An insightful and painful post (and ensuing comments) from Jay Small on the results of some recent focus groups and usability testing at Scripps.
First, I empathize with Jay’s frustrations. I’ve shared them when trying to craft an online strategy for an incumbent print publication — several times, actually.
Second, while in many ways I’d much prefer to have the net of a profitable print publication under me right now, this validates my belief that the answer to this problem has to come from outside an incumbent publisher. Those publishers may replicate new strategies later, but I think that only an online upstart — with few, if any entrenched user expectations — can execute a revolution.
At least that’s what I’m betting on…