We are all on the track of the new media. Some newspapers are further ahead than others, but most realize that the new media is where our long-term future lies. It is not a cash cow yet, but in order to make it one we have to figure out how to make it work.
Among the things the readers want web sites to serve them are:
1. Fresh, up-to-date news.
2. News that is easy to read. Few will read a 40-inch story online.
3. Availability of content on demand now and later.
4. Seamless, responsive and easily navigable interactive content.
5. Original content that is not in print or that expands the print content in an easily digestible way.
Most of the web sites for daily newspapers are delivering four of these right now. Some to a lesser extent than others, but the process is moving forward.
There is one where most newspapers seem to be struggling. It is #4. As we move into the new media age with text, video, flash, audio, photos and more, news sites often offer out readers clunky presentations that fail meet one of the readers' most important desires.
Example: The reader clicks on a main story link. Inside they often find small text links that point to photo galleries or videos. These links are often underneath a flashing ad that, while necessary, makes the links hard to see.
If readers do find the link, they will view the content and usually end up at either a dead end or rolling into similar media from a totally different story.
There's no problem with offering readers a way to jump away from the story to pursue more of the current medium. That's a good thing. But readers often want to get the rest of the story and that is certainly what journalists want.
There is a frequent failure by news sites to bring the readers full circle. Readers are shown stories, then either photos, video or audio. But after the new media content, readers frequently don't have a clear way back to the referring story.
In the next stage of the internet, we need remember that the World Wide Web has to be spun in a way that the readers are in control but have an autopilot at their beckon call. News needs to be presented with technical sophistication that is currently rare.
There is great hope. Programs like Java and Flash are allowing the multimedia packages to be built in a seamless way that fulfills the fourth desire. This is the way of the future. The problem right now is that the programming demands are too high for most newsrooms to use them daily.
Even with a current content management system (CMS), we can do a better job of using good page design, clear links and iconic photos or graphics that tie the elements together and keep readers in the loop as long as they want. Don't just link out, link back.