Wick Communications

SaaS and what it means to us

In Innovation on April 27, 2017 at 4:41 pm

Ever seen the funny-looking acronym SaaS? Last week, I read a fascinating post by David Skok that explained those four letters might be the future of our business. I figured I had better get up to speed.

Skok is on the board of directors of the Online News Association and is formerly of the Toronto Star and Boston Globe. He’s been a Harvard Nieman Fellow and is one of the thought leaders of digital news. SaaS normally stands for “Software as a Service” and refers to companies that license and deliver their software on a subscription basis. Think of the way you can pay for the Adobe suite monthly, for example. (Tech geeks also talk of Platform as a Service, Infrastructure as a Service and other such things.)

Skok wants us to think of Stories as a Service. In fact, he says that describes the current era, one that supplanted the “social media era” that he says sort of ended in 2015.

From his piece:

Those who own the relationship between the story and the reader will be at a distinct advantage over those who own the production and platforms of newsgathering and distribution.

This journalism era, paid for by readers, for readers, will result in quality journalism, trustworthiness and the building of new communities. For almost a century, journalism — in all its forms — has been funded by advertisers, and not by consumers. By having readers pay for their own journalism and using the data publishers have to listen to what their readers really want, news organizations can focus on accountability metrics like loyalty, retention and churn in ways that resemble SaaS instead of a singular focus on CPMs…

He suggests that traditional media companies like ours are now positioned to disrupt the disrupters who earlier provided platforms and search capability. What they did was amazing, but we own the relationships. …

His post is really fascinating and makes some difficult concepts understandable. There is more to success than simply erecting a paywall. A successful SaaS model for journalism is going to require sophisticated use of analytics, quality journalism, and a responsiveness to readers that is heretofore unseen.

Clay

 

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