Regional newspaper top brass take on ‘sniping’ university academics over newspapers’ golden era comments…online v newspapers (Part 346)

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Academic Sean Dodson has come under fire from the media industry for his criticism of regional journalism in his book Lost for Words: Can journalism survive the death of print?

 

To those working in the regional media I am poacher turned gamekeeper. I was squeezed out of the the profession  and ended up teaching the fine art of journalism to the content gatherers of the future.

For the last few weeks, I have stood on the touchline as the classic row of how it used to be better in the golden era of journalism has rumbled on between academics and those still plying their trade in the industry.

KM group’s Ian Carter admits that ex-journo now academic Sean Dodson hit a nerve in his book Lost for Words: Can journalism survive the death of print?

Sean, a lecturer at Leeds Beckett University, is critical of today’s journalists complaining about listicles and user-generated content.

But Ian and David Higgerson, Trinity Mirror’s Digital Publishing Editor, were a bit miffed by this, with Ian describing Sean as sitting on the sidelines and ‘sniping’. Ouch.

To be fair to them, the regional newspaper crowd have probably had a bellyful of criticism, unfortunately though, in journalism, it comes with the territory because it is a public-facing industry.

I digress.

It is as easy for those in the business to criticise academics who are no longer on the frontline as it is for academics to write despairingly about the industry they love/loved.

What it does show is a passion for journalism and I for one rather like that.

Having said all of the above, here is my defence of Ian and his colleagues.

As an academic, even though I still also consider myself as a journalist as well (dual professional), it’s our duty to to stay in touch with what’s happening in the industry.

I was surprised in the summer when an academic almost choked on his nicely chilled Sauvignon Blanc when a journalist lecturer friend of mine told him he now never bought a newspaper.

He gathered all his news online, he added.

What most startled me was the response from the wine drinking lecturer who couldn’t quite believe what he had heard, his blood pressure seemed to spiral out-of-control.

Of course, the outcome was that he ranted at my friend about throwing in the towel and being a traitor to the newspaper industry and journalism.

Far from it, my friend’s comments were just a reflection on reality and not past glories.

Indeed, my friend is one of the most passionate advocates of journalism, in whatever form, I have ever had the pleasure to meet.

As I left the conversation I was left to ponder on whether some parts of academia were still stuck in the past.

As for me, I fret that I may have missed the latest trend in journalism or a different way of working as I sleep, let alone during the time I’m awake. Yep, I need to get a life.

Here’s the plug (but it’s truthful) I want my journalism students at the University of Derby to have the most up-to-date education in the ways journalists work.

So, not only do I spend time in newsrooms, I speak regularly to people in the business so I have quality intelligence on the latest techniques or theories.

Attending conferences where cutting edge news organisations talk about how they work and why they work in that way is also essential.

As an academic/practitioner it’s all about having up-to-date professional currency.

The course I teach on is a digital journalism course. Do I expect all our students to work in so-called traditional media?

No, I don’t, some will, others will write content for businesses, charities, football clubs or anyone or any organisation which wants quality, modern content with high journalistic standards.

Everyone is a publisher now, so they all need quality content. We teach the core skills of journalism, like being able to tell a great story, but we also teach that once a journalist has a story, there are many, many ways to tell it now.

I’m in the camp where I don’t think that regional journalism is any better or worse than it used to be, there’s an argument for both.

In the so-called golden days of journalism, when Northcliffe Newspapers used to have annual profits as high as £96m, I saw, like Ian, some terrible, lazy journalism in newspapers.

I remember having to wake up journalists to do some work, I found reporters sleeping under their desks.

A colleague of mine recounts a tale of how in a district office the old copies of the newspaper were laid out in the shape of the bed, so the reporter could have a sleep after a liquid lunch.

However, these are just great anecdotes, they do not define the journalism of the era.

There was some amazing journalism in the so-called golden era, but there is equally some brilliant journalism and journalists now, it just might does not look the same.

So who do I back the academics v industry battle of the golden era?

Like most former regional journalists I mourn the past, we were a cash rich industry and we had a blast, producing sparkling newspapers and enjoying the riches of the industry.

We worked really hard, we played hard as well.

It’s a difficult argument to say one generation worked harder than another. However, from my knowledge and recent visits to newsrooms, the 21st century journalist is working very hard.

The business is more demanding now, it’s bound to be with the massive reductions in staff, but we mustn’t forget, that technology has helped journalists to get stories easier as well.

But the modern journalist has many more skills and jobs to do, as Ian rightly points out. At the university we are teaching students to tell stories for print, online, video, broadcast, radio, audio, Facebook, Twitter and Snapchat.

They need to understand audience software and how to interpret that, be masters of SEO, take pictures, understand content management systems, aggregate/harvest content and maybe do some html coding.

Why are we teaching this? Because this is modern journalism, these are the skills a journalist has to have.

With regards to content, I have often said that I was worried the traditional news agenda was not necessarily fit for today’s audience.

We used to have little intelligence on buying habits compared with today’s constant analysis of audience.

However, I do feel that the newspaper and online audiences are different. The issue is that it’s becoming increasingly more difficult or if at all possible to write different content for both online and newspapers, which I think is needed.

As for the nature of the content, no-one read every story in a newspaper.

What online offers is an immediate understanding of what interests readers, so why write content that readers are not interested in?

There’s the argument that much of this online content does not fulfil the Fourth Estate principle, but the reality is, how much content ever did tick this box?

There is still a lot of investigative journalism going on and it’s a fallacy that regional newspapers spent everyday chasing after Fourth Estate stories in the ‘golden era’.

Criticisms of listicles by the golden era brigade is also futile. The reason listicles exist is because the online audience like that presentation of this content and if researched well and with good information, they are an excellent way of presenting content.

Anyway, listicles are hardly a new concept. Throughout my career in newspapers we constantly produced added content to a lead story.

We used to call them panels or sidebars…not as sexy as listicles.

Are they trivial? Well who are we to say that if they are ready by thousands of people? I actually find many a good, fun, informative read.

I ask my students to produce listicles but apply good journalistic practices, well-researched, well-written and quoting people when appropriate.

As for the  concept of click bait, it is also old hat. We have always been keen to flog a story hard and get people to read it.

Why did we spend so much time on the front page, fretting over as cracking headline, a hard-hitting intro’, the right photo and intricate detail in the front page puff?

We didn’t sweat buckets over this to turn readers off, it was to lure them in, call it newspaper bait.

So what we are creating at the university is multi-skilled geniuses, journalists who can tell a story in many ways.

Why, because that is what a modern journalist needs, whoever they write for.

Forget the bickering over better or worse than this or that era. We need to start to appreciate the difference and let the industry evolve.

Don’t worry, I have not been paid off by the regional press…yet…but I do try to seek balance, I know, it’s a bit old school.

Just maybe, this is the golden generation of change for journalism.

 

 

 

 

 

 

 

 

 

Trinity Mirror’s editorial big guns Neil Benson and David Higgerson stirred by Croyden Advertiser’s Gareth Davies after Twitter storm

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Former Croyden Advertiser chief reporter Gareth Davies created a social media storm with his criticism of Trinity Mirror.

 

There have been few occasions as far as I can recall when two such prominent editorial executives such as Trinity Mirror’s Neil Benson and David Higgerson have been moved to respond in such detail from the criticism of one reporter.

I understand that there was an emotional outcry when former Croyden Advertiser chief reporter Gareth Davies spilled the beans on how he felt TM was destroying his beloved newspaper.

The response from Mr Benson and Mr Higgerson showed as much passion for what TM is doing as Mr Davies obviously has for the Advertiser and his belief that TM is ruining it.

As stated eloquently by Mr Higgerson, TM hasn’t banned stories which generate less than 1,000 page views.

But, from what I know one of the firm’s digital documents states that 43 per cent of stories on TM’s top 12 web sites have generated an audience of fewer than 1,000 page views.

This is in a section which asks how well the firm’s journalists know its audience. The inference from this section clearly is that 1,000 pvs is a benchmark for stories…

Based on this, you can perhaps conclude that there’s a misunderstanding by some of the TM team over what is required, this isn’t a ban, just a quiet word of guidance.

What is clear, is that TM has a plan, this has not always been the case for many newspaper groups. It is based around growing its digital audience, so the focus of the newsroom is clearly geared towards this.

Analytics of the audience is a tool to help this growth. Never has an editor had so much quality intelligence about its audience.

It means, for the first-time, editors can base decisions on hard facts and not just finally-tuned instincts. I do think Mr Benson describing journalists as ‘arrogantly’ choosing what they want to write about as slightly harsh.

Most journalists I have worked with write stories which they believed were important to their readers. There was never a day when an editor and his top team worth their salt didn’t talk about sales and how to improve them.

The times a gleeful newspaper sales manager entered a news conference to proclaim a sales spike on the back of a top story are too many to remember.

No, the newspaper men and women I worked with were obsessed with their ‘audience’ (readers) so there is nothing new on that front.

The difference is that now there is more evidence available to work out which stories the audience is reading.

What would you rather rely on, fact or instinct with a teaspoon of evidence from the sales history of a newspaper?

However, there is a word or two of caution here, the web audience is different to the newspaper audience, so what works well online doesn’t necessarily reflect what might work well in print.

There is little evidence to suggest newspapers are doing well thanks to the digital-only policy, indeed, sales decline for many still smashes double figures.

I was also concerned with the point raised that there’s more content in the newspapers. Recently, sadly, I spent a day counting stories and pages in a couple of TM’s biggest regional papers.

I used the same formula as I had used when I was a deputy editor and editor and it was clear to me that rather than there being more stories there were fewer. I used to aim for between 65-100 local news stories a day in my papers and a minimum of 15-17 overnight pages.

Clearly, from my research, this wasn’t the case and there were a lot of centrally produced pages, which I didn’t count, because I wouldn’t have previously.

This is not a direct criticism, but there are fewer local stories, fewer pages and newspapers cost a lot more. With staff cuts and an emphasis on digital, something has to give.

One of the reasons for fewer stories is because a journalist will be asked to go out on a story, cover it live, write Tweets, post it on Facebook, a version or two online and then it is shifted to the paper.

This takes time, so one story will be polished, but there’s many other stories that won’t be written due to lack of time. The idea is to get, say 20, great stories online and get the audience to come by building content around them.

I guess the way to resolve this is to harvest content from elsewhere to publish, but once again this takes time, unless you can get out the automatic content scrapers.

When we got rid of the editions of the newspaper and printed overnight the newspaper felt dead, we dreamed of those adrenalin busting days of swapping stories around and writing breaking news.

This died with overnight production, but the web gave us a continual edition and I think reinvigorated the newspaper office, the buzz returned and that was great.

However, the demands are many for the journalists at any newspaper group. The 21st century journalist has to have an array of skills, which is exciting for the next generation.

At the centre of this is the ability to tell a great story using core journalistic skills but they also need to understand how to attract an audience using analytics, understand Twitter and Facebook, after all, just view these as modern day bill boards, the ability to use Facebook Live or Periscope, to edit video and write great SEO.

Challenging, yes, but this multi-skilling has helped to reinvent a business which was floundering. It is because a journalist is asked to do so much that massive effort is put into key stories.

What these stories are, is now based on a history of performance online. Is this click-bait then or the ability to give the audience content they want to read?

After all, a newspaper and a website are products which have to be sold, I can’t see Tesco’s selling something no-one wants to buy.

Similarly, why would a media organisation provide content no-one wants to read?

Don’t get me wrong, I have plenty of concerns about the ability of firms to hold authority to account, for example, how many local councils and health authority meetings are covered today?

Newspaper groups may well argue that the reality is that no-one wants to read this anyway, where is the audience, so why cover them?

I completely understand Mr Davies for being so annoyed with the way TM has developed. But what choice did the firm have?

Newspaper sales are in terminal decline and there’s a chance to keep the business going by throwing resource into digital.

The issue however comes down to cash. Most of the money still arrives from newspaper advertising and sales, as sales decline, so will the cash.

However, no newspaper group will ever be able to get the same revenue returns online, even if the cuts go deeper.

So we will all have to accept that it’s a different business, one with less income, better audience knowledge, journalists with different, but more skills.

Is it better or worse than when I started? Difficult to say, it’s just different. I often had the discussion with my newsdesk about content.

I constantly challenged them on whether the stories newspapers had traditionally covered were the stories for the 21st century readership?

What we are seeing is that the content produced has to reflect the new needs of the audience.

The web has proved that a re-focus of what is good content is needed and that is why it has changed and Mr Davies is unhappy, as are many other journalists who plied their trade when regional newspapers were in their pomp.

There is an argument to say that the policies of modern newspaper groups has accentuated the decline.

But for at least two decades the industry dithered over what to do with the web and while this went on the world passed it by.

Now there’s a lot of catching up to do.

Regional journalism has some great challenges ahead. My hope is that surely, continuing to tell great stories means that it will continue to be the best job in the world…for now.

 

 

 

 

The folly of 24 as it joins the graveyard with New Day…and regional editors continue to face print v digital dilemmas

 

24

After the demise of New Day, 24, the North’s National Newspaper has also shut after just six weeks.

 

Like most media pundits, I have no pleasure in being right that 24, the North’s National Newspaper has shut after just six weeks.

I flippantly said that not even Kiefer Sutherland could save this 24, sadly, like so many people in the newspaper industry, we wished it success, but deep down knew it had little hope.

Six weeks is not long enough to see if something will work. However, I would be more concerned about the thought processes which set the wheels in motion to launch the paper in the first place, as I was over the strange decision to launch New Day, which lasted just nine weeks.

I admire entrepreneurial spirit, but with the landscape increasingly bleak for papers in the regions, just look at the latest ABC figures, and the next batch will not look much better.

The figures suggest that the newspapers with the lowest sales have a lesser decline because there’s nowhere else to go in terms of decline, while the biggest papers just keep losing big chunks of sale.

The dilemma an editor faces today is where to put his resources. Within a company such as Trinity Mirror there is a clear digital first strategy.

Previously, I have discussed how, despite putting a brave face on it, the newspapers are taking a back seat  as TM newspapers strive to get a slice of the digital audience.

This has left many journalists at the group upset with industrial action threatened at some of the newspapers.

But the reality is that there’s a relentless move to bring in the audience and get page views at all newspapers.

Based on this the editor has to decide to whether to put all their eggs in one basket and just do digital or carry on doing the paper and hope no-one notices that digital performance is lagging behind.

Of course, you might say that editors need to do both. The reality is that with fewer staff than ever before you cannot be all things to all men.

The philosophy of digital content has shifted. In the early days, regional newspapers used to put up every story written for the newspaper, often in one bulk upload.

Things are more sophisticated now and there’s a constant flow of content with particular emphasis on key times of the day and for the digital operation, rather than throwing up as many stories as possible online, to polish fewer stories and build more content around it.

The outcome is that many of the digital stories can take time to put together. If a reporter is out live blogging from an event, or on Facebook Live, taking pictures, and sending out Tweets, the chances of doing many more stories in a day is limited.

So when the print gang turn up to produce the newspaper they may not have as much content to play with as they had in a bygone era, where story content and value for money were high on the editor’s agenda.

What I have noticed is to compensate for the drive on digital in the regions, paginations have gone down, as has story count, while at the same time the cost of buying a newspaper has risen dramatically.

While the decline in sales has been endless, the above is a recipe for a nose-dive.

But does it matter? The business is firmly placed in digital land and the newspaper is just one aspect of that.

While The Independent took a brave step to bin its paper version and go digital only, I still think that a modern media firm needs both a presence online and in paper.

At the moment the revenue from newspapers sales continues to boost the coffers of these firms, but increasing cover price will inevitably see the readers disappear.

Once this happens, a different model for print will have to be created and the once great regional beasts will probably have to consider either charging £2 a copy or going free or part free.

But, as the grip on staff numbers tightens, who is going to want to read regurgitated content in the newspaper which appeared online 12 hours earlier?

My thoughts were always to make online the first read and the paper the last read.

The Times has taken a similar stance, both in paper and online. It doesn’t published continuously unless a big story breaks. This allows the paper to print online in an edition structure and the benefit is that readers get the fuller story rather than endless snippets.

This flies in the face of just about every other news media outlet, but it is not without merit when you think about the endless content put out when a story is breaking and having to piece it all together like a jigsaw.

It is an experiment worth watching but perhaps reflects the readership of The Times, 55+, who frankly do not fancy endless news feeds.

However, we all have to remember that the paper is still the cash cow. Simply, advertisers pay pence for page impressions and the cash coming in is not enough and certainly will never reach the scale of the amount of money made by newspaper businesses in their pomp.

Finally, I was with an SEO news guru a week or so ago and they stopped me in my tracks. Passionately they spoke about how to get your news on top on the Google pile and it’s often down to the fine art of SEO headline writing.

Who were the best headline writers? Sub-editors. The expert went onto say that media groups will regret not having this much-maligned breed back in their newsrooms, surely they said, they would have been the best SEO headlines writers in the business?

Food for thought.

 

 

 

 

 

 

 

 

 

 

 

 

 

They think it’s all over…should regional newspapers pull the plug on football match reports?

The screams of disgust could be heard across the land as regional newspaper hacks muttered desperately into their frothing pints of real ale.

The source of this despair was the news that Tom Bodell, who works for Newsquest North London, will no longer provide on the whistle Barnet FC match reports or in-game tweets for the Barnet Times website, or match reports in the print edition.

Why we all asked? The reason was simple, not enough web hits. It would have sent the most hardened journo racing to the bar for a top-up.

So are all decisions on stories going to be based on web hits? I have already touched on this issue before. The defunct Local World used to shout loudly by the fact that health stories didn’t get any hits so bin them and deliver more servings of web bait.

Pitch
Regional newspapers have to decide whether they can afford to cover football matches like they have traditionally done so in the past.

The reality is that not all health stories, all council stories or all football stories get big hits. Some health stories fly online, like the threat of scarlet fever or a dodgy doctor.

But the run-of-the-mill health stories often don’t get many hits online, despite the fact that they were often of real importance around staffing or finance.

We already know that Trinity Mirror journalists were threatening strike action over the firm’s ‘Big Brother’ approach to set journalists targets over how many hits they get on their stories.

In a New Year goodwill gesture, TM has now withdraw this idea…for now, although the newspapers which are doing this as a trial will continue to do so and it is certain that it will be back on the table soon.

So where is this all leading? Obviously, part of Newsquest’s decision was based on cost. The reality is that journalism is expensive and is seen as a drain on resources and not one to bring in the money, which is not true.

Selling more newspapers thanks to a big story or getting more hits online are areas where you can argue the journalist helps to bring in the cash.

There are other ways, through business awards run by newspapers which are events cleverly packaged as celebrating greatness, but the reality is that they are a damn good advert for firms involved.

Let me assure you, I’m not knocking this, I’d rather bring in £100,000 for the business to protect jobs than turn my back on this money-making opportunity.

Anyway, back to the web hits. What really annoys journalists is that based on web hits, certain stories may well never be covered again, this could include aspects of holding authority to account, what we often proudly call Fourth Estate journalism.

But there is another argument. Simply, what if the traditional news agenda is wrong? When I was in a senior editorial position I would often question whether the stories put up in conference were the stories which people really wanted to read?

While the web audience is different to that of the newspaper, what the web has shown is that so many of the stories which traditionally appeared in regional newspapers didn’t really get read.

In a bygone era we relied on instinct or newspaper sales spikes (do you remember those?) to form an idea of what our readers wanted.

However, even if we were right about that for a period of time, that news selection passed down through generations of news editors and editors may just be out of step with the rest of the world.

Going deeper into this, the bundling of news into a newspaper is an out-dated concept. As I have said before, it’s all about personal media, not mass media.

So if football match reports fail to grab the audience, do something else. It is clear from the report on Barnet that aspects of the club will be covered, the parts that in many respects the fans are more interested in and will get an audience.

Football fans want so much more than reading about something they have just watched.

A simple match report is all but dead in the water. Football games can be covered live, so why would I want to read a match report hours or even days after?

This is where a football writer now comes into their own. They have to look deeper into the game, look at data, talk to the fans, or a moment in the game and look to expand what happened in that moment which changed the game.

It means football writers have to have a holistic view of the game and look beyond the usual ‘the lads done well quotes’.

What readers are after is the extraordinary, the piece of data or insight which will make them stop and say ‘gee-whizz’.

How many football writers really know everything about the club they report on? Do they understand the finances, the work of the physio, the nutritionist, the groundsman, when was the last time they spoke to a ref?

And remember, in the future all football clubs will provide their own match reports. We are moving faster and faster to the situation that exists in the States where American football clubs provide all the reports and interviews directly to the media without an independent journalist anywhere to be seen.

There is a massive movement towards professionalising media output right across the football world, most clubs will be asking, why do we need to even talk to journalists outside the inner sanctum of the club?

Back to the demand for web hits. It won’t go away, particularly as some senior staff get a bonus based on performance, a case of forget about the quality, go for the numbers, Primark economics.

This goes hand in hand with the demand to make more cash online despite the fact that print still is king on the money front. The solution, casually transfer funds from one to the other, which makes print look like its cash income is declining more rapidly and the web is booming.

It’s a slight of hand. Lies, damn lies and statistics, but if it keeps my former colleagues and friends employed, I can live with it.

If there’s any budding football journos out there who want to get some experience in reporting, I’d bang on the door of Barnet FC.

Time for regional newspapers to unbundle content and turn their back on mass media to help keep journalists in a job

For most of their lives, regional newspapers have bundled content together and thrown it into their products, like chucking paint at a wall.

Should regional newspapers be looking at another way of making money than the tired newspaper/web combination?

Should regional newspapers be looking at another way of making money than the tired newspaper/web combination?

The idea was/is to satisfy all of their customers at once by putting content together from all walks of life, on numerous subjects from a variety of places, in the hope that readers will find comfort from a couple of articles per edition.

This culture was adopted by local newspaper web sites. Lob as much content at the site in the hope of grabbing some readers.

However, there has been little thought to putting these web sites together in terms of content. It has been little more than copy what the newspapers do, bundle it all together.

In fact there has been little thought as to whether the newspaper/web site alliance works together at all.

There is also evidence that people don’t trawl through the web site looking for what they want, why would you if you can do a Google search?

This method of bundling content together is outdated. It has been exposed with the advent of the web because the untold secret is that the majority of people only really read a small proportion of a newspaper and now the same can be said of the web site.

This is one of the reasons for the decline of newspaper sales, the formula doesn’t work for today’s consumers. I often talk about the concept of the end of mass media and the rise of personal media.

Readers simply choose exactly what they want by going to certain web sites or downloading the apps with the content that interests them. They don’t want a mishmash of content which they can’t or won’t navigate through, they don’t have time to sort out the gems of content they are looking for.

Effectively, if they were reading a newspaper they would be binning most of the pages and keeping the one or two pages which have something they may be interested in.

This is also reflected in the number of web pages people visit on regional newspaper sites. If you hit above two to three pages per unique user you are doing well.

So is the model for regional newspapers of a paper and web site the wrong one? Well, audience is growing on these web sites, but the plateau may not be that far away.

They will get their spikes with the odd great story or well-constructed web bait, but is this enough to keep the cash rolling in?

We already know that the Mail Online and The Sun are not hitting the revenue required online to prop up the falling print revenues, the same can be said in the regionals, however the accountants attempt to cover up the cracks.

Web advertising income is up, but that’s inevitable as the print income falls and the newspaper groups throw the kitchen sink at trying to sell online, sometimes even prepared to lose print revenue, just to prove a point.

Just look at Local World’s latest figures. The report boasts of a £43.6m profit. But, as a friend of mine points out, once you remove what the shareholders take off the firm and other costs the profit is just more than £11m.

Then look at the digital revenues, up 22 per cent to £24.6m, the press release screams, but print revenues saw an 8pc decline to…just (just?!)£131.5m, but still generated almost 60pc of the group’s overall revenues of £221m.

Sorry, I digress. Delivering content is now about delivering to a targeted audience. These readers maybe small in number, but they will be profitable for advertisers attempting to reach the readers directly.

I’m sure advertisers are unhappy with the thought that many of their adverts are presently seen by thousands of people who live…across the sea…

So rather than concentrating content online, why not in a dozen or more apps? I’ve already spoken about how health stories are not seen as good for engagement on the web or social media, but the term ‘health’ is too general.

Are all stories about cancer, pregnancy or your local hospital really read by so few people? The answer is no.

So what kind of apps you may ask? In city ‘A’ 12,000 children a year need pre-school education. If all the mums and dads sign up to an education app, financed and paid for by the education authority, plus ads sold on the app to a targeted audience, surely this would work as a business model?

Add a further dozen of these apps for things such as pregnancy, eating out, local shopping and suddenly you have unbundled the news to satisfy your readers and advertisers can be assured that they are hitting a local audience head-on, not from across the sea.

For those who are wondering how their newspapers can be filled, a selection of the app content can be put into the newspaper and dveloped, if required.

OK, I accept this is not a perfect solution but what it allows is for the old newspaper/web business to be more attractive to the modern consumer.

Unbundling content is the way forward. Just think of what all of you do every day. You choose to look at certain web sites and apps looking for certain content.

Regional newspapers and newspaper web sites don’t offer this luxury. Like a teenager on their first date they have been fumbling around for too long looking for a magic formula. They now need to grow up and look for a better/different business model, the lives of so many people depend on it.

Web bait, bounce rates, page impressions…is there a need for greater transparency in regional newspaper web figures?

There will have been the raising of a few glasses of bubbly and pats on the back when the latest web figures for the regional press were revealed recently.

Unique users is only one way regional newspapers can use to measure  audience online.

Unique users is only one way regional newspapers can use to measure audience online.

The amazing year-on-year rise for unique users is laudable, in any other industries they would be handing out bonus payments left, right and centre to the staff.

In the offices of the Manchester Evening News the success was jaw-dropping, an incredible 194 per cent rise in the last year, more success than the city’s most marketable products, its football teams.

Other papers such as the Newcastle Chronicle and Birmingham Mail showed three figure increases. Even my old stomping ground, the Stoke Sentinel hit 88.1 per cent rise, top, top performances.

To be honest, these figures shed sunshine into the pretty gloomy world of the regional press, which has seen circulation decline, a massive reduction in staff and daily cuts in budget.

However, behind the scenes, most newspaper groups may still be worried. Why you may ask? You have to remember that unique users is only one way online audiences can be measured.

The other ways include page impressions, the number of pages the audience views on the web site, time spent on the site and the bounce rate, how much of the audience goes on the site to read one story, but then disappears somewhere else.

In the race to have the biggest online audience and spruce up the odd regional newspaper group for a possible sale, one tactic being used is known as ‘web bait’.

This simply involves putting up a story so tantalising that the audience rushes in…but then disappears down a hole. Have you ever wondered why a story appears on a local web site and it has no connection to the area?

Many a night as I looked despairingly at my web figures did I pluck an obscure story from somewhere else to bolster my uniques. The only criteria was that it was naughty enough to grab a reader.

Sex, bizarre or both, they were the sort of stories I was looking for…

Whether it was local it didn’t matter, my only concern was to ensure I avoided the inevitable ‘why are you so rubbish’ conversation the following morning from those in charge.

The problem is that the audience will jump on board to read the story for a second and then off into the darkness. There’s little or no loyalty.

This method of gaining a crowd cannot be healthy for the longevity of any web site. I hold my hands up, I followed this smash and grab policy despite my better judgement.

To gain an audience to please those to whom I answered,  I gave the nod to using the word Fappening, a mixture of happening and…the rest you will have to look up, but it is to do with sex.

This word was associated with the ‘break-in’ and release from the iCloud of celebrities in the nude. We expertly found that the word Fappening was being used as a search term to find these stories and I recklessly decided to use it to go with the story we were doing, we needed the uniques.

I and my brow-beaten team quickly noticed that the audience numbers were quiet during UK time but once America had woken up our number of unique users went mad.

For 48-hours we were the heroes of the web as the audience just kept popping in. The problem is that most of it came from the United States.

This type of incident has been and still is repeated across regional newspapers when the pressure for unique users becomes intense.

One of the issues for a local advertiser maybe that they may want to know where the audience comes from before they decide to spend their hard-earned…or at least ask a few questions and go further than how many unique users a site has.

The regional gang needs to work-out how to keep the audience for longer.

It would also help if at least the audience came from Britain, unless we expect an American to travel a few thousand miles to pick up a Ford Ka from Joe Blogs Motors of Sleaford?

So, the latest web figures, while celebrated, should also be taken with a pinch of salt and we need to consider whether they are truly accurate and if greater transparency is needed by showing page views, bounce rates and time on site.

It is equivalent to newspaper sales managers having to show what percentage of their sale is bulks.

Just a thought. Here’s the original story from the Press Gazette http://bit.ly/1I0x1nf