Weirdly enough, I’ve heard a number of people over the years assert that newspapers should have unveiled a free classified-ad service in order to forestall the rise of Craigslist — as if giving away classified ads was going to help pay for journalism. As of 2019, Craigslist employed a reported 50 full-time people worldwide. The Boston Globe and its related media properties, Stat News and Boston.com employ about 300 full-time journalists. As they say, do the math.
Sometimes you hear the same thing about Facebook, which is different enough from journalism that you might as well say that newspapers should have moved into the food-services industry. Don Graham’s legendary decision to let Mark Zuckerberg walk away from an agreed-upon investment in Facebook changed the course of newspaper history — the Graham family could have kept The Washington Post rather than having to sell to Jeff Bezos. As a bonus, someone with a conscience would have sat on Facebook’s board, although it’s hard to know whether that would have mattered. But journalism and social media are fundamentally different businesses, so it’s not as though there was any sort of natural fit.
More recently, I’ve heard the same thing about Nextdoor, a community-oriented social network that has emerged as the news source of record for reporting lost cats and suspicious-looking people in your neighborhood. I like our Nextdoor and visit it regularly. But when it comes to discussion of local news, I find it less useful than a few of our Facebook groups. Still, you hear critics complain that newspapers should have been there first.
Well, maybe they should have. But how good a business is it, really? Like Craigslist, social media thrives by having as few employees as possible. Journalism is labor-intensive. Over the years I’ve watched the original vision for Wicked Local — unveiled, if I’m remembering correctly, by the Old Colony Memorial in Plymouth — shrink from a genuinely interesting collection of local blogs and other community content into a collection of crappy websites for GateHouse Media’s and now Gannett’s newspapers.
The original Boston.com was a vibrant experiment as well, with community blogs and all sorts of interesting content that you wouldn’t find in the Globe. But after the Globe moved to its own paywalled website, Boston.com’s appeal was pretty much shot, although it continues to limp along. For someone who wants a free regional news source, it’s actually not that bad. But the message, as with Wicked Local, is that maybe community content just doesn’t produce enough revenue to support the journalists we need to produce actual news coverage.
Recently Will Oremus of a Medium-backed website called OneZero wrote a lengthy piece about the rise of Nextdoor, which has done especially well in the pandemic. Oremus’ take was admirably balanced — though Nextdoor can be a valuable resource, especially in communities lacking real news coverage, he wrote, it is also opaque in its operations and tilted toward the interests of its presumably affluent users. According to Oremus, Nextdoor sites are available in about 268,000 neighborhoods across the world, and its owners have considered taking the company public.
There’s no question that Nextdoor is taking on the role once played by local newspapers. But is that because people are moving to Nextdoor or because local newspapers are withering away? As Oremus writes, quoting Emily Bell:
In some ways, Nextdoor is filling a gap left by a dearth of local news outlets. “In discussions of how people are finding out about local news, Nextdoor and Facebook Groups are the two online platforms that crop up most in our research,” said Columbia’s Emily Bell. Bell is helping to lead a project examining the crisis in local news and the landscape that’s emerging in its wake.
“When we were scoping out, ‘What does a news desert look like?’ it was clear that there’s often a whole group of hyperlocal platforms that we don’t traditionally consider to be news,” Bell said. They included Nextdoor, Facebook Groups, local Reddit subs, and crime-focused apps such as Citizen and Amazon Ring’s Neighbors. In the absence of a traditional news outlet, “people do share news, they do comment on news,” she said. “But they’re doing it on a platform like Nextdoor that really is not designed for news — may be in the same way that Facebook is not designed for news.”
Look, I’m glad that Nextdoor is around. I’m glad that Patch is around, and in fact our local Patch occasionally publishes some original reporting. But there is no substitute for actual journalism — the hard work of sitting through local meetings, keeping an eye on the police and telling the story of the community. As inadequate as our local Gannett weekly is, there’s more local news in it than in any other source we have.
If local newspapers had developed Nextdoor and offered it as part of their journalism, would it have made a different to the bottom line? It seems unlikely — although it no doubt would have brought in somewhat more revenues than giving away free classifieds.
Nextdoor, like Facebook, makes money by offering low-cost ads and employing as few people as possible. It may add up to a lot of cash in the aggregate. At the local level, though, I suspect it adds up to very little — and, if pursued by newspapers, would distract from the hard work of coming up with genuinely sustainable business models.