When Newsletters are Too Cool for School, Newsletters Are Too Cool to Work
When news is too cool for school, newsletters are too cool to work.
The New York Times Magazine recently reported that in the next few years, we’ll see “the most-cited titles that don’t really fit the traditional publishing formula” and “news stories that are more focused on entertaining than informing.”
These days, the most-popular content on the web comes from sites like the New York Post and The Wall Street Journal.
“The media landscape is evolving, and that evolution is driving publishers and editors to think about the next best thing,” said John G. Gartner, chief executive officer of MediaVest, an online news services provider.
He told Fortune that “new media is becoming more relevant in the digital age.
It’s not that content isn’t available, it’s that the news is more relevant and it’s more engaging and it makes people feel informed.”
Gartners goal for the future is to “help brands develop their own digital content, but we’re not there yet.”
In his view, news outlets need to find a way to be a part of the conversation about how to build a digital news ecosystem.
“We have a lot of media companies and media organizations that have done it,” Garterson said.
“They’re not doing it because it’s profitable, or because they want to build the next big thing.”
One of the most prominent newsrooms in the U.S., the New Yorker, is a leader in this new arena.
It publishes articles and stories on a daily basis.
“One of the things that is so refreshing about it is that we are not just publishing things on the newsstands, but also we are publishing articles about real life,” Gannes told Fortune.
“People are more engaged with our work.”
“We need to be more creative, more engaged,” he added.
“I think that’s what our readers want.”
The next generation of journalists may not be the same as the one that preceded it.
“Our industry is changing, but the people who are going to be doing the changing will be the people we’ve been working with,” Gartson said.
As the media industry changes, newsrooms need to take notice.
“Newsrooms are becoming more and more digital, but that doesn’t mean that newsrooms have to move the way we do,” Gottes said.
He said that news is becoming “a much more interactive medium.”
He said it’s time for newsrooms to “get on board” with that.
“You can be in the newsroom, and you can do your job, but you can’t do it alone,” he said.