When old dogs can’t learn new tricks: Sometimes Old Media still doesn’t get “it”

One of the few newspapers in the country that still attracts a sizeable (though still declining) readership, The New York Times certainly appears to have a business model that is cognizant of New Media expectations, where information needs to not only be abundantly free, but also easily found.

Unfortunately, this seems to suggest that even powerhouse companies like The Times have something to learn in the world of 21st century media.

The Times relied on Old Media tactics in this case, seeking to deny a third party application use of their proprietary RSS feed. However, The New York Times doesn’t seem to be in a position to be choosy about how it gets eyeballs onto its website. While it would have been standard operating procedure a decade ago to put a stop to a third party application using your company’s content, the simple fact is standard operating procedure circa 2000 leads to the death of a media company. Let’s take a quick look at the facts in this case:

• A popular application on THE most popular consumer electronic device in the country was hyping The New York Times and sending viewers to its website.
• Steve Jobs (yeah, THAT Steve Jobs) gave props to that popular application in his keynote address at WWDC (yeah, THAT WWDC).
• People use stuff that Steve Jobs says are cool. A lot of people. And even more people than usual were paying attention to him at WWDC.

In New World media, eyeballs equals money. Protecting “intellectual property” like RSS feeds limits the spread of your outlets information, and leads to empty pockets in today’s ad-driven society. When a company like The New York Times is susceptible to leaning too heavily on the ideas that were successful in the 20th century, rather than adapting to the way information is spread through the Internet today, it’s fair to ask if Old Media still fails to get “it.”

What do you think? Did the Times fail at this whole Interwebs thing, or was this a smart move to maintain sole custody of their intellectual rights?

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