Journalism 2.0

But they need to move faster. 

Still, the findings of a recent Bivings Group report analyzing the web sites from the top 100 U.S. newspapers (by ABC ranking) are encouraging. Among the highlights:

• 58% of newspaper sites now accept some form of user generated content, although it’s mostly just photos. Only 15 percent accept text, showing that the distrust of the audience by mainstream newspapers continues.

• 76% of newspaper sites display “most popular” lists of content, including most visited and most emailed stories, compared to 51% in 2007 and 33% in 2006.

• 75% now allow comments on articles, compared to 33% in 2007. That’s a significant jump, but is about four years late.

• Just 11% of newspapers now require registration to view content, compared to 29% in 2007. This is definitely heading in the right direction.

• All newspapers feature some form of contextual advertising and 43% accept interstitial ads. I’m skeptical that interstitials are a long-term, scalable solution, but it shows willingness to experiment.

Despite the positive figures, the report’s summary delivers a sobering analysis:

Speaking generally, our study shows that newspapers are trying to improve their web programs and aggressively experimenting with a variety of new features. However, having actually reviewed all these newspaper websites it is hard not to be left with the impression that the sites are being improved incrementally on the margins. Newspapers are focused on improving what they already have, when reinvention may be what is necessary in order for the industry to come out of the current crisis on the other side.

Can you say “rearranging the deck chairs on the Titanic?” That’s what this feels like despite the fact that the iceberg is in sight.