There were strong words from the podium. Turnaround specialist James Shein of the Kellogg School of Management at Northwestern University said one of the biggest hurdles to progress is “the industry’s senior leadership, including some people in this room…I am not sure you can take a look at your industry with fresh eyes.” Remedies that were discussed ranged from waiting out the economy to hiring experts like scientists or bank regulators to replace some reporters (wait’ll you see the bill on that one). Everyone who’s still around will come back in six months to revisit the situation.

There was undoubtedly some debate about asking the government for a bailout, as the auto industry as done. Ain’t gonna happen, says Alan Mutter. For one thing, government bailouts are intended for industries that have the potential to turn things around and grow again, which is highly iffy proposition for the newspaper business. Paradoxically, a government handout would also compromise one of the most common arguments for supporting the press, which is that it provides a vital watchdog function. “It is difficult to imagine how the vigor and independence of the press would be maintained if the industry depended on the largesse of the very government officials it is supposed to be watching,” Mutter writes. Finally, the industry is just too small to make a difference in the health of the overall economy.

In Praise of Experience

Few news scribes are as eloquent and engaging as The New York Times’ David Carr and you’d do well to read this column about the foolhardiness of firing experienced employees. Pointing to veteran reporters and columnists who have been sacrificed on the altar of cost-efficiency, Carr says newspapers are effectively cutting off their nose to spite their face. Once the short-term profit boost is complete, these organizations, “won’t stay relevant to readers with generic content ginned up by newbies with no background in the communities they serve,” he writes. Read the column for more gems like that.

St. Petersburg Times columnist Eric Deggans was referenced in the Carr column, and he posts a thank-you for the recognition and an elaboration on the practice of laying off experienced people. Deggans notes that his newspaper has few senior journalists writing any more; most of the old-times have made the jump to management or left the paper. He wonders if the loss of veteran old-timers will leave a gap for the next generation: “I wonder if we’ll reach a point where only the best writers can keep doing the job as they age, creating a bit of a generation gap between writers and editors,” he asks. That would be a loss because youngsters need the wisdom of older scribes who aren’t their bosses, Deggans says.

In Condemnation of Euphemisms

It isn’t a layoff, it’s an evolution. At least, that’s how a column by Ventura County Star Editor Joe Howry describes it. “At The Star, our plans were to continue intensifying our focus on local news… Life, in the form of the economic downturn, has forced us to speed up those plans,” he wrote last Sunday.

What really happened is that the Star recently laid off 44 people and consolidated its weekday paper to conserve space. In Howry’s view, though, the cutbacks are simply part of an “evolution” centered around “preserving the quality and quantity of local news.” Not once does his editorial mention layoffs or cost reductions. LA Observed’s TJ Sullivan finds absurdity in the message. Sullivan doesn’t doubt it was painful for Howry to let so many people go, but he thinks they deserved a more honorable send-off that to be referred to as victims of efficiency. Journalists are supposed to tell the truth, he says. Don’t candy-coat downsizing. Admit it sucks and move on.

Newspaper Outsourcing a Growth Industry

Research and Markets has released a report entitled “Offshoring By US Newspaper Publishers” that sees big growth in the newspaper outsourcing industry, particularly in India. About 2,300 people were employed offshore to serve US and UK newspaper companies in July, 2008, the report says. Most of the work is in ad production. Overall revenues of the business are estimated at $35 million this year (quick calculation: about $15,000 per head), growing to $120 million by 2012. “The total offshore opportunity from newspaper publishers is estimated to be approximately $3.5 billion,” the summary says, although it doesn’t specify whether that’s an annual figure or a total of several years. However, vendors still “need to build client confidence in terms of delivering consistently good quality of output and quick turnaround.” You can download your own copy for 437 euros (about $555).

Miscellany

The New York Times has closed its quarterly sports magazine Play because of slow ad sales. Assistant Managing Editor Gerald Marzorati called the closure the “hardest professional call I’ve ever made in my life,” but with the magazine losing six-figure sums every year, there was no viable alternative. The quarterly was said to be a favorite of New York Times Co. Chairman Arthur Sulzberger. According to The Wall Street Journal, “The Times explored several options to keep the magazine afloat, including cutting editorial staff, publishing it only online and signing a single advertiser for each issue. New York Observer says no staff positions will be cut because the content was mainly freelanced and the only staff employee will be reassigned within the organization.

And Finally…

This year may go down as the worst ever for the newspaper industry, but 2008 also ironically included one of the best single-day sales milestones in history: the day after the presidential election. Issues flew off the newsstands in record numbers following Barack Obama’s victory, as readers sought to capture a moment in history.

Now the Chicago Sun-Times is going one step further by offering 44 copies of its Nov. 5 front page as a “museum wrap fine art giclée print on canvas.” If, like us, you’ve managed to live your entire life without knowing what giclée is, Ed Chasen Fine Art describes it as “a French term used to describe a specialized process in which pigmented inks are applied to canvas or paper to reproduce a fine art reproduction.” Regardless, the first 15 copies have so far failed to elicit a single bid starting at $350 each on the auction site, although there are still several days left.

The reason is that panicked investors want to know how the meltdown in the US is playing out in other countries, de Bono says. The FT, with its great international reach, is becoming a coveted source of information. US circulation is up 5% this year to over 140,000. Sales for the FT Group were up 11% in the first nine months and publishing sales were up 14%. With The Wall Street Journal setting its competitive sites on The New York Times, the time might be right for the FT to become a major salmon-colored alternative to America’s business daily.

News Without Newspapers

21^st News has a guest column by Gary Hook, former director of editorial operations at USA Today, about why he’s worried about journalism. Hook’s concerns were prompted by attending the Knight International Journalism Awards, which recognized two journalists who risked all to deliver the truth. Hook says their stories are inspiring, but at the same time he’s worried about who will carry on this kind of crusading work once many newspapers are out of the picture.

His answer may be in the award winners themselves: Aliaksei Karol, the editor-in-chief of the weekly Novy Chas in Belarus and Frank Nyakairu, a correspondent and freelancer who has documented human rights abuses in Africa. Neither of these men works for a major metropolitan newspaper. Novy Chas is published in print, but clearly serves more as a means of political expression than a profit-making concern.. Nyakairu is a freelancer and wire service correspondent who could just as easily write for paying Web publishers as for Reuters.

Both men were recognized for what they do, not the medium in which they do it. They are great journalists in spite of not working for a daily newspaper. Which makes Hook’s argument a little hollow. Early in the column, he quotes Walter Lippmann, who said, “The purpose of journalism is to give information on which the citizen can act.” There’s nothing in there about newspapers that we can see.

Miscellany

Alan Mutter takes a financial analyst’s eye to the profitability picture in the industry and concludes that further cuts are likely before year’s end. The problem is that profits are falling at a much faster rate than revenues, about 18 times the velocity of decline for 12 publishers he studied. Mutter uses EBITDA (earnings before interest, taxes, depreciation and amortization), an accounting standard that strips out all the non-cash events that influence an income statement. Nearly every publisher in his analysis suffered year-over-year profit declines to 40% or more, with Sun-Times Media Group logging the most extreme decline at -1523%. “Not one publisher in the group of 12 was able to prevent its profits from falling faster than its revenues,” Mutter writes. And imbalance like that is unsustainable, meaning that more cuts are almost certain.

“Bring it on!” cries the Boston Globe’s Joan Venocchi in a cheeky send-up of auto makers, labor unions and other failed institutions that hope to find succor at the government teat. Venocchi sees a parallel to her own profession. Sure, the newspaper industry is in trouble, she says, but “No one in government is going to back a newspaper bailout and no one should…If newspapers aren’t producing news in a format that people want to purchase, it’s the industry’s problem. If Detroit isn’t producing cars people want to buy, that’s Detroit’s problem - not the taxpayers’. Her logic is sound. There was no excuse for the AMC Gremlin.

Lee Abrams and friend

Conde Nast Portfolio takes a look at Tribune Co.’s much ballyhooed redesigns and finds that nothing much has changed. New looks-and-feels in Orlando and Ft. Lauderdale have barely budged circulation, which continues to fall. “We can’t find any impact from the redesign,” Norbert Ortiz, the Orlando Sentinel’s vice president for circulation and consumer marketing, tells Portfolio.

This doesn’t bode well for recent makeovers in Los Angeles and Chicago. Experts debate whether the new designs are radical or just a new coat of paint, with the painters holding the edge: “a distraction,” says Ken Doctor; “seat of the pants” adds Alan Mutter. The story focuses on Tribune chief innovation officer Lee Abrams, who is inexplicably pictured with the cast of Blue Man Group. Abrams invented the album format that revolutionized FM radio back in the 80s, but his innovations in print have been less dramatic. “I wouldn’t call it redesign. I would call it redecoration,” says Alan Jacobson of Brass Tacks Design.

Abrams is quoted asserting that “we really had to work on reclaiming things that newspapers had traditionally owned,” from investigative reporting to election and crime coverage. Oddly, Tribune Co. has slashed editorial staff at most of its papers this year, drastically undercutting their ability to sustain provide such information.

We’ve previously shared our opinion of redesigns (”A Useless Exercise at the Wrong Time”) and see no further need to comment.

New/Old Journalism Clash in Washington Park

Mediashift tell of a new online publication at New York University that’s challenging the school’s 36-year-old campus fixture, Washington Square News (WSN). The venture was launched by three non-journalism majors who were frustrated with what they call WSN’s bland tone and faux objectivity. NYU Local, which is currently configured as a blog, takes a fundamentally different view of impartiality. “Most people who want to be objective tend to disguise their opinions,” says co-editor Lily Quateman says. “Being objective treats readers like idiots and makes them guess.”

WSN Editor-in-Chief, Adam Playford begs to differ, saying his journal will continue to report just the facts and label opinions accordingly. He also says online isn’t a major focus at WSN, which updates its website just once a day. In contract, NYU Local encourages anyone to contribute and makes it possible to do so by any means possible, including cell phone. The staff hopes to move to a social networking platform in order to further encourage community journalism. “The idea of citizen journalism is a massive misnomer,” says 20-year-old co-editor Cody Brown. “Everyone is a citizen and anyone can be a reporter. The term is patronizing.”

The piece, which is written by an NYU junior, highlights the push-pull taking place between old- and new-media models, even within the context of a college-age audience. The fundamental debate is over the question of whether professional reporters are better equipped to tell a story versus thousands of unknown citizens. The fact that the battle is taking place in an institution that’s training the next generation of journalists indicates that this issue will be debated for some time to come.

Layoff Log

• More layoffs are days away at the Baltimore Sun, according to the newspaper’s union. If true, the action would follow by just five months a 100-person downsizing this summer, a cutback that hit the newsroom particularly hard. No word on numbers, but the cuts are expected to be layoffs, not buyouts. The Sun employed 1,400 people before the 100-person cutback last June.
• With five more newsroom layoffs at the New Haven Register, the size of the newsroom staff will have shrunk from 110 to 65 in a decade. The five editors are part of a larger cutback of 20 people announced yesterday. The daily will also shutter Play, an entertainment-oriented weekly. More layoffs are possible in mid-January, when parent Journal Register may fall into default if it can’t make its debt payments. Earlier this week, Journal Register said it would probably close two small Connecticut dailies - the New Britain Herald and the Bristol Press - along with 11 weeklies in the state.
• As expected, the ax has fallen in Tribune Co.’s Washington bureaus. LA Observed reports that Chicago Tribune staffers John Crewdson, Bay Fang, Stephen Hedges, and Aamer Madhani were let go. Earlier eight Los Angeles Times staffers were laid off and acting Tribune acting bureau chief Naftali Bendavid left to join The Wall Street Journal.
• Newhouse is cutting deeply in Michigan. Staff at eight newspapers have been told that massive buyouts are planned and some operations will be consolidated in Grand Rapids and Kalamazoo. There’s no word on numbers, but the Ann Arbor Chronicle account says nearly everyone in the newsroom has been offered a buyout. Production staff has been told that if they don’t take the buyout, they’ll have to work from the Grand Rapids office, which is 130 miles away. Papers in the group include the Grand Rapids Press, Ann Arbor News, Jackson Citizen Patriot, Flint Journal, Bay City Times, Muskegon Chronicle, Saginaw News and the Michigan Business Review. The Ann Arbor paper early announced plans to close its Ypsilanti bureau and to slash pages and sections in an effort to control costs.

Miscellany

Outsell’s Ken Doctor has some encouraging news for newspapers. “It’s a shrinking business that only looks like it is dying,” he tells Media Life. “The U.S. newspaper business will still take in some $40 billion in revenues in 2008.” Doctor believes some papers will close and many may scale back frequency in coming years in order to align expenses with smaller revenues. However, he expects the business to come back, even the devastated classified advertising business. “Forty percent of the newspaper industry is partnering with Yahoo, and we should see a good Yahoo bump in online display ads,” Doctor says. A lot of retraining will be needed, though.

These numbers are just gruesome. Quoting:

On Oct. 28, the Conference Board announced that its consumer confidence index had plummeted to an all-time low of about 38 out of 100, a drop of over one-third from its level of 61.4 in September. The expectations index–which evaluates consumer sentiment about the future–went even lower, dropping from 61.5 to 35.5. Lynn Franco, director of the Conference Board’s research center, said the decline in the confidence index was “the lowest reading on record” since the index began tracking consumer attitudes in 1985.

Macy’s said it will eliminate all magazine advertising in the first half of 2009, although its holiday marketing budget is still largely intact. Subsequently, The New York Times reported that Neiman’s specialty retail segment–including Neiman Marcus Stores and Bergdorf Goodman–saw sales tumble 27.6% in October, while Nordstrom is down 15.7%, and Target fell 4.8%.

Traditional Media Hit Harder Than In Past Recessions

It used to be that three mainstream media channels - newspapers, radio and magazines - reliably predicted the economy’s decline into a recession and its recovery. That all changed about three years ago. Newspapers and magazines fell while the economy was rising and show no sign of anticipating a recovery. The results, writes Erik Sass:

“While softening ad revenue anticipated the two previous economic downturns by about a year, in the most recent case, the slowdown for magazines, newspapers and radio began about three years before. In addition, the declines have already proven to be steeper in this pre-recession period than at the height of the previous ones. This suggests that all three traditional media, suffering from both secular and macroeconomic trends, are poised to suffer unprecedented losses in the economic downturn that is now unfolding.

Cleveland Plain Dealer increases job cuts to 50

CanWest cuts 560 jobs, five per cent of workforce

Cost pressures and plunging share prices prompted Canadian publisher and broadcaster CanWest Global Communications Corp. (TSX:CGS) to cut 560 jobs - about five per cent of its workforce - Wednesday as the company faces a rougher economy and more competition.

The company, which employs about 10,500 people in Canada, said the cuts would save $61 million a year.

The company, once worth billions, now has a stock market value of about $85 million.

The Winnipeg company said about 210 jobs will be cut at through a restructuring of news operations at CanWest Broadcasting’s E! stations.
CanWest Publishing, which operates the former Southam chain and other papers, will see about 350 positions disappear through a restructuring of the community newspaper group.

I Read the News Today, Oh Boy

The New York Post’s Phil Mushnick beats up on a favorite print-media whipping post: TV news:

The freshest genuine news that local TV newscasts now provide are weather forecasts, unless you count updates and previews of “American Idol,” “Survivor” and “Dancing With The Stars.”

Quoting a friend from TV land: “Today? There are reporters I work with who just want to be on TV. They’d be game-show hosts. It doesn’t matter to them. The only original stories we report these days is what [bleep] to watch on the network, that night. It’s depressing.”

It’s frightening stuff. The decline of newspapers is far more than a story about newspapers. It’s a huge TV story, an encouraging trend for the corrupt and a development that should scare the daylights out of everyone else.

Schiller Leaves ‘Times‘ To Lead NPR

NPR is already crowing about the appointment of Vivian Schiller, formerly general manager of NYTimes.com, as its new CEO. Schiller guided the Times through some difficult periods, including its migration from a part-paid to an all-free business model. She also oversaw two redesigns that were considered groundbreaking. At NPR, she’s expected to accelerate a multimedia makeover that will expand the organization’s footprint broadly into video.

Michael Rosenblum

Here are a couple of interesting ideas about the future of journalism that we thought were worth reading/viewing.

The Online Journalism Blog has clips of video visionary Mark Rosenblum addressing the Society of Editors conference this week. Rosenblum ditched a top job at CBS to go out on his own and demonstrated that a single journalist with a video camera and a Macintosh can duplicate the work of an entire television video team at a tiny fraction of the cost. He has spent the last six years helping organizations like the BBC and the Voice of America reinvent themselves as foundries of video journalism.

Any idiot can operate a video camera, Rosenblum says in colorful and often off-color language. You don’t need news trucks or production teams or half-million-dollar editing consoles. Give reporters a videocam and a Mac, train them how to use the technology and send them out to find stories. They can even work out of their homes. It’s that drop-dead simple. “You are not in the newspaper business,” he says. “You are in the business of going into your communities, finding stories, processing them and delivering them back to your clients and charging advertisers for those eyeballs.”

Rosenblum urges editors to embrace new technologies instead of worrying about how to monetize them first. We’re not going back to the way things were, so move ahead with confidence. Transform your newsrooms into multimedia centers and decentralize your organization. “You are magnets for talent,” he tells the editors. So do something with it. “You will not survive unless you have the courage to embrace this new technology and go for it all,” he concludes. There are three videos. We found the first to be most illuminating.

Maegan Carberry files a report from the Web 2.0 Summit for Editor & Publisher, scolding the newspaper industry for not leading change and enabling conversation between their readers. “What is a journalist if not someone who hopes to enable others with the information they need to solve the problems of our time? To connect individual citizens with their communities? Shouldn’t newspapers be the ones championing this enterprise?” she writes.

Carberry tells of election night coverage that combined Twitter, Digg and Current TV to enable viewers to effectively control the information they were consuming. Too many mainstream media reporters still regard these tools as something they use to enhance their work, she says. What they don’t realize is that the tools  are central to the experience that media companies need to give their constituents. She also has a nice list of interesting Twitter pundits to follow.

Miscellany

Canadian correspondent Mark Hamilton rounds up the latest financial news from media companies north of the border. It isn’t pretty. Another Canadian, National Post’s Jonathan Key, outlines the three print models that will survive the newspaper collapse. Okay, we won’t keep you in suspense. They are: business media (The Economist), premium upscale media (The New Yorker) and hyper-local media (your community newspaper).

Steve Outing quotes a missive he received from a retired management consultant whose observations should be relevant to the industry honchos gathered behind closed doors in Reston tomorrow: “Newspapers are cutting staff and in so doing, totally curbing their capability to produce a quality product and thereby even have a chance to survive. The result is an ever deepening and ever tightening death spiral.”

The Charlotte Greensboro News & Record has offered all its employees a buyout in an effort to reduce its staff by 8 to 10%, according to a haiku-like story on the paper’s website.

The Associated Press is launching two youth-oriented mobile websites via Virgin Mobile. AP Entertainment and CUBI (”Can You Believe It?”) will offer the “latest film, TV, and music news,” and “off-the-beaten-path news from around the world,” respectively.

The Tribune signaled this move in October, when it laid off 40% of its staff and shifted to a free distribution model. BusinessWeek notes that Wisconsin’s Capital Times took a similar approach last spring, cutting its print schedule from six to two days and abandoning paid circulation in favor of free distribution. The Capital Times had only 16,500 paid subscribers at the time, but that number has increased to 85,000 since the shift was made. Of course, circulation statistics for a non-qualified free publication are practically meaningless, but the number looks good.

Other papers are likely to follow this path. Print isn’t necessarily a bad business, but daily print is becoming a terrible one. Most major metro dailies make the majority of their profit on Thursday and Sunday editions while losing money on Monday, Tuesday and Saturday. It makes sense to start cutting where the revenues are lowest.

Circulation is also a dicey business. While paid circ is marginally profitable for many papers, that isn’t always the case. As the economy deteriorates, it’s going to become more difficult to convince people to pay for information they can get on their computers for free. Advertisers like paid circ, but they’re also learning to accept that the new generation of readers doesn’t expect to pay for information. As the Web has monetized eyeballs, the perceived value of paid circulation has declined.

While the industry debates the question of how to transition newspapers to a viable economic model for the future, papers like the Monitor and the Tribune are blazing a trail that many will probably follow. The cutbacks may be painful, but the brand survives and print continues to play a role in the business, although a reduced one.

Perhaps the newspaper executives who are meeting behind closed doors in Reston, Va. this week will bandy about this idea. Or perhaps not. Jeff Jarvis nails it with this commentary on the hush-hush affair: “These are the very same proprietors of the newspaper industry’s decline. What they need is not the same old executives but new people with new ideas,” he opines. If Jarvis was running the event, “I’d fly in people from Google and a bunch of successful tech companies as well as innovators and entrepreneurs in news and let them do all the talking.” Not a bad idea. Read the comments on his post.

Correction: The original version of this story incorrectly stated that the Tribune had scaled back frequency to twice a week. It actually cut back to four days a week. The Orange County Register has more.

Virginian-Pilot Considers Layoffs, Other Cost-Cutting Measures

The president and publisher of the Virginian-Pilot said the newspaper and its affiliated companies are considering layoffs before the end of the year because of steep declines in advertising revenue.”We have no sacred cows. Everything is on the table,” Maurice Jones told Virginian-Pilot readers last week. Possible moves include layoffs, raising the price of the newspaper, reducing page count, closing some of the businesses associated iwth the newspaper, and decreasing the circulation area.

McClatchy-owned Star lays off 50

This latest job reduction comes after The Star’s layoff of about 30 employees on Sept. 17 in addition to roughly that many who had accepted the newspaper’s most recent early-buyout offer, publisher Mark Zieman told employees in an internal e-mail on that date.

Zell’s Tribune Co. takes big Q3 hit

The Chicago-based newspaper and TV station owner reported a $124 million loss for its third quarter, compared with a profit of $84 million a year earlier. Operating revenues were down 10% to $1 billion…Fueling the red ink at Tribune were a 13% year-to-year decline in publishing revenues to $654 million. Advertising revenues sank 19%, or $111 million, compared with the year-earlier benchmark. Even its interactive revenues declined 7% to $4 million…The biggest ad declines came in the sectors most immediately hammered by the economic downturn: retail outlets, furniture and hardware stores, and department stores. Automotive advertising was also down, along with telecom services and movies, Tribune said. The largest revenue declines came from the Chicago Tribune, Hartford Courant and Los Angeles Times.

Time Inc. Seeks Volunteers for Job Cuts at Magazines - NYTimes.com

Editors on Monday asked for about 100 volunteers to give up editorial staff jobs at Time, People, Sports Illustrated and a few other Time Inc. magazines, and the company announced the elimination of a similar number of jobs in its business operations. The cuts are the first steps toward what Time Inc., the nation’s largest magazine publisher, has said will be the elimination of about 600 jobs worldwide, most of them at its 24 magazines in the United States.”

Looks Like a Newspaper, Smells Like a Newspaper

They’re having a good old-fashioned hockey brawl in Toronto over the publication at left. It’s called Our Toronto (no, you won’t find it online anywhere) and it’s a quarterly communication from the mayor’s office that looks an awful lot like a newspaper. Or at least some city council members and watchdog groups think it’s awful. They use terms like “travesty,” “offensive propaganda” and “Pravda” to describe what Mayor David Miller says is simply an honest attempt to inform citizens about what’s going on in their city.

Our Toronto will be mailed to residents’ homes and also published online and translated into languages ranging from Chinese to Urdu. The editor is city communications director Kevin Sack and Mayor Miller will have a column in each issue. The cost to the taxpayers is about $850,000 a year.

Debate centers upon whether this is a propaganda sheet masking as a legitimate news organ or simply a propaganda sheet. Critics complain that all the content is positive about the mayor, but Mayor Miller says he’s simply doing what every other elected official does in providing facts and updates to his constituents. In any case, it’s interesting to see somebody getting into the newspaper business these days.

Miscellany

Too little, too late. The American Press Institute will host a “Crisis Summit” for the newspaper industry this week. Executives will gather behind closed doors to ponder what to do to reverse the industry’s downward spiral. Session leader James Shein says one of the purposes of the head-knock will be to “illuminate for newspaper industry leaders the urgency of their situation.” If any of those leaders still need to be illuminated in this respect, then shareholders should be demanding their heads on a plater.

And Finally…

Sam Zell could be stuck with the Chicago Cubs for a while. The Wall Street Journal reports that the real estate billionaire-turned-newspaper magnate may be foiled in his effort to sell the storied franchise for $1 billion, the victim of a plunging real estate market and dried-up sources of capital. So Zell, who has said he’s not a baseball fan, could end up with a 50% stake in America’s Most Frustrating Team for some time to come. Perhaps that was on his mind when this photo was snapped during Game One of the National League Division series, where Chicago was swept in three games by a Dodger team that had won 13 fewer games during the regular season.

Now comes the hard part. In order to sustain the business in the long run and free it from an ongoing church subsidy, the Monitor needs to roughly quintuple traffic to CSMonitor.com. That’s because the operation needs to shift from an economic model driven largely by revenue to one based on advertising. The bigger hurdles may be internal. With the likelihood of some staff reductions looming, Yemma needs to keep morale high while phasing in a new editorial model.

That new model was described in a panel discussion the previous evening as “perfection vs. good enough.” Publishers are oriented toward producing perfect products because it’s impossible to change them once they’re in the field. That means sweating a lot of details that take time and reduce potential impact. The Monitor and others are wrestling with finding the right balance between the legacy of perfection and the emerging culture of “good enough” reporting in which details - and that may include facts - aren’t always 100% right.

Ultimately, Yemma doesn’t see the Monitor as being a cutting-edge online publication as much as one that can lead its traditional audience smoothly into a new age. The demographics of the audience at the previous evening’s panel on The Future of Journalism were telling. Many of the attendees were over 60. That’s not surprising, as the average age of the traditional news media consumer creeps toward retirement. “We’re not on the cutting edge of new technology. We’re on the cutting edge of bring the mainstream along into this new world,” he said. We wish him luck.

Listen to the recording (10:12) Right-click and choose “save” to download

But guess what? Customers don’t care. To them, advice from friends is at least as valuable as advice from a news pro. The popularity of social networks and Twitter attests to that. Professional publishers need to tap in to this phenomenon, but they’re too addicted to conventional definitions of news to make that happen, Outing suggests. They’re missing the boat and the market is passing them by.

Outing nails it. For a great perspective on the popularity of social networking read this piece on “ambient intimacy” from the International Herald-Tribune. Clive Thompson explains the value of sustaining relationships through casual awareness of what others are doing.

Twitter and the Facebook News Feed bring new breadth to this concept, enabling people to glimpse others’ lives through occasional insights into their everyday activities. This intimacy becomes addictive. People who initially reject the News Feed as too intrusive or the constant stream of Twitter chatter as too overwhelming often find themselves drawn in to the point that monitoring the stream becomes engrossing. It’s an experience that appeals to basic human instincts.

The 18-year-olds who log on to Facebook 15 times a day are telling us something. Their friends network is their news stream. As we all know by now, they are rejecting packaged media in favor of a jumbled, unpredictable gush of information from all kinds of sources. They choose who to listen to. If publishers aren’t in the news stream, they’re irrelevant. Outing is proposing that publishers could be the source of the news stream, mixing packaged content from professional sources with ambient chatter from individuals. Of course, Facebook is already pretty well entrenched, but it’s not very localized. Publishers could still transform their websites into something more than a print archive with a few blogs wrapped around it.

Miscellany

More layoffs at the Boston Globe. This time, 42 people in the advertising, circulation, marketing and production departments lost their jobs, or a little less than 2% of the 2,450-person workforce. That’s a bloodbath, says the hyperbolic headline in rival Boston Herald, which should know about bloodbaths. No newsroom jobs were cut. The ranks of the idled reportedly include several senior managers, although no one named names. The Boston Phoenix has the memo from Globe publisher Steve Aimsley. The Globe’s website is now also reporting to the Globe instead of to The New York Times, which kind of makes sense. And in unrelated news, the newspaper’s truck driver’s union rejected an offer of a 5% pay cut and less vacation. The Globe reported the fourth-worst percentage circulation decline among the top 25 US newspapers in the most recent numbers from the Audit Bureau of Control.

And Finally…

This isn’t news, at least as professional editors define it, but the Top 10 Strangest Coincidences on 2Spare.com is worth the waste of time. In fact, the whole site is a time sink. You can get lost for hours. We don’t know how much of the information is true, but this is the Internet and you shouldn’t believe what you read, anyway.