follow-up

RECENT POSTS

In case you missed it, CommonHealth kudos

It’s been quiet here the past few weeks, as we’ve been on the road. Today, I had check-ins with several of the Argo-bloggers after our gathering on the West Coast. There’s a ton of great stuff happening in Argo Land, however, and now that I’m back in DC, you’ll start hearing more about it. Meanwhile, though, I want to call attention to this well-deserved high praise from the Knight Science Journalism Tracker for our CommonHealth bloggers Carey Goldberg and Rachel Zimmerman:

CommonHealth has sparked a very interesting discussion, which should be essential reading for anyone who read the Times piece. It’s an interesting way of doing journalism in the blog era. Instead of calling sources for comment, open it up to anyone who cares to respond. I’m guessing that even reporters as good as Goldberg and Zimmerman would not have found some of these fascinating responses using the old-fashioned tricks of our trade.

Much more on this very soon.

Follow-up: The new journalistic value

I wanted to call your attention to an online conversation I’ve been participating in that I think is especially salient to the work of our Argo-bloggers.

A few years ago, I wrote a post called “The Attention Deficit: The need for timeless journalism.” The central idea/question of that post was this:

Journalism can now exist outside of time. The only reason we’re con­strained to promoting news on a minutely, hourly, daily or weekly basis is because we’ve inherited that notion from media that really do operate in fixed time cycles. But we now have the potential to signal importance on whatever scale you might imagine — the most important stories of the year, of the decade, of the moment.

What are the most important issues facing this community at this time? What would our sites look like if we asked ourselves that question? What would our journalism look like?

This week, Megan Garber of the Nieman Journalism Lab asked, “What if we had a news outlet exclusively focused on follow-up journalism?”

What if we had an outlet dedicated to continuity journalism — a news organization whose sole purpose was to follow up on stories whose sheer magnitude precludes them from ongoing treatment by our existing media outlets? What if we took thePolitiFact model — a niche outfit dedicated not to a particular topic or region, but to a particular practice — and applied it to following up on facts, rather than checking them? What if we had an outlet dedicated to reporting, aggregating, and analyzing stories that deserve our sustained attention — a team of reporters and researchers and analysts and engagement experts whose entire professional existence is focused on keeping those deserving stories alive in the world?

In the comments, I linked to my earlier post, causing Megan to follow up today with this:

In our current approach to news, ideas and connections and continuities — context, more generally — often become subsidiary to “now” itself. Newness trumps all, to occasionally devastating effect. There’s an economic reason for that, sure (the core of it being that audiences like nowness just as much as journalists). But we also now have tools that invite an intriguing possibility: new taxonomies of time. We have Twitter’s real-time news flow. We have Wikipedia’s wide-angle perspective. We have, above all, the web itself, a platform that’s proven extraordinarily good at balancing urgency with memory. We’d do well to make more of it — if for no other reason than the fact that, as Thompson puts it, “a journalism unfettered by time would align much more closely with timeless reality.”

And now I’ll give you one more quote from an article that wasn’t a part of this conversation at all. I think this particular quote is quite salient to this thread (and not just because – as you know – I’m an Ezra Klein fanboy):

Klein is explicit on this point, outlining a role for journalists that sounds as much like teaching as reporting. “I think that we as a profession need to become more comfortable with repetition,” he says. “What is newest is often not what is most helpful for readers.” A case in point: when explaining why legislation is bottled up in Congress, Klein routinely discusses the skyrocketing use of Senate filibusters—a recent and consequential change in the rules of politics that nonetheless doesn’t count as “news” on most days.

For now, I encourage you to read all four of these entries; I’m not going to expand on these posts too much. You’re probably beginning to get my point. But, in keeping with the theme, expect me to follow up on this.

Dark secret of blogging #6: Explain, explain, explain.

Flickr photo courtesy of user Pip R. Lagenta.

Classic news folks have this habit of being flabbergasted when they discover their audience members don’t understand a topic they’ve been covering. “But we did a big explainer on this two weeks ago!” they say. After the health care reform battle finally reached its climax – the signing of the bill – reporters said they were astonished by their audiences’ hunger for explanation of what had just passed into law.

They shouldn’t have been surprised. Having watched how content gets picked up, I’m convinced that the hunger for explanation is inexhaustible.

It makes logical sense. As headlines whiz past you, bringing news of more developments than you could ever keep track of, you start to sort of fake it. You pretend you’re following news on the health care debate, when really you’re just snatching random stories out of the ether, hoping for a snippet of comprehension that’ll get you by in conversation. We behave this way on issue after issue. When pressed, how many of us – even devoted news consumers – could tell you what was actually in that Arizona immigration law that got all the coverage?

The best bloggers picked up on this early. I’ll refer you once again to Nick Denton’s memo, where he says, “When remotely possible, turn news into explanation.” This is sound, sound advice. Even if you’re reporting a news development – an important bill passes another procedural hurdle – framing it as explanation (“What today’s vote means for the immigration law”) is an effective tactic for pulling in an audience that would ordinarily pass it by. There’s no shame in repeating yourself, which is why I say the word thrice: Explain, explain, and then explain again.

By this point, you knew an Ezra Klein shoutout was coming. Just savor for a moment this set of post titles: (1) “What is an excise tax, and can it save health reform?”; (2) “Explaining the excise tax”; (3) “Explaining the excise tax, part 2″; (4) “The five most promising cost controls in the health care bills”; (5) “The Baucus Bill: taxing insurers”; (6) “The excise tax and its critics” … I could have selected more, but I think the point is made. Klein created opportunities to explain this critical part of the health reform legislation, and he linked to those explanations incessantly. You couldn’t be even a casual consumer of his blog and not understand what the excise tax does.

A discipline of constant, redundant explanation helps our bloggers too. The more we explain concepts, the better we get at explaining them. Every time Klein explained the excise tax, his description got a little snappier – more nuanced yet more understandable – and he probably understood the concept a little better. And I suspect the redundancy didn’t hurt him with his devoted readers; every time he explained the concept, I understood it a little better as well.

Dark secret of blogging #4: Learn the art of the quest.

(Flickr photo courtesy of user h.koppdelaney.)

Since basically the dawn of storytelling, we’ve known the power of the quest narrative, a.k.a. the hero’s journey. Our most popular and enduring stories have been quests; e.g. the Epic of Gilgamesh, the Iliad and the Odyssey, Sir Gawain and the Green Knight, Harry Potter and the Sorcerer’s Stone.

We’ve long applied the quest form to journalism, with delightful results. These types of stories feature the journalist as hero, letting the audience in on their process as they pursue the answer to a pressing question. There’s the legendary “Giant Pool of Money” episode of This American Life, where Adam Davidson and Alex Blumberg chase the epic question, “What led to the financial crisis?” There’s Atul Gawande’s bombshell New Yorker feature from last year on why health care costs so much more in McAllen, Tx., than it does down the road in El Paso. There’s James Fallows’ prescient National Magazine Award-winning cover story from the 11/02 Atlantic Monthly, pursuing an answer to the question, “What happens after we invade Iraq?”

Besides being quest narratives, of course, part of what all these stories have in common is that they’re long-form narrative journalism. So you might be wondering, “How does this apply to blogging – a format that’s all about short nuggets?”

The trick is that a great blog, seen in its entirety, is often just an incredibly lengthy serial narrative. Several of the best bloggers – especially news bloggers – engage you in the pursuit of an arresting question, using every post to stoke your hunger for what happens next.

At the height of the health care reform debate, I found myself checking Ezra Klein’s blog at the Washington Post site every chance I got, because he clearly understood the art of the quest. Well before the health care reform legislative battle really heated up in 2009, he began mapping out the landscape with a health care reform for beginners series to orient his readers. (Sort of like how maps of Middle Earth were inlaid in the beginnings of the Lord of the Rings books.)

Early on, he introduced us to several of the main recurring characters in the health care reform saga – key legislators, well-regarded experts, union leaders, industry lobbyists, and others. His solid knowledge of the policy and politics of reform allowed him to do some terrific foreshadowing; sure enough, his repeated admonitions to read that Max Baucus profile came in handy when Baucus became a pivotal figure in the debate. Along the way, he dropped in the little mini-mysteries – e.g. “Will unions kill health care reform?” – that add dimension to every good quest (and – crucially – followed them to their resolution).

And the best part of all – he let you in on the quest. You felt, reading Klein’s blog, that you were in the thick of the action, talking with legislators and wonks, unraveling in real time the gripping (not kidding!) story of whether health-care reformers would finally win a key battle in their century-long war to reform the US system. It was a fantastic serial narrative, told splendidly, in post after post after post. All told, Klein’s collected writings on health care would be the raw material for a massive book – many hundreds of thousands of words.

If you can make your beat into a fascinating epic quest, you win.

Dark secret of blogging #1: Package, repackage, repeat.

The exquisite life cycle of Lifehacker content is a marvel to behold. Take a typical Hive Five post. (The Hive Five is a weekly call-out to the LH audience for software recommendations.)

First, the editors will post a question, e.g. “What’s the best music discovery service?” Then they’ll synthesize the most common responses into a round-up, “Five best music discovery services,” and ask their users to vote for a favorite. They’ll tally the votes, and post again: “Best music discovery service!” A link-baity title like “Five best music discovery services” is sure to draw a lot of traffic, meaning it’ll get packaged up yet again, in the “Week’s most popular posts.” Finally, at the end of the year, it might get repacked one more time, into a “Best of the Hive Five” roundup.

This technique brings numerous dividends:

It promotes volume.

Just think about that for a moment. A really simple crowdsourcing moment gets turned into fodder for [potentially] five posts, each of which has the potential to pull in a slightly different audience. This sort of industrial efficiency is part of how Lifehacker supplies its endlessly popular gusher of content.

It synthesizes and reinforces.

Bloggers have long since gotten over the notion that their audiences follow every thing they publish. Most people don’t have enough time, and some key points slip through the cracks. By recombining these points into posts that can become more viral with each incarnation, a blogger helps ensure information is digested into general knowledge.

It extends reach.

This is a key point about the Lifehacker approach: Every time that post is re-packaged, it’s aimed at a wider audience segment. The initial call-out is targeted to the folks who come to the site daily, people invested enough in the Lifehacker community that they not only read the posts, they read and contribute comments. Then those comments are packaged up into a post for a slightly less attentive audience, synthesizing the responses of the original crowd into five digestible nuggets. They’re distilled one more time for the folks who want to cut straight to the point – What’s the best music discovery service out there? And finally, they’re repackaged for users who dip in occasionally to see what’s hot around the site. Sheer brilliance.

It’s how you juggle the demands of a devoted, info-hungry community with the needs of your semi- or irregular users. Package, repackage, repeat.

And of course, it’s not just about packaging your own content. Folks like Andrew Sullivan and Arianna Huffington (not to mention the Gawker crew) do a fantastic job of packaging key info-nuggets from other sources into bundles that probably draw more traffic than their component parts. The Mashables and Smashing Magazines of the world are built on a discipline of creating and re-combining content for different needs and different audiences.