Online Journalism - Ayo Menulis FISIP UAJY

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164 <strong>Online</strong> <strong>Journalism</strong> the next half decade. However, in an economy where consumers were rapidly gaining the expectation that most of the content, including their daily news, would be free, the strategy produced only dwindling traffic. Subscription was a business model which, outside of very specialised sectors such as share-tipping and commercial and financial information, including, successfully, both the Financial Times and the Wall Street Journal, was never sustainable for online publication. Even for the Wall Street Journal – by 1999 one of the few news providers on the web making a profit from online news – the venture hardly produced the expected bonanza. Of the 600,000 registered users who used the initially free interactive edition only 50,000 took up the offer for an annual subscription that was significantly cheaper than the print edition ($59 in 1999 and $29 for print subscribers). The Danish financial newspaper Boersen only offers (free) subscription to its online edition to subscribers to the print edition, many of whom take it up. The approach naturally attracts premium rates to advertising on the site. Another niche market that has been able to employ the subscription model with great success is political analysis. The National Journal’s online edition, NJ Cloakroom, charges $1,047 per annum to subscribers and attracts 600,000 page impressions per month (1999). The initial failure to attract paying subscribers by Microsoft’s online magazine Slate – in October 1998 the free section of the site attracted 400,000 readers against the 20,000 who subscribed – gave a clear indication to the online news industry that, for the majority of sectors, the subscription model had failed. What was needed was a range of mechanisms including subscription, which clearly succeeded in some niche markets, but which also allowed consumers to purchase specific content at affordable prices, perhaps a fraction of a penny for a single newspaper article, as well as advertising, ecommerce, sponsorships and affiliations and a culture which understood assets such as news and photography archives as valuebearing commodities. The general repurposing of news and news images as archive appeared within two years of the first online news providers. Titles found that these (comparatively shallow) archives often drew as much traffic as the main site and, in some cases, they began to invest in the long process of placing historical archives – some of which pre-dated the web by a more than a century – online.
‘Undertakings of Great Advantage’ 165 Since readily accessible news archives, the first drafts of history, draw readerships so effectively then clearly advertising space in this new medium might, at moments of peak traffic, carry premium rates. Much of the commentary on Judge Hervé Stéphan’s September 1999 ruling on the causes of Princess Diana’s death, for instance, carried links to the extensive reporting of the event itself in 1997. The web has also transformed photographs and other images into retail consumer items with companies such as Bill Gates’ Corbis licensing images for non-commercial uses such as home pages or school projects at $3 per image while retaining the full market rate for commercial applications. Until workable ‘digital cash’ systems appeared, allowing consumers to give their credit information to transactions clearing houses which would aggregate payments to suppliers and charges to consumers, the idea of ‘micropayments’ was not able to progress. Furthermore, when it did arrive, the whole notion of micropayments would have a radical impact on the way in which news providers and consumers understood content. A newspaper such as The Times might contain, on average, well over a hundred items not including advertisements. Subsidised by that advertising we routinely pay substantially under £1 for the whole package. Even at a micropayment of two pence per item the cost of the newspaper would more than double for readers but, of course, they will not want the whole paper. Even for free content online consumers are more discriminating than readers of print news and access only those parts of the online edition that most interest them, perhaps 10 per cent or so of the whole. For consumers to click the button enabling payment options they have to be sure that the item is of value to them. Free access to headlines, section indices, lists of content and leading paragraphs or abstracts might allow the effective negotiation of those reader decisions. The Wall Street Journal Interactive Edition has also experimented with a daily ‘pass’ paid for through microtransaction. In 1999 this cost $1.95 to the print edition’s 75 cents. As with other microtransaction models, any market in which the electronic edition costs more than twice as much as the print one seems to make a nonsense of the much touted ‘benefits’ of online news for consumers. A more effective way of encouraging readers to extend their use of sites charging for individual features and articles might be to link or
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Online Journalism A Critical Primer
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For millennia, every attempt at civ
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2 Online Journalism radically diffe
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8 Online Journalism online journali
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10 Online Journalism that the media
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1 The Information Society Michael M
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The Information Society 15 email, t
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The Information Society 17 decade,
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The Information Society 19 The info
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The Information Society 21 newsUnli
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The Information Society 23 packages
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The Information Society 25 expedien
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The Information Society 27 Within t
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The Information Society 29 print is
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The Information Society 31 Microsof
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The Information Society 33 … we a
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The Information Society 35 we have
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The Information Society 37 McChesne
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The Information Society 39 effects
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2 The Nature of News News is one of
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paper and videotape both allow cons
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The Nature of News 45 The possibili
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intended to give the reader the cap
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Interactivity 10 The Nature of News
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The Nature of News 51 variable that
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The third level of interactivity, a
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The Nature of News 55 time). The co
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The Nature of News 57 was at least
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The Nature of News 59 USA. By 12 Ma
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The Nature of News 61 community in
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The Nature of News 63 In later chap
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From Photosetting to XML 65 provisi
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From Photosetting to XML 67 ingful
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From Photosetting to XML 69 by the
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From Photosetting to XML 71 the onl
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From Photosetting to XML 79 Documen
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a hybrid process combining the dyna
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From Photosetting to XML 87 Online
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From Photosetting to XML 89 This di
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From Photosetting to XML 91 ences.
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From Photosetting to XML 93 As with
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Armageddon.com: Home Pages and Refu
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An Allegory for Kosovo Armageddon.c
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news providers who used the NATO pr
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the further one moves from the cent
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Notes Introduction 1. Philip E. Agr
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20. Ibid. 21. James Fallows with Jo
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Notes 235 2. Michael Kinsley, edito
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Notes 237 19. ‘Reality Check: Gen
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Notes 239 6. J.D. Lasica, ‘Drudge
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Notes 241 8. Department of Trade an
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Notes 243 7. Brian D. Loader, The G
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Chapter 8 Notes 245 1. Steve Case c
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Glossary accessibility The degree t
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Glossary 249 flame Derogatory comme
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inverted pyramid - Journalistic for
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Glossary 253 telepresence The subje
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Bibliography 255 Chartier, R., Form
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Bibliography 257 Morrison, David E.
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Bibliography 259 Katz, J., ‘The B
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Berlusconi, Silvio 175 Berners-Lee,
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information architecture 83-4 infor
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Orato.com 115 Outing, Steve 22, 166
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