Customizing local papers with “news cards”
Gahran originally attributed this idea to of a conversation with Vin Crosbie of Digital Deliverance, but Crosbie has denied involvement with its conception, saying the idea was only briefly presented to him by Gahran (see comment below).
Here is Gahran's vision for the future:
-Readers will be able to use their “news cards”, which will come with the paper, at local businesses for special discounts. This process will also help determine which ads come with individual papers. Further, they will be able to swipe the news card at kiosks to print out updated personalized stories and ads on demand.
-Local paper subscribers will receive customized papers, with both stories and advertisements based on their zip codes and interests they have provided to the publisher. The paper will be smaller, but more relevant to individuals.
-Every story will have a web code allowing readers access to related online discussion, ads, and text message updates.
-Newspapers online will focus more on contextual advertising, following the Google ads model. Advertisers will in turn work with newspapers to create ads geared toward individuals.
-Papers will reward readers who use their news cards, engage with the paper online, and respond to advertisements.
-If readers do not want the customized content, they will be able to subscribe to a basic, choice-free option.
This could certainly help local papers maximize connections with local advertisers and communities, which is generally an advantage of print over online news.
Source: Poynter Online
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Imagine. Next comes a study of how monkeys peel bananas.
Imagine.
Who would have thought that using words and punctuation marks online would be the same as on paper.
What's next? Teaching monkeys to peel bananas?
I have never conceived, examined, or endorsed any concept of "offering 'news cards' akin to grocery store discount cards to provide customized content and advertising to readers" and I disavow the Poynter Institute item to which you point.
I was introduced to Amy Graham at a Columbia Journalism School event where she asked me to explain a bit about my concept of customized editions in print or online, which I did. She then asked if offering 'news coupons' as part of such editions would be a good idea. During this off-hand conversation, I told her it probably would be. My conversation with her was too brief to have even spoken all the words in the Poynter item, nontheless to have discussed those subjects with any probity or depth. At the end of this brief conversation, I asked her to phone or e-mail me if she wanted to discuss anything. A day later, I saw her published item.
Unfortunately, this Poynter item make it look like she and I discussed and agreed about all those things. As a consultant to the news industry, I'm careful about what I write, propose, or endorse. In particular, whenever I write an item or article about something I've discussed with someone, I check with that someone before its publication to ensure that I've accurately quoted them or expressed their ideas. That's simply good journalism. I would have expected that Poynter -- an institute that hones the skills of mid-career journalists -- would also do that. Not so (although I did receive an e-mail from Amy pointing to her item after its publication).
I was going to ask the Poynter Institue to correct the item, but by that time
Amy had backtracked in its 'Comments' section: "(Note: Just so Vin doesn't think I'm trying to paint him with advocating any particular strategy, I was the one raising most of these ideas and he concurred based on his expertise that it was all possible to do, and might actually help. Also, the 'silo mentality' part was Vin's contribution, and I agree with him on that.)" However, now that other blogs in the news industry, including editorsweblog.org, are citing this Poynter item, I want to make the item's circumstances clear.