I’m constantly amazed at the serendipity of the information I run across, two or three or four things in a day or two that seem related to a particular line of thinking I had. Here, thanks to Matthew Ingram of GigaOm, is a natural Part Two to my previous post.
Given my argument there, that advertising in newspapers is continuing a downward slide that paywalls, or anything else tried so far, will not stop, what then should journalists do? We’re in the content business, not the revenue business, so our ability to affect the bottom line is limited. But we can affect how our readers (aka, customers) think of our business, as a post at the confused of calcutta blog instructs. In fact, in a future ever more reliant on subscription revenue, which is dictated by declining advertising revenue, it is not optional. We MUST treat readers more as customers, engage them individually, draw them into conversation. If we see our role purely as SENDING OUT information, we doom ourselves.
From the blog:
“Ask yourself ‘Will the customer get a better product or service as a result of what I’m doing?’ Ask yourself ‘Will the customer return and trade with me again?’ Ask yourself ‘Will the customer recommend me to others?’ And again and again, ask yourself:
“Will this help build trust between the customer and the company?”
Journalists often don’t like thinking in terms of “customers.” It feels shady. Those of us who came to the work because we thought of ourselves first and foremost as writers think of our work as a product of our soul, so thinking of it as business is like we’re selling our bodies. That’s a conceit, and a luxury we can’t afford. If you want to be a starving artist, there is no end to the ways you can avoid helping any business make money.