As a chorus of sycophants throws its collective back out to deem the leaked New York Times' Innovation Report a seminal work of genius, allow me to tell you why the 96-page document needs to be shelved like every other blue-ribbon commission production in history.
(It's only fitting that we do this as a Buzzfeed listicle, since the report made so much of trying to turn the Grey Lady into a cross between Upworthy and Flipboard.)
Top five reasons The New York Times cannot be serious about the Innovation Report, even if it was the work of a team led by publisher Arthur "Punch" Sulzberger's son:
5) It suggests having journalists take the time to build and repackage an archive of their own work. Have these people ever been in a newsroom? Although the idea of unearthing archives and reusing them in new and different ways isn't entirely laughable, the notion that reporters themselves should spend time on this is.
4) The authors fail to correctly define industry "disruptors" — the innovators who supplant the old with the new, like Buzzfeed and Huffington Post. According to the report, one of the "hallmarks of disruptive innovators" is that the new product is "initially inferior to existing products." Like Uber was initially inferior to taxicab dispatchers? Or how Amazon paled in comparison to Borders? How bizarre … and false.
3) The report suggests that more personalization will draw readers, even suggesting that when a reader walks by a restaurant recently given a positive review by the Times, their phone should tell them. Memo to the authors: There's this new website called Yelp, and it's … well … never mind.
2) The entire report is about growing the Times' digital audience, but there's no talk of figuring out a way to make money from that audience. True, home page visits have plunged by half in two years. (That whole having a paywall thing, perhaps?) But even before the traffic downturn, talk of layoffs and financial peril persisted. The fact is that digital advertising and subscription models alike are inherently flawed — even with a large audience. Which brings me to the final item of this listicle:
1) There are nearly no new ideas, because the report was generated from interviews with folks who are already doing the stuff they're suggesting. Repackaging and re-purposing content, promotion via social media, connecting with audiences and envisioning the digital newsroom of the future are all themes within this puzzling document.
It's like a bunch of people got together to envision 2010 from 2005. And the resources to implement all these supposed innovations will be at the expense of real journalism.
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