I’ve visited three incredible startups in the first 48 hours since being back in New York. Some initial takeaways:
LearnVest - their first live event at the Metropolitan Pavilion on Tuesday night brought hundreds of women to learn about finances and how to live our “richest” lives. Founder Alexa von Tobel founded the NY-based company after realizing that there was a basic disconnect among young career women on how to manage their money. She kicked off the evening with her 7 Money Mantras, which was followed by two breakout sessions from experts in dining, fashion, investing, and entrepreneurship. The evening was chalk full of helpful tips on how to save money and invest now so we can be prepared for curve balls that may derail financial stability in the future. It was extremely informative in a fun way, which is difficult to pull off for a heavy subject matter like finance.
Narratively - this is a new storytelling platform focused on long-form articles, bringing a level of depth and originality rarely seen in today’s 24-hours news cycle. They are currently based in New York but have plans to expand to additional cities in the future. Contributors have written for the Times, The New Yorker, and other respected publications. The catch? Just one story is published a day. But what Narratively lacks in quantity and distractions (each story demands its own page with zero advertising) , they more than make up for with substance. With substance comes raw and sometimes painstaking detail requiring patience and time to digest; in a nation of news skimmers, is this sustainable? I believe so. A model like Narratively’s will cater to a growing audience that increasingly craves depth and authenticity.
Behance - its goal is to connect creative talent to great opportunities by showcasing their portfolios. The premise is that the more exposure an artist gets, the more (and thereby, better) opportunities he/she will receive. The idea was born back in 2003 and now, almost 10 years later, boasts over 80 million visits a month. Aside from displaying some really awesome art, the site gives artists a way to actually make a livelihood out of their talents. Schools and companies scour the platform for top talent. Check out all their success stories.
These are three awesome platforms with three distinct but simple purposes. LearnVest educates, Narratively tells stories, and Behance connects talent with opportunities. What happens when we merge the three? As a journalist, I’ve been thinking about how all of this can be applied to journalism.
Journalism is undergoing a seismic shift. Its original purpose was to inform and educate responsible citizens of a democracy. This is still true but how many people actually turn to the newspaper to read up on the latest City Council action or House legislation? As technology has changed, the stories have also changed. We are a generation that finds little connection between journalism and democracy. This is not criticism, but an irreconcilable truth we must simply live with. For most people under 40, information does not come through traditional means. Aggregators like Google News use algorithms for choosing what stories matter, so gradually our cultural narrative arises socially from what we collectively follow and not from what newspapers decide to run.
Information is no longer the valuable commodity. The real value comes in networks and communities, our connections. Journalists still need to provide information by seeking the truth, but it is not the primary value-add. What really matters is what the journalist does with the information and the varying responses to it. Engagement, inspiration, and activation are the goals.
This is a map of our emerging journalism ecosystem, courtesy of the Journalism That Matters blog. What this shows is that news is no longer single-sourced. It’s not a reporter dispensing information through a video stand-up. Multiple voices have their say now: social media, blogs, expert citizens. Talk all you want but it’s useless to spend time trying to discredit one another; a source with a logo is no more authoritative than a person typing at the computer. The savvy journalist spends time pulling all these various voices together, building a niche audience’s trust by providing credible information pulled from various sources, then facilitating a conversation.
Businesses have been successful with this. Look at American Express Publishing. They aren’t a news organization; they’re a credit card company. But AmEx has been effectively branding itself through content like Travel & Leisure, Food & Wine, and partnerships with Foursquare. They are successful at 4 things:
- informing through helpful articles in niche subjects,
- engaging through social media,
- inspiring through compelling stories, and
- activating by ultimately getting readers to act on what they’re reading (in their case, booking travels through American Express’s travel rewards program and boosting their brand equity/bottom line).
Today’s journalists need to be doing the same. Our product is our individual brand and the knowledge we dispense. We need to sell it by leading conversations in a way that builds loyalty. There are lessons to be learned from startups, because we are essentially our own startup. Like LearnVest, we must continue to inform. Like Narratively, we must find compelling stories to engage and inspire our audience to care. Lastly (and this is probably the most important), like Behance, we must activate latent social networks and interest groups by connecting them to opportunities that help them reach their goals. This will lead to an enriching experience for all: one where journalists do not simply inform, but engage, inspire and most importantly, activate the population to meet its full potential.
However abstract all of this sounds, it’s going to manifest into a more concrete model very soon. Journalism is called to serve another purpose other than report and inform. It’s much bigger than that. I believe that whoever can crack the storytelling code will be onto one of the next big things (second to the cure for cancer and life on other planets, of course). Effective storytelling can awaken latent social networks to come together and tackle issues with a collective learning-through-experience mindset. How we choose to communicate these emerging narratives and through what forms is an exciting possibility just waiting to be unveiled.