ideas & media

clipped from www.poynter.org

Think Beyond Paying for News Content

Instead, I think newspapers should syndicate and share their content (photos, stories, videos, reviews, etc.) -- just like YouTube syndicates videos across millions of sites, iPhones, Kindles, and BlackBerries. Most newspapers have done a terrible job of gaining audiences this way. Advertising revenue would be much easier to capture if newspapers had bigger audiences through syndication.

I'd like to see the news industry be more creative than that. For instance, we could start building and selling iPhone apps and other mobile applications. We could start creating compelling video content and selling commercials. We could spread our content far and wide through as many syndication channels as possible. And we need to consolidate technical resources.