Murdoch on Thinking beyond Dead Trees for Newspapers

There is yet more news out that newspaper print readers are diminishing. In response, news tycoon Rupert Murdoch writes this op-ed piece on the essence of news reporting and why newspapers will be around for some time to come.

Murdoch's editorial wisdom is a good reminder to all of us.

Unlike the old industrial age model in which large papers and trade journals were the gate keepers in deciding what was newsworthy and what was not, today there are diverse and competing voices with low editorial costs in search of readers. Of the increased competition and the future of newspapers, Murdoch observes:

"readers want what they've always wanted: a source they can trust. That has always been the role of great newspapers in the past. And that role will make newspapers great in the future.

If you discuss the future with newspapermen, you will find that too many think that our business is only physical newspapers. I like the look and feel of newsprint as much as anyone. But our real business isn't printing on dead trees. It's giving our readers great journalism and great judgment.

It's true that in the coming decades, the printed versions of some newspapers will lose circulation. But if papers provide readers with news they can trust, we'll see gains in circulation—on our web pages, through our RSS feeds, in emails delivering customised news and advertising, to mobile phones.

In short, we are moving from news papers to news brands."

The builder of a global news enterprise advises, "give these readers good honest reporting on issues that mattered most to them." And then there is this gem, something that I have seen myself in news rooms and now among some expert columnists and forum writers who participate in citizen journalism. 

"The more serious challenge is the complacency and condescension that festers at the heart of some newsrooms. . . The condescension that many show their readers is an even bigger problem."

In my mind, condescension is not saying to readers, "hey gang, honestly, look at what is happening here. This is crazy." That is writing to peers, to fellow travelers of the news. What we are talking about is the condescension of informational gatekeepers -- editors, reporters, franchise consultants and leaders, who write and inform as if they think readers are too stupid to think for themselves.

It is something we all need to guard against in how we inform others.

I have come across CEOs of franchising companies laughing with fellow officers at how stupid, clueless and myopic their franchise owners typically are. If that is true (and in that particular franchise network, I know that is not true) whose fault is it?

I've also read comments posted by our own visiting guests, heard franchise development officers behind the scenes at major trade shows and occasionally heard franchise consultants speak of franchise buyers and operators as "rubes". Such views can easily escape into writing and should be guarded against.

Readers need to be treated as competent and sophisticated adults.

I've always been amazed at small business trade journal editors that dumb down business news to their readers. These journals ring out with titles like "Top 3 Reasons to Buy a Franchise", or "Be a Millionaire Entrepreneur in Two Easy Steps."

We all know the KISS rule in writing—Keep It Simple Stupid. But the auxiliary of this is to not report something simpler than the information deserves. And being simple and brief is not the same thing as dumbing down a story.

When I was in charge of executive learning initiatives at one of the world's largest civil engineering firms, one engineer with a rocket science background at NASA said to me, "Leading a profitable business unit is certainly not rocket science. I can design a rocket mechanism, but I sure am having a tough time growing this strategic business unit and raising its profits."

Business can be very challenging, even to rocket scientists and brain surgeons. There are not always easy answers. If you doubt that, drop into a CEO panel or a lively Stanford MBA class debate on next actions for a small business.

Reporters, franchise consultants, attorneys and even citizen journalists need to remember that.

Murdoch adds a point that is exactly what we are trying to do on Blue MauMau for small business owners and franchisee investors.

"The [Wall Street] Journal is already the only U.S. newspaper that makes real money online. One reason for this is a growing global demand for business news and for accurate news. Integrity is not just a characteristic of our company, it is a selling point."

Besides the good news and press releases, an investor and operator needs to know if the firm is doing something extraordinary, has filed bankruptcy or is being tried for fraudulent practices. Small business owners need to be able to differentiate the bad players from the good ones. I'm amazed at how few report such things, either because they cover bigger businesses or realize that their advertisers won't like it.

Murdoch gives this observation about the future of the newspaper.

"The newspaper, or a very close electronic cousin, will always be around. It may not be thrown on your front doorstep the way it is today. But the thud it makes as it lands will continue to echo around society and the world."

It is not just newspapers that will always be around, but trade journals too. Trade journals will also always be around, whether it is written on papyrus, paper or electronic media.