H. Chan Cultural reporting goes mainstream
Ray Soto VR moves from experiments to immersion
Joanne Lipman The year of the drone, really
Tim Herrera The safe space of service journalism
Bill Keller A healthy skepticism about data
Lam Thuy Vo The primary source in the age of mechanical multiplication
Julia Beizer Building a coherent core identity
Laura Walker Authentic voices, not fake news
Ashley C. Woods Local journalism will fight a new fight
Peter Sterne A dangerous anti-press mix
Amy Webb Journalism as a service
Libby Bawcombe Kids board the podcast train
Matt Waite The people running the media are the problem
Steve Henn The next revolution is voice
Maria Bustillos “It’s true — I saw it on Facebook”
Guy Raz Inspiration and hope will matter more than ever
Andy Rossback The year of the user
Valérie Bélair-Gagnon Truthiness in private spaces
Aja Bogdanoff Comments start pulling their weight
Javaun Moradi What can we own?
Kawandeep Virdee Moving deeper than the machine of clicks
Sydette Harry Facing journalism’s history
Liz McMillen The year of deep insights
Corey Ford The year of the rebelpreneur
Emi Kolawole From empathy to community
Mandy Velez The audience is the source and the story
Tanya Cordrey The resurgence of reach
Ståle Grut The battle for high-quality VR
Anita Zielina The sales funnel reaches (and changes) the newsroom
Alice Antheaume A new test for French media
Jon Slade Trusted news, at a premium
Melody Kramer Radically rethinking design
Helen Havlak Chasing mobile search results
Renée Kaplan Pure reach has reached its limit
Moreno Cruz Osório The year of transparency in Brazilian journalism
Lee Glendinning A call for great editing
Elizabeth Jensen Trust depends on the details
Dan Gillmor Fix the demand side of news too
Katie Zhu The year of minority media
Mike Ragsdale A smarter information diet
Nushin Rashidian A rise in high-price, high-value subscriptions
Mary Walter-Brown Getting comfortable asking for money
Jim Friedlich A banner year for venture philanthropy
Pablo Boczkowski Fake news and the future of journalism
Priya Ganapati Mobile websites are ready for reinvention
Scott Dodd Nonprofits team up for impact
David Chavern Fake news gets solved
Andrea Silenzi Podcasts dive into breaking news analysis
Erin Pettigrew A year of reflection in tech
Umbreen Bhatti A sense of journalists’ humanity
David Weigel A test for online speech
Samantha Barry Messaging apps go mainstream
Sam Ford The year we talk about our awful metrics
Mario García Virtual reality on mobile leaps forward
Juliette De Maeyer and Dominique Trudel A rebirth of populist journalism
Burt Herman Local news gets interesting
Carla Zanoni Prioritizing emotional health
Ariane Bernard Better data about your users
Amy O'Leary Not just covering communities, reaching them
Cory Haik Navigating power in Trump’s America
Claire Wardle Verification takes center stage
Sara M. Watson There is no neutral interface
Nicholas Quah Podcasting’s coming class war
Molly de Aguiar Philanthropists galvanize around news
Sarah Marshall Focusing on the why of the click
Ole Reißmann Un-faking the news
Matt Karolian AI improves publishing
David Skok What lies beyond paywalls
Michael Kuntz Trust is the new click
Rachel Schallom Stop flying over the flyover states
Tressie McMillan Cottom A path through the media’s coming legitimacy crisis
Adam Thomas The coming collaboration across Europe
Dan Colarusso Let’s make live video we can love
Juan Luis Sánchez Your predictions are our present
Gabriel Snyder The aberration of 20th-century journalism
M. Scott Havens Quality advertising to pair with quality content
Nathalie Malinarich Making it easy
Mathew Ingram The Faustian Facebook dance continues
Eric Nuzum Podcasting stratifies into hard layers
Annemarie Dooling UGC as a path out of the bubble
Rachel Sklar Women are going to get loud
Sarah Wolozin Virtual reality on the open web
Errin Haines Chaos or community?
Alberto Cairo Communicating uncertainty to our readers
Keren Goldshlager Defining a focus, and then saying no
Robert Hernandez History will exclude you, again
Asma Khalid The year of the newsy podcast
Christopher Meighan Unlocking a deeper mobile experience
Margarita Noriega From pinning tweets to tweeting pins
Zizi Papacharissi Distracted journalism looks in the mirror
Francesco Marconi The year of augmented writing
Liz Danzico The triumph of the small
Mira Lowe News literacy, bias, and “Hamilton”
AX Mina 2017 is for the attention innovators
Dannagal G. Young The return of the gatekeepers
Millie Tran International expansion without colonial overtones
Richard Tofel The country doesn’t trust us — but they do believe us
Vivian Schiller Tested like never before
Jeremy Barr A terrible year for Tiers B through D
Olivia Ma The year collaboration beats competition