Mobile codes the key to newspaper longevity?

Durst spoke of 'mobile codes' as one specific way print-based news organisations could go about connecting print publications more efficiently to the web. Mobile codes, "which are essentially printed barcodes that readers "click on" using a camera phone--kind of like clicking on a Web link with a mouse" are widespread throughout Asia, but in Europe and the US have shown little interest in the technology.

The National Post, a Canadian daily recently in the news amid threats of closure, is one of the few North American publications who have introduced 2D mobile barcodes to its pages. Since April 1st, the Post has run five to 10 matrix codes in each issue, alongside articles, letters to the editor, and other features. Readers who have downloaded ScanLife on their phones can photograph a code and, will be directed to related photos and videos.

Chris Boutet, the Post's senior editor of product and engagement for digital media told the Nieman Journalism Lab in October: "We have seen modest but encouraging scan numbers since we launched. People are using it."

"Obviously it's an emerging technology, and you're not going to see huge uptake right off the bat, especially when we're out in front with it."

Other newspapers have been more hesitant, and whilst showing a vague interest in the technology, have not actively pursued it. The New York Times put one of the codes on its front page in 2007 in an article explaining the concept, and has talked about introducing them to the daily paper, but to date hasn't made further plans.
 
Durst explained why publishers might be reluctant to embrace the technology: It's "Tarzan's dilemma." You don't want to let go of the vine that you're holding in order to grab the next one since it's proven to be a pretty good vine and has been moving you forward. But if you wait too long, you peak and then swing backward until the next vine is out of reach."

"Many simply cannot bring themselves to put a profitable franchise at risk, and they instead retreat into denial by raising prices for their dwindling customer base. This can turn into a death march," he added.

Durst argued that newspapers need to work on smoothening the transition as much as possible using the "existing franchise to fund the transition and then manage the old business down as you grow the new one."

"Then you can fluidly swing from one vine to the next."

More specific on the 'how' publishers might go about this shift, Durst cited the Huffington Post website, "which is structured to draw you into deeper content," as a good example

"Publishers would need to start thinking of the printed page as an interface instead of as a snapshot of the news. Once you decide how you are going to monetize, then you can focus on how to package information to effectively target the interests and purchasing demographics of your reading audience," he said.

News publications have consistently been accused of being lethargic in their adaption to digital technologies. Many have argued that a total overhaul of the mentality of the industry is what is needed to bring newspapers back to life and profitability. Alan Mutter on his blog, Reflections of a Newsosaur, sums up the predicament of newspapers and their relationship to the digital world: Quite simply, he blames 'a suicidally stubborn determination on the part of the organizers to be in the business they want to be in, instead of attending to the business they need to attend to.'

Durst warns that time is running out, however: "If they wait too long they run the risk of spectacular failure...As the publishing industry has seen, change is already here.

"Hope is not a strategy. A doomed strategy would be to wish that it were 1950 again and retreat into denial. A winning strategy would be to embrace the change and figure out how to manage and monetize it by leveraging the existing brand."


Source: Columbia Journalism Review, Neiman Journalism Lab