Martin Gurri writes: Slouching Toward Post-Journalism: The New York Times and other elite media outlets have openly embraced advocacy over reporting.
Traditional newspapers never sold news; they sold an audience to advertisers. To a considerable degree, this commercial imperative determined the journalistic style, with its impersonal voice and pretense of objectivity. The aim was to herd the audience into a passive consumerist mass. Opinion, which divided readers, was treated like a volatile substance and fenced off from “factual” reporting.
The digital age exploded this business model. Advertisers fled to online platforms, never to return. For most newspapers, no alternative sources of revenue existed: as circulation plummets to the lowest numbers on record, more than 2,000 dailies have gone silent since the turn of the century. The survival of the rest remains an open question.
Led by the New York Times, a few prominent brand names moved to a model that sought to squeeze revenue from digital subscribers lured behind a paywall. This approach carried its own risks. The amount of information in the world was, for practical purposes, infinite. As supply vastly outstripped demand, the news now chased the reader, rather than the other way around. Today, nobody under 85 would look for news in a newspaper. Under such circumstances, what commodity could be offered for sale?
