Für all jene Betreiber von News-Websites, die immer noch meinen, Otto Normaluser giere nach minütlicher Aktualisierung, hier ein Auszug aus einem Referat von Vin Crosbie, Online-News-Veteran, Consultant und Professor für Visual Interactive Communications an der Syracuse University:
- «The average visitor to [the New York Times] Web site visited only 4.05 times per month. Think of that: that’s a visit only once per week. He saw only 29 of that sites pages all month (which means less than 29 stories because the Times spreads most stories over many multiple pages to maximize banner ad exposures). And he spent less time on the site all month than the average reader of the Times‘ newsprint editions spends in a day. The figures for most other American dailies are even worse.» (Quelle: Nielsen//Netratings)
Aber darum geht es Crosbie in seinem Keynote Speech an der Second Global Conference on the Individuated Newspaper eigentlich nur am Rande. Vielmehr befasst er sich ausführlich mit seinem Steckenpferd, der individualisierten («customized») Vermittlung von Informationen (News):
- «Billions of people today are using their new-found cornucopia of access to information. Each person is using it to hunt and gather whatever mix of information matches his unique individual mix of interests.
And those billions of people are gravitating away from generic, analog products that deliver the same mix of news to everyone. They’re moving away from the analog newspaper.
That’s why circulation is declining. This isn’t a cyclical change. It’s permanent. The cornucopia of access to information that consumer now have isn’t going to go away. The traditional, analog newspaper is.
Customization makes the daily newspaper more relevant to each person’s interest and needs. It will make the daily newspaper much, much more valuable. Billions of people are leaving analog newspapers and going out to hunt and gather information that fits each of their own individually unique mixes of interests. Why should they hunt and gather?
There’s a huge business opportunity there. People talk about the missing business model for online publishing. Well this is it and always has been. And it’s possible online and now in print.»