client login
Username
Remember Me
Forgot Password
Password
CATEGORIES
 
Local Media Blog [ 905 ]  RSS ATOM


Blog Home

Contact Kelsey

Bookmark this page



SEARCH
 


previous month  MARCH 2006  next month
s m t w t f s
4
18
19
23
24 25
26 27 28 29 30 31


BLOG ARCHIVE
 
RSS ATOM  Full archive
 
current month



RECENT ENTRIES
 
 
RSS ATOM


BLOGGERS
 
admin [ 0 ]  RSS ATOM
Carlotta Mast [ 0 ]  RSS ATOM
Greg Sterling [ 745 ]  RSS ATOM
John Kelsey [ 52 ]  RSS ATOM
Matt Booth [ 0 ]  RSS ATOM
Mike Boland [ 80 ]  RSS ATOM
Neal Polachek [ 27 ]  RSS ATOM


COUNTER
 
Visitors    355682
Online users 153
 



Feb 28 2006
Printable version  |  Email to a friend
Newspapers Should Move Faster
I know that may be asking a lot, but time is of the essence. Lots of smart people who understand the Internet work at newspapers; they just can't get their organizations to move quickly. Among the various things that newspapers can and should do are the following:

  • Radically redesign their sites. Right now, they're not very "usable" other than editorial. Editorial is just a piece of what online newspapers should offer. Editorial is a great hook to get people to the site, but give them more stuff to do and see once they're there
  • Have great site search and offer blended results that are relevant to the query � so the users see the full range of content and advertisers
  • Offer aggregated news from third parties on the site in addition to "local news"
  • Have a comprehensive local marketplace that offers classifieds and services
  • Syndicate classifieds
  • Syndicate local business advertisers (like what the directory publishers are doing with Webvisible, Matchcraft, ReachLocal, Local Launch, etc.)
  • Add community tools (much more important than blogs)
  • Get rid of site registration (or create some real value in exchange for user registration)
I could go on but I won't here.

Online newspapers are a fundamentally different animal than the print product (sites like the WSJ may be exceptions) and need to be thought about differently.

Here's a case in point. My hometown newspaper is the San Francisco Chronicle (owned by Hearst). I know that its site is probably the best and most reliable source of local events, entertainment and restaurant information in my area. I KNOW this. But do I use the site? No. It's too painful. Content is buried. The site is cluttered. You don't need to be a Jakob Nielsen to know that the overall user experience is suboptimal.

Here are the search results for the query "home improvement." Now I'm sure there have been many articles written over time that pertain to interior design, hiring contractors, landscaping, the cost of kitchen remodels, etc. None of those articles shows up in the first page of results. (I'm sure there are advertisers that would love to be contextually presented next to those results, provided they were more relevant.)

Will I go beyond this first page? No. (See Enquiro's "eyetracking" research � a new round is coming out.) Will I come back to this site and look for anything other than editorial content again? No.

Newspapers have a window of 12 to 24 months to work out some of these strategic and usability issues. I know that there's much going on "behind the scenes" but the process needs to speed up.

 
Local Media Blog
posted by  Greg Sterling at  21:56 | comments [1] | trackbacks [0]


BLOG COMMENT


posted by   Malcolm Lewis  [ http://corp.premierguide.com ] Mar 1 2006 at 12:20
Adding a local search directory to a newspaper website is a quick and easy way for newspapers to keep local search traffic and advertising revenues on their website. Newspapers are often THE most trusted sources of local information in their markets. Adding local search is a natural extension of this local brand, and there is no reason whatsoever for newspapers to cede local search traffic and ad revenues in their markets go to Google, yahoo, citysearch, superpages, etc.

There are at least 3 private-label solutions available to newspapers including PremierGuide (disclosure: I am CEO of PremierGuide), Interchange and Planet Discover.
 




ADD COMMENT
(*) indicates required fields
author (*) :
email address :
url :
 
  bold italic underline add hyperlink add email hyperlink centre unorder list order list add image quote emoticon smiles
 
comment (*) :

html code

ubb code

max characters : 2000

+
- +
-
characters remaining :
remember me :
 
 
 



The Kelsey Group, 600 Executive Drive, Princeton, NJ 08540-1528
Tel: (609) 921-7200 Fax: (609) 921-2112 EMail: [email protected]
Copyright© 2005 The Kelsey Group. All Rights Reserved.