The stakes in the raging battle over ad-blocking software are high — but they’re not quite what you might think.
On the surface, it all seems straightforward enough. In one corner are executives at struggling news organizations who want to be sure that visitors to their websites actually see the ads. Thus did the Washington Post recently experiment with blocking the ad-blockers, a development first reported by BuzzFeed.
“Many people already receive our journalism for free online, with digital advertising paying only a portion of the cost,” a Post spokesperson was quoted as saying. “Without income via subscriptions or advertising, we are unable to deliver the journalism that people coming to our site expect from us.”
In the other corner are users who are sick and tired of popups, pop-unders, scroll-across-the-screeners and other obstrusive ads that invade your privacy by tracking your interests and that, in some cases, carry spyware or malware.
“What is unlikely to fly as a long-term strategy is begging readers to load all of the 50 or so trackers and ad-loaders and popups and banners, each of which might make a publisher three cents per thousand clicks, if they are lucky,” writes Mathew Ingram at Fortune. “That business is in a death spiral, and yelling about ad blockers isn’t going to change that.”
In fact, the ad-blocking controversy is anything but a simple morality play. Nor is it a coincidence that the issue has reached a frenzied peak thanks to Apple’s decision to include ad-blocking in its iOS 9 software for iPhones and iPads. Because the real stakes are being fought not on the Internet but in the boardrooms of the giant tech companies that want to control your online experience.
Nilay Patel, editor-in-chief of The Verge, explained it last week. Essentially, it comes down to this: publishers that rely on web advertising are helping to drive revenue to Apple’s archenemy, Google, which controls much of the infrastructure for online ads. Block those ads and those publishers are more likely to run into the warm embrace of Apple, whose new Apple News platform provides a nice, safe, closed environment with ads that can’t be blocked. And Apple gets a 30 percent cut.
Facebook offers a similar service, the still-aborning Instant Articles, which allows publishers to post their content directly inside Facebook’s all-powerful newsfeed. As with Apple News, Facebook takes a cut of the action from the unblockable ads that will be displayed. It’s such an attractive proposition that the same Washington Post that’s trying to block the ad-blockers announced Tuesday that it will also publish 100 percent of its content to Facebook. Patel writes:
So it’s Apple vs. Google vs. Facebook, all with their own revenue platforms. Google has the web, Facebook has its app, and Apple has the iPhone. This is the newest and biggest war in tech going today.
And the collateral damage of that war — of Apple going after Google’s revenue platform — is going to include the web, and in particular any small publisher on the web that can’t invest in proprietary platform distribution, native advertising, and the type of media wining-and-dining it takes to secure favorable distribution deals on proprietary platforms. It is going to be a bloodbath of independent media.
As a matter of principle, I refuse to use ad-blocking software — but I turned on AdBlock while researching this article just to see what would happen. As anyone could have told me, sites loaded more quickly and with fewer distractions. ESPN.com, which is so bogged down with ad-related bloatware that it’s become virtually unreadable, was zippier than I’ve ever seen it. A small hyperlocal site that I often visit suddenly appeared ad-free, simply because the site relies on an external ad-server business that AdBlock intercepted.
Interestingly enough, Marco Arment, the creator of the best-selling ad-blocking program Peace, pulled the software from Apple’s App Store almost as soon as it was released last week. “Achieving this much success with Peace just doesn’t feel good, which I didn’t anticipate, but probably should have,” he wrote on his blog. “Ad blockers come with an important asterisk: while they do benefit a ton of people in major ways, they also hurt some, including many who don’t deserve the hit.”
By acting as he did, Arment may have pointed the way to a possible solution. Because the problems ad-blockers are designed to solve are real, and they run a lot deeper than mere inconvenience. As Dan Gillmor recently wrote in Slate, “The advertising and tracking industries, abetted by telecommunications carriers, are investing in all kinds of technologies aimed at thwarting users’ wishes to retain some control over their online activities.”
So why not come up with a different kind of blocker — a piece of software that informs you when you’re about to access a website that fails to follow some agreed-upon list of best practices regarding privacy and user experience?
Such an arrangement may be the best way to preserve independent media on the open web. Users would be able to protect themselves from abusive adware without freeloading. And web publishers who see their traffic drop might decide it’s time to change their ways.
From the vantage point of 2014, offering advice on how to write a blog feels a little like telling people how to write a proper newspaper article in 2005. “Blogging is dead,” says the (ahem) blogger Jason Kottke, overtaken by social-media platforms such as Facebook, Twitter, and Instagram.
But if the revolutionary gleam has worn off, blogging nevertheless is still a valuable tool for anyone practicing digital journalism, whether it be commentary, original reporting, photography, or video. I’ve been blogging since 2002 — on my own at first, then as the media columnist for the late, lamented Boston Phoenix, and since 2005 as the publisher and almost-sole author of Media Nation.
These days there are many places online where you can share your work — not just social platforms but also online publications such as the Huffington Post and Medium, which combine paid content with unpaid blog posts. (God help us, but such hybrids are known in some circles as “platishers.”) So why set up a solo blog?
The reason is that you need an online home that is controlled by you — not by Mark Zuckerberg or Arianna Huffington or some other digital mogul seeking to get rich from your content. Moreover, you need to establish an online identity. If you don’t, others will do it for you. “You can’t allow others to define who you are, or control the way you are perceived. This is especially true today for people in the public eye, but the more we do online the more it’ll be true for the rest of us, too,” writes Dan Gillmor in his book Mediactive. “To the extent that it’s possible to do so, you should control the reference point for people who want to know more about you and your ideas.” (In 2006 I profiled Gillmor for CommonWealth magazine.)
Yes, I’ve uploaded this essay to Medium. I also occasionally self-publish at the Huffington Post and am a (too-) active member of Twitter and Facebook. But I’ll repost this article at Media Nation, as I do with all my work to which I have retained copyright. I don’t have complete control — I use the free blogging platform WordPress.com, and I must adhere to its policies. But I can back up my work and take it with me, and it would be easy to switch to self-hosting using free WordPress.org software if I felt the need. Just as important, the URL for Media Nation is my name: dankennedy.net.
So what is a blog? Taking the most expansive definition possible, a blog consists of content, usually text or mostly text, that is published online in reverse chronological order. That would include everything from the Washington Post’s breaking-news blog to Lisa Bonchek Adams’s diary-style blog about living with metastatic breast cancer. Dave Winer, an early Internet thinker and coder who writes the blog Scripting News, has a more specific definition, which he first gave voice to in 2003. Winer writes:
A blog is the unedited voice of a person.
The lack of editing is central, because it’s one person who’s responsible for every word. When you click the Publish button you should feel butterflies, at least sometimes, because there’s no one to pass the buck to. If someone else wrote the headline, or did a copy edit, or even reviewed what you wrote and critiqued it before it went out, it’s still writing, but it is not a blog.
I don’t believe we need to think about blogs quite that narrowly. For instance, if a journalist asks her editor to read a sensitive post before publishing, that doesn’t mean she’s not writing a blog. Still, there’s no question that a journalistic blog — which is what we are concerned about here — is different from other kinds of journalistic writing: less formal, more conversational, often with no traditional reporting (but never without research), and aimed at a small but passionate audience. (As David Weinberger and others have said, “In the future, everyone will be famous for 15 people.”)
How to write a good journalistic blog post
There are many ways that a journalist can go about writing a good blog post. It might be a sentence or two. It might be 500 words. But I think the essence of a worthwhile post can be boiled down to several elements:
Call your audience’s attention to something it doesn’t know — for instance, an environmental blogger might write about a new study regarding electric cars. Above all, don’t be boring. The lede you write for a blog post might be different from what you would write for a news story, but you still need to grab the reader by the throat and not let go.
Link to the source of your information, which could be a news article or possibly the study itself. Quote a bit from the source, keeping in mind that most of your readers won’t actually click. Shorter quotes can be put in quotation marks; longer quotes should be blockquoted. (Please note that I’m not talking about the sort of blog post that summarizes a news story so thoroughly that there is no incentive to click. I’m talking about a true value-added post. Keep reading and you’ll see what I mean.)
Bring in other sources of information. Although there’s nothing wrong with a short one-source blog post, you add value when you pull in other sources, link to them, and attempt to make sense of them.
Offer your own perspective and analysis so that your readers take away something of value that goes beyond the sources you’re quoting. If you are working for a news organization that does not normally allow you to express your opinion, then don’t. But a first-person conversational tone is appropriate. If expressing opinions is part of your job description, then have at it. In all cases, though, your tone and approach should remain journalistic. One good question to ask yourself: Is this something I would want to show a prospective employer?
Here is a blog post I wrote earlier this year about the sale of the Providence Journal that encompasses all of the elements I discuss above. Please note, though, that you could scroll through many pages of Media Nation and find only a few that are as thorough.
Some additional guidelines to keep in mind:
Choose a beat that is narrow — but not too narrow. The best blogs are specialty sites where you can learn everything there is to know about a subject and where the blogger’s enthusiasm comes through. That is what you should aspire to. But if you pick too narrow a subject, you may find yourself hard-pressed to find enough reading material on which to feed. Boston restaurants? No problem. Ethiopian restaurants in Boston? Eh, probably not. You might make it through a week. But what are you going to do after that?
Compile a wide-ranging reading list. And keep compiling. If your blog is about climate change, you are going to want to put together a list of blogs, websites, and Twitter feeds related to that topic that you check every day. If your blog is a supplement to your regular work as a beat reporter, you might be doing what is sometimes called beat blogging — sharing short stories that might not be of general enough interest for your news organization, keeping on top of developments in your field, and interacting with your audience. (Steve Buttry offers some worthwhile thoughts about beat blogging; he has also written a good beginner’s guide to blogging.)
Maintain a conversation with the “former audience.” Dan Gillmor coined the phrase, and Jay Rosen has written about “the people formerly known as the audience.” They were referring to formerly passive news consumers who have been empowered by technology to talk back to us and among themselves. Your audience is a valuable resource. Tend to the comments on your blog. Always posts links to your blog posts on Facebook and Twitter, which is not only a good way to promote your work but is also where much of the online conversation has migrated in recent years. Remember the Dan Gillmor adage that your readers know more than you do — which is not to say that collectively they know more than you, but that someone in your audience might. Much of reporting consists of finding people who know more than we do and talking with them. Your blog (and your social-media presence) can make that easier.
Don’t try to read people’s minds. This is specialized advice, but since I write opinionated media criticism, it’s something I wrestle with from time to time. Another way of putting it is that you shouldn’t ascribe motives unless you’re willing to pick up the phone and do the reporting. For example, it’s fine to observe that the Boston Globe’s coverage of the Red Sox is soft (if you think that’s the case and can offer evidence) and that the Globe’s owner, John Henry, is also the principal owner of the Red Sox. But it’s out of bounds to speculate without interviewing the principals that Globe staff members are afraid of angering Henry, or that Henry must have sent out an edict of some sort. Facts are facts and opinions are opinions, and each has its place. Speculation is neither fact nor opinion and has no place in your blog.
Learn to use photos within the bounds of copyright law. I like to run photos with my blog posts, but I know I can’t run a photo that is the copyrighted property of, say, the Associated Press or the New York Times. Fortunately, there are troves of photos online that you can use without payment, many of them through Wikimedia Commons and Creative Commons. Be respectful of the photographer by crediting it as he or she would like and by linking to the photo. Here is an example of how I handle such credits. (You may be interested in this Q&A I did with the photographer, Gage Skidmore, for the Nieman Journalism Lab.)
Some bloggers worth paying attention to
The best way to become a good writer is to read as much good writing as you can. The best way to become a good blogger is to study blogs by people who know what they’re doing. Here are some examples from my own personal list and from my followers on Facebook and Twitter. You’ll find a range of approaches and topics here.
Note: This is just a tiny sample. I’ve left out many people, including friends, especially if they are white men writing about politics — the single most common type of blogger. If you’d like more recommendations, please take a look at the blogroll on Media Nation — and see who the people below are linking to.
Andrew Sullivan. A pioneering blogger and a former editor of The New Republic, Sullivan’s The Dish is a model in terms of linking, quoting, offering his own commentary, and posting with the regularity of a Stakhanovite. Sullivan writes most frequently about politics, but nothing is off limits. He is not on my daily must-read list, but strictly in terms of craft and discipline, he may be without peer.
Jay Rosen. The New York University journalism professor’s blog, PressThink, is perhaps the most influential in future-of-journalism conversations. Rosen writes a type of blog that I particularly admire — long, well-thought-out posts in which he attempts to make sense of many strands of information. His attention to comments is impeccable as well.
Adam Gaffin. The founder and editor of Universal Hub, which tracks and excerpts from several hundred blogs and websites in the Boston area, as well as from mainstream news sources. Updated multiple times a day, the emphasis is on the sources, not the writer — although Gaffin’s wicked sense of humor often breaks through. In 2008 I profiled him for CommonWealth magazine.
Ta-Nehisi Coates. A national correspondent at The Atlantic and an occasional columnist for the New York Times, Coates blogs powerfully and intelligently on issues related to race and culture. Beyond his blog, his essay “The Case for Reparations” may be the most important magazine article published so far in 2014.
Meg Heckman. A journalism professor at the University of New Hampshire whose blog, A site of her own, focuses on “women, tech, journalism.”
C.J. Chivers. A war correspondent for the New York Times, his blog is called The Gun.
Virginia Postrel. A libertarian and early blogger, Postrel writes the Dynamist Blog, which is worth a look.
Jim Romenesko. The original media blogger, Romenesko moved from blogging on his own to working for the Poynter Institute, and is now on his own once again at JimRomenesko.com. Essential news-biz gossip.
Ian Donnis and Scott MacKay. Their On Politics blog is a good example of a beat blog, as Donnis and MacKay cover politics for Rhode Island Public Radio.
Michael Marotta. His blog, Vanyaland, is a respected guide to alternative rock.
Marjorie Arons-Barron. Former editorial director at WCVB-TV (Channel 5), she writes a blog — often with political reporting — on politics and public affairs.
Mark Garfinkel. A staff photographer for the Boston Herald whose website, Picture Boston, is an excellent example of a local photojournalism blog.
Photo credits: Blogger(cc) by European Parliament; Dan Gillmor by Joi Ito; Ta-Nehesi Coates by David Shankbone; Meg Heckman by Dan Kennedy. All photos published under a Creative Commons license. Some rights reserved.
I am thrilled and honored to report Jay Rosen, Callie Crossley, Dan Gillmor and Bill Densmore have weighed in with advance praise for “The Wired City.” Their reputations precede them. You can read what they have to say by clicking here.
The first time I heard of Michael Morisy and MuckRock.com was in 2010, after the site was targeted by a bureaucrat working for Massachusetts Governor Deval Patrick.
It seems that MuckRock, using the state’s open records law, had obtained information about how food stamps were being used in grocery stores. The data, which did not name any individual food-stamp recipients, had been lawfully requested and lawfully obtained. But that didn’t stop said bureaucrat from threatening Morisy and his tech partner, Mitchell Kotler, with fines and even imprisonment if they refused to remove the documents from their site.
Now Morisy is preparing to expand MuckRock’s mission of filing freedom-of-information requests with various government agencies and posting them online for all to see. The just-launched Freedom of the Press Foundation has identified MuckRock as one of four news organizations that will benefit from its system of crowdsourced donations. The best-known of the four is WikiLeaks.
“The Freedom of the Press Foundation can be a first step away from the edge of a cliff,” writes Dan Gillmor, author of “We the Media” and “Mediactive.” “But it needs to be recognized and used by as many people as possible, as fast as possible. And journalists, in particular, need to offer their support in every way. This is ultimately about their future, whether they recognize it or not. But it’s more fundamentally about all of us.”
What follows is a lightly edited email interview I conducted with Morisy about MuckRock, the Freedom of the Press Foundation, and what comes next.
Q:Tell me a little bit about MuckRock and its origins.
A: I’d been really frustrated that we hadn’t seen much innovation in newsgathering generated by journalistic organizations. You see lots of innovations in how stories are told, but they’ve been generated by companies like Twitter, Facebook, and Instagram — all wonderful organizations, but ones which generate news as a byproduct, and where the journalistic function is by far secondary to business considerations. My co-founder and I wanted to create a startup where creating news was a core part of the business, and where the news was both user-generated and -directed as well as verified.
Since requests on MuckRock come from — and are paid for by — our users, we are able to align our business and editorial goals almost perfectly. We don’t sell advertising, we don’t put up paywalls. We just help people investigate the issues they want to, and then share those results with the world.
We’ve know been growing as a business and as an editorial operation for three years, with a part-time news editor and two fantastic interns.
Q:What sorts of projects are you involved in today?
A: Our biggest project to date is a partnership with the Electronic Frontier Foundation (EFF) called the Drone Census, which has broken a lot of major stories around the country. We let anyone submit an agency’s information and then we follow up with a public records request. So far we’ve submitted 263 requests to state, local, and federal agencies, the vast majority of which were suggested by the public. And it’s helped shed more light on a program that police departments and drone manufacturers are very purposefully keeping quiet.
We’ve also gotten to cover some really interesting local stories, such as getting the late Boston mayor Kevin White’s FBI file and taking an inside look at the timing of a drug raid, as well as national stories.
Q:What is the nature of your relationship with the Boston Globe?
A: MuckRock was invited to be part of the Globe Lab‘s incubator program a little over a year ago. We’ve received free office space and, most important, a good mailbox to receive the dozens of responses we get back every day. It’s also given us a chance to bounce ideas back and forth with their technology and editorial teams, and we’re in the early stages of a collaborative project with them.
They also recently launched The Hive, a section focused on startups in the Boston area. Given my experience running one and my editorial background, when they were looking for someone to manage and report for that section, I was a natural fit and thrilled to be invited to cover startups in the area. It’s a dream job, and it means I now have two desks, and often wear two hats inside the same building.
Q:How did you get involved in the Freedom of the Press Foundation?
A:Trevor Timm has been our main point of contact with the EFF working on the drone project, and he’s been absolutely great to work with. He reached out to us about a week ago and said that he was working on a new venture to help crowdfund investigative journalism projects, and we were honored to be thought of. It turns out he is the executive director of the Freedom of the Press Foundation, so we got lucky to be working with the right people.
Q:Do you have a goal for how much money you’re hoping to raise through the foundation? What kinds of projects would you like to fund if you’re successful?
A: We’re kind of going into this with an open mind and a hopeful heart. Any amount raised is greatly appreciated, but this will help jumpstart several new projects similar in size and scope to the drone effort, which has had an amazing response, including nods from the New York Times and many other outlets. It may also give us the flexibility to fund important stories that maybe are not as sexy. We were really interested in funding an investigation into MBTA price jumps for the disabled, for example, but our crowdfunding efforts on Spot.us are essentially dead on arrival. Having a reserve will allow us to take gambles on stories like that without having to choose between making rent and breaking news.
You may recall that MySpace was a social-media phenomenon when Rupert Murdoch bought it back in 2005 for $580 million. It wasn’t long, though, before Facebook zoomed past it, rendering Murdoch’s new toy all but worthless. The site is now for sale. A large part of it may have been that Facebook was simply better technologically. But surely some of MySpace’s lost cachét was due to a perception among users that anything owned by Murdoch wasn’t cool anymore.
Which brings us to AOL and the Huffington Post. When AOL chief executive Tim Armstrong forked over $315 million for HuffPo, he no doubt thought he was acquiring, among other things, an army of unpaid bloggers. But not so fast.
Socialite Arianna Huffington built a blog-empire on the backs of thousands of citizen journalists. She exploited our idealism and let us labor under the illusion that the Huffington Post was different, independent and leftist. Now she’s cashed in and three thousand indie bloggers find themselves working for a megacorp.
Two old Boston Phoenix friends have weighed in as well.
Al Giordano writes that he cross-posted 26 of his stories on HuffPo between 2007 and 2009. He stopped, he says, because he “grew uncomfortable with how that website was transparently becoming more and more sensationalist, cult-of-personality generated.” Now he’s removed his posts, replacing them with this:
(As author and sole owner of the words in this story, I did not write them for AOL, and do not wish to have any association with it imposed upon me. The original text may still be found at http://narconews.com/thefield – Al Giordano, February 7, 2011)
What Ariana Huffington sold for $315 mil was a lot of bloggers who work for free and all the eyeballs they attract to HuffPo. Feeling exploited? Stop working for free for HuffPo and stop providing HuffPo with the value of your visits. Believe me, there will be alternatives. True alternatives.
Dan Gillmor says that, at the very least, Huffington ought to start paying people.
It’s hard to know to what extent HuffPo’s unpaid bloggers fit into Armstrong’s plans. At the very least, though, it’s beginning to look like he did not get what he paid for. He could ask old Rupe about that.
With the publication of his 2004 book “We the Media,” Dan Gillmor established himself as one of the most important thinkers in digital journalism. Because of that book, Gillmor, a former technology columnist for the San Jose Mercury News, is often described as the leading advocate for citizen journalism, though he would be the first to point out it’s more complicated than that.
When I asked him if he’d like to take part in an e-mail interview about his new book, “Mediactive,” he replied that it might take him a while. Yet, within hours, I received more than 1,500 words of carefully considered prose about the state of journalism and his hope that citizens would use the digital tools at their disposal to become better-educated media consumers — as well as producers.
This is not what you would call an arm’s-length interview. I’ve considered Gillmor a professional friend since profiling him for CommonWealth Magazine in 2006. He offered me some valuable advice on my own book-in-progress on the New Haven Independent and other hyperlocal news projects. I read “Mediactive” in galleys and wrote one of the blurbs. So it would be silly for me to write a review telling you that you should all read “Mediactive.”
Although, in fact, you should all read “Mediactive.” It’s edgier and less optimistic than “We the Media,” but Gillmor has lost none of his passion for urging readers, viewers and listeners — the “former audience,” as Gillmor dubbed them in his first book — to get up off their seats and demand that the media be held accountable.
A: As you know, I’ve been a cheerleader for democratized media for a long time now. But I’ve also been a cheerleader for quality. And it’s been clearer and clearer that people are not sure how to handle the flood of information that is swamping all of us.
So a couple of years ago, I started realizing that we have a number of issues to work on to make the possibilities for democratized media into realities that would, first of all, encourage creation of media by everyone; and, second, find ways to make what we all create trustworthy and reliable. This isn’t just a supply issue. It’s a demand issue as well.
Clay Shirky, who wrote the foreword for the book, put it particularly well. I’m paraphrasing here, but he said my goal was not solely to upgrade the journalism, but very much to upgrade us, the audience.
There’s a lot involved in doing something like this. It boils down essentially to a modern version of media literacy, one that looks much more at participation than traditional media literacy programs have done while building on the great work in that field when it comes to understanding what we read and see. The bottom line is, above all, persuading passive consumers to be active users of media, both in the reading (used in the broadest sense of the word) and in the creation process. Continue reading “Dan Gillmor on how to make the media serve us”→