This is a story of pride vs. geekiness: Traditional newspapers that move online are about to lose the war against pure players and aggregators. Armed with the conviction their intellectual superiority makes them immune to digital modernity, newspapers neglected today’s internet driving forces: relying on technology to build audiences and the ability to coalesce a community over any range of subjects — even the most mundane ones.
When I discuss this with seasoned newsroom people on both sides of the Atlantic, most still firmly believe the quality of their work guarantees their survival against a techno-centric approach to digital contents.
I’m afraid they are wrong. Lethally so.
We are a facing a culture shock. On one side, legacy medias: Great franchises who grew on strong values, such as “pristine” journalism, independence, storytelling, fact-checking, solid editing, respect for the copyright… Along the way, they made their share of mistakes, but, overall, the result is great. After all, at the height of the Fourth Estate’s power, the population was better informed than today’s Facebook cherry-pickers. Now, this (aging) fraternity faces a new generation of media people who build their fiefdom on a completely different set of values. For instance, the notion of copyright has become exceedingly elastic. A few months ago, Flipboard began to aggregate contents from French news organizations, taking large excerpts — roughly capturing the essence of a story — along with a token link back to the original content. Publishers sent polite letters saying, in substance: ‘Guys, although we are fond of your iOS applications, you can’t simply pick up our stuff without permission, we need to talk first…’
Publishers’ attitude toward aggregators has always been ambiguous. Google is the perfect example: on one hand, publishers complained about the search giant’s power; and, at the same time, they spend huge sums of money optimizing their sites, purchasing relevant keywords, all to make the best use of the very power they criticize. In Belgium, publishers challenged Google in court for the Google News product before realizing they really depended a lot on it, and begging for reintegration in the Google traffic cauldron.
Another example of the culture shock: reliance on technology. It’s a religion for the newcomers but merely a support function for traditional editors. Unfortunately, evidence shows how wrong it is to snub the traffic building arsenal. Here are a few examples.
On July 5th, The Wall Street Journal runs an editorial piece about Mitt Romney’s position on Obamacare.
The rather dull and generic “Romney’s Tax Confusion” title for this 1000 words article attracted a remarkable 938 comments.
But look at what the Huffington Post did: a 500 words treatment including a 300 words article, plus a 200 words excerpt of the WSJ opinion and a link back (completely useless). But, unlike the Journal, the HuffPo ran a much sexier headline :
A choice of words that takes in account all Search Engine Optimization (SEO) prerequisites, using high yield words such as “Squandering”, “Snafu”, in conjunction with much sought-after topics such as “Romney” and “Health Care”. Altogether, this guarantees a nice blip on Google’s radar — and a considerable audience : 7000+ comments (7x more than the original), 600 Facebook shares, etc.
HuffPo’s editors took no chance: the headline they picked is algorithm-designed to yield the best results in Google. The aggregator invested a lot in SEO tools: I was told that every headline is matched in realtime against Google most searched items right before being posted. If the editor’s choice scores low in SEO, the system suggests better terms. In some instances the HuffPo will A/B test headlines: It will serve different versions of a page to a couple of random groups and, after five minutes, the best headline will be selected. Found on Quora, here are explanations by Whitney Snyder, HuffPost’s senior news editor:
The A/B testing was custom built. We do not, however, A/B test every headline. We often use it to see if our readers are familiar with a person’s name (i.e. John Barrasso vs GOP Senator), or to play up two different aspects of a story and see which one interests readers more. We also A/B test different images.
Other examples below will prove the effectiveness of HuffPo’s approach. Here is a media story about a TV host whose position is in jeopardy; the Daily News version: a 500 words article that looks like this:
The Huffington Post summed it up in a 175 words form, but introduced it with a much more potent headline including strong, Google-friendly locutions:
Results speak for themselves:
Daily News original version : 2 comments, 1 tweet, 1 Facebook share
HuffingtonPost version : 4601 comments, 79 tweets, 155 share.
Like no one else, the HuffPo masters eye-grabbing headline such as these :
Watch Out Swimmers: Testicle-Eating Fish Species Caught in US Lake (4,000 Facebook recommendations), or: Akron Restaurant Owner Dies After Serving Breakfast To Obama (3300 comments) or yesterday’s home: LEPAGE LOSES IT: IRS ‘THE NEW GESTAPO’ displayed in a 80 points font-size; this adaptation of the Maine’s daily Press Herald generated about 6000 comments on the aggregator.
The point is not to criticize the Huffington Post for being extremely efficient at optimizing its work. They invested a lot, they trained their people well. Of course, the bulk of HuffPo’s content comes from : a) unpaid bloggers — 9,884 new ones last year alone according to Arianna’s count; b) content borrowed from others media and re-engineered by 170 journalists, a term that encompass various kinds of news producers and a bunch of true writers and editors; c) a small percentage of original reporting. Each day, all this concurs to “over 1,000 stories published” that will translate into 1.4 million of Facebook referrals and 250,000 comments. Staggering numbers indeed. With some downsides, too: 16,000 comments (!) for an 200 words article about Barack Obama asking to turn off Fox News during a campaign tour is not likely to attract enviable demographics advertising-wise. The HuffPo might make a billion page views per month, but most of them only yield dimes.
The essence of what we’re seeing here is a transfer of value. Original stories are getting very little traffic due to the poor marketing tactics of old-fashion publishers. But once they are swallowed by the HuffPo’s clever traffic-generation machine, the same journalistic item will make tens or hundred times better traffic-wise. Who is right? Who can look to the better future in the digital world ? Is it the virtuous author carving language-smart headlines or the aggregator generating eye-gobbling phrases thanks to high tech tools? Your guess. Maybe it’s time to wake-up.
– frederic.filloux@mondaynote.com
Related columns:
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- Aggregators: the good ones vs. the looters TweetNews 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 [...]...
47 Comments
At a time Libération was famous for its titles but here we are in the rebus age.
From start to finish, all points make sense. Regardless, bottom line for me: I’ve never been a HuffPo reader. Thanks for reminding me why.
The Huffington Post represents the worse of the worse in the Internet. Their value is solely in ripping off other’s work and they not only make loads of money from that, but take it away from the content creators. They may not be breaking any laws but their ethical and journalistic standards are non-existent. It’s too bad that the web evolved in a way that allows sites as these to thrive. Sigh.
“Transfer of Value?” A little boring don’t you think?
I’m not very good at this stuff but a better title for this post might have been:
THE NEW DIGITAL PARASITES: 7 WAYS CONTENT AGGREGATORS ARE KILLING TRADITIONAL MEDIA
“Transfer of Value” is a banal non-SEO friendly word for theft. In terms of what actually attracts traffic to HuffPo, it is all the rip-off (b) and little of the dreck (a) and the tiny speck of (c). HuffPo transfers value the way a pickpocket transfers my wallet to their sweaty little palm.
The parasites live off the material they attack. It is sad to see that the tree is not faster in learning from the parasites on how to better position and sell the so much acclaimed (and often delivered, with immense cost) quality.
It does not help to criticize or argue against the evil copiers – do not copy their content mechanics, but improve the delivery.
I have written my own software that creates a somewhat DrudgeReport-like ice hockey news aggregation site. (I don’t update it during the summer.)
I may be in the minority, but I love the convenience of a good ‘curatorial/aggregation’ type of site, but also like to to read the original article – not some waterred down version of it.
I am surprised you would choose such a poor title *Transfer of value* to an otherwise insightful article ?
Hufpo has an army of moderators to steer every topic.
When you try to leave Hufpo, you’ll find your data is being stored in the “Hotel California” — where you can check out any time like, but you can never leave. queue song…
If you want to see aggregation done right, John Gruber has nailed the formula at DaringFireball.
The vast majority of posts make you click through and read the article. The only ones I don’t do that on, are things which don’t interest me.
Doesn’t this seem less like a failure of “legacy media” and more like a failure of Google? What you’ve described is third parties gaming Google’s algorithms to get their rehashed version of an article placed higher in search results than the actual article itself. That’s good for the third parties, since it lets them extract traffic from other peoples’ articles, but I can’t see any way in which it’s good for the *user* — i.e. the party in this transaction that Google is supposed to be serving.
The third parties aren’t adding any value to the original article here, other than repackaging it. So what user interest is served by ranking them higher?
I agree that if this is the environment we’re going to live in, the legacy media outlets need to get more aggressive about SEO. But the bigger problem is that Google’s engine is so easily gamed into routing the user away from the original source of the information and towards a third party, based only on that third party’s expertise in manipulating Google.
It is interesting to see the similarities and differences between the HuffPost’s approach and the origins of, say, Time magazine. Luce also “stole”, adumbrated, and developed that unique Time syntax (“brinksmanship”). Yet those early “thefts” created a great magazine publisher. I just do not see the same thing happening with the HP.
“The HuffPo might make a billion page views per month, but most of them only yield dimes.”
At .10 CPMs (which celeb-backbone, news-facade sites like HuffPo get), each pageview is worth 1% of 1 penny.
That’s a lot of celeb whoring for comparatively little pay (and stalking the stupid consumer on behalf of the Democratic party).
I think Jason Lefkowitz has a point here. Hopefully, over time, Google will figure out ways to surface original sources and higher-quality journalism over trashier content that has been better marketed.
Thanks for the insight the reveals how I, as a reader, am not very tempted by SEOed headlines. I, at one time, perused Huff Po often and had it in my RSS feeds. But these sensationalized and often misleading headlines frustrated me into dumping it from my feeds and ignoring it altogether. I just want headlines that summarize well the content of the article.
Jason Lefkowitz is almost entirely correct — however HuffPo type aggregators do offer a couple things — no pay wall which the WSJ for example has — I realize it can be circumvented directly through Google, but going to the HuffPo is simpler.
Also, some people are more interested in commenting on the article than actually reading the whole thing — and aggregators offer a one stop commenting space, as opposed to having to register with 10 different newspapers.
Great article. I wonder how they use algorithms or humans to write a title/article.
We tend to see some of our clients [1], including some of the fine folks mentioned in your post, use our Instant Headline Testing [2] capability (think HuffPo) – to not surrender to the lowest common denominator, but actually to defend an important story in the hero spot!
This is the exact opposite of common beliefs, and one I am super fond of – DATA is indeed here to help us!
[1] http://visualrevenue.com/aboutus/our-customers
[2] http://visualrevenue.com/instant-headline-testing
.
Excellent analysis. Maybe next week Frederic can discuss what happens when HuffPost has killed all the publications it aggregates. It may have the money to hire reporters, but will its presumably lower paid reporters have the same abilities as those who currently have sources and break news?
HuffPo is no more admirable than Buzzfeed in terms of “repurposing” the hard work of others. But digital-first companies raking in cash like this is nothing new: AOL’s landing page did virtually the same thing more than a decade ago, and look where they are now – doing the same thing again on a bigger scale thru HuffPost. Traditional news has had plenty of time to learn.
@Tristan: The fact that this is not a new practice does not make it less bad. What Huffington Post does is just shy of plagiarism. @Jason Lefkowitz nailed it: Google’s game-able algorithms enable this. If Google applied the “Do no evil” mantra to this problem (which may not be in their best interest) they would deal a huge blow to online content leeches.
… only to get promptly sued by HuffPost owner AOL. But that should get tackled by Frédéric in another article
An interesting metric to consider would be a comparison of pageviews vs. willingness-to-pay for viewing the page. My guess is that sites such as HuffPo that can SEO-squezze out massive popularity would turn into deserts if they ever asked their users to pay anything for those stories – something that could not be said of the WSJ.
The question then becomes just how valuable advertising will be into going into the future. The way I see it (and falling prices for online and mobile advertising support my view), the value of advertising is inversely proportional to the scarcity of information – the more information is available, the less your own (obviously biased) story about your product will be able to offset the stories about your product emerging in public conversations. 50 years ago, a great product was much more difficult to discover if it had no advertising push behind it. Not so today.
If the value of advertising decreases – if the share of GDP that advertising takes plummets precipitously – media companies that optimised themselves for pageviews may well find themselves suddenly left with nothing but a broken bucket.
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“After all, at the height of the Fourth Estate’s power, the population was better informed than today’s Facebook cherry-pickers.”
To assess the truth of this assertion we’d have to know what period you meant by “the height of the Fourth Estate’s power.” The phrase makes me think of Randolph Hearst and the infamous “yellow journalism” of the early 20th century. Infamous, of course, because most of the “journalism” of the period really amounted to propaganda.
There’s been a lot of talk the last few decades about the so-called “liberal media.” What I try to point out to people is that from the 60′s through the 90′s certainly did have a liberal perspective for the most part. The exceptions are telling; media reporting was considerably more conservative in the 80′s and the 00′s. What we have is not a liberal media but an establishment media. It reports not what’s true but what’s safe to believe (safe for whom? established institutions of course). The media relies on government sinecure for all their distribution channels and are subject to essentially autocratic oversight by White House agencies. For money, media relies primarily on advertising revenue from large amoral corporations. Their bread is buttered.
In other words, “traditional” media cherry-picked every bit as much as facebook bloggers do now. But “traditional” media was/is organized as a hierarchical system of control — which can be used to filter out any perspectives or reports that do not conform to editorial agendas. The latter system is much less frustrating to people who want to control what happens inside your mind. Cui bono?
“Google is the perfect example: on one hand, publishers complained about the search giant’s power; and, at the same time, they spend huge sums of money optimizing their sites, purchasing relevant keywords, all to make the best use of the very power they criticize.”
Remember the dot com bust at the turn of the 21st century? People couldn’t make money on the internet back then…that’s why the bubble burst. Then a few years later a new search engine comes online. Since then the web has become big business. In other words, Google’s “power” came from taking a technology that was essentially a toy (the WWW) and making it a useful platform for new businesses. Seems like kind of a stupid thing to complain about to me.
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