Making money from your newspaper’s archives
The Chicago Reader, a free alternative weekly, has put online its archive of long-form film reviews. It’s the latest in a line of print publications (such as Vogue and The New York Times) trying to figure out a way to add to the value or extend the reach of older content they own and have already paid for. Adam Tinworth lists an interesting couple of additional uses of archival material on his blog (M&S lingerie anyone?).
But seeing a paper publish an archive of its film reviews brings the issue into sharper focus for me. Because print publications have been aggregating and publishing their non-news archive material on paper for years. In film, the obvious example is the annual Time Out film guide. But the Daily Telegraph has printed volumes of its renowned obituaries, a compilation of Yorkshire Evening Post cryptic crosswords accompanied me around the world and The Economist even publishes its in-house style guide. In hardback.
Newspapers are experienced at wringing extra revenue from their non-news content. Some of them are transferring that experience to their online operations – Vogue’s online archive costs $1,575 a year.
But many more are sitting around wringing their hands because “newsgathering is expensive” and no one wants to pay for “journalism”. It’s far from an original statement but it cannot be repeated often enough – readers never paid for journalism. They paid for the bundle – the crossword, the weather, the stock pages, the fashion pages, event listings, movie reviews. And newsgathering has always been the most expensive part of generating that bundle.
Parts of it are worthless a month after the event. Thanks to the internet, parts of it are worthless after minutes. But some parts are worth something a year, a decade or even a century later. Isn’t it time papers figured out which is which and started devoting more attention to bits that can provide either readers’ cash or readers’ eyeballs for years?