Do Readers Know What They Want?

That was the title of a speech by Vinod Mehta, editor of Indian magazine Out­look, as he picked up the Inter­na­tional Press Insti­tute award for expos­ing cor­rup­tion and incom­pet­ence in the Indian navy.

Here is a little excerpt:

[C]ontent is a mix of what the reader wants and what he does not want. The trick is to marry the two and make money.

Accom­pa­ny­ing the man­tra, is much loose talk that the old journ­al­ism is dead and a new journ­al­ism has been born. This new journ­al­ism is entirely based on reader or viewer demands. So, we are told the reader is king and it is the job of a respons­ible media organ­isa­tion to provide cent per cent satisfaction.

This pro­pos­i­tion is now so widely accep­ted that to argue against it is like whist­ling in the dark. Those who believe oth­er­wise are seen as cranks, out of touch with the con­tem­por­ary mar­ket — in other words the reader. If journ­al­ism is a con­sump­tion item like but­ter chicken, then why not give the cus­tomer the fla­vour and taste he wants. That, after all, is the first rule of free mar­ket capitalism.

I will just provide three examples of the con­fu­sion in read­ers’ minds regard­ing their expect­a­tions from the media.

One. Research shows unam­bigu­ously that most read­ers desire to read more inter­na­tional news. Yet, the inter­na­tional pages of a paper are the least read. Inter­na­tional news may be good for the soul but it does noth­ing for circulation.

Two. Read­ers insist that the price of their morn­ing paper does not mat­ter. It is such a vital part of their life that they would hap­pily pay the extra rupee for it. Yet, as Mr Rupert Mur­doch and Mr Samir Jain have demon­strated, print pub­lic­a­tions are extremely price sens­it­ive. You can bleed the oppos­i­tion by cover price cuts. The phrase ‘invit­a­tion price’ ter­ri­fies rival publishers.

Three. Read­ers will tell you that they want a single-section, com­pact morn­ing paper. They don’t want sec­tions and sup­ple­ments drop­ping out. Yet the oppos­ite is true. Papers with multi-sections prosper, oth­ers suffer.

I think I have made my point. We must lead read­ers, not be led by them. Really great journ­al­ism must do more than merely give people what they want. There has to be room for the unex­pec­ted, for stor­ies the pub­lic has no idea it wants until it sees them.

The reader is a para­dox. He fre­quently com­plains about neg­at­ive news being con­stantly repor­ted. But for all his clam­our­ing for pos­it­ive news, sur­veys show that people are more inter­ested in neg­at­ive news, sen­sa­tional news, news about crime, viol­ence and cor­rup­tion. The reader, ladies and gen­tle­men, is not king; actu­ally he is a nice hypocrite.

Policy Exchange vs. Newsnight: Round 2

Here is Policy Exchange chair­man Charles Moore using his Tele­graph column to attack News­night editor Peter Bar­ron in round 2 of the pop­u­lar Think Tank vs. BBC battle. Moore, a former editor of the Spec­tator, the Sunday and the Daily Tele­graph does not do him­self any favours, as you can see.

Over the sum­mer, Policy Exchange pro­duced the most com­pre­hens­ive report so far on the extent to which extrem­ist lit­er­at­ure is avail­able in Brit­ish mosques and Islamic insti­tu­tions. It is called The Hijack­ing of Brit­ish Islam. [pdf]

Muslim under­cover research­ers vis­ited nearly 100 mosques. In 26 of them, they found extrem­ist mater­ial — titles such as Women Who Deserve to Go to Hell (for answer­ing their hus­bands back), vir­u­lent insults of Jews and homo­sexu­als, pur­it­an­ical attacks on mod­er­ate Muslims, calls for the com­plete rejec­tion of West­ern soci­ety etc.

It was a big story, and as I shall make clear, none of News­night’s claims this week has dimin­ished its dimensions.

This is an unprom­ising start.

Policy Exchange had ori­gin­ally offered it to News­night exclusively.

News­night’s people were enthu­si­astic, but on the late after­noon of the inten­ded broad­cast, they sud­denly changed their tune.

Policy Exchange had offered them many of the receipts it had col­lec­ted from mosques as evid­ence of pur­chase; now they said that they had shown the receipts to mosques and that there were doubts about the authen­ti­city of one or two of them.

Given that the report was being pub­lished that night, the obvi­ous thing for News­night to do was to broad­cast Policy Exchange’s find­ings at once, allow­ing the mosques to have their say about the receipts.

There was no need for News­night to claim “own­er­ship” of the report. Instead, the editor, Peter Bar­ron, decided to run noth­ing. His decision meant the Policy Exchange report was not touched by the BBC at all.

What is extraordin­ary is that Policy Exchange went ahead and pub­lished it. Extraordin­ary, too, that they did not sub­sequently alert news­pa­pers that had run the story to the ser­i­ous ques­tions over their own research.

Bar­ron writes:

Mr Moore says the right thing to have done at this point would have been to “broad­cast Policy Exchange’s find­ings at once, allow­ing the mosques to have their say.” I dis­agree. I con­cluded it would be wholly wrong to give such prom­in­ence to the report without resolv­ing these doubts.

As you can see below, News­night hardly avoids such stories:


Moore con­tin­ues:

Mr Barron’s judg­ment of the Policy Exchange report came under attack from col­leagues [any names Charles?]: his flawed meth­od­o­logy — the ori­ginal decision not to broad­cast — had lost the entire cor­por­a­tion an import­ant story.

Mr Bar­ron decided to try to prove him­self right. In the private sec­tor, there is some­thing called “van­ity pub­lish­ing,” where people pay for their own works to be published.

Mr Barron’s van­ity broad­cast­ing was, of course, at the expense of the licence-fee payer. He put the crew of the flag­ship on to invest­ig­at­ing Policy Exchange’s receipts. For six weeks, they turned on the staff of Policy Exchange, who had come to them in good faith in the first place, and treated them like criminals.

The receipts that Policy Exchange had lent to them were impoun­ded, and cop­ies were dis­trib­uted to oth­ers without permission.

They were sub­jec­ted to com­plic­ated forensic tests. One of these, allegedly the most damning, was com­pleted over a week before Wednesday’s broad­cast, but with­held from Policy Exchange.

Although there was no scream­ing news urgency about the item, a cour­ier car­ry­ing the test res­ults sat out­side the offices of Policy Exchange’s law­yers on Wed­nes­day even­ing with the mes­sage that the think-tank could see the res­ults only if it agreed, before see­ing them, that it would go on air that night to answer News­night’s charges.

Of course, any alleg­a­tions about receipts are, in prin­ciple, a ser­i­ous mat­ter for a think-tank.

Policy Exchange bases its work on evid­ence, and so its evid­ence must be sound. The BBC did not give the think-tank the chance to invest­ig­ate its com­plic­ated alleg­a­tions prop­erly. Policy Exchange will now do so.

One com­ment on Moore’s column sums it all up:

If Policy Exchange did fake the receipts, then they are solely to blame for turn­ing them­selves into the story and obscur­ing the issue they were investigating…

And BBC cor­res­pond­ent Richard Wat­son (appar­ently) adds his own com­ment below:

We have never argued that there is no prob­lem with the dis­sem­in­a­tion of extrem­ist lit­er­at­ure in Bri­tain. I have broad­cast many reports on this sub­ject for News­night. But if some research­ers have fab­ric­ated even a minor­ity of receipts then what reli­ance should the pub­lic place on the testi­mony of the research team?

It is Moore, not Bar­ron, who should be con­sid­er­ing his position.

Al Jazeera’s return to Saudi Arabia

Back in Octo­ber, I poin­ted to this post, sug­gest­ing that the fol­low­ing deal might be under way between KSA and Qatar:

  1. Saudi Ara­bia would return its ambas­sador to Qatar. There has been no Saudi envoy in Doha since he was recalled in 2002.
  2. Saudi King Abdul­lah bin Abdul Aziz would attend the Gulf Coöper­a­tion Coun­cil in Qatar in Decem­ber. Abdul­lah had boy­cot­ted the meet­ing of regional lead­ers when it was last hos­ted in Doha in 2002.
  3. Qatar would see to it that al-Jazeera broad­casts would no longer “under­mine” or “cam­paign” against Saudi Arabia.
  4. Saudi Ara­bia would in turn per­mit al-Jazeera to estab­lish a bur­eau in Riyadh.

And now today we have ambas­sad­ors return­ing and an oppor­tun­ity to report the Haj.

But what of the cyn­ical sug­ges­tion in point three?

Newsgathering online: the missing canoeist


From the Guard­ian:

A single mother put police and journ­al­ists to shame in their attempts to unravel the mys­ter­i­ous reappear­ance of the canoeist John Dar­win by using a simple Google search, it emerged today…

It was found by the anonym­ous woman after she tapped in the words “John, Anne and Panama” into Google. She then for­war­ded the pic­ture to both Clev­e­land police and the Mir­ror.

Mean­while the Sun takes to bul­letin boards: