But imagine this: What would happen if the newspaper or TV station compared their typical content with the day-to-day interests and activities of their readers/viewers? And what if they took those results and changed the way they report the news? Would that make their products more relevant to the people they aim to serve?
A quick thought experiment should suffice to prove just how evil sticky navs are. Suppose that instead of featuring navigational aids, these things instead featured some kind of banner ad. In order to read any story on a site, you’d need to be constantly staring at a page with a sticky unit saying “Drink Coca-Cola” at the top.
Design starts at the top of a company with the company mission. Then the company vision. It’s very hard to do great design in an organisation without a clear and actionable mission and vision. Don’t underestimate the importance of this. If your company lacks a clear mission, make it your job to facilitate the creation of one.
The idea here is to plant a flag in a story right away with a short post—a “stub”—and then build the article as the story develops over time, rather than just cranking out short, discrete posts every time something new breaks. One of our writers refers to this aptly as a “slow live blog.”
If The Washington Post treated its own newsroom as a premium product to be bundled with a larger package of services that mostly re-purpose third-party-generated content – and long-form investigative journalism in particular is a perfect example of a premium product that is very hard to sell on its own, but which considerably enhances the value of a more comprehensive bundled product - then its scope could be much, much larger than it could ever be on its own.