THE HOME OF SOCIAL TV

Things we were told about online that were wrong

Posted by Steve Safran on September 11, 2007

We make a lot of suggestions here at Lost Remote, and we get a lot of feedback. Most of that feedback is wonderful, additive and positive. Sometimes you tell us we’re nuts. (Sometimes we are.) But sometimes we hear all the reasons why good ideas can’t or won’t happen. So I thought I’d take a moment to go over the things we’ve suggested over the years that we were told would never happen – a sample of the suggestions we’ve made since 1999 that were met with resistance or outright hostility. These are things we heard from people at stations or on other sites who were flat-out wrong. This isn’t a exercise in “I Told You So.” I hope this will empower those of you fighting the good fight to realize there is an inevitabililty about convergence, no matter how loudly the naysayers say “nay.”

  • Nobody will break news on their site before the story airs
  • Newspapers won’t put much news online because it will cannibalize sales
  • Nobody will buy web advertising
  • Only young people use the web, and they don’t want news
  • The bubble has burst – there’s no future in the web now
  • There is no need to hire a web-only salesperson
  • News websites will never “blog” or have anything to do with blogging
  • Social networking tools don’t belong on news sites
  • Sites will never divide into niche vertical sites and get away from one news brand site
  • The site’s design has to match the on-air look
  • The networks will never send programming directly to the audience and ignore the locals
  • People won’t watch video online because the quality is not high enough
  • People won’t watch video on an iPod because the picture is not big enough
  • Viewers won’t upload video and pictures because it’s too hard to do

    As we continue to discuss new ideas here at LR (stations need to create original local programming, they need to invest more in their sites, etc.) keep these old ones in mind. Every time you suggest a new plan, there will be plenty of traditionalists that will tell you it won’t happen. And then it does. And then it becomes standard. (And then, of course, you don’t get credit for having come up with the idea 18 months earlier, but at least it happened.)

    • Chip

      How about a list of “nay”-said things that have proven to be rtue?

    • M Gorman

      Such as? Chances are, the nay-sayers will already know that. On the other hand, they may be surprised to see how much of this has come to pass.

    • Tom Planchet

      I agree with almost all of these except one…well, maybe it shouldn’t be that “no one will buy web advertising” to “almost no one will buy web advertising.”

      I think the evidence shows that web sales of local sites are still a hard sell. I believe that most newspaper sites, even those with tremendous traffic, don’t come close to make up in $$$ what they are losing in decreased subscriptions and the decline in circulation and ad costs that go with them.

      Everything else is right on the money.

    • http://www.howardowens.com/ Howard Owens

      Ah, this web thing is just a fad.

    • http://www.localbroadcast.tv Drew Robertson

      I can’t believe anyone was this naive “The networks will never send programming directly to the audience and ignore the locals “.

    • http://www.lostremote.com Safran

      Heard it myself.

    • Rob

      Howard is right … I’ve been doing Internet news in some form or fashion since 1995 and people STILL call it New Media.

      We need a ‘new’ name as New Media leaves a bad taste in your mouth like New Coke did, and the old timers here probably remember how well that fad went over.

    • tdc

      one overlooked:

      “google will go public at $80 and fall from there”

    • http://www.ktvz.com Barney Lerten

      How about another: “Lost Remote will never run a list of things they predicted/said that turned out to not happen (or at least not how/as fast as they predicted).” (Now watch, they probably DID that and I can’t recall it with my feeble gray cells.)

      After all, NObody is 100 percent prescient. Are they?;-)

    • http://www.lostremote.com Steve Safran

      To be fair, Barney, at the end of every year I run a list of “Things I got Seriously Wrong.” Feel free to search it out. I’m not 100% prescient. But on the big stuff, I sitll like our record.

    • !!!

      I agree with #3 Tom. For our TV site this is truly the case. No one wants to recognize the gorilla in the room. Profit margins for the locals will never be the same. You can’t make up the difference.

    • http://www.invitedmedia.com thedetroitchannel

      i disagree with #3 and #11.

      businesses will buy ‘the net’ if you get the right businesses.

      it seems foolish to go after the dozen or so local businesses that currently buy the bulk of your tv time and offer them the web at a cheaper rate. but bring in the legions of business owners who could never foot a tv budget and offer them a product they can work into their budget and watch the rev. grow.

      of course, you’ll need to actually want the web to succeed, so the gorilla in the room will need to be fed.

    • Mike

      Also watch local web site ad rates grow with the audience. National video ad CPMs on major sites now beat TV ad CPMs. Eventually this will trickle down to local.

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