Why Pogue, Mossberg & Swisher Are Leaving the NYT & WSJ, Part II

With the imminent shift by David Pogue (The New York Times), Walt Mossberg (Wall St. Journal/AllThingsD) and Kara Swisher (AllThingsD) to new ventures, I had some additional thoughts about the significance of those moves.

Mike Maney, who tweets at the_spinmd, responded to my first blog post  on the topic, saying, "Not sure I'd say lots of people still open their paper to read. Which is the core of the 'why' IMO" that Pogue, Mossberg and Swisher are leaving.

I agree but I think people do check out the Times and the Journal on their apps and from those papers' websites. Soon, after checking the headlines on nytimes.com and wsj.com, people are going to have to remember to click to the other URLs to find out what Pogue and Mossberg think about the latest cosnumerish technology.

Of course a click or two, especially if bookmarked, is not an arduous, time-consumer process (not like it was with dial-up service -- for those old enough to remember dial-up). But we leave in a one-click world where requiring a couple of clicks to purchase an item may cause people to give up.  (I can't imagine what my grandmother would react if she she had learned that a couple of clicks represent too much of an obstacle to purchase, considering she had to take buses to get to the store to buy something only after trying it on, and then travel back again when she returned the item.)

I do think Pogue, Mossberg and Swisher are replaceable in a way -- I mean, we all are, after all. But I do think it will be more difficult for their replacements to establish themselves just as it will take a while for Pogue, Mossberg and Swisher (I'm not going to refer to them by an acronym).

As it is, one can make a case that the tech reporters getting a lot of attention these days are not the tech reviewers but those who cover startups. That said, consumer tech reviewers will always be important because we need someone to tell us which device is better -- the iPhone or the Galaxy.

No matter what, I think the continuing fragmentation of the media is a lose-lose proposition for reporters, these publications and the readers. 

This fragmentation makes it more challenging to reach a mass audience. It takes more effort to reach more reporters, who themselves reach smaller audiences. (These audiences may be more engaged than traditional print newspaper readers, but they're still harder to reach.) It takes more time to research and contact reporters...which means we need to spend more time overall to reach fewer people at a time. It's pretty much a similar story with social media, too. Don't get me wrong, you've got to reach people on different platforms -- Facebook, Twitter, LinkedIn, Google+, blogs, and forums, etc. -- but it can take more time to reach increasingly niche audiences.

That, I believe, is the point to keep in mind in terms of the implications for Pogue, Mossberg, Swisher and the rest of us.

Why are Pogue, Mossberg & Swisher Leaving the NYT & WSJ?

Following the recent news that Walt Mossberg and Kara Swisher at AllThingsD will be leaving after 11 years to start a new technology writing and conference business, David Pogue announced that he's leaving the New York Times after 13 years. Pogue will be joining a new consumer technology site at Yahoo.

There are some reports/rumors that Mossberg and Swisher were pushed out of the Wall St. Journal, which has also announced it will expand "the Journal's technology coverage and conference franchise, including the addition of 20 editorial staff. (By the way, Mossberg has worked at the Journal for far longer than 11 years -- the 11 years is based on the launch of AllThingsD.) Mossberg and Swisher's contract runs through Dec. 31, 2013, and they have said that they will launch a new business as of Jan. 1, 2014.

What's interesting is this: regardless of whether Mossberg and Swisher were pushed out, they will launch a new platform. (Hard to imagine that they'll be able to launch a competing business while still writing for the Journal but I have every confidence that they will be successful). And regardless to how Pogue is leaving (there have been grumblings regarding conflicts of interest in terms of reviewing Apple technology when he also has had publishing contracts for how-to books on those same products), these departures raise a couple of interesting questions:

• All three are hardworking, knowledgeable and have incredible industry connections -- but how much of their success has been the result of the platform they've had for the last decade? In other words, were they the top of the industry because they worked at the New York Times and Wall St. Journal or were they working at the NYT and WSJ because they are the best reporters out there? (Again, I've worked with them over the years, and have always read their columns and articles -- and they are terrific reporters and reviewers.)
• How important are they to their respective tech sections? Based on my experience, lots of people open their Thursday editions to read the latest reviews from Mossberg and Pogue. So, will readers still turn to the Thursday tech sections as avidly as they did until now? I'm betting that there will be a fall-off because I think readers respect Mossberg and Pogue and because they've built up credibility over the past decade-plus.
• Will their new endeavors keep them at the pinnacle of the industry? I think Mossberg and Swisher definitely will maintain their ranks -- because of the conference business. Pogue has hinted at more than blog posts, reviews and video -- but launching a successful conference is tough. Mossberg and Swisher have done it and should be able to do so again. The question is whether Pogue, who is also busy serving as technology correspondent for “CBS News Sunday Morning,” columnist for Scientific American and the host of a series on technology on the PBS program “Nova,” has the time and inclination to build a conference business. That said, by keeping his position with CBS News Sunday Morning, Pogue will also maintain his position at the top of the field.
• That said, while I know online is usurping print, I still wonder if their new online platforms Yahoo for Pogue and To-Be-Named-Later for Mossberg and Swisher, will attract as much attention/traffic as the NYTimes.com or WSJ.com?
• For Mossberg and Swisher, will their new site provide subscriber-only access -- a paywall to generate revenue even before generating advertising revenue? With Pogue, the established Yahoo! platform indicates his new site would be free -- but still leaves open the question: how does it become self-sustaining?. 

However this plays out, it's clear that reporters these days can find new ways to monetize their reviews and articles beyond print newspapers. But the further fragmentation of the media makes developing an audience that much more challenging for Mossberg, Swisher and Pogue -- and that much more challenging for those of us who follow and pitch them.

Let me know what you think.

New York Times Urges Truth in Online, Offline Advertising

Pointing out that marketing to consumer-generated (i.e., blogs) and social networking sites (Facebook, MySpace but not, as yet, Twitter) is expected to grow 20 percent in 2009, up from $1.01 billion in 2008 (which had increased 25% from 2007), the New York Times believes that "a lot of it is paid advertising masquerading as bona fide endorsements by celebrities, well-known bloggers and even ordinary people — honest comment, free from pecuniary considerations."

According to the Times, "In 1968, an F.T.C. advisory demanded that advertorials disclose that they were advertising, not editorial...The rules offline should clearly apply online. This is a matter of principle, not medium, and the new rules are not an excessive burden."

I certainly agree with that.

The Times also urges the FTC to "focus enforcement on the advertising companies," not the bloggers."

The Times also feels that "advertisers are the drivers of this new trend. The onus should be on them to ensure that blogs pitching their stuff warn readers about the commercial motivation of the endorsements."

As a blogger, I'm not sure I totally agree with that last point. I have urged clients to work with credible bloggers, who disclose potential conflicts of interest. But as a PR executive, I know we have little control over bloggers, and would not want to be held responsible for them. That said, we're just providing information or trial software for reviews. We're not engaging in some of the problem issues that the Times rightly cites (such false testimonials).

It's not clear from the Times' editorial whether its editorial board understands how bloggers work.

At the same time, we do provide trial software for product reviews to print reporters. I think there needs to be a disclosure page for tech reviewers to let everyone know their policies. The Journal has a code of conduct that's easily found, but you can check it out here. Kara Swisher, a former Journal reporter who now works for All Things D, posts her ethics policies here. And Walt Mossberg posts his ethics policy below his bio here.

I think more online and offline reporters and bloggers should post codes of conduct. Now, I don't review or endorse products here, but I have posted in my bio that if I do mention clients, I will always disclose that fact. And I do so here and on Twitter.