I thought you might like an update from Miami, where the Herald recently launched a first-of-its-kind campaign asking online readers to voluntarily support the Web site by pulling out their credit cards and making a donation.
Here’s the gist of what’s happening not only in Miami, but in newsrooms all across the country, as described by Herald executive editor Anders Gyllenhaal:
“The one view is that the flow of news on the Internet has already been firmly established as a free commodity and that putting up tollbooths on Web sites will not only fail to make money but force the traffic elsewhere.
“The other is that the cost of news coverage online should be recouped in some fashion to keep news organizations healthy. That’s because coverage is expensive, and it doesn’t make sense to give it away. Newspapers including The New York Times, Wall Street Journal, Financial Times and Newsday are charging online readers or preparing to.”
So how’s the Herald’s experiment going?
Again, I defer to Gyllenhaal: The request, which now appears at the end of each online story, has “elicited an encouraging steam of gifts, ranging from $2 to $55.”
It’s also “provoked an array of reactions, here and across the country, since this has drawn attention as the first effort of its kind.
“Some readers say they see this as a logical step, while others have made fun of the move. Some think that including the form with stories is an awkward step, while others think we’re being too low-key about it and should come on stronger with the appeal.”
One thing’s for sure: The Herald has successfully launched a vigorous, even thoughtful, debate on how to pay for newspaper Web sites. “While online advertising is growing,” Gyllenhaal wrote in response to one reader’s question, “it’s not nearly enough to support the cost of the online operation and … will be unlikely to cover costs for a long time to come.”
And so this tip of the hat to the Miami Herald: for taking a bold step, launching a conversation with its readers, and speaking out on behalf of journalism and journalists everywhere.
Sherry
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