Clay Shirky’s right that syndication’s getting disrupted — but not in the ways he thinks it is

In my contribution to the Nieman Journalism Lab’s 2011 Prediction series, I agree with Clay Shirky’s prediction about the disruption of the traditional news syndication model, but disagree (yes, I disagreed with Clay Shirky) about how the disruption will play out.  Here’s an excerpt:

The desktop web has been a revolutionary platform in terms of access to information, the democratization of publishing, and the socialization of media. But as a medium for consuming news content, from a user interface and user experience perspective, it’s problematic at best and downright awful at worst. News consumption has begun a major shift from the traditional desktop web to apps for touch tablets for a simple reason — the user experience and user interface are so much better, as the recent RJI survey of iPad users reflects. Consumers are choosing tablet apps over the traditional desktop web based on the quality of the user experience and the overall content “package.”

News organizations are already shifting their strategies to take advantage of that consumer shift. But few have thought about the role of syndication in news apps. With the immersive, hands-on experience of a tablet news app, the value of syndication changes entirely. Apps that deliver nothing but one news organization’s content will not compare favorably with the content richness of the web, no matter how good the UI is. And apps that bounce users around from site to site with an in-app browser, mimicking the traditional desktop web model, will fail for precisely the reason why users chose the app in the first place.

But news apps that can deliver full content, curated from a wide range of sources, within a cohesive, optimized — even breakthrough — UI for news consumption, will win because users will have the best of both worlds. Syndication in news apps will not be about republishing news that everyone else has. It will be about combining curated news with original content in order to create consumer packages that are deeply engaging and in many cases worth paying for. With this shift, news organizations will stop ceding to aggregators the huge value creation of curating and packaging news. Instead, news organizations will start defining their editorial brands as curators as much as they define them as original content creators.

Read the rest at Nieman Journalism Lab.

Scott Karp

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