The Los Angeles Times just went through another round of layoffs, while its parent, Tribune Co., is nearing an exit from a bankruptcy proceeding that began in 2008 and shows few signs of being pleasantly resolved. The Times itself, however, is becoming a legitimate online powerhouse. But it’s beginning to look less and less like a newspaper.
The paper itself conveniently reports its own traffic numbers, focusing on its blogs. And the numbers are impressive. In July, the top 3 blogs racked up 36 million in page views. Let’s just jump back to that for a second. Blogs. Racked up. 36 million in page views.
Justin Ellis at the Nieman Journaism Lab is impressed:
[T]he Times’ traffic gains have also come off the work of its blogs, including Politics Now, Hero Complex (on “movies, comics, fanboy fare”), and a Technology blog. Orr attributes that to the high posting frequency from the blogs’ writers, as well as their writing style. It’s writing that has voice and knowledge, but is also reported out, Orr said. So when you read an item on Politics Now about the Iowa straw poll, say, or an item about Pixar on Hero Complex, those posts are actually more akin to article-length stories.
Hero Complex is indeed a fanboy's paradise. Gawer Media started a very similar effort in 2008, called io9, that roams the territory of capes, wands, and lightsabers. But Hero Complex aims for a more middle-ground, less geek-a-delic readership.
If you check out the Pixar post that Ellis highlights, it quickly becomes apparent that it isn’t very bloggy at all. But then again, this is something of a trend in the blogosphere. Old-school journalism and the fast-and-loose world of what we might now be able to call old-school blogging are beginning to converge. And both are changing in the face of the rapidly shifting economics of the media business.
Traffic is the coin of the realm in this space. And high-quality traffic -- the kind of thing that Google likes, and likes even more since it revised its Panda search algorithm -- is what the Times high-quality blogging is bringing in.
In fact, the Times’ blogs are beginning to look a lot like what Gawker Media -- the once-upstart New York-based enterprise that publishes the eponymous gossip site, as well as technology blog Gizmodo, sports blog Deadspin, and even porn blog Fleshbot (sorry, that link is NSFW) -- wanted to be in the aftermath of its controversial redesign earlier this year. (Reuters blogger and Gawkerologist Felix Salmon unpacks the whole thing here.)
Weirdly, it’s like the L.A. Times and Gawker are ships passing in the night: one a leviathan ocean liner trying to become a frigate; the other a fast-attack sub that’s turning into dreadnought. You could even say that the Times is ahead of the game here: its blogs feature exactly the kind of rich, reported content that Gawker head Nick Denton insists he wants -- as opposed to the snarky, quick-hit blogging that has made the Gawker sites successful and addictive in the early years of Web 2.0.
Viewed this way, the Times’ blog network, Southern California born and bred, looks like the most innovative media business in country -- better than the New York Times, which despite the popularity of satellites such as DealBook is still tied to the staid mothership; and better than the Huffington Post, which has become something of a hot mess since its merger with AOL.
Is this a model that newspapers everywhere should emulate? Well, maybe. The Times’ blogs have earned their traffic through original writing and reporting, less from the dreaded aggregation, whereby blogs summarize or deconstruct and re-assemble the content of others in a more search-friendly context.
But the Times’ blogs are also highly dependent on what Jeff Jarvis has called “Google juice.” The Times’ online managing editor, Jimmy Orr, reported that Google traffic for LATimes.com was up “65.4% year over year.” Sounds great. Until whatever search-engine optimization strategy that yielded it gets gamed by lesser operations and compels Google to again adjust its algorithm.
Of couse, one lesson that the Times’ can learn from Gawker is to avoid messing with a good thing. After Gawker Media unveiled its redesign, its traffic plummeted by 25 percent. That was the sound of a blogging network becoming less bloggy -- but also of money leaving the bank.
Photo: Minaert/Wikimedia Commons