News aggregators have grown into all shapes and forms. Some are truly helping the producers of original content but others simply amount to mere electronic ransack.
My daily media routine starts on Techmeme. It is a pure aggregator — actually an aggrefilter, as coined by Dan Farber, at the time editor-in-chief of Cnet, who recommended it. This little site combines simple concept and sophisticated execution. As shown in its “Leaderboard”, it crawls a hundred sources and applies a clever algorithm using 600 parameters. More importantly, it adds a human editing layer. In this Read Write Web interview, Techmeme’s founder Gabe Riviera recently discussed his views on the importance of human editing, how it allowed him to fine-tune the his site’s content. The result is one of the most useful ways of monitoring the tech sector. And, since Gabe Riviera also launched Mediagazer last year, I use it to watch the media space. (Another iteration of the concept, Memeorandum, aggregates political news; for reasons I don’t quite understand yet, it doesn’t work as well as the two others.)
Techmeme and Mediagazer benefit the news outlets they mention. Story excerpts are short enough to avoid being self-sufficient and the hierarchical structure works. (Self-sufficient excerpts result in the aggregator not sending back traffic to the source — I’ll come to that later.) These twin sites are definitely among the best of their kind, resulting in a sound six persons business, not the next Google News but doing OK financially.
In fact, in their very own fields, Techmeme are Mediagazer are more useful than Google News. By crawling through so many sources, with the sole help of a powerful (but aging) algorithm, Google News ends up lacking finesse, precision and selectiveness. It’s a pure product of the engineering culture the search giant is built on, where obsessive hardcore binary thinking sweeps away words like “nuance”, “refinement”, “gradation”.
At the other end of the aggregator spectrum, we have The Huffington Post, one of the smartest digital news machine ever and, at the same time, the mother of all news internet impostures.
In France, where true journalism is in a state of exhaustion, everybody wants to make “Un Huffington Post à la Française“. The dream hardly comes from the best and the brightest. No, the fantasy agitates click-freaks building “traffic machines” on the generous losses their investors are willing to put up with. So, in spite of the red ink, why do they yearn for their Huffington Post so much? One word: Numbers. As recalled in Newsonomics story, in one year, the HuffPo doubled its audience. And now, the HuffPo is nibbling at the NYTimes.com’s ankle: 13m unique visitors/month (Nielsen) vs. 19m for the Times. The HuffPo is a privately-held company with abundant funding and therefore does not release financial numbers. Revenues are said to be in the $15m range, and profitability is “near”…, this according to fascinated bloggers who kissed the HuffPo CEO Eric Hippeau’s ring.
Editorially speaking, the HuffPo relies on a high profile commentators, members of Arianna Huffington social and political circle, as well as on an armada of unpaid bloggers (6000) edited by a commando of human cutters & pasters and condensers.
The recipe is simple and extremely efficient: you take a 2600 words Vanity Fair interview of the financial reporter Michael Lewis on the rotten Greek public finances, you squeeze it down to 360 words (that’s down to 14% of the original length), and you have a self-supporting article that perfectly sums up Lewis’ point. This fits the internet era’s snippet culture: unless you nurture a secret passion for Hellenic bonds, you have no need to click and link from the HuffPo back to the original Vanity Fair story.
Still on business topics, the HuffPo is fond of economic professor Nouriel Roubini, the famous doomsayer. Then, when he wrote a 1045 words piece in the Washington Post (here), the HuffPo’s mincing machine squeezed it down to a 410 words piece (a mere 39% reduction). Since the piece dealt with a strong general interest theme, the Payroll Tax Cut, it triggered serious activity among HuffPo readers: 510 comments and 72 Facebook “Like”; this is three times the number of recommendations on the original Post article. I could go on an on with more examples of HuffPo content and traffic hijacking.
Here are the Huffington Post’s “principles”:
– Take an original story available on the internet, preferably outside a paywall.
– Match the subject of the story against a traffic analysis of what readers like on your superblog.
– Process the story according a compression ratio of 15% to 30% (sometimes more); stay as much as possible within an elastic interpretation of “fair use”.
– The result of your editorial meat-processing must absolutely be a self-sufficient entity.
– Always quote and link generously; your fairness and integrity must be unquestionable; linking is no big deal since no one will actually click and go to the original source (your treatment should be designed to prevent going back to the originl content).
– You get it: the reader has to stay in the environment of the Huffington Post, in which he will comment, babble profusely, (I spotted a 12,000 comments on a copyright free video); he will Facebook-share the “piece”, creating further reverberation the HuffPo machine will sell to is advertisers. Comprende?
The original content provider gets screwed? How come a story that cost the original publisher $10,000 or $30,000 to report, edit and produce gets transformed into a mere one-gulp self-sufficient capsule? That’s the internet, baby. If the publisher doesn’t want his stuff to be e-looted, he should put it behind a paywall, or into a smartphone application. (Which is exactly what needs to happen in order to avoid certain death). This is the type of intellectual construct that evokes wet dreams of Gallic HuffPo clones into the mind of people with the journalistic culture of a mollusk.
I will stop short of putting all the blame on the Huffington Post. Its boss, Eric Hippeau, is cleverly taking advantage of traditional publishers’ worst mental features: naïveté mixed with excessive confidence in their peoples’ talent. Plus a reluctance to invest in the indispensable tech wizardry that should be embedded in every digital news outlet.
I said it here many times: the under-investment in technology is publishers’ most dangerous mistake. And the gap is widening: if you have a doubt, compare the growth of the HuffPo to what other big online news outlets achieve. With no weight from the past, superblog-aggregators have been free to integrate the best of the marketing and traffic technologies. They just had to feed the beast with newspapers and magazines on the web that were still stuck with their self-grandeur: “In journalism, we are so f**ing good that people will read our stuff and we’ll monetize it“. No. Sorry, my friend. It just didn’t happened that way. It is the smartest and less scrupulous aggregators who are making money on your back. (OK, the HuffPo is generating a fifth of the NYTimes per reader, but its cost structure is nothing in comparison of a organization that spends $2m or $3m/year to just cover the war in Afghanistan).
The relationship to news aggregation needs to be reconsidered. Publishers of original news (magazines and newspapers mostly) should issue a “thanks” to fair-referrals such as Techmeme and many others like it — and, at the same time, protect themselves from cynical aggregators that will prey on their costly journalistic production.
—frederic.filloux@mondaynote.com
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88 Comments
Actually, even if they do that it doesn’t stop HuffPo from writing their own condensed version – it just relies on HuffPo having paid for a single account for the paywall/smartphone app and to judiciously write their piece such that there is no copyright infringement.
You could argue that from a disruption-and-counter-disruption perspective, the only thing the old media can do is observe that the <500 word pieces are so popular and start churning out their own instead, making it harder for HuffPo to 'value add' on what is already a condensed piece.
However, if that means we loose the original 3500 word pieces then we'll all at a loss.
Welcome to the race to the bottom…
Thanks. I really enjoyed this article. I wonder if newspapers can change the notion of ‘paywall’ into something like sports. Think of all the sports radio shows, tv shows, sports blogs, sports columns — all that live off the actual sporting event (e.g. baseball, soccer). Before anyone else has access, the sports ‘owner’ sells (exclusive) access to that sporting event, or exclusive rights to distribute the content (e.g. tv broadcast).
Either way, I promise to no longer visit huffingtonpost.
I use google reader to get my feeds. Huffington Post is one. When I choose a Huffpo headline to check it out I can tell you that I have to link to the original article like 100% of the time. I wouldn’t necessarily notice such a thing other than the fact I find it extremely frustrating, it gets me sucked in so i must go to the original article. You need to quit having penis envy of Arianna.
i am not sure if frederic is saying that hufpo is ripping off the big media outlets or not.
i am curious to know which…
personally, i do not believe that paywalls will work to offset the revenue that big media is loosing. what is your view on this? also, i believe that what will happen is that the great journalists will strike out on their own and self publish. this will open up the market for alternative advertising or other revenue model providers to enter the fray…..
Interesting post.
Small point, but the Stewart/Colbert video is not actually copyright free worldwide.
“I said it here many times: the under-investment in technology is publishers’ most dangerous mistake.”
This should be repeated – often – within the media reporting sphere, and yet it isn’t. I can’t count how many times I’ve been in meetings with publishers who denigrate the role of technology in their business, trying to act like Wall Street jocks in a locker room. They think they can get away with one quarter of the tech staff they truly need, and won’t invest in serious infrastructure. They hire only the most spineless CTOs, and usually from within, to protect their viewpoints and go unchallenged. And they consistently fail.
The smartest thing a large publisher could do would be to buy an outfit like Huffington Post or Daily Beast, and use them as the publishing tool for their online presence. Marry the technology savvy with the human editor element.
I’m not holding my breath.
Being a professional aggregator who has been doing this for over 6 years to the tune of 66,000+ hand-picked aggregated posts around a niche subject, I agree with you partially regarding Huffpo even though I follow of them but they are just another online news business model exploration.
Personally, a good aggregator to me is a service that helps both a reader interested in a niche and the sites aggregated from – especially the smaller blogs that produce original content but don’t ever get much traffic. At the end of the day I produce something unique, an organized useful collage of news and info that I feel proud of.
Tomas
There’s a real argument to be made that the HuffPo’s condensing is actually theft because, generally, they’re too busy to do anything more than cut and paste. I wonder which media company is going to man up and sue them first.
Secondly, I’ll agree with the comment about under-investing in tech. Content mills like Demand and Associated Content are able to create what they do because they have amazing content management systems that allow creating/production/publishing/payment in a seamless way. If I ran a publishing company, I’d pay them for the tech instead of their crap content.
Ben Metcalfe’s initial comment sums up the situation well. IMHO, the only way to stumble forward today is with the “freemium” model, where the 3500-word piece is behind the paywall, and the same site already provides the 350-word bloggy summary for the masses. In so doing, it would seem to undercut any ability of HuffPo and clones to claim fair-use. While this freemium model is so far unproven, what else can we do these days to create decent paying jobs for editors and writers?
Peter Karnig wrote, “i believe that what will happen is that the great journalists will strike out on their own and self publish. this will open up the market for alternative advertising or other revenue model providers to enter the fray…..” This is a wonderful fantasy, but is there a single example from reality to support that this could work today? My understanding is that Dan Gillmor (http://en.wikipedia.org/wiki/Dan_Gillmor) was just one of many who tried and failed at this over the last few years. There is no business model for independent publishers to profit in this way today…seemingly, the “1000 true fans” (http://whatever.scalzi.com/2008/03/12/the-nagging-details-about-1000-true-fans/) concept remains unproven…though some people claim to be able to sustain US$30-50k/year through fulltime self-publishing in certain niche markets.
great piece Frederic!
Good stuff Frederic,
Appreciate you highlighting the differences between Techmeme and The Huffington Post. I suspected as much but never took the time the analyze.
I rarely spend time on the Huffington Post. Better to go direct to the source or aggregators who play nice.
I recently started playing with paper.li; create your own daily from select twitter feeds.
-Tek
https://twitter.com/TektonikShift
When I left the Financial Times six years ago to become the first journalist to leave a major newspaper to try to make a living as a “blogger” journalist I quickly saw that the traditional media industry could not make the transition to the economics of the new media world without massive disruption. However, I thought that by now we would have figured out a way to finance quality media. But that hasn’t happened. The disruption continues and there is no solution in sight. Interesting times.
HuffPo and all the other aggregators couldn’t do what they do without their original sources. Yet the investment of time and money to create the original articles cannot be recovered with the current methods.
I have proposed an “adtribution” model where if you quote from, or refer to an original source then carry one or two small text ads from that source. At least that way, the origiginal content gets distribution along with its “original” advertising and some money is returned to the original source that can be invested in new content. But I doubt if even that would generate enough revenues to pay for say, NYTimes coverage of the Afghan war, let alone everything else.
PS:
It is Gabe Rivera not Riviera…
Even if publishers/newspapers were somehow able to stop aggregators like the Huffington Post from stealing the central ideas of their stories and re-posting them in a cut-down and/or slightly modified way, they still have to deal with the fact that the price of ads online is much smaller than those they used to get from print, right? Anyone have any idea of how much of a financial loss they’re taking by losing potential readers/page-viewers to HuffPost versus the amount they are losing as physical circulation drops and display ads continue to go down in price? Just curious..
“If the publisher doesn’t want his stuff to be e-looted, he should put it behind a paywall, or into a smartphone application.”
…where it won’t get read at all. That model has worked so well for Rupert Murdoch, after all.
So long as HuffPo observes linking etiquette, I don’t think the author has anything to complain about.
Most of the people who read the piece at HuffPo probably never would have seen it or become aware of the author’s name at the original site. If they can’t be bothered to go to the full-length original, they almost certainly wouldn’t have found it on their own.
On the other hand, I suspect a lot more people go to the original than you think. I frequently use aggregators to tell me if the original is worth reading, even when it’s a writer I like and read fairly regularly–the aggregator site has fewer widgets and high-bandwidth graphics to load. If I find a condensed version of something that ties in with a research interest of mine, I’ll almost certainty want to read it in its entirety.
And however small the number of HuffPo readers who click on the link, it’s probably larger than the number who would have independently gone to read it behind a paywall.
If the original newspaper of record adopts a paywall, it will have a shrinking readership and increasingly irrelevant writers–exactly like Murdoch’s publications.
You’re really complaining about free advertising that promotes work to people who otherwise would probably never have seen it at all.
@Kevin Carson
“You’re really complaining about free advertising that promotes work to people who otherwise would probably never have seen it at all.”
If it’s free how come HuffPo is making such a profit when the original content provider gets screwed? At best is an unconsented partnership that lets your competitor sell ads against an extract of your article, and if you’re lucky you’ll get your own view. As long as it’s not an exact copy is probably legal, but not sustainable for the original source.
Paywalls and TOS are the way to go -advertising isn’t what it used to be, and original content providers will never win if they have to carry HuffPos on their backs. If that isn’t enough, perhaps professional journalism is no longer economically viable. It’s not the first time technology kills an entire profession.
@Ben Metcalfe
perhaps a paywall won’t be able to stop HuffPo, but it will make them work harder by making original sources harder to crawl and process. TOS can make things legally riskier for looters. Not the solution but part of it. Even if it’s only a small bother, there’s no reason to save your competitor that bother.
Those are great aggregation services, but what about others? I prefer the more niche focused and ‘at a glance’ aggregation services… popurls, PopWP.com, AllTop.com, etc.
The layouts they use are just so much easier to get a quick overview, easily, of the subject area you want…
I’m sorry, I just don’t see the HuffPo — or “rewrite” style aggregators in general — as evil. Aggregators thrive because they’re incredibly useful to the reader!
Expensive journalism has always been subsidized in some way, whether by ads or the sports section. In the last decade, the old school journalism sector has repeatedly failed or refused to enter the related businesses that could actually make them some money, such as aggregation.
I don’t aggregation to be made illegal; that’s ridiculous, because you’d have to copyright facts. I want the news organizations to build their own damn aggregators so I’m not forced to go elsewhere when aggregation is what I want.
Actually, the leaderboard at Techmeme only shows the 100 top sources used there: there are thousands of tech bloggers, many that appear quite frequently, but are not in the top 100.
Regarding the notion that HuffPo and others are parasitic, making their numbers based on copying, I suggest that the mixtape world we are in is based on different economics: it’s not how much you pay someone to write something, it’s the influence that a piece has.
A suggestion for newspapers and news company to counter the «sniffing» process a la HuffingtonPost : Do It Yourself !
ie : Take your original story available on your website.
– Match the subject of the story against a traffic analysis of what readers like.
– Process the story according a compression ratio of 15% to 30%
– Place this «executive» summary at the top of your story.
This way, HuffPo can’t make a «faire use» of your story, can it ?
Just stumbled across this very smart article and, with that, this site. Well done. I wonder what your take on customization and personalization is – not only in regards to news, but products as well. Would you agree that the time of mass customization is upon us?
Best,
Carmen
Good idea, Stan. It’s either that kind of solution or publishers get the “fair use” laws rewritten in their favour.
Something will have to give. Huffpo is just one of many. I see this thing on a daily basis at care2 network which claims 1miilion members (although only a tiny % of them read the content I suspect from comment numbers and trends)
correction: 15 million members
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I use some small agregators too for my web blog but i’m not that satisfied by them. They provide me some traffic, but not quality traffic. The main problem that is is with these agregators is that they show sometime content that is not quality at all, and this is so upsetting.
Frédéric Fuilloux, ‘Aggregators: the good ones vs. the looters’ [...]
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Among the series of the Nike Air Max shoes, In summary, all of these special features cause the designer skyline become the best-selling in the sports sneakers. DOMyang0101
Many stars love supra and some of them unconditionally are its spokespersons. Slash, JAY-Z, Lil, Wayne, Lindsay Lohan, Heidi Klum, Mr. Diddy and many stars often wear on SUPRA hi-top to attend the party. DOMyang0101
Here’s the simple and good quick view news aggregator http://24hreport.com
The life of people, always has to avoid ups. Not always such as sun dongsheng, also won’t always was painful. Repeated a float a heavy, to a person, it is tested. Therefore, float on it, and don’t have to pride; Under the sink in, don’t need more pessimistic. Must be blunt, modest attitude, optimistic and enterprising, forward.
Hey there! Estoy en el trabajo navegando en tu blog desde mi nuevo iPhone! Sólo quería decir que me encanta leer tu blog y esperamos que todos tus mensajes! Sigan con el excelente trabajo!
Great topic, keep myself through looking it.
I am a chronological scrapper, so for once I would like to scrap something from this year instead of just scrapping all the events from 2011. Thanks for the chance to win.
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[...] Filloux / Monday Note:Aggregators: thе ехсеllеnt ones vs. thе looters — News aggregators bе inflicted including grown іntο аll [...]
[...] item was posted in Social and has 0 Comments Frédéric Filloux / Monday Note:Aggregators: the good ones vs. the looters — News aggregators have grown into all shapes and forms. Some are truly [...]
[...] Aggregators: the good ones vs. the looters | Monday Note – mondaynote.com News aggregators have grown into all shapes and forms. Some are truly helping the producers of original content but others simply amount to mere electronic ransack. My daily media routine starts on Techmeme. It is a pure aggregator — actually an aggrefilter, as coined by Dan Farber, at the time editor-in-chief of Cnet, who recommended it. This little site combines simple concept and sophisticated execution. As shown in its “Leaderboard”, it crawls a hundred sources and applies.. show all text [...]
[...] This post was inspired by Frederic Filloux’s article on Good Aggregators vs the looters. [...]
[...] Read the rest of this post on the original site Tagged: Internet, Voices, digital, media, software, aggregator, CNet, Dan Farber, Frederic Filloux, Monday Note, Techmeme | permalink var SurphaceSettings = { url: "http://voices.allthingsd.com/20100920/aggregators-the-good-ones-vs-the-looters/", siteid: "atd" }; var _surphld = document.createElement("script"); _surphld.type = "text/javascript"; _surphld.src = "http://cdn11.surphace.com/rcwidget/loader.js"; (document.getElementsByTagName("head")[0] || document.getElementsByTagName("body")[0]).appendChild(_surphld); « Previous Post ord=Math.random()*10000000000000000; document.write(''); [...]
[...] Aggregators: the good ones vs. the looters | Monday Note (tags: aggregators huffington) [...]
[...] this with Frédéric Filloux‘s “Aggregators: the good ones vs. the looters.” The former category is [...]
[...] short summary of what makes the Huffington Post succesful is the greatest boildown of a recipe for digital news success, I have seen in a while: – Take an [...]
[...] On news aggregators (via The Browser): At the other end of the aggregator spectrum, we have The Huffington Post, one of the smartest digital news machine ever and, at the same time, the mother of all news internet impostures. [...]
[...] Aggregators: the good ones vs. the looters | Monday Note. [...]
[...] Aggregators: the good ones vs. the looters | Monday Note (tags: aggregator aggregators internet techmeme journalism future businessmodelsforjournalism) [...]
[...] Filloux dedica una sua MondayNote agli aggregatori, distinguendo querlli che giudica “buoni” e corretti, come Techmeme e [...]
[...] Frédéric Filloux over at “Monday Note” has written a good analysis looking at news aggregators: Aggregators: The good ones vs the looters [...]
[...] and Terry Heaton pushed back at Downie, too. Earlier in the week, media analyst Frederic Filloux broke down the differences between the good guys and bad guys in online [...]
[...] Since you are counting on being the last stop before the real deal (the ad buyer’s site), ask yourself how much sense it makes for your site to be standing in the way of someone else’s shop, and go from there; if you do it right you can make a killing profit with a minimal investment. [...]
[...] This rant was inspired by a superb post on Monday Note by Frédéric Filloux – Aggregators: the good ones vs. the looters [...]
[...] en doorwrochte wijze en zonder de hyperige toon die andere blogs domineert. Lees bijvoorbeeld deze beschouwing over nieuwsaggregators als The Huffington Post of hoe ze onderzoeken over Digital Natives debunken. De heren refereren af en toe aan de Franse [...]
[...] in roughly its entirety, adding no unique new value and sold ads on those pageviews. That’s l4me aggregation. Aggregation post via Quebec tech journalist [...]
[...] in roughly its entirety, adding no unique new value and sold ads on those pageviews. That’s l4me aggregation. Aggregation post via Quebec tech journalist [...]
[...] Aggregators: the good ones vs. the looters | Monday Note (tags: aggregator, content dailynews florida hashtags links, media, micheleloritochase, news swfldaily, swfl southwestflorida socialmedia, paperli, paper.li, newspaper twitter, technology, tech, journalism ghostexecutivegroup) [...]
[...] Aggregators: the good ones vs. the looters [...]
[...] Frédéric Fuilloux, ‘Aggregators: the good ones vs. the looters’ [...]
[...] actually drive that much traffic, whereas Frederic Filloux in a couple of posts here and here have offered a pretty vehement criticism not only of the price AOL paid for HuffPo, but also the [...]
[...] @ozarkherbs Clipped from http://www.mondaynote.com [...]
[...] le souhaitez, de pratiquer avec un talent inégalé et définitivement pas #fairuse le genre de la revue de web putassière, voire de surjouer la carte SEO, mais ne lui enlevez pas ceci : le HuffPo est un espace éditorial [...]
[...] Aggregators: the good ones vs. the looters | Monday Note [...]
[...] Frédéric Filloux called the Huffington Post “the smartest digital news machine ever and, at the same time, the mother of all news internet impostures.” [...]
[...] Aggregators: the good ones vs. the looters | Monday Note – Process the story according a compression ratio of 15% to 30% (sometimes more); stay as much as possible within an elastic interpretation of “fair use”. [...]