Guest posting by Jan Bierhoff, associate professor of Infonomics & New Media at Zuyd University, and project director at 3D, which he discusses below. The journalistic toolkit is overflowing these days. After the still recent arrival of the e-types: email, e-paper, eReaders, you name it, the i-mode has become fashionable with
iPhones, iLiads and now the archetype tablet
iPad. But the wealth of all these novel production and distribution platforms hardly leads to fundamentally new forms of journalism. Mainly because, in the internet age, new above all translates as different: another way of expressing, leading to unfamiliar types of content, demanding a much more active relationship with the reader/viewer.
In most cases media management responds to this challenge with the hiring of young, creative talent that enthusiastically produces series of formats, sites and apps. And then it is launch time, thumbs up for the ultimate success. The actual results though, let's be honest, are less impressive. A straightforward copy-paste of available content onto new platforms is tempting and certainly produces fresh looks, but it doesn't innovate journalism. And the road from wild idea to steady practice is long and bumpy; only a few make it to the end.
Editors who want more and who, rather than simply widening their choice of channels, acknowledge the Net as a true game changer have a triple handicap. First, they have to realise that they are entering uncharted territory and are bound to (and should be happy to) make mistakes. Then they have to switch from trusted content manufacturing to service delivery, a move their staff will not willingly applaud. And above all, they have to come to terms with the fact that the nature of digital communication forces them to change from a product orientation to a user focus. The scope can no longer be on the scoop, the business is now all about the satisfaction of a myriad of external, ever changing information desires.
As a consequence, the traditional journalistic ABC will increasingly be replaced by a digital alphabet summarising the guiding principles with the letters E for electronic, I for interactive and U for user-driven. And the key to success will invariably lie with the last one, the U-factor. This vowel refers to the final verdict of the media consumer, who, whatever content pops up from the multiple screens, will have to understand and like it, show the ambition to be part of it, appreciate the value-added and ultimately accept the price tag attached.
Media, being author-driven production units, understandably have difficulties swallowing this inconvenient truth. As always, the easiest way to deal with it is mix of denial and neglect. But that phase is gradually moving behind us and more productive mindsets are in demand. Particularly one type of action is recommended by many media analysts: the involvement of outside parties who can challenge conventional wisdom, break down organisational obstacles, deliver fresh input and especially add innovation expertise. Dutch newspapers have taken up this approach sector-wide with the '
Designing the Daily Digital'-project, or
3D. The company has strands for strategic decision taking, business model scenarios and a user evaluation lab. In particular, the lab functions as a hands-on support tool for innovation ventures launched by the media community at large.
After a year of experimentation, the lab is fully functional and works on three levels of media renewal: (1) design of truly net-native concepts, (2) development of feasible products and (3) the actual deployment of promising innovative applications, services or routines. In all cases, in-depth assessment of the user perspective is part of the research work. This is done with a range of methods: online preference assessment, context mapping exercises in focus groups, product feature analysis and lab testing of prototypes with proof users, drawn from a larger media innovation panel. All of these are qualitative methods that go far beyond the charts of marketing departments and deliver a totally different type of result. They involve the reader/viewer in the very beginning of product innovation and safeguard inclusion of the user perspective in the design process. This is key for later success.
An example of the first role, kick-starting the concept creation, is the collaboration with a web-only medium for young readers,
Verspers, delivering online reports about international affairs. Together with this team, the 3D lab now designs a visually attractive format for the presentation of complex background information. Much of the online presence concerns the relatively easy delivery of breaking news while the proper organisation of multiple stories that give insight, background and perspective has, for no good reason, received far less attention. Through feedback sessions, proof readers comment on various alternative designs.
The second role, nurturing creative ideas from inception to product launch, is taken up by the lab with the formula of innovation coaches. These are research staff members who stick for a longer period to a given development track and help newsrooms to overcome the many hurdles, avoid the inevitable potholes and stalemates and who benchmark the newly designed product against comparable initiatives, good or bad, local and abroad. An example is the changeover to digital news services that a Dutch regional newspaper company,
MGL (part of the British Mecom media group) is planning. The paper's ambition is to set up a number of thematic online communities which eventually should replace the main print product. How the regional community reacts, which content expectations there are for online information, the scope for strategic partnerships, what exactly the commercial potential will be, all these matters are regularly monitored and fed back to the newspaper's project team. On the basis of this feedback, the features of the community concept have already changed considerably and will continue to be adjusted.
The third lab role is pitched at the level of exploitation of new applications. User panels follow innovations straight from the launch during the crucial first months of existence. This service offers the opportunity of permanent fine-tuning, early adjustments and further development direction of reader expectations, and hence boosts the chances for commercial viability. A range of clients now hires the lab for this monitoring task. Examples are the production of an audio-version of the
NRC, Holland's well-known paper of reference, specifically for visually impaired readers but also to explore more general use for people on the move. Another example is the imminent launch of the iPad version of
Elsevier, the country's largest opinion magazine. The magazine starts with a cautious 1:1 version of the print product but will further develop the format in the context of regular user testing. Also for business model innovation, user appreciation is essential. For the
Nederlands Dagblad (national daily), the 3D lab will test the willingness of non-subscribers to accept pay-per-view for scarce niche information about religious affairs.
An important dimension of the popularity of the test facility is the fact that the Dutch government seriously invests in media digitisation, via grants from the
Dutch Press Fund. The 3D service can be offered for modest prices, facilitating its media backup function considerably, thanks to this type of financial injection. The model that is growing here leaves the initiative for media innovation with the sector at large (incumbent media, company spin-offs, start-up ventures), while the process of rejuvenating the news industry is boosted with the establishment of an accessible support infrastructure. That approach steers clear from direct or indirect subsidies, thus avoiding the risk of artificially prolonging the lifecycle of soon to be obsolete forms of information delivery, at the same time offering better chances for market entrance to new, unconventional media ventures.