Millennials Did Not Invent the Internet

ONLINE MEDIA

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Millennials did not invent the Internet. Nor, for that matter, did Generation X’ers.

Yet why are so many of us in the media surprised Baby Boomers are online? Here’s just the latest bit of evidence, from eMarketer:

Baby Boomers Lead Pharma Online Script Fulfillment

More consumers are filling their prescriptions online, with a surprising demographic leading that digital consumer transition — baby boomers, an age group most likely to have ongoing prescription needs.

I, for one, am not surprised. But maybe that’s because I’m a (late) Baby Boomer — one who began his career tapping out high-school sports stories on an early-model word processor at a local daily newspaper. This was all the way back in 1980-81. (By the way in those days we also used a “TC” (telecommunication) machine that basically presaged modems and email, as our beat writer for the local Major League Baseball team dispatched the text of his nightly game coverage from far-off American League outposts like Anaheim and Dallas — like magic.)

A decade or so later, we of the same generation ushered in the era of desktop publishing which essentially did for paper media what web CMS’s do today for online media.

Are Baby Boomers as uniformly acclimatized to digital devices as their younger counterparts? No. But I think a lot of unwarranted “surprises” are straight ahead about who’s using online services. Few of us, at any age, are exempt from enjoying online conveniences — and the boom in tablets and their point-and-push interfaces are going to make this truer by the day. Blanket statements about an assumed correlation between age and technology need not apply.

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Web Analytics’ Unforgiving Eye

ONLINE MEDIA

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Is there a more immediate and honest judgment of one’s work than live performances? I think not. To a rock band I once performed with, our running barometer of success was the ability to (a) get people in the door and (b) get them to respond – ideally by dancing and raising their arms and or at least standing or at least by smiling and rhythmic head-nodding. We would know minutes into the performance what type of night it was going to be.

Similarly visceral judgments await those of us who are migrating our content focus from print to web – getting people in, then keeping them in. Web analytics provide us with an immediate and unblinking judgment: Did or did not a significant portion of our intended audience look at our content or didn’t they? A glance at the pageview totals will say yea or nay. Did they stay for long? A low average-time-on-site and/or high bounce rate will say, nope.

Gone are the days when we as print journalists could proclaim an article a success if we received a handful of favorable calls and letters or emails. Today the online brand with the most opens, unique visitors and pageviews wins. And this will be true for individual writers and articles as well. Audience response is not everything – there always will be room for the important story that absolutely must be published – but metrics increasingly will be how the money people keep score.

As journalists we can win this game. We (not publishers) must become the primary marketers of our own content. Posting our content, once the coda of our work, now is setting off a secondary step of “placing” links in social media; monitoring metrics; and modifying story angles, headlines, ledes, etc. in a gambit to reap more pageviews. This duty is falling on the individual journalist as surely as the work of crafting the very story itself.