След като разбуни духовете с невероятно силния като текст и нови идеи Generation M Manifesto, Умер Хак /директор на Havas Media Lab, нашумял с публикациите си в популярни медии като Wired, The Red Herring, Business 2.0,BusinessWeek, и като партньор на Крис Андерсън, станал известен с бестселъра си Long Tail/, публикува в Harvard Business още един не по-малко вдъхновяващ манифест, озаглавен The Nichepaper Manifesto.
Вестниците, такива, каквито ги познавахме доскоро, ще умрат и ще бъдат заменени от нов тип медия, наречена от него Nichepapers. Те са бъдещето на журналистиката, заявява Хак.
Nichepapers не са просто нов продукт, нито нова услуга или нов бизнес модел, те са нова институция!Те, сами по себе си са радикална иновация, която не просто е журналистика, правена по нови правила, а цялостно концептуално преосмисляне и пресъздаване отново на начина на правене и поднасяне на Новината.Ето и части от текста на The Nichepaper Manifesto:Dear Newspaper Magnates,
Journalists didn’t make 20th century newspapers profitable — readers did. 20th century newspapers were never supernormally profitable because of what they wrote: it was the natural monopoly dynamics of classifieds that fueled massive margins.
In the 21st century, it’s time, again for newspapers to learn how to profit with stakeholders — instead of extracting profits from them. The 21st century’s great challenge isn’t selling the same old “product” better: it’s learning to make radically better stuff in the first place. Here’s how to begin building 21st century newspapers.
20th century news isn’t fit for 21st century society. Yesterday’s approaches to news are failing to educate, enlighten, or inform. The Fourth Estate has fallen into disrepair. It is the news industry itself that commoditized news by racing repeatedly to the bottom. It’s time for a better kind of news. A new generation of innovators is already building 21st century newspapers: nichepapers. The future of journalism arrived right under the industry’s nose…
Nichepapers aren’t a new product, service, or business model. They are a new institution. They’re a living example of the institutional innovation that is the key to 21st century business. They’re not the same old newspaper, sold a different way. They are 21st century newspapers, built on new rules, that are letting radical innovators reinvent what “news” is.
Here are eight of the most essential:
Knowledge, not news. Newspapers strive to give people the news. Next stop, commodity central. Nichepapers strive to impart meaningful, lasting knowledge instead.Commentage, not commentary. Newspapers dictate to their reader what news and opinion are. Nichepapers co-create knowledge through “commentage.” Commentage is the kid sister of reportage: it is the art of curating comments to have a dialogue with the audience — because the audience can fill gaps, plug holes, and thicken the foundations of knowledge. Many newspapers have comments — so what? Almost none are having a dialogue with commenters — w