Lee, hell-bent for pageviews, goes the clickbait route

Ed Kemmick hits the nail on the head this morning with his post on the direction Lee Enterprises seems to be going online:

At the same time they are cutting back on staff and by extension drastically reducing traditional newspaper reporting, they are attempting to increase their online presence—in other words, to get more clicks—by constantly running the sort of click-bait crap that already pollutes the Web to such an offputting degree.

Some of it is mildly entertaining, but even the best of it is so obviously designed only for generating clicks that it is embarrassing. I really don’t want to go in search of links, but any regular readers of the online Gazette will know what I’m referring to: the Top 10 Montana references on Letterman, 10 local restaurants that aren’t open anymore, photos of long-ago local rock bands, Montana towns named after foreign places, famous Montanans bitten by three-legged dogs.

OK, I made that last one up, but you get the idea. What they all have in common is that they require no reporting—unless plumbing the archives or consulting Wikipedia is considered reporting—and they invariably involve a gallery of photos that you have to click through one at a time, the better to generate numbers that can be shown to potential advertisers.

In the short-term—and if there is one thing Lee Enterprises does well it is thinking in the short term—it undoubtedly does generate bigger numbers and probably brings in some revenue. In the long term, even readers who click through all that crap are going to start asking themselves, why bother?

The optimistic, business types among modern newspaper people would see this as brilliant: Make use of the archives that were previously sitting their idle by repackaging and re-presenting them to readers. This sort of recycled content plays especially well on Facebook, whose users feed on nostalgia, and since Facebook is such an important source of Web traffic, it pays to play the game.

Plus, it isn’t like newspapers haven’t been doing the “clickbait” thing for a hundred years. It’s only recently that the practice of trying overtly to attract readers has become an all-purpose means of deriding news organizations and expressing disapproval in their content.

Tim Marchman at Deadspin put it this way last year, journalism is a trade, and its art is “in satisfying a bewildering variety of competing interests by working not only in service of all the impossibly interesting stories in the world—some of them very important, some not very important at all—but also the impossibly busy people who might read them.”

Perhaps there’s nothing wrong in trying to please a varied audience online or play the stats game, but Kemmick is absolutely right about one thing: Such clickbait features can be created by a “producer” sitting around at a computer all day performing searches, the same kind of content farm mentality that has brought us sites like ViralNova and Buzzfeed — sites we hate to admit we spend a lot of time on, judging by their Web stats.

And when the people holding news organizations’ purse strings see that they can get a whole lot of online bang just by paying a few people to sit around on computers all day creating slideshows, rather than by paying reporters to go out and get stories the hard way, what do we honestly think they’ll budget for?

NBC Montana reporting non-news from Chicago

A couple days ago, a man named Panson De Oaks wrote to us on Facebook, linking to a video from the TV station WGN in Chicago. The video was a segment on vacation destinations — mostly high-end, expensive ones. Included was a vacation destination in Montana, Paws Up, a “glamping” destination in the Missoula area. When the guest on the video announces the destination is Montana, one of the anchors sort of goes “Ugh.”

It’s clearly a city-folk reaction to activities such as camping, rock climbing and horseback riding, but De Oaks felt that it was a frontal assault on Montana’s reputation. A screenshot of his initial post on the BDC page is below.

Panson De Oaks screenshot

Before I responded to him, I clicked on the link to his Facebook profile, which was mostly private. However, on his “About” tab, one of the websites listed for him is: http://www.pawsup.com. A Google search for his name turns up a more specific connection. De Oaks is the managing director of The Resort at Paws Up, at least according to his LinkedIn profile.

When I noted to him via Facebook that we wouldn’t be getting involved in his company’s dispute with WGN over coverage of his resort, he called it an “attack by a news organization against the state of MT.”

Panson De Oaks 2

So a businessman felt snubbed because of an anchorwoman’s mild distaste for non-urban outdoor activities. I informed him we’d not be getting involved and left it at that.

However, NBC Montana didn’t leave it at that.

No, in an example of unsourced, un-bylined, click-bait journalism at its finest, KTVM posted a skeletal story about the “incident” with the non-news headline “Chicago anchor doesn’t appear to be a fan of MT” and replete with a big Montana state flag image and “UGH” in all-caps with an exclamation point. There is no mention of the clear source of the story, De Oaks, who posted the same news tip to KTVM’s Facebook page as he did to our page. He seems to have gotten a more more receptive response:

KTVM De Oaks


There were some fun new developments in this case of click-baiting this morning. NBC Montana Today posted this message to its Facebook page:

NBC Montana baiting


Yep, that’s NBC Montana’s morning show bragging about trying to bait anchor Robin Baumgarten into responding to the non-story the station had already run.

Here are the relevant tweets embedded, starting with Painter’s post at 5:41 this morning:

And Baumgarten’s replies beginning six minutes later:

I suppose I could take this as a journalism lesson. If my story isn’t generating enough buzz, try contacting the sources you didn’t contact before you wrote the story and then ask them to react publicly to the story you already wrote about them. For bonus points, make sure to involve yourself personally somehow, like by inviting said source to an activity you already know they’ll reject.