Allen Wastler, managing editor of CNBC.com, writes Wednesday that some newspapers don’t have a good idea of when to play up or play down important business stories.
“Another major newspaper — actually, the best paper out there and one of our partners — has a great story about Citigroup reconsidering its pledge to lay off those horrible credit card gimmicks of hiking rates for any reason whatsoever … like being late on an unrelated bill. I know people are going to be interested in that one. But my compadres didn’t give it much visibility at all; buried it deep in the business section, in fact. I’m pretty sure that story is going to do fairly well. It’s already a mild pink on my traffic heat map.
“Of course, each of these papers has its own Web site. But they don’t seem to use them as a weather vane for what people are going to read. In fact, the idea of using metrics to gauge audience interest and guide editorial decision making doesn’t seem to occur to them at all. I asked a colleague at our partner about it once and the whole idea seemed to put him off. Some of that may come from an entrenched journalistic attitude of superiority, which I’ve talked about before. Or it may just not occur to them.”
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