Jim Capo had an interesting conversation about blogs with Rhino Times publisher Willy Hammer.
Willy misses some key points about blogging, but I'm not sure his lack of understanding is a threat to his business at the conservative alt-weekly as much as it is a governor on its potential growth.
First, Willy has some facts wrong, and generalizes his way to inaccuracy. Contrary to what he says, there are many blogs with substantial numbers of readers, some that make their owners tidy incomes, and many that offer serious reporting and commentary. Willy falls into the I-don't-want-to-read-about-your-cat trap, dismissing a universe of millions of bloggers because some of them write personal journals.
Second -- and this is even more important, because undeniable empirical evidence will correct the misperceptions noted above -- part of the value of blogging lies in exactly the aspect he sees as its weakness: the blog as hub of a tiny community. But small communities are valuable, the people in them care deeply about the church or kids soccer team or, yes, the cats involved. To compare these communities to mass-market media is to miss the point. And to ignore the possible economic value of these tiny sites when aggregated is to write off an enormous potential market.
Small communities and individual perspectives can help mass media by providing them more information, more sources, more references and links, than they could possibly generate alone. At Harvard on Friday, MSNBC president Rick Kaplan said blogs help improve ratings for his programs, and New York Times managing editor Jill Abramson -- not undefensive, but not uncurious -- listened to the amen chorus singing. As Jay Rosen puts it, "the forces of denial are in retreat."
If you accept the proposition that more people will continue to get more of their news and information over the web -- and I think that's a safe bet -- then the economic models for local web advertising will surely develop. The smart local publishers will figure out ways to tap into this online market.
But given the nature of Willy's business, this online market isn't necessarily a direct threat to his revenue, at least for a long while.
As long as people want a free paper to read during lunch, and crave a sharp local perspective on the news, the Rhino will have an audience, and advertisers will pursue that market. When they build monitors into the tables of restaurants and it's safe to spill soy sauce on them, then he might be in trouble.
The Rhino is a family-owned business, and they have their hands full managing the expansion into Charlotte. They may be wise to go slowly on the web.
But looked at another way, Willy is confining the growth of his business if he ignores the web. Paper and printing and distribution cost a lot, and he's writing off a potential high-margin business that could build on what he's already accomplished. What's more, he's ignoring the voices of a community that could give the paper story ideas, publicity, eyes and ears everyhere.....
For the moment at least, Willy can get away with being proudly parochial and self-limiting. The paper that made it's name by being local and opinionated is saying it will ignore publications that are local and opinionated. How long can that last?
UPDATE: More from Chewie, Ben, Hoggard, and TheShu. Interesting -- no flames, no defensiveness, some agreement with Willy on certain points: the calm response of those (including me) who have fresh memories of learning the lessons Willy will soon learn, and who bear him not ill will but good wishes as the future undoes his conventional wisdom.
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