Print & the Web. Where are we now? From Rafat Ali’s PaidContent.org, I saw Heath Row’s (via Fast Company) blog post of a “sparsely attended” session at yesterday’s AdTech conference in San Francisco. Niesenholtz, CEO of the NY Times Online and the others are identified on Heath’s post.)
Tchong: It’s remarkable that we’ve come this far when the Internet is still just a regurgitation of old media. The Internet needs to grow up. We’re not going to get there by slapping the printed word on screen and calling it cool and interactive.
Battelle: That was the case in 1995. I don’t think it’s the same.
Niesenholtz: What you’ve just said is wrong. The Times is a 154-year-old institution, and it’s been changed dramatically in the last five years. If you’re interested in news, what you come to us for is not in fact what’s in the paper. The vast amount of our usage is not taken from the paper, it’s content we produce once the newspaper is put to bed. Because we have some scale now, we can fund a 24-hour newsroom that didnt exist five years ago.
Tchong: The New York Times is just one of 65 million sites.
Niesenholtz: So what? My point is that we’re way beyond simply repurposing the printed paper on the Web.
Baker: I would even take this one level further. There was the old Knight-Ridder project that held we’d read the newspaper on TV. The true content on the Internet is the software. Chat and other stuff is the most compelling content online. You’re missing the elephant. The elephant is that people aren’t just reading articles online. They’re doing things they can’t do offline.
Battelle: That’s the social architecture. People are involved in making their own media. Marketers’ Spidey senses go off because they think there might be an opportunity here.
Baker: Google’s come up with an interesting solution. If there’s going to be all this fragmented content, let’s find a way to find it all and slap some ads up on it. That’s only going to go so far.
Niesenholtz: I’m actually interested in what you have to say about that John.
Battelle: Because I blog?
Niesenholtz: Because you think. I hope this changes, but my perception has been that marketing solutions that are agnostic to technology from a branding perspective, most brand marketers have just avoided that kind of content on the Web.