Sunday’s New York Times published a thoughtful and balanced essay, “Bad News,” about the decline of the Mainstream Media, with special attention paid to the issues of political polarization, media bias and the role of blogs. (If all you care about is blogs, jump to page 5.)
Author Richard A. Posner, a federal judge, law school professor and blogger, addresses a number of critical blog-related issues — contrasting the error-correcting machinery of blogs vs. that of the MSM, for instance — but raises one in particular that has concerned me, a former member of the MSM:
The bloggers are parasitical on the conventional media. They copy the news and opinion generated by the conventional media, often at considerable expense, without picking up any of the tab. The degree of parasitism is striking in the case of those blogs that provide their readers with links to newspaper articles. The links enable the audience to read the articles without buying the newspaper. The legitimate gripe of the conventional media is not that bloggers undermine the overall accuracy of news reporting, but that they are free riders who may in the long run undermine the ability of the conventional media to finance the very reporting on which bloggers depend.
Who can deny it? Bloggers are parasites. Where would Virginia’s emerging digital media be without the MSM publishing online news and commentary that we can link to and respond to? In Virginia, a handful of e-zines — Bacon’s Rebellion, Augusta Free Press, Virginia News Source — provide a modicum of reporting, but it pales in comparison to the breadth and depth of news coverage provided by Virginia’s daily newspapers. As for that sub-species of digital media we call blogs, only a handful have created “news” content of any kind.
It is tempting for bloggers to cackle at the newspapers’ declining circulations and their own rising readerships, but the status quo cannot sustain itself indefinitely. Virginia newspapers are business enterprises. As circulation declines and ad revenues stagnate, newspapers are cutting resources dedicated to gathering news. More critically for blogs, newspapers are restricting the unfettered access to their online offerings. At some point, Virginia blogs must contemplate a future in which readers must pay to access MSM material online, thus negating much of the blogs’ value. What, then, will the blogs do?
One might observe, rightfully, that blogs do create original content. Occasionally, bloggers provide eye-witness accounts of political events. Increasingly, political campaigns are taking blogs seriously — witness Tim Kaine’s first-ever blog conference. Without question, Virginia political blogs have begun functioning as filters for campaign press releases, often beating the MSM to publication. But masticating press releases is essentially passive. For the most part, we aren’t digging up the news, we’re simply digesting scraps of the news that we stumble across or that are handed to us. We are adding to the body of knowledge, but not comprehensively enough to be considered a credible “news” source.
Ultimately, I believe, digital media needs to create its own content and its own economic base. That means (a) charging subscriptions (a non-starter), (b) generating advertising, (c) raising money through sponsorships and foundation grants, and/or (d) sharing resources. If this is not a topic that we can discuss in the upcoming Sorenson Institute blog conference, perhaps it is one that can be considered in a follow-up assembly.