Don't Take your Ball and Go Home

[Nora McDougall-Collins]

The problem with taking your ball out of play and going home is that now you don't have anyone to play with. This is especially a problem on the web where everything is interconnected, and a big part of your traffic is a result of links to your web site.

Last week, I discussed using information from newspaper and magazine articles about you. This week, I had two opposite experiences in that area.

A story on the positive side: the newspaper, The Daily Interlake, from Kalispell, Montana carried an article about me in 2004. I needed a copy of that article to add to the NNFP web site; so, I emailed the editor and asked if I could have a copy. The editor's response was prompt and very positive. He took the time to search out the article, even though I couldn't even remember whether it was 2004 or 2005. Then he sent me a digital copy, which is posted on the upcoming, new NNFP web site. When I asked if there was a charge to use the article, he just asked that we give them credit.

On the negative side is an incident that I read about in my favorite technical news and forum site: Web Pro News. I'd like to suggest here that you take a few minutes to click the link in the previous sentence and read the article, and especially the comments. However, a brief summary sentence is,
"GateHouse Media Inc., which owns 125 Massachusetts newspapers as well as web properties like WickedLocal.com, sued the New York Times Co. because its Boston.com-run website "Your Town Newton" was posting headlines and small article snippets from WickedLocal.com."

The New York Times wasn't copying the articles, just linking to them with the snippets to tell the reader what the content of the article was. Reading the responses to this article is all the comment needed, but my favorite reader response was,
"Submitted by Laurie Manny (WPN reader) on Wed, 01/28/2009 - 18:18.
Hilarious!!!
This is so funny I have to comment. Tell them to link to me PLeeeeeeeeeeeeeeease. hahahahahahaha

Some people are just to dumb to exist!"

Judging by the responses, these publications will have a very lonely time with their ball! The really sad thing is that so many print publications are fighting to exist. They can't afford to make mistakes like that one. A year ago, the Albuquerque Journal wanted to charge $30.00/mo for the use of an article on a web site. And they wanted to charge it to the people who the article was about. That's more than the site hosting charges - for one article! Although a web advertising campaign should be part of your advertising budget, I wouldn't advertise on a site that wasn't doing everything it could to drive traffic to the articles - and my ads!

Here in Montana our newspapers are cutting back employees. The Albuquerque Tribune, an 86 year old publication is shutting its doors. Newspapers are having quite a struggle with the new culture of the internet. I have already recommended to one excellent reporter, who is losing her job to cutbacks, that she write great articles for web site content. There will always be a need for great content!

So, I'd suggest that you have great, interesting content on your web site, and share, share, share. Just do like the editor of the Daily Interlake and expect a link back to your web site!