Paywalls - If You Build It They Will Come

The other night I asked my teenage son to plough through his mountain of homework and finish it by the time I got home. Asked being the crucial word here. That I found him on the PS4 when I returned will come as no surprise to any parent of a teenager.

The next evening I didn’t ask, I compelled him. There was no other option, no get-out clause, no invitation for his subconscious ‘other’ to get away with it.

Asking someone to do something is never going to be the same as telling them. And it is this semantic gulf that has been exercising me after becoming embroiled in a very minor Twitter spat with a writer who contributes to the Guardian.

The media company and its journalists have been working overtime to capitalise on the brilliant reporting of Carole Cadwalladr, whose exposes of Cambridge Analytica, Facebook and the deeply worrying side of the internet have been exemplary. Journalism at its finest and an example of what true teamwork on a budget can achieve.

This is the kind of work, say Guardian cheerleaders, that shows how important it is you fund us. We may be giving the stuff away for free but we’re politely ‘asking’ you to donate. 'A favour' as the Guardian website gently suggests on every page you ever click on. Persuasive, laudable but totally unrealistic. Yes, some will donate – others, like me, may even do the quaint old-fashioned thing of exchanging money for a hard copy. But the majority will do what they’ve always done and plunder it for free.

On Twitter, I asked one of those calling out for Carole-donors if maybe the answer is to charge for such unique and well-researched material, that readers should pay for the privilege. ‘That is why we’re asking you to pay,’ came the slightly patronising response. ‘Don’t ask, tell,’ I replied. Which then led to her lobbing some abuse my way and hastily shutting down the discussion.

A couple of weeks ago, I came across another example. In the New Statesman, its deputy editor Helen Lewis – in a typically excellent piece on the struggles of media in the internet age – defended her magazine’s recent decision to charge for accessing the NS website.

There are two broad options for media owners today, she suggested. One is to create material that will attract advertising, the sort favoured by clickbait sites or unashamedly populist ones such as MailOnline. The other ‘is to reject serfdom and build up your own kingdom: attract readers directly to your website, and ask them to pay something, rather than fund your journalism largely through adverts that users can find intrusive and irritating.’

True, except in one small detail. These companies are not asking, they are compelling. Like my teenage son and his homework, asking will not always get the desired response. Telling – forcing? – will. The New Statesman, like The Times, Telegraph, Spectator and many others, is not asking me to contribute, it is compelling me too. And I do pay, it’s a brilliant product.

Thus, there is a third way. Clickbait, paywalls and the Guardian’s model of voluntary donations. Apparently, it’s working. According to the Guardian Media Group’s chief executive David Pemsel, there are 200,000 subscribers and 300,000 members, as well as 300,000 donors from across the world who have made one-off payments. Though he doesn’t say if there is any crossover between the three.

The internet is coincidentally enjoying its teenage years much like my son, and the same problem exists. Asking is not the same as demanding. I doubt whether the Guardian’s fingers-crossed-free model is sustainable. A paywall will soon be erected and brilliant journalism such as Carole’s will cease to be given away for free as part of a cynical attempt to secure more eyeballs.

There was another bit of that Twitter exchange that made me laugh. My opponent said: ‘If enough people give then it might be viable to survive in a…paywall era.’

When I pointed out that we always lived in a paywall era, it’s just that we used to call it a ‘cover price’, she replied that we ‘obviously did not always live in a paywall era…’ before flouncing off to bed in a huff.

Much like my teenage son.

 

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If Brands Truly Believe In Values, They Must Practise What They Preach

Many years ago when I worked at the Daily Mail, I made the dreadful mistake of expressing my thoughts. Well, one thought in particular.

Richard Branson, I pleaded in conference, was a ‘good thing’. A dynamic, swashbuckling entrepreneur who literally flew the flag for Britain, a homegrown disruptor with a perma-grin, making business less boring. With hindsight, my outburst was unwise timing. We were in the process of running a series of articles written by Tom Bower that would later lead to his coruscating biography of Branson which painted him as a megalomaniac hypocrite, and less than saintly too.

Needless to say, I wasn’t involved in the subsequent editorial process, although my admiration for what Branson has done – and for the high-quality offerings of many of the Virgin brands – remain undimmed, despite having read a book dripping with poison.

The Mail has always had a thing for Branson, criticising him and his businesses at every opportunity. And why not? It’s a free country. If you have an agenda against someone, express it - as long as you stay within the boundaries of the law and have some facts to back it up. It’s why our newspapers are looked upon so enviously by the rest of the world. There are no sacred cows here and freedom of expression and belief is valued more highly than a reluctance to upset.

They key words here are beliefs and valued. We have become a society in which both are more important than ever. We carefully consider inviting brands into our homes now rather than just do so unthinkingly. We want them to represent more than just the product, they need to reflect us in some way, promote values and beliefs that we hold dear. Governments don’t just make policy, they govern – and live - according to a defined set of values and beliefs that we the wider populace recognise as sacrosanct. And if they don’t, they’re out with unparalleled swiftness. Advertisers, public relations companies and marketers don’t just sell ‘useful’ things – the need of something is sometimes secondary to its values.

And so a brand known for trumpeting its values openly was always going to embarrass itself by taking on another brand that is equally sure of what it believes in. Recently, Virgin Trains had to backtrack on its decision to stop selling the Daily Mail. In announcing the ban, a Virgin spokesman said that the Mail – strident in its opinions about Brexit, immigration, political correctness, rising rail fares and corporate greed (among other things) – was ‘not compatible’ with Virgin Trains’ brands or beliefs. In an internal memo justifying the decision, bosses added they objected to: ‘the Mail’s editorial position on issues such as immigration, LGBT rights and unemployment’.

As do I, but I still read the paper – along with every other national – each day. I need to for my job, which entails helping brands and executives understand their customers better and help them tell stories which engage more effectively. But I also like the mix of shouty opinions, pointless gossip, erudite analysis and well-written concision. I don’t agree with much of it but does that make me a hypocrite for buying it?

Hypocrisy is certainly a problem for Richard Branson and the complex web of Virgin companies that he fronts.

I have no desire to visit Abu Dhabi or the United Arab Emirates for the sole reason that it refuses to recognise Israel. Remember how we were aghast at that video of the judo winner mumbling words to a different tune because the organisers refused to play the Israeli national anthem? Does the UAE care if we boycott it? I doubt it but I do anyway. Values you see. I suppose Richard Branson and Virgin were grateful for the UAE’s $380m recent cash injection, despite its unforgiving religious and political stance being entirely incompatible with the company’s more liberal stance.

Living in one of the most polluted areas of Britain, I walk, cycle and do anything I can not to use my car or public transport. I still fly – yes, I’m a hypocrite and I'm lucky enough to be in Virgin's Flying Club – but I do all I can to minimise my impact on the environment. I try to live by some values. Meanwhile, Virgin and Richard Branson – adamant that we must do all we can to protect the environment – are spending billions on rocket-fuelled space tourismthat is as far from ‘green’ as you can get. This article by Naomi Klein is brilliant on his and others' green credentials.

I think it’s wrong to promote gambling on platforms where children are frequent visitors – Virgin does. We all abhor human rights abuses, Richard Branson certainly does. Yet his company recently announced an investment to transform 50 islands in the Red Sea, owned by Saudi Arabia, a country notorious for its shocking human rights record.

I’ve ceased a close friendship with someone who deliberately – and gleefully - cheats the taxman of millions. I like him but I can’t stand his values, I find them incompatible to our friendship. I suspect notorious tax exile Richard Branson, whose values on responsible capitalism I share, would not feel the same should they ever meet.

Of course, I’m as big a hypocrite as anyone. I do still drive and fly, buy plastic, work for Middle Eastern companies and am a willing participant in tax-avoidance every time I pay cash to the cleaner or builder. But, like Paul Dacre in that features conference long ago, I’d never do anything to prevent people from expressing thoughts that I disagreed with.

No one should value censorship above freedom. I'm still an enthusiastic Virgin customer and a huge fan of Richard Branson but, even though he eventually saw sense, the company tainted itself by forgetting the central truth about brands and their values. Your words need to match your actions.

 

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How Bias Became Essential To Today's Content Industry

There are endless quotes from journalists about what working on a newspaper represents but this is one of my favourites, from Joseph Pulitzer who transformed America’s media and whose name is synonymous with great writing: ‘What a newspaper needs in its news, in its headlines, and on its editorial page is terseness, humor, descriptive power, satire, originality, good literary style, clever condensation, and accuracy, accuracy, accuracy!’ 

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Double Standards, Betrayal And Why Bell Pottinger Deserves To Survive

I have a confession to make. For many years I have done business with an international financial organisation that has been involved in money laundering. This same shameless company has been investigated for illegally manipulating the markets to maximise its profits, for enabling some pretty dodgy individuals to evade taxes and profit from drug-trafficking, and which has also been fined hundreds of millions of pounds for mis-selling its products. 

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A Lesson In Leadership: Never Go Easy

So it turns out that travel really does broaden the mind. I’ve just returned from a business trip to South East Asia and a chance encounter in a hotel bar with a young teacher who unwittingly gave me a lesson in how to be a better consultant. 

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The Lost Ingredient Of Great Leadership: Improvisation

There is a fascinating similarity between Theresa May’s lackluster election campaign and the fall-out from the British Airways ‘glitch’ that grounded almost its entire fleet over the Bank Holiday weekend. In this era of instantaneous disruption, the more that leaders and their public relations gurus become obsessed by control, the less likely they will be able to lead when chaos, mess and uncertainty strike.  

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The Art Of The CEO Apology

We all make mistakes, some more costly than others. Mine, fingers crossed, have so far been either dumb and inconsequential or even dumber with fortuitous results (I am a freelance consultant now, after all). 

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Does This Prove The Media Has A Problem With Unconscious Bias?

I lost a £50 bet last week and I must say that I couldn’t be happier. I have Hyeonseo Lee to thank. Now 36, she’s a bestselling author, inspirational speaker and tireless campaigner for the plight of North Koreans. Aged 17 she made a daring escape from her home there, across China and finally into the welcoming arms of South Korea. More importantly, for my purposes, she’s a woman. 

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The One Person Every Newspaper Has To Hire in 2017

All newspapers essentially publish the same news, they just dress it up in different ways. But there are three vital pages that make a good newspaper great, that set the tone of the entire publication, that make it unique and engender deep loyalties in readers. 

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