Just got back from a ‘wake’ for the Far Eastern Economic Review, which, after 58 years, went monthly last October under the ownership of my employer, Dow Jones. I won’t get into the politics of that decision, but it did occur to me, listening to some eminent former FEER personnel talking this evening, that three things go into a publication like FEER, if you ignore distribution, financing, marketing and the non-editorial side. And it’s worth considering, from a blogger’s point of view.
First is material. You’ve got to have good material. Not just off-top-of-head stuff like this, but real material, gotten by use of footwear, dialling numbers or other forms of real digging.
Second, editing. Common wisdom is that material is no good if it’s not written and edited well. This includes writing style — an important part of traditional media that sucks up a lot of the whole publishing process.
Third, production. I’m an editor right now. A lot of our time is spent on layout, fitting stories to length and making everything look nice.
If you look at this from a post-print, blogging perspective, only the first remains a necessity. Editing? If we can write ok, who cares if it’s brilliantly written? I think it was Paul Graham who characterised as incongruous some NYT reporting when read in a blogging context. Print media need to look closely at how stories are written and why they’re written that way, and ask: Does it need to be like that anymore?
The last thing: production. Blogs, by their nature, involve very little production. In fact, part of the beauty of blogging is not just the lack of effort in producing something (write it up, post it. If it needs editing again, edit it), but in the fact that it looks good on the page. Blogs, well most blogs, actually have strong production values built in. It’s hard for a blog not to look nice on the page. Some look wonderful, really very aesthetically pleasing. At worst they look like this, a bog-standard TypePad template I’m too lazy to change. But who cares? You’re probably reading it in a RSS reader anyway, or using GreaseMonkey to tweak the formatting. (Then there’s efforts at standardising this sort of thing a little more, like StructuredBlogging.)
The bottom line is: Blogging is a powerful publishing force, not just a voice. Blogging has established a way to publish on the net and be noticed, without huge capital and design resources. Traditional media need to look at that and realise that the battle is not going to be over allocating resources to the second and third elements of the game I mentioned above, but the first. It’s going to be about material. It’s not going to be about the medium. Blogging — and the Internet — has already won that round.