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This Just In…
Niche journalism may revolutionize, save tomorrow’s industry
July 27, 2010
In the future, niche news sites may create a great new age for journalism — one that restores attention spans for longer-form, in-depth work, BBC News Magazine’s Andrew Marr writes.
Marr, a columnist for the online news magazine, says that he’s been spending “quite a lot” of money for online reading material — from books and magazines to news — which leads him to view the recent notion that people shouldn’t pay for news as “bizarre and a historic anomaly.” At the same time, he, like many others, only wants to buy content that interests him, rather than accept the predetermined bundles of news categories that traditional publishers have offered in an attempt to reach broad audiences.
Journalism may be on the verge of a great new age, Marr says. When a crisis erupts — or a deeply complex problem must be confronted — few reporters today have the specialized knowledge or time to truly confront a government or company. Daily competition for scoops limits the media’s attention span and fritters away the reader’s focus and appetite for long-form reporting.
But in the next media age, Marr predicts large numbers of specialist news sites that cover “specific companies or sectors, for different environmental issues, [or] for overseas crises.” This type of reporting will bring together journalists, academics and other experts whose work will revive the attention spans of reporters and readers alike.
“They will pile the pressure onto the powerful, and keep asking the questions,” he writes. “Or so I hope.” — Greg Beaubien
Comments
Sandra Bernardo says:
I agree niche journalism may change the industry and this post touches on what I have already been noticing as a multicultural/diversity marketer related to the stability and growth of traditional ethnic media and specialty media, which serve populations such as the LGBT, people with disabilities and Senior communities, for example. According to a 2009 study, ethnic media reaches nearly 60 million people. Outlets that serve these other particular communities reach many millions more. This segment is growing because consumers are increasingly seeking information that is specific to their interests and lifestyle. From a marketing perspective, this evolution is important to follow because I believe that niche media, especially ethnic media, will become the 'mainstream' media universe of tomorrow and change the way marketing campaigns are shaped in the future.
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