OJR article: News Sites Loosen Linking Policies
Whoo hooo! I got a big laugh from this story. It dramatically illustrates the old media disconnect with the online world. They took off-line products of mass media, print or broadcast, and just punted them whole online with the same policies, biases, and assumptions they held in the old media world, not understanding that an essential property of online spaces is hyperlinked interactivity. ROFLOL.
News sites that once staunchly refused to link offsite -- especially to competitor sites -- are now testing the waters with offsite links in blogs and e-mail newsletters.
Mark Glaser
Posted: 2003-09-17
There was a time in the not too distant past when news sites had a very proprietary view of their content. The focus was on collecting eyeballs, and any link that sent readers offsite was frowned upon. A link that went to a competitor's site was almost treasonous.
Times have changed. Slowly, linking policies at news Web sites are loosening up. We're entering an era with an almost "open source" linking policy at some major news sites, which are getting offsite-link religion.
In a counter-intuitive quest for "stickiness" (that odd concept that revealed how backward and strange the dot.com boom really was), these sites tried to make themselves islands, separate from the webbed environment they entered. They suppressed and monitored unvarnished voices.
And their concept of the link was most peculiar. Rather than the coin of the realm that it is, these old media content sites tried to harness the link as a tool of exclusivity and the mind-set of shortage and hoarding, gates and gatekeeping.
In short, these sites, by only linking in-house (and setting up subscription models with various fee structures, etc), seemed to be doing the equivalent of setting up a bottled water franchise in a rain forest. And they wondered why folks scratched their heads and went on linking about the universe without them?
Or, imagine a big plant setting up shop in your hometown, but insisting on building its own roads, which naturally would not connect to any of the town's roads. Of course the town would have the option of connecting to the plant's 4-lane circular perimeter etc, but the plant would not willingly connect to any of the town's roads, well, unless another company in the town, the hardware store, say, paid them for a road just to the hardware store and back.
The well-known blogger, Jeff Jarvis, has a fun way of stating the obvious:
"Outside linking is not only not a problem, not only a non-issue, it's a necessity; it's Web-smart; it's what the audience expects of us," says Advance.net president and creative director Jeff Jarvis, a blogging advocate. "Look at the popularity and utility of Weblogs -- which edit the Web for you -- and you can see that the more we find good resources on the Web for our readers, the better it is for our readers and for us."
Advance.net runs a series of regional sites such as NJ.com for New Jersey and NOLA.com for New Orleans. If you go to NOLA.com's Weblog page, there's a dizzying list of local blogs, including three in-house blogs and a Weblogs forum. Jarvis says his bloggers have the freedom to link to competing and complementary news sources -- as long as it serves the reader.
"If you serve your readers well, they will recognize that and come back to your site first," he said via e-mail. "If you make your readers' lives difficult, they will start elsewhere the next time they look for something. So 'losing' one page view to someone else's story is only an investment in the relationship with the reader; it's far more important to gain readers' loyalty for frequent return visits than it is to underserve them once."
But below is the point of view that gives me the biggest laugh:
Beyond a monolithic view
That view makes a lot of sense, but it means a shift from the monolithic viewpoint of old-school news organizations that feel their news is the only news that matters. Most top U.S. news sites still restrict their offsite links in stories. Though NYTimes.com is starting to open up, its worldview remains slightly narrow.
"We don't typically link to outside sites for news content," said Christine Mohan, spokesperson for NYTimes.com. "Our goal is to be a full-service news site, so on the news verticals we primarily offer Times articles. We choose not to link to other news sites because either we have the content ourselves, or we will post a wire link until a Times report becomes available via our Continuous News Desk."
The idea that content providers exist in a vacuum when they presume to cover the world but not link to it is the oddest thing, along with the notion that a comprehensive news organization SHOULD be all its audience will ever need. That may be an admirable business and news gathering goal, but it betrays a lie, a lie perpetuated by news organizations that pride themselves on their credibility. The reporters find information from all manner of sources, and to try to tell readers that that news organization alone is THE SOURCE, the only place they ought to get their news, tries to force the audience to live in an odd anachronism, going to the bottled water vendor exclusively while living in a rain forest, so to speak.
And news organizations insist on doing it in the name of credibility, because the old media model suggests that if they link to something, their fact checkers have verified every piece of information on that link (and any information that link may have slept with?).
Adrian Holovaty, lead developer for the Lawrence (Kan.) Journal-World Web site, says his site's open linking philosophy has actually improved their credibility as a one-stop solution for people who want Lawrence-related news.
"The best example I can think of is our coverage of the hiring of a new basketball coach at KU (University of Kansas)," he said. "We knew that Jayhawk fans from across the country would be checking our site every five minutes, hungry for any updates, so we gladly provided deep links to outside coverage as a service to our readers. You know what? It worked. That coverage resulted in some of the highest traffic numbers KUsports.com had ever seen."
Now that online news has been around for 10 years, perhaps it's time to put away those�proprietary ideas about offsite linking. With the successful lead of so many smaller sites, maybe the big players are starting to come around to a more open source view of news, and placing real value on news digests, Weblogs and features that link outside the box.
Sooo, is it a bigger story that old school news organization are changing their policies and recognizing that they are perpetuating a scarcity model in a webbed environment of info horn O plenty, or is the story that they were blind enough to have the gate-keeping/hoarding model for information in the first place?
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