Adam Tinworth: Journalism in a Period of Continuous Change

Adam Tinworth

Adam Tinworth

If I were asked to name one active blogger that every B2B journalist should follow, I would probably suggest Adam Tinworth. For more than eight years, the British trade press editor has blogged about journalism, social media, and much more on One Man and His Blog. His insights there are based on a combination of his ongoing and enthusiastic experimentation with new-media platforms and his practical experience as an editor and blog evangelist for the UK branch of Reed Business Information (RBI).

Though he frequently attends and covers new-media events like Le Web, which he’s liveblogging about this week, Tinworth is no armchair pundit. What makes his blog so compelling is the fact that he is, in many respects, a typical working journalist sharing his experiences in the exciting but often confusing and disruptive world of new media.

As he mentions in the following interview, conducted by e-mail over the weekend, Tinworth has a new career disruption to deal with. He learned last week that he will “most likely” be leaving RBI as part of a staff reduction. Though no doubt disconcerting, it is the kind of change that will surely lead to rewarding new experiences both for him and his readers.

What was the pivotal moment that shaped how you view the post-print era?

The single most important moment happened in late 2001, when I first encountered a site called Livejournal. I was freelancing for an American games company to top up my rather meager journalistic income from my full-time job, and some people I was collaborating with on a project invited me to join the early blog/journaling site. I remember typing my first post, pressing publish, and seeing my words right there on the web, with the ability for people to leave comments underneath. This was not only easier than our publishing CMS at work (where the same process would have taken hours, not seconds) but more functional—because there were comments, something most content management systems still lack.

It was a life transforming moment—I’d been involved with online communities for four or five years at this point, but they’d seemed “other”—completely detached from what I did in my day job. And now anyone with access to the internet had more powerful publishing tools than I had in work. This would change everything—the speed of the news cycles, the nature of our competitors, how news was delivered. It was a moment that defined the next decade of my working life.

Indeed, if I have any regret as I leave RBI, it’s that the average WordPress user still has more publishing power at their fingertips than the average journalist within one of our teams.

In the past decade, what in your mind were the most important new-media issues?

I still think that the most important issue is acknowledging and enjoying that you’re publishing into a more crowded, noisy, dynamic, and swashbuckling public sphere than ever before. We used to call it “blogging,” but it’s become a bit more complex than that now. The world has changed and  seeing people clinging defiantly to journalistic structures that were products of the print process—the inverted pyramid news story, and the 1000 word plus feature—as the only methods of journalistic expression is a melancholy call-back to King Canute.

The forms of journalism I find most exciting these days are those that are done in cooperation with their audience. Jon Ostrower mixing his own passion for the latest news in aircraft development with the knowledge, skill and research of his readers, for example. Or Tony Collins hitting the point where he had more leads from his blog readers than he had time to follow up. That’s journalism done in recognition that we no longer have exclusive access to the tools of publication. Instead, what we have is time and skills, to find out stuff that wouldn’t otherwise come to light, and to become a unique voice of investigation and research amongst the experts and enthusiasts publishing on any topic.

Pretty much everything I’ve done in the last decade has been exploring that idea in some sense or another. We’ve invented the single most efficient and accessible information distribution system mankind has ever come up with. It was bound to transform every information business—and journalism is an information business—utterly.

What do you think are the most pressing new-media issues facing journalists today?

Business models is, sadly, the obvious one. The old “journalism is a great way to sell advertising” model is in pieces online, and there still aren’t enough experiments that result in hard data about what journalism is actually good at achieving that makes money. I think RBI’s “funnel” model, which brings readers through social media, free-to-air news, registration-dependent services, and paid-for service is a good one that seems to work, but even there there’s plenty of work left to do to figure out what types of journalism (and content) most reliably support the underlying business model.

I have a habit of being disparaging about “serving some Platonic ideal of journalism.” Journalism has almost always been a commercial pursuit, and the trick has always been in balancing commercial imperative with journalistic ethics. Both sides of those equations are vital, and you need to find a way to balance them. The whole phone-hacking scandal is an example of the balance going wrong one way; every noble journalism endeavor that goes bust is the other.

The second issue is the competition for attention. I know precious few journalists still who have really got their head around this concept. They still create arbitrary lines in their heads between professional journalism and the rest of the content on the web, and don’t really think of the mass of blogs, forums, social networks, video and other forms of content as competition. But it is. And often, it’s winning the battle for attention.

The third is probably the need to accept we’re in a period of continuous change. This isn’t like the shift from hot metal to desktop publishing, where there were stable “before” and “after” states, but, instead, a world of information exchange where the rules, mechanism, and tools of publishing develop month by month. The rapid growth of mobile in the last 18 months to two years is just the latest example of that, and I think we can all name publishers who are ahead of—and others who are well behind—the curve.

In the early days of OM&HB you wrote “readership in itself is not something that I’m over concerned with. This blog is for me, not for you gentle reader.” Has that view of your blog changed? How?

Yes and no. It’s still my playground—where I experiment in public. And that experimentation and learning is more important to me than building a huge audience. But for the last five years I’ve been conscious of how important it is in communicating with my RBI colleagues, and I’ve often used it quite deliberately as a tool to stir up conversations within the business.

And also, with an eye to the future, I’ve been aware that it’s become a major source of my reputation outside the company. The sort of work I’ve done isn’t obvious to the outside world. You see the reaction, not necessarily the catalyst. And I enjoy thinking in public, and getting my peers and contemporaries to join in a conversation and refine those ideas.

Given recent events, it’s going to be one of my strongest marketing tools as I figure out what’s next for my career after my stint in RBI—and that’s a conversation I’ll probably end up having in public, too.

I wish I still used phrases like “gentle reader,” though.

Adam Tinworth is one of eight new-media thought leaders profiled in the forthcoming e-book, the New-Media Survival Guide. More of my interview with him will be has been published soon on the ASBPE National Blog.

A B2B Perspective on Paywalls

Because asking readers to pay for content has not been the norm in the B2B world, the recent debate over paywalls for newspapers hasn’t inspired much B2B-specific comment. Today, though, a post by UK trade journalist Adam Tinworth takes an interesting look at the topic from a B2B perspective.

The occasion for Tinworth’s commentary was a column in the Guardian by journalism professor Tim Luckhurst called “Why Journalism Needs Paywalls.” With an argument like “it’s time to admit that giving away value undermines democracy,” Luckhurst makes an easy target. So what’s most interesting to me about Tinworth’s demolition job is not the case he makes against paywalls, but the limited one he indirectly makes in favor of them.

Tinworth works for Reed Business Information, which has historically built a business on both controlled-circulation trade books and subscription-based information services. His positioning of paywalls in the B2B context reflects this background:

“I’m not suggesting that paywalls don’t have a place in publishing businesses. After all, I work for a publisher that makes more than half its revenue online—and some of that is generated by paywalls. But the path to that point has taught us many things about making money online, and one of those is that just shoving traditional content online is not the way to go—especially if you’re going to stick a paywall around it. Indeed, I find it amusing that I spend half my week helping build free-to-air content around a very successful paywalled site, just as others are getting rid of free content.”

What’s important about this perspective for B2B publishers is that paywalls are not rejected, but simply properly placed along the continuum from commodity content to high-value information. As I’ve argued before on this blog, paywalls can be an important component of a trade publisher’s revenue strategy.

Given the predominantly all-or-nothing tone of the paywall debate, it’s refreshing to see a balanced view like Tinworth’s—and gratifying that it comes from a B2B journalist.