May 042011
 

I had a perspective changing talk on the subject of pay walls with the chief executive of a big publishing company (no, I can’t tell you who). He asked me what I think about pay walls. I told him what I always say: The main currency of news sites is attention and not dollars and that I believe that it is his job, as a publisher, to turn that attention into money to keep the attention machine running. He nodded and made the following, astonishing statement:

I can’t see pay walls working out either. But we need to do something before we lose all of our current subscribers. Sure. It’s a tough business environment, but… But the flight industry is a tough environment too, and they found ways. So tell me: Why do people fly Business Class? In the end, an airplane brings me to the same place regardless of whether I fly Economy or Business Class and the massive price-increase I pay doesn’t compare the difference in value.

He asked whether I knew of a way to apply this logic to online news. What would a Business Class news site look like?

People pay for Business Class because they don’t want to be tortured in Economy. They get faster lanes at the terror check. They get an extra glass of champagne. The stewards are more attentive. They get off the plane more quickly. They get the feeling of a higher social status.

And he added that he wished that there was a way to lead each reader through the business class to Economy again and again to show him what he misses.

Limiting Information is not Economic

Say what you want, but he has one point for sure there. Reading news online feels like flying Economy. Loud distracting banners, cheap stock picture material, sloppy typography, a lot of useless comment noise, machine generated reading tips, no human service, and a claustrophobic information design make the reading experience a torture.

If you’ve been designing online newspapers as well, of course, you know that designers cannot solve this problem by themselves. Newspapers need to make money. And most newspapers look the way they look because the design briefings are the way they are. The following comparison demonstrates how much space and attention that marketing strategy needs to pay for the product, and how small the space is for actual content:

Now with all this noise, online news still doesn’t make enough money it seems. Some newspapers try to tackle the financial problem by erecting pay walls. “You want information? You pay!” But, as many have noted before, that’s a tough sell in a medium where information exists in overflow. The strategic problems with pay walls have been discussed back and forth:

  1. There is no information shortage online—if I can’t read this article, I’ll read another.
  2. Pay walls weaken the main attractor (content) of your site and complicates the user experience (login on different platforms). Some leave social media back doors for pro users, but that’s not a good long term strategy either, as more and more people are using social media to find content.
  3. Often pay walled news sites feature the same amount of marketing noise as free sites. Paying customers of course are more attractive clientele, but… Paying for news and then dealing with a silly blinking bonanza while reading doesn’t seem like a fair deal.

To be clear: content pay walls are not what we are suggesting. Remember, whether you fly Economy or Business: the result is the same (you travel from a to b), and only the experience differs. And likewise Business Class and Economy class seats on news sites should deliver the same content.

The idea of creating a business class for online news where is not about buying information, but buying better experience, it’s about service and customer experience. That’s right: Customer (paying), not user (free).

Same Information, Different Experience

The idea of creating a business around the terrible online news experience is not that extravagant: Instapaper, Readability, FlipBoard & Co. are already profiting from the terrible reading experience of current news sites. (Actually, Jay Rosen has suggested just that: That publishing houses should compete FlipBoard [and with news.me the NYT is just doing that].) All these reading interfaces have one thing in common:

  1. Design-focus on content
  2. No blinking obnoxious advertisement and space filling noise
  3. Personal relevance

…and they have the advantage of collecting news from different sources. What they don’t have, but publishing houses could provide:

  1. High end picture material (often too expensive for a broad audience)
  2. The immensely powerful brand and social network of news sites
  3. Human service through qualified news professionals (for premium accounts only)

Now, wouldn’t it be at least worth a try to add a business class version to your site instead of leaving that business to the booming reader industry?

Sounds Good but How Does it Look?

How would a business class version of a news site look in detail? We are currently working on a behind the scenes consulting project dealing with that problem, and, as far as we can see, it’s not as impossible as one might think. For obvious reasons, we can’t show you the actual designs, but to give you an obvious example of just one aspect. Here is what happens to the New York Times if you get rid of the noise:

Which one would you rather read? What if you could get the loud one for free and pay for the nice one? Would you be tempted? And would you be tempted to use the same interface for other news as well?

No, you don’t need to make the free one ugly on purpose (apparently, they purposely torture us in Economy class). The traditional CPV/ad model design requirements will do the job for you.

It is understood that it’s difficult to make a business class version for the New York Post; you need a brand that fulfills the promise of Business Class. The Business Class idea would only work for titles like The New Yorker, Die Zeit, Il Sole 24 Ore, Le Monde (Le Monde actually has a similar concept in place but there the upsell is tied to more information, not better experience–which, again, is not what we’re suggesting).

How Much?

So here is our question for you: as a regular reader of Le Monde, NYT, or Die Zeit, how much would you be ready to pay for a Business Class version of your news site? I’m guessing that it should be a yearly fee. It doesn’t hurt to pay 99.- once a year, but it hurts to pay 10.– per month. Keep in mind that the above design is just a quick mockup and that the benefits go beyond a better design.

So. How much? 0.–, 5.–, 9.–, 49.–, 99.–, 299.– per year? What if in plus you could read other news sources through the same interface as well? We’d be happy if you could send us a tweet with the price you’d be ready to pay.

Blog post composed with Writer for iPad


REACTIONS

The server is being hammered. The reactions on Twitter are intense and surprisingly positive. So far, it seems like the average user is willing to pay is $99.- to become a client. Several tech sites have reacted:

GigaOm

There’s no question that Reichenstein is onto something with this approach. Many newspaper pages and websites look hideous…

Daring Fireball

I love this idea from Oliver Reichenstein: a premium “business class” level for news websites. Stop trying to figure out ways to block the flow of information with paywalls. Allow everyone the same access to the content — in the way that every passenger gets transported from A to B on an airplane — but allow people to pay for a superior experience.

News.YCombinator

Perhaps as well as the layout, the “business class” service could also include better (and more immediate) forms of discoverability and curation to help with the above, or even the ablity to create filters (so I could block out all political or environmental stories, say). [by user petercooper]

Edouard Andrieu, Product Development Manager at LeMonde interactif

Internally, since its introduction in 2003 we have always talked about our Edition Abonné as our “classe affaire.” And indeed it is more about a better experience and better services than content. Our subscribers get an almost adfree website and get in the “club” which allows them to comment, to run a blog on our website, to be greeted with a personalized summary of the news if they haven’t reached the site for more than 3 days… etc…”

Critique

Some(including GigaOm) have noted that the news business is not like the airline business, meaning: They can force us into Economy, because we have no choice. The argument was not that the news business is like the airline business. Of course not. The argument is precisely that news should learn to upsell their readers to a better experience, not to more or better information.

It Already Exists!

Twitter user @mrjohnsly has noted that Ars Technica already has a similar model in place. And indeed they do. One particularly nifty feature of their model is that they offer full RSS feeds for paid subscribers. I’d be cool to know how well it is working for them.

Reader or not Reader

As briefly mentioned in the article, the offer would be even more attractive, if the Business Class environment allowed the use to not only find articles from other publications but also read articles from other publications. Some say that this is strategically impossible (even though FlipBoard proves that with enough negotiation skills it is possible), others suggest that this could be a model for a strategic cooperation among different publishing houses.

I wont elaborate on that matter at this point (there is more to say about that than fits within an H3 title), but one thing is pretty clear: The success such a reader would be much more likely if it is built platform independent.

Mar 292010
 

[My live talk at the Shape of Things to Come conference at the University of Virginia, March 27, 2010. It is a riff on a paper that will come out in the proceedings of the conference.]

As I noted in my paper for this conference, what I find interesting about this panel is that we got a chance to compare two projects by Ken Price: the Walt Whitman Archive and Civil War Washington. How their plans and designs differ tell us something about all digital humanities projects. I want to spend my brief time spinning out further what I said in the paper about control, flexibility, creativity, and reuse. It’s a tale of the tension between content creators and content users.

But before I get to Ken’s work, I’d like to start with another technological humanist, Jef Raskin, one of the first employees of Apple Computer and the designer, with Steve Jobs, of the first Macintosh. Just read the principles Raskin lays out in 1979 in “Design Considerations for an Anthropophilic Computer”:

This is an outline for a computer designed for the Person In The Street (or, to abbreviate: the PITS); one that will be truly pleasant to use, that will require the user to do nothing that will threaten his or her perverse delight in being able to say: “I don’t know the first thing about computers.”

You might think that any number of computers have been designed with these criteria in mind, but not so. Any system which requires a user to ever see the interior, for any reason, does not meet these specifications. There must not be additional ROMS, RAMS, boards or accessories except those that can be understood by the PITS as a separate appliance. As a rule of thumb, if an item does not stand on a table by itself, and if it does not have its own case, or if it does not look like a complete consumer item in [and] of itself, then it is taboo.

If the computer must be opened for any reason other than repair (for which our prospective user must be assumed incompetent) even at the dealer’s, then it does not meet our requirements.

Seeing the guts is taboo. Things in sockets is taboo. Billions of keys on the keyboard is taboo. Computerese is taboo. Large manuals, or many of them is taboo.

There must not be a plethora of configurations. It is better to manufacture versions in Early American, Contemporary, and Louis XIV than to have any external wires beyond a power cord.

And you get ten points if you can eliminate the power cord.

Many digital humanities projects implicitly believe strongly in Raskin’s design principle. They take care of what to the content creators and designers seems like hard and annoying work for the end users, freeing those users “to do what they do best.” These editorial projects bring together at once primary sources, middleware, user interfaces, and even tools.

Like the Macintosh, this can be a very good thing. I mostly agree with what Ken has just said, that in the case of Whitman, we probably cannot rely on a loose network of sites to provide canonical texts. Moreover, students new to Walt Whitman can clearly use the contextualization and criticism Ken and his colleagues provide on the Walt Whitman site. Similarly, scholars dipping for the first time into ethnomusicology will appreciate the total research environment provided by EVIA. As Matt Kirschenbaum noted in the last session, good user interfaces can enable new interpretations. I doubt that many scholars would be able to do Hypercities-grade geographical scholarship without a centralized Hypercities site.

But at the same time, like Raskin, sometimes these projects strive too hard to eliminate the power cord.

Raskin thought that the perfect computer would enable creativity at the very surface of the appliance. Access to the guts would not be permitted because to allow so would hinder the capacity of the user to be creative. The computer designers would take care of all of the creativity from the base of the hardware to the interface. But as Bethany Nowviskie discussed this morning, design decisions and user interface embody an argument. And so they also imply control. It’s worth thinking about the level of control the creators assume in each digital humanities project.

I would like to advance this principle: Scholars have uses for edited collections that the editors cannot anticipate. One of the joys of server logs is that we can actually see that principle in action (whereas print editorial projects have no idea how their volumes are being used, except in footnotes many years later). In the September 11 Digital Archive we assumed as historians that all uses of the archive would be related to social history. But we discovered later that many linguists were using the archive to study teen slang at the turn of the century, because it was a large open database that held many stories by teens. Anyone creating resources to serve scholars and scholarship needs to account for these unanticipated uses.

When we think through the principle of unanticipated uses, we begin to realize that there is a push and pull between the scholar and the editor. It is perhaps not a zero sum game, but surely there is a tension between the amount of intellectual work each party gets to do. Editors that put a major intellectual stamp on their collection through data massaging and design and user tools restrict the ability of the scholar to do flexible work on it. Alan Burdette of EVIA was thinking of this when he spoke about his fear of control vs. dynamism this morning.

Are digital humanities projects prepared to separate their interfaces from their primary content? What if Hypercities was just a set of KML files like Phil Ethington’s KML files of LA geography? What about the Grub Street Project? Or Ken’s Civil War Washington? This is a hard question for digital projects—freeing their content for reuse.

I believe Ken’s two projects, one a more traditional editorial project and one a labor of love, struggle with how much intellectual work to cede to the end user. Both projects have rather restrictive terms of use pages and admonishments about U.S. copyright law. Maybe I’m reading something into the terms of use page for Civil War Washington site, but it seems more half-hearted. You can tell that here is a project that isn’t a holding place for fixed perfected primary resources like Whitman’s, but an evolving scholarly discussion that could easily involve others.

Why not then allow for the download of all the data on the site? I don’t think it would detract from Civil War Washington; indeed, it would probably increase the profile of the site. The site would not only have its own interpretations, but allow for other interpretations—off of the site. Why not let others have access to the guts that Raskin wished to cloak? This is the way networked scholarship works. And this is, I believe, what Roger Bagnall was getting at yesterday when he said “we need to think about the death of the [centralized website] project” as the greater success of digital humanities.

Jim Chandler and I have been formulating a rule of thumb for these editorial projects: the more a discipline is secure in its existence, its modes of interpretation, and its methods of creating scholarship, the more likely it is to produce stripped-down, exchangeable data sets. Thus scholars in papyrology just want to get at the raw sources; they would be annoyed by a Mac-like interface or silo.  They have achieved what David Weinberger, in summarizing the optimal form of the web, called “small pieces, loosely joined.”

On the other hand, the newer and less confident disciplines, such as the digital geographic history of Civil War Washington, Hypercities, and Grub Street feel that they need to have a Raskin-like environment—it’s part of the process of justifying their existence. They feel pressure to be judge, jury and executioner. If the Cohen-Chandler law holds true, we will see in the future fewer fancy interfaces and more direct, portable access to humanities materials.

Of course, as I note in my paper, the level of curation apparent in a digital project is related to the question of credit. The Whitman archive feels like a traditional editorial project and thus worthy of credit. If Ken instead produced KML files and raw newspaper scans, he would likely get less credit than a robust, comprehensive site like Civil War Washington.

The irony about the long-suffering debate about credit is that every day humanities scholars deal with complexity, parsing complicated texts, finding meaning in the opaque. And yet somehow when it comes to self-assessment, we are remarkably simple-minded. If we can understand Whitman’s Leaves of Grass, surely we can tease out questions of credit and the intellectual work that goes into, say, complex KML files.

To help spur this transition along, Christine Madsen has made this weekend the important point that the separation of interface and data makes sustainability models easier to imagine (and suggests a new role for libraries). If art is long and life is short, data is longish and user interfaces are fleeting. Just look at how many digital humanities projects that rely on Flash are about to become useless on millions of iPads.

Finally, on sustainability, I made a comparison in my paper between the well-funded Whitman archive and the Civil War Washington site, which was produced through sweat equity. I believe that Ken has a trump card with the latter. Being a labor of love is worth thinking about, because it’s often the way that great scholarship happens. Scholars in the humanities are afflicted with an obsession that makes them wake up in the morning and research and write about topics that drive them and constantly occupy their thoughts. Scholars naturally want to spend their time doing things like Civil War Washington. Being a labor of love is often the best sustainability model.

Mar 182010
 

Thursdays are normally devoted fully to research projects, but I’m going to mix it up a bit throughout the day in order to give a more realistic sampling of what my daily tasks involve.  So, I’m going to write a bit about research, teaching, and service, and set some goals for each.

For my major research goal of the day, I’d like to make some major headway on a special issue that I’m guest editing with a colleague from the Rochester Institute of Technology.  We’re investigating the use of video games as “games for good”-types of cognitive technologies and we’re in the final stages of formatting and layout for the issue.  The project is a bit behind schedule and I’d really like to get it finished up and sent off to the editor for final review.

In terms of teaching, I’d like to do a little thinking about a course I’m teaching in the fall that is being transformed into a fully online course.  The course is titled Information Architecture and deals with the theoretical issues involved with organizing, labeling, searching, and navigating information in online environments, as well as with the more practical issues of teaching humanities graduate students how to author content online in a dynamic sort of way.  It has been a bit experimental, using PHP the first go round and Processing the next, so I’m a little concerned about how this type of course will translate to a fully online offering.  Although the content seems perfect, the process of teaching the applied portions can be very hands on and f2f interaction seems to be pretty important for that.

For service, I’m going to review a few of the statewide requests for the State Common Numbering System used in Florida.  The SCNS is a giant database of course descriptions and course numbers that is used to ensure efficient articulation when a student takes a course at one institution and then wants to receive credit for it upon transferring to another.  The process is rather interesting in that it demands particular types of information seeking behaviors in order to gather the appropriate data when assigning numbers.

I’m excited to be participating in Day of DH again!  I’m going to hold off on editing posts until a few days from now in order to get as much initial content down as possible.