The cover story on Kodak—Mistakes Made on the Road to Innovation—in the current issue of Inside Innovation, highlights the rush to change business models throughout industries. Nowhere is this most evident than in the newspaper space, where 176 newspapers just partnered up with Yahoo to exchange local news for placing local ads. Yahoo gets content and the papers get ad revenue.
Sounds good—for the short term. Newspapers get a new distribution system for what they produce and how they generate revenue. This is an important innovation for a fast-declining industry losing its readers and revenue.
But is it enough? Jeff Jarvis over at BuzzMachine thinks probably not. The new model—which we use at the Innovation & Design channel—is open sourcing content to get the very best anywhere and community-tizing your audience. Having a direct conversation with your audience and providing them with access and tools to deal with their own needs is crucial. We do that in the innovation/design space. That “content” includes direct communication with people in an open conversation.
Are newspapers doing that yet? Jarvis doesn’t think so. Nor do I.
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