¿La muerte de los medios de información impresos?
Juan Rivero noviembre 12th, 2009
Allá por el año 1430 Johannes Gutemberg apostó que podría hacer una copia de la biblia en la mitad de tiempo de lo que lo haría el copista más rápido del mundo musulmán, había nacido la imprenta. En 1897 Guillermo Marconi fue la primera persona en lograr la primera trasmisión de radio de la historia. Iniciado el S. XX, en 1928 el ingeniero John Logie Baird realizó la primera demostración de un sistema que reproducía imágenes en movimiento, eran los inicios de la televisión. Cada uno de estos acontecimientos revolucionó el mundo y la forma de difusión informativa, además en cada una de estas etapas se predicaba con la muerte de los medios de información anteriores.
En 1996 empezó el internet moderno, y nada ha cambiado hasta la fecha, ahora se predica con la muerte de los medios de información impresos. El poder del llamado internet en tiempo real es muy potente, y ya no sólo es el hecho de que no hay que esperar a recibir la información en el periódico al día siguiente, sino que ahora cualquier persona con móvil en mano puede grabar el accidente de un avión en el lago Michigan, subirlo en ese mismo momento a su blog, y comentarlo en su Twitter donde sus followers extenderán exponencialmente la información por el mundo entero. Y por cierto, una difusión informativa gratuita.
La revolución digital, la aparición de nuevos formatos publicitarios, y la democratización de los contenidos provocan que la audiencia esté abandonando a los medios impresos. Este abandono implica a su vez una reducción de los ingresos publicitarios del canal impreso que ha llevado incluso a alguna que otra muerte sonada. Dura transición, renovarse o morir.
¿Pero cual es la solución al problema? ¿Mejorar los contenidos? ¿aumentar la experiencia del usuario en los periódicos online? ¿adaptarse a una nueva forma de comunicación? ¿cobrar por acceder a los contenidos? ¿O simplemente no permitir a los buscadores la indexación de las noticias? 
Rupert Murdoch, el magnate de la información apuesta por esto último, cobrar por acceder a los contenidos y que los buscadores no puedan indexar sus noticias. A título ilustrativo esto implica que entre las 2.000 búsquedas que se hacen cada segundo en Google no habría ningún resultado del The Wall Steet Journal, o The Times entre muchos otros. En resumidas cuentas ser invisible.
Entrevista a Murdoch y la respuesta de Google:
- Google: “Si nos dicen que no lo incluyamos, no lo haremos”
¿Pensáis que la solución es pues cobrar por los contenidos desapareciendo de los buscadores? Y en caso afirmativo, eso lo puede hacer el Sr. Murdoch, ¿pero qué pasa con los medios impresos que no tienen tal envergadura? (véase un medio regional).
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Me parece que las dos medidas tomadas por el señor Murdoch (cobrar por la información y desaparecer de Google) están alineadas con sus objetivos: deshacerse de los visitantes de su sitio web que provienen de Google (por considerarlos “no fieles”) y además intentar solventar la crisis por la que están pasando los medios impresos.
Aún así, no creo que ninguna de las dos medidas sean la solución al problema. Lo de querer generar más ingresos con menos tráfico no creo que de resultado. Puede que los lectores que llegan a través de Google no sean tan fieles como los habituales, pero quizás lo que en realidad debería analizarse es qué porcentaje de ellos se convierten en lectores recurrentes y además en fieles.
Al desaparecer de Google, serán muchos los lectores que terminarán por inclinarse por otras propuestas de información online que les queden más “a mano” por estar entre los resultados en las búsquedas de internet.
La forma en la que la gente demanda información está cambiando y creo que esto tarde o temprano implicará un cambio de estrategia de los medio de comunicación impresos. A mi parecer, la verdadera solución está en modificar los costes y la estructura de los medios impresos, optimizándola y adaptándola al cambio. Es necesario reducir gastos que podían ser cubiertos en épocas de bonanza y ser eficientes. En este sentido creo que aún quedan muchas cosas por inventar y muchas ideas sin pensar.
Hoy ha publicado que el ”Washington Post”, como ya hicieran otras cabeceras como el “Post” o “‘New York Times” cierra sus sucursales para centralizar su actividad en una sede central. No hace falta hacer un análisis en detalle para entender esta decisión dado que, como bien explican desde el propio diario, hoy en día con los medios existentes se puede cubrir toda la información de interés nacional desde una única redacción. Además, la entrada de los gratuitos, muchos de ellos de ámbito local, justifica aún más esta decisión.
Llevamos ya varios años hablando de la muerte de los medios impresos algo que, bajo mi punto de vista, no es realista a corto o medio plazo. En 2008 la caída general del negocio del sector de la prensa en España fue del 10,7%, siendo la prensa diaria la más castigada con una caída del 12,5%. La principal causa de este descenso fue la inversión publicitaria que bajó entre un 15% y un 20% mientras que el caída de la venta de ejemplares apenas tuvo un impacto del 2% en el volumen total del negocio (fuente:www.dbk.es). Si analizamos estos datos con la situación de otros sectores, y no hace falta compararlo únicamente con el inmobiliario o el financiero, no parecen unos datos que auguren un final inmediato.
Con esto no quiero decir que la prensa escrita tenga el futuro asegurado. Todo lo contrario, creo que efectivamente el mercado está dando claros avisos de la necesidad de dar una vuelta y diversificar el negocio. Hasta ahora prácticamente la mayor innovación que ha hecho la prensa es “copiar y pegar” la información del papel a la versión online y mejorar el diseño de la Web. Acicalar en canal es importante pero quizás no sea la innovación que el sector necesita.
Esta “innovación” es una consecuencia directa del ahorro de costes que todos buscan por la caída de la inversión publicitaria y la primera medida que se tomó en la redacciones fue “vamos a sacar una versión online del producto que, dado que es el mismo, crearán las mismas personas que ya tenemos” y surgió el concepto de periodista multimedia, es decir la persona que busca, escribe, edita, maqueta… primero para el papel y luego lo mismo con el editor online.
Desde el punto de vista del lector, éste pensó “¿para que voy a comprar el periódico en papel si tengo la misma información gratis en la web?” y rápidamente desde los medios pensaron “es verdad, pues que pague, un poco menos, por acceder a la info en su ordenador”. Un gran error que al poco tiempo se subsanó llegando al punto de que ahora mismo diarios como el ABC tiene toda su hemeroteca a “un golpe de click”.
Si nos fijamos en el público objetivo de la prensa a día de hoy tenemos un claro perfil de lector con unos hábitos de lectura que no se parecen al usuario de Internet, mucho más joven y que antes de la caída de la inversión publicitaria tampoco compraba el periódico. Tenemos que empezar a pensar que la prensa online y el papel son dos productos diferentes y no sólo por el soporte sino también por el target al que van dirigido que busca dos tipos de informaciones. Por un lado, el papel tiene tiempo para ofrecer una información en detalle de una noticia, dar diferentes puntos de vista y sobre todo, da tiempo para conocer la opinión no sólo de los protagonistas sino de las plumas que escriben en el medio (aspecto que aporta un claro valor diferenciador). Por otro lado, el lector de la versión online busca la inmediatez de la noticia y su evolución a tiempo real y son pocos los que dedican tiempo a analizar los diferentes puntos de vista o las reflexiones de los líderes de opinión (las analíticas de la Web nos dan el tiempo medio de usuario por página… algo sin sentido en el papel). Los Blog pueden ser el producto más parecido a una columna de opinión, y quizás su “sustitutivo online” pero insisto en que a corto plazo no creo que sea la causa de la desaparición del papel.
Por otro lado, no creo que todos seamos potenciales periodistas. Un móvil, un ordenador y estar en el sitio adecuado en el momento adecuado hacen de esa persona una fuente pero no un periodista. Para informar no sólo hay que contar, hay que saber tratar la información, complementarla… y por eso si me quiero informar busco la credibilidad de una cabecera y de los profesionales que firman la información.
No tengo la “la llave maestra” o la “fórmula mágica” pero creo que el futuro del sector está en Innovar de verdad, en diversificar el negocio y sacar provecho de la experiencia y activos de los que disponen (nada nuevo en otros sectores). Como cualquier negocio, necesita adaptarse a las nuevas necesidades, adelantarse a las necesidades del público del futuro, evolucionar y cambiar aprovechando la experiencia y el valor añadido de la que disponen y les sitúa en una posición privilegiada.
Algo estamos haciendo mal cuando hablamos de la desaparición de los medios en el momento de la historia que más información se demanda.
Leire,
Ya se ha desvelado el motivo del enfrentamiento de Murdoch con Google y, como no podía ser de otra manera, la respuesta es Microsoft y su buscador Bing.
Está claro que Internet ya juega un papel muy importante y es estratégico por lo que, como bien decías, no era fácil comprender los motivos que llevaron al magnate de la comunicación a “solicitar” su exclusión del principal escaparate de la red sino era porque quería venderle la exclusividad a otro… que le asegurara un número de visitas.
Desde el punto de vista publicitario, a pesar de la proliferación de páginas y la extensa oferta, Internet ofrece lo que toda empresa busca, un target muy definido y, por lo tanto, la posibilidad de afinar al máximo la acción. Muchas veces ya no es tan valorado llegar a la “masa” cuando puedes aunar esfuerzos y concentrarte en los que realmente te interesan.
Insisto en que creo que para que un lector pague por un medio online, además de la credibilidad de la cabecera, se necesita ofrecer algo más de lo que se está dando ahora. Además de utilizar todas las herramientas disponibles en la Web (como bien comentaba Juan) y por tanto los beneficios asociados, hay que darle una vuelta.
Parece que no terminan de comprender lo que se comenta día a día, http://www.nuevaeconomiaforum.com/es/act/noticias/object.aspx?o=26005 . Uno de los problemas radica en el hecho de que piensan que su marca lo vale todo y finalmente les salvará. Esto me suena mucho a otros casos como la entrada de Toyota y Volkswagen cuando GM pensó que eran sólo una moda pasajera y en unos años le quitaron el 50% de cuota de mercado. Estoy contigo Álvaro en que personas con un móvil etc son más una fuente de información que periodistas, pero el problema enun canal tan libre y democrático como internet, no es la titulación sino la reputación que se labran. En muchos casos esa reputación hace tener más lectores y suscriptores que algunos diarios con “marca”. El pensar que por haber estado tanto tiempo en el “poder” tienen la condición de ser los únicos que pueden informar y tener contenidos de calidad me parece una posición un tanto soberbia que terminará por llevarse a más de uno por delante (hecho que ya ha pasado, véase el ejemplo de Condé Nast)
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Lavoro per il domani – uno sguardo di Yesturdays ad alcuni esempi…
Notato appena questo esempio, via Megan McCormick sopra Twitter e trovato esso per essere molto informativo ed ugualmente il punto…
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