行业报告ITIF互联网并没有摧毁新闻业；它正在重组新闻业务英20235_市场营销策划_.docx

《行业报告ITIF互联网并没有摧毁新闻业；它正在重组新闻业务英20235_市场营销策划_.docx》由会员分享，可在线阅读，更多相关《行业报告ITIF互联网并没有摧毁新闻业；它正在重组新闻业务英20235_市场营销策划_.docx（5页珍藏版）》请在第一文库网上搜索。

1、ITirINFORMATIONTECHNO1OGYI11i&INNOVATIONFOUNDATIONTheInternet1sn,tDestroyingJourna1ism;1t,sRestructuringtheNewsBusinessDavidMosche11amay2023DefendingDigita1Series,No.17:1astyearsdefeatoftheJourna1ismCompetitionandPreservationAct(JCPA)has1edtopredictab1ehandwringingaboutthefutureofthenewsbusiness.Bot

2、hhistoryandrecenteventssuggestthatsuchfearswi11proveunwarranted.Itsafami1iareconomicpattern:Industriestendtobecomemorespecia1izedand1essvertica11yintegratedovertime.Intheear1ydecadesoftheautomobi1eandaerospacebusinesses,FordandBoeingmademostofthekeypartsoftheircarsandp1anes.Simi1ar1y,inthe1960sand70

3、szIBMandothermajorcomputercompaniesbui1thardware,wrotesoftware,andprovidedsupportingservices.Buteventua11y,marketandcompetitivepressuresrestructureda11threesectorsintovastecosystemsoffocused,g1oba1supp1iersfortires,jetengines,diskdrives,andcount1essothercomponents.TV1istings,eventca1endars,entertain

4、mentreviews,andmore.Butduringthe21stcentury,specia1izedon1ineserviceshavepu11edapartthishigh1yintegratedmode1-throughESPN,TheWeatherChanne1,Ye1pzeBayzCarvanazZi11owzRottenTomatoes,cab1eTVproviders,memoria1websites,searchengines,contentaggregators,andavastarrayofnewsandopinionproviders.Wewitnessthein

5、efficiencyofthetraditiona1newspaperstructureeveryyearashundreds,eventhousands,ofmediarepresentativesdescenduponeventssuchastheSuperbow1ztheCOPc1imateconference,andtheDavosgabfestza11coveringprettymuchthesamething.Incontrast,Internet-on1yp1ayershavethesca1eeconomiesthatmakebothhighefficiencyandrapidi

6、nnovationpossib1e.Notsurprising1y,manyconsumersfindthesemost1yfreeofferingsmoreappea1ingthanre1yingonasing1epaidnewspapersubscription.Aseyeba11smigratedtothedigita1wor1d,moneyinevitab1yfo11owed,andthenewspaperindustryswea1thandpowerdec1ined.A11ofthisiswe11known.Butwhat,ifanything,doestheshiftfromver

7、tica11yintegratednewspaperstospecia1izedinformationserviceste11usaboutthestateOfjourna1ism?Aftera11,thecar,aerospace,andcomputingindustriesa11becamemuchbiggerzmoreinnovative,moreitif.orgefficient,andmoreg1oba1aftertheyadoptedafocused-supp1ierapproach,andthesechangesgreat1ybenefitedconsumers.Therestr

8、ucturingofthenewsbusinesswi111ike1ydothesame.JOURNA1ISMVS.JOURNA1ISTSJustasweshou1dadoptabroaddefinitionofnewsthatencompassesitsmanyforms,wea1soneedtodecidewhatwemeanbyjourna1ism/TheAmericanPressInstitutedefinesitas:theactivityofgathering,assessing,creating,andpresentingnewsandinformation.It,sa1soth

9、eproductoftheseactivities/4Usingthisdefinition,morejourna1ismisbeingproducedthaneverbefore.Reporters,researchers,subjectmatterexpertsandtopicenthusiastsofa11sortsareprovidingimportantnewsandana1ysisineveryfie1d,andviaeverymeans-tweets,b1ogs,podcasts,guestartic1es,journa1s,books,magazines,whitepapers

10、,videos,news1etters,Substackpostings,FAQszfactchecking,contentmoderation,editing,ana1ytics,andnowevengenerativeA1Someofthisworkisofthehighestqua1ityandsomeispoor,buttakentogetherthevo1umeofoutputdwarfsthatoftraditiona1newsrooms.Despitethisexp1osionofnewsandinformation,weoftenhearthatjourna1ismisinde

11、c1ine.Butthisiswhathappenswhenweequatejourna1ismwithjourna1ists.Forexamp1e,in2023PewResearchmadehead1inesbyrevea1ingthatthenumberOfjourna1istshadfa11en26percentsince2008.2However,Pewwason1ycountingjourna1istsworkinginnewsrooms.Whi1ethisisaninterestingnumber,it,sno1ongeranaccuratejourna1ismactivityme

12、tric.It,smost1yameasureoftherateofdec1inewithintheo1dnewspaper-1edorder.Itsaysa1otaboutthenumberofse1fidentifiedprofessionaK,journa1istemp1oyees,but1itt1eaboutthecreation,f1ow,andinf1uenceofinformationinthewiderwor1d.MattTaibbino1ongerworksforanewspaper;hewritesforSubstack.OddsareTuckerCar1sonwi11a1

13、sodosomethingon1ineandindependent.Thesedefinitiona1andmeasurementprob1emsarefurthercomp1icatedbythefactthatjourna1ismisnztaprofessioninthetypica1useoftheterm.Whenweta1kabouttheprofessions/weareusua11yreferringtodoctors,1awyers,accountants,architects,professorsandotherswhohaveCertifiab1ymasteredanagr

14、eeduponbodyofknow1edge.E1ectricians,p1umbers,nurses,andotherswithcertifiab1eski11scana1sofa11intotheprofessiona1category.Whi1ethejourna1ismfie1dhasitsownprofessiona1schoo1s,societies,andpractices,theyarentmandatory,andthereisnorequiredcertification.Prominentfiguresinc1udingWa1terCronkitezPeterJennin

15、gs,Car1BernsteinzSeymourHerschzNinaTotenbergzMaureenDowdzRache1Maddowandagreatmanyothersdon,thavedegreesinjourna1ism.Simi1ar1y,manysubjectmatterexpertsandinformedcitizenscana1sodojourna1ism,whichiswhywenowhavea1otmorejourna1ism,evenastherearefewerpeop1ewhoseethemse1vespure1yasjourna1ists.The1ackofac

16、1earjourna1istdefinitiona1soexp1ainswhydecidingwhoshou1dbegivenpresscredentia1scanoftenseemsoarbitrary.AREYOUBEINGSERVED?Giventhatboththefinancia1weaknessofnewspapersandthedec1iningnumberOfjourna1istsworkinginnewsroomscanbemis1eadingindicators,thebestwaytoassessthestateofjourna1ismtodayistofocusonhowwe11thepub1icisbeingserved.A1thoughthisisacomp1exandsubjectivetopic,theoverwhe1mingconventiona1wisdomisthatthemediaandjourna1ismarefai1inginthis