At LJWorld.com, we’ve created a new health site called WellCommons. It’s a very different way for a news organization to serve its community, because it uses the tools of the Web to integrate community and journalism. More on this in another post.
How our community will change the structure and function of WellCommons, and, by default, its new content management system, remains to be seen — it’s barely a month old. However, I think this structure is on the right path to serving the needs of the Lawrence/Douglas County health community in a modern way.
That’s why this blog post by Chris Lynch on his Lynch Blog was so interesting: He thinks that most journalism schools will close because they’re teaching for the past, not the future. Others have said that, but his take on it and the discussion in the comments are worth a review.
I don’t agree with his concept of The Reader Elite — Webworld just isn’t organized that way. It’s organized into overlapping cells of topic areas. And if that topic area relates to someone’s profession, then that person is likely to pay for the information. You don’t have to look far to see examples of that in the journals that serve the energy, environmental law and technology, financial, scientific, etc., communities.
Where people are struggling with the idea of pay walls and paid content is in the kind of coverage traditionally provided by newspapers, television and public radio. Paying for noncontextual information is mostly a pipe dream in Webworld.
However, people might pay for an investigative piece if it’s in context of continuing coverage of that community. So, for example, continuing local health coverage might be supported by advertising from businesses that provide products and services for that community. However, investigating corruption in a state physicians’ review board might require three months of two people’s time. That’s something that you’d want to pay people expert in the field to do, and, if it’s important enough to the community, they might donate to that project. A contextual SpotUs, so to speak.