Will newspapers page Dr. Sanjay Gupta?
Seriously, they’ll be tempted when they think about the kinds of health — and other niche (think technology, business, entertainment, travel+) web content they can get from CNN, if the terms are right. Talk to web managers across the country, and they don’t tell you they want more national and international news. What they want is “back of the book” features content, the kind of content that advertisers want to advertise against and for which they will pay higher rates. Newspapers produce a dearth of it; CNN produces more. Not surprisingly, both AP and Reuters have made a point of creating more niche features content in the past couple of years for the same reason. • So how will the “supplemental wires” respond? Newspaper editors have lived in a world of must-haves –AP– and like-to-haves, the New York Times (NYT), L.A. Times-Washington Post (WPO), McClatchy Tribune (MNI), Scripps-Howard (SSP) and other like wires. All have been struggling as newsholes have been cut. Many have tried
