Two recent pieces of news made me think about the issue of timing of news consumed online. Most obviously, online publication pushes journalists to publish ever-faster, but the ability to archive everything means there is also a place for “evergreen” features and explainers. Once done, as long as they are revisited from time to time to ensure they are still relevant, they can continue to draw people to your writing via search, and as a journalism educator I have long encouraged my students to produce and value such pieces.
Shirley Li points out in the Atlantic that even quite old pieces of ‘news’ can end up being recirculated as if they were new. Her concern is that people sometimes don’t realize that online news recirculated this way is outdated (because timestamps on stories can often be hard to find) but this also suggests once again that older news stories/features can also have continued value.
Alarmingly, however, it seems that online advertisers (at least in one case) place very little value on readers’ attention if it was drawn by old material. According to Jim Romenesko, journalists for Forbes magazine (who are paid per click) will be paid only a quarter as much as before for visits to pages that are more than 90 days old. According to a memo passed to Romanesko, “advertisers are increasingly buying premium ads for new content, not old”.
It is unclear why advertisers would necessarily prefer a view of a new story to a view of a similarly interesting and accurate but older story. However if this were part of a larger trend, what would be the implications? Will this encourage editors to superficially refresh even “evergreen” stories to make them “new” for advertisers? (Keeping a closer editorial eye on older stories might be no bad thing). Might this mean that rather than updating old stories, they are deleted or unlinked and new stories based on the old ones will be written (which among other things would complicate site archives and contribute greatly to the problem of “link rot” where links to old journalism vanish)?