An intriguing ‘publishing platform for readers’
Inasmuch as the undertaking was announced only last week by the New York Times, the Washington Post, Mozilla and the Knight Foundation, there’s no way of knowing how ambitious the project will be – or how well it will be executed.
But the project offers the tantalizing prospect of perhaps the best system yet to combine the values, discipline and skills of professional journalism with the equally formidable energy, insights and skills of everyone else.
As discussed in a moment, the project also could help the legacy media catch up to the native digital publishers that have siphoned readers and revenues away from newspapers and magazines. First, the background:
Starting with little more than a general idea of the path they will travel together, the New York Times and Washington Post are joining with Mozilla, the non-profit global technology community that created the popular Firefox browser, to build a system to enable the creation, sharing and monitoring of comments, articles, media and other citizen-generated content. The two-year effort is being funded with a $3.9 million grant from the Knight Foundation to a non-profit entity called Knight-Mozilla OpenNews.
“With the platform, publishers will be able to easily include reader contributions in their content cycle, manage their communities and gather valuable user data,” said a press release from the NYT. “The platform will also use reputation scores, self-policing and other tools to make it easier for news organizations to monitor comments.”
The platform, which will be shared at no cost with participating publishers, “isn’t another commenting platform,” said Greg Barber of the Washington Post in the press release. “It is a publishing platform for readers.”
If OpenNews lives up to its mission statement, we could be on the way to seeing a platform that expands the scope and scale of traditional journalism by enfranchising, encouraging and empowering the voice of anyone who wants to contribute to the public discourse. At the same time, the project could well advance the quantity, quality and credibility of content generated by non-professional contributors.
Because it would be easier for citizens to contribute to media sites, the number and caliber of contributions would increase. Because multiple media sites would use the platform, citizen contributions would gain wider audiences at the same time the media sites were able to host fuller discussions than generally available today. With more opportunities for their contributions to be seen and heard, more citizens would take the time to post them.
While boosting the interactivity of mainstream media sites undoubtedly will lead to unpleasant kerfuffles from time to time, the platform could well offer the cleanest and best-lit place yet for constructive and sustainable community journalism.
But wait, there could be more:
If the initial incarnation of the platform were successful, it could be the basis for solving some of the most pressing (pun slightly intended) problems facing the legacy media.
Because most media companies lack the financial resources and technical chops to build state-of-the-art digital publishing systems, their sites and apps pale (and typically trail) in comparison to those powered by the superior engagement tools and analytics enjoyed by well-heeled digital natives like Vox Media, Bleacher Report, BuzzFeed, Upworthy and others. (Fun fact: The more than 130 million monthly unique visitors at BuzzFeed are almost as great in number as the collective 161 million uniques visiting all the 1,300-plus newspaper websites in the land.)
If the initial phase of OpenNews were successful, here’s how it could further help the technically-straggling legacy media:
:: Content management – Assuming OpenNews were architected to responsively display all manner of media across all known and likely platforms (and it's hard to imagine it won’t be), the system could be extended to not just manage comments but also to become a default content-management system for publishers great and small. As such, it would house all media assets in one place for ease in discovery, editing and publication across platforms ranging from smartphones to smart crockpots.
:: Content curation – Because the future of digital publishing requires nearly all comers to augment their own offerings with relevant content aggregated from elsewhere, the process of discovering and curating material could be made more efficient – and more effective – if the content from multiple publishers were archived in a single, readily searchable, cloud-based system.
:: Content promotion – With publishers easily mixing and matching content with one another, each will help to vastly expand the audience for all their work. This would provide broader content for publishers, a better experience for readers and more premium advertising opportunities.
:: Content personalization – If the activities and interests of readers could be tracked across the many sites and apps that they visit, the user experience could be taken to the next level by customizing content to suit an individual’s particular needs. This feature would require privacy safeguards and, ideally, a provision requiring consumers to opt-in to such a service. Assuming safeguards are in place, think how slick it would be to click a button to personalize your Firefox browser by linking it to your contacts, calendar, stock portfolio and Amazon wish list.
:: Content merchandising – If the platform were built to protect copyrighted content, it could serve as the basis for an intra-publisher payment system to allocate syndication fees among the originators of premium content wherever their work appears on the web. The system could enable not only paywalls but also newsletters, special reports, databases, multimedia packages and more.
With the above functions capturing detailed data about individual users as they traffic participating sites, legacy publishers finally could become serious digital competitors at a time that marketers increasingly are using segmentation algorithms and exacting analytics to deliver individually crafted messages to precisely targeted consumers. (Another fun fact: Procter & Gamble aims to buy 70%-plus of its advertising this year through data-centric, real-time bidding systems.)
Even though granular customer data unquestionably has become the Holy Grail of modern digital marketing and advertising, most legacy media are ill equipped to compete with the native digital publishing and advertising services that are pecking away at them.
Unfortunately, publishers for the most part have a poor track record for collaborating in their own best interests. Because they absolutely must have a modern, nimble, holistic and multi-brand platform to compete successfully with the well-heeled masters of the digital universe, they really need to coalesce around OpenNews – or something awfully similar to it.