The media are reporting some Insightful and provacative comments by media magnate Rupert Murdoch on the predicament of newspapers in the web 2.0 age. Murdoch believes traditional news organizations have been far too contemptuous of bloggers in particular. In an increasingly engaged media environment, being contemptuous of bloggers is essentially contempt for your customers — never a good marketing plan.
However Murdoch does believe that “the news” has a future…as reported in c|net:
Despite the blemishes, however, Murdoch said newspapers can still count on circulation gains “if papers provide readers with news they can trust.” He added they will also need to embrace technology advances like RSS feeds and targeted e-mails. The challenge, according to Murdoch, will be to “use a newspaper’s brand while allowing readers to personalize the news for themselves-and then deliver it in the ways that they want.”
“The newspaper, or a very close electronic cousin, will always be around. It may not be thrown on your front doorstep the way it is today. But the thud it makes as it lands will continue to echo around society and the world,” he said.
For the most part, major papers have taken some strides in doing what Murdoch suggests in terms of RSS feeds, emails and personalization. It hasn’t led to financial stability. But his overall point is a good one, and one I’ve made before in this blog: the market will eventually find a way to support professional news organizations that deliver trusted news … in ways that will allow bloggers to complement “the news” rather than replace it.