The web offers not just another platform for distribution of product, but rather an entirely new calculus for how an online media company can be run. By its very nature, it changes the construct of most media businesses. Migrate your newspaper to the web completely and you suddenly lose the cost of ink, paper, presses, pressmen, delivery trucks, distribution and paperboys. Tell your writers to work from home and you can lose the building, the desks, the lights, the cleaning services and most of the management as well. Cut all those costs, and suddenly your ad based web revenue can look pretty good in comparison. Its the overhead that is killing you. Lose it. You don’t need it.
Heavy words, but alas, I think this is what will eventually befall our industry. Thankfully we’re not there yet. But if traditional newspaper advertising continues its year-after-year declines, you have to wonder when that line will be crossed–that it becomes more economically viable for publishers to cut the overhead and just publish on the web.
For this transition to happen though, a lot of blood has to be let. It will be gut wrenching for the truck drivers, paperboys, pressmen and others who will lose their jobs. But after this transition, what happens next? Will a journalism renaissance take place or will the brand names of newspaper mastheads fade into the noise of the web?
If you haven’t perused Rosenblum’s blog you should. He pulls a lot of weight in the media industry. Rosenblum and his VNI (Video News International) colleagues of the mid-nineties were the first to push the idea of using the video journalist concept. Small digital video cameras in lieu of big broadcast betacams, One man bands. Produce from the field not from an edit suite. This new workflow has encountered a wall of resistance from traditional TV news shooters, who for some reason, are uncomfortable with losing all that weight they lug around.
The interesting thing here, is that the VJ model has been embraced by us newspaper video shooters who know nothing of lugging twenty pound tripod around or editing tape to tape. Rosenblum is a rabble-rouser, a square peg trying to change an industry one TV news station at a time. He loves to pick on Katie Couric and the whole TV news anchor paradigm:
Perhaps the last gasp of a defunct and completely out of touch management was Katie Couric’s pornographic $15 million a year salary – to work 22 minutes a night reading what someone else had written. The sheer stupidity of this, the sheer short-sightedness of it now becomes obvious to everyone. For Couric’s reported $15 million, CBS could have (could have) hired and fielded an astonishing 150 Videojournalists worldwide, paying them a quite honorable $100,000 a year to report for CBS News. CBS News could have (could have) placed itself on the cutting edge of the digital news revolution. Instead they opted to become the dinosaur poster child of the end of old media. Goodbye Tiffany Network. You blew it.
Rosenblum is moving forward with his vision. His ongoing Travel Channel Academy video workshops are full of people wanting to learn to produce video for TV and the web. He is helping newspapers integrate video storytelling into their websites. The momentum is in his favor. As the hinges on the foundations of traditional media start to break away, those of us that have embraced the VJ model will hopefully be left standing long after Ivory towers have come crumbling down.