Where are white papers going?
One thing’s for sure: The number of white papers is growing exponentially. In the summer of 2001, a Google search for the phrase “white papers” yielded 1.4 million hits. Seven years later, in mid-2008, the same phrase yielded 34 million hits. Clearly the Web is awash in documents called “white papers.” Yet this label is applied indiscriminately to many documents that are not “real” white papers. Too many are thinly veiled sales pitches. For this reason, the term “white paper” is becoming devalued. It is probably better for any company publishing a white paper to find a more specific name for their document, such as: Executive briefing Technology backgrounder Special report ROI calculator Guide Research report Handbook New formats for white papers are on the horizon, including audio (podcasts) and video (vidcasts). These will require different production methods from print, and offer a more engaging experience for certain audiences.
