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How Facebook and Google are killing papers and transforming news

If journalism is to survive, it needs either to cut costs (read: sack journalists), or build revenues.

When I started work at the Daily Mail in 2005, there was often a discussion among the men who decided the running order of stories about which pages should be printed in black and white. Not all the presses used colour, and God help the unthinking journalist who placed a story about a man painting his entire council house with replica Michelangelos on a page that would end up in “mono”.

That story makes me feel very old (I’m 33), but it highlights the accelerated pace of change in the news industry in the past decade and a half. I also remember the cuttings library, and a time when headlines were written to fit arbitrary spaces on a page, rather than having to be stuffed full of searchable keywords. Those days are gone.

The first newspapers were printed in the 17th century, and the methods of both their creation (movable type) and their distribution (on paper) remained broadly unchanged for three centuries. When Marxism Today’s published its New Times issue in 1988, that system was unravelling. Computers had arrived and the print unions’ insistence on sharply delineated workplace roles was under threat. This had already led to the Wapping dispute of 1986, in which Rupert Murdoch moved his newspapers to new headquarters to break the collective power of the printers. It took 13 months and 1,262 arrests, but it ended with thousands of men in effect accepting that their skills were obsolete.

That trend has merely continued. Today’s journalism students are encouraged to become jacks of all trades – they learn how to make videos, record podcasts and use databases, they master Photoshop, they understand social media and, yes, they even write and edit stories.

On one level, the world of news now seems gloriously open: anyone can start a blog, anyone can publish on the Huffington Post (if you don’t mind not being paid) or Medium, and anyone can build a following on Twitter or Facebook. But there are new barriers to entry. Where many of my older colleagues at the Mail had started work at 16 – often on local papers, because NUJ rules demanded you spend two years there before heading to Fleet Street – young journalists increasingly have postgraduate qualifications as well as degrees. That privileges the middle class and those whose parents live in London, and who can therefore live at home while trying to break in to the industry.

Local newspapers, once the training ground for young reporters, are dying out: there has been a net loss of 198 since 2005, according to the Press Gazette. Their classified adverts have gone online or gone altogether, and some of those titles that remain are consolidated into remote industrial parks, far from the communities they serve. So there is less reporting of court cases and of the petty corruption of councillors (Private Eye’s Rotten Boroughs, which still covers that ground, is never short of material).

In place of independent papers are glossy PR puffs produced by councils. In December, the editor of the Hackney Citizen complained that the local authority was producing its own fortnightly freesheet, Hackney Today. The latter sells advertising space, making it a direct competitor to independent newspapers, and the council pays for 108,000 copies to be printed by Trinity Mirror and distributed to households every fortnight. It is produced by a press office.

National newspapers are also struggling. Print circulations are falling and the returns on display advertising online can be pitiful. Most online adverts are “programmatic”: sold in real-time auctions on a CPM (cost per mille, or thousand clicks) basis. Users hate them for slowing page loads or interrupting their reading. Unsurprisingly, the use of ad-blocking software has risen steadily.

The industry has tried to fight back by expanding the types of adverts it sells. That is why everyone became so excited about video a few years ago: publishers could place an unskippable advert before a video clip and charge pounds, not pennies, using CPM.

The internet-only news organisation BuzzFeed had another strategy: from the start, it didn’t sell display advertising, only “native ads”: what used to be called advertorial. The theory was that users might be irritated by display ads but they wouldn’t object to a pet-food brand sponsoring a heart-warming video about life with a pet. In at least one case, this paid off handsomely – BuzzFeed’s 2015 collaboration with Purina led to a video called Puppyhood, which racked up four million views in two weeks. The challenge is to repeat that winning formula again and again.

Other publishers tried the start-up mantra: build it, scale it fast, hope the revenues turn up at some point. Medium, a cleanly designed blogging platform, was launched by the Twitter co-founder Ev Williams in 2012 and attracted big-name publications and writers. But on 4 January Williams announced that he was “renewing Medium’s focus” by cutting a third of its staff, because it was not financially sustainable. “It’s clear that the broken system is ad-driven media on the internet,” he wrote. “The vast majority of articles, video and other ‘content’ we all consume on a daily basis is paid for – directly or indirectly – by corporations who are funding it in order to advance their goals. And it is measured, amplified and rewarded based on its ability to do that.”

If journalism is to survive, it needs either to cut costs (read: sack journalists), or build revenues. Hence the proliferation of sidelines: conferences, round tables, business-to-business operations, events, sponsored supplements and the rest. Some companies are trying a more direct approach. The heavily loss-making Guardian is investing in a membership scheme, and the radical US magazine Mother Jones has a pledge to fund in-depth reporting. (Individual journalists are trying this, too: the Patreon website offers readers a chance to fund writers directly, at a set cost per month or per piece.)

Of course, someone is making money out of the great flowering of content on the web. Facebook has 1.86 billion monthly users, and in the third quarter of 2016 its net income was $2.38bn, up from $896m a year earlier. Along with Google, it controls two-thirds of the online advertising market. “Facebook is the new town hall,” Mark Zuckerberg told investors. Unfortunately for him, that role in public life is what made Facebook the focus of the row about “fake news” after the US election. For millions of people, Facebook is where they get their news; its editorial decisions and inbuilt biases shape our common understanding of reality.

You might not have to get your words past the print unions any more, but you do have to pander to what Facebook’s and Google’s guiding algorithms deem important. Zuckerberg has more power than anyone who bought ink by the barrel ever did.

Helen Lewis is deputy editor of the New Statesman. She regularly appears on BBC Radio 4’s Week in Westminster and the News Quiz, and BBC1’s Sunday Politics. 

This article first appeared in the 16 February 2017 issue of the New Statesman, The New Times

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Tackling tuition fees may not be the vote-winner the government is hoping for

In theory, Theresa May is right to try to match Labour’s policy. But could it work?

Part of the art of politics is to increase the importance of the issues you win on and to decrease or neutralise the importance of the issues your opponent wins on. That's part of why Labour will continue to major on police cuts, as a device to make the usually Labour-unfriendly territory of security more perilous for the Tories.

One of the advantages the Conservatives have is that they are in government – I know it doesn't always look like it – and so they can do a lot more to decrease the importance of Labour's issues than the Opposition can do to theirs.

So the theory of Theresa May's big speech today on higher education funding and her announcement of a government review into the future of the university system is sound. Tuition fees are an area that Labour win on, so it makes sense to find a way to neutralise the issue.

Except there are a couple of problems with May's approach. The first is that she has managed to find a way to make a simple political question incredibly difficult for herself. The Labour offer is “no tuition fees”, so the Conservatives essentially either need to match that or move on. But the one option that has been left off the table is abolition, the only policy lever that could match Labour electorally.

The second, even bigger problem is that it it turns out that tuition fees might not have been the big election-moving event that we initially thought they were. The British Electoral Survey caused an earthquake of their own by finding that the “youthquake” – the increase in turn-out among 18-24-year-olds – never happened. Younger voters were decisive, both in how they switched to Labour and in the overall increase in turnout among younger voters, but it was in that slightly older 25-35 bracket (and indeed the 35-45 one as well) that the big action occurred.

There is an astonishingly powerful belief among the Conservative grassroots, such as it is, that Jeremy Corbyn's NME interview in which the he said that existing tuition fee debt would be “dealt with” was decisive. That belief, I'm told, extends all the way up to May's press chief, Robbie Gibb. Gibb is the subject of increasing concern among Tory MPs and ministers, who regularly ask journalists what they make of Robbie, if Robbie is doing alright, before revealing that they find his preoccupations – Venezuela, Corbyn's supposed pledge to abolish tuition fee debt – troublingly marginal.

Because the third problem is that any policy action on tuition fees comes at a huge cost to the Treasury, a cost that could be spent easing the pressures on the NHS, which could neutralise a Labour strength, or the financial strains on schools, another area of Labour strength. Both of which are of far greater concern to the average thirtysomething than what anyone says or does about tuition fees.

Small wonder that Team Corbyn are in an ebullient mood as Parliament returns from recess.

Stephen Bush is special correspondent at the New Statesman and the PSA's Journalist of the Year. His daily briefing, Morning Call, provides a quick and essential guide to domestic and global politics.