Salon.com<\/a> first launched 15 years ago it had a terrific culture section. Music and book and art reviews, essays, an amazing literary travel section. Salon had lots of money early on and it built a sophisticated tracking system that could tell exactly what readers were reading.<\/p>\n\n\n\nWhen Salon got into financial difficulty, it increasingly (and unsurprisingly) focused on stories that got more traffic. Editors discovered that any headline that had a sexual reference got a spike in readers, even if the story wasn’t about sex. Soon the headlines were a spicy bubbling brew of them. Eventually much of the culture coverage melted away.<\/p>\n\n\n\n
It’s easy to fall into the stats\/data trap. Most new bloggers I’ve known get enslaved by their stat counters. They’re reading me in Bangkok! In Peru! Pretty cool! It’s quickly apparent which kinds of stories “sell” and which don’t. As a publisher of blogs at ArtsJournal, it’s easy to see what blogs get traffic and which don’t. <\/p>\n\n\n\n
At some newspapers, if a story hits the home page and it doesn’t immediately get clicks it gets pulled from prominence, sometimes in as little as 10 minutes. At some newspapers, the ability to track readers through a site ends up driving the news product. So you have sections full of reader-submitted pet pictures and navigation architecture that values traffic over important stories.<\/p>\n\n\n\n
Most arts organizations learned long ago that following the crowd doesn’t necessarily lead to sustained success. Surveying the audience you have gets answers from the audience you have, not those you’d like to have. Program only for the audience you have and you set up a feedback loop of diminishing returns, attrition ensuring erosion.<\/p>\n\n\n\n
In the old production model, artists created and audiences consumed; newspapers reported and readers read. Interaction 1.0 was a conversation up\/down in which the audience talked back to the artist or newspaper. Interaction 2.0 is the artist or news organization attracting an audience around content and making it possible for that audience not just to talk back to the artist but to interact with one another. Everyone’s there – initially at least – because of the content, but they’re loyal because of the community.<\/p>\n\n\n\n
Which makes it even more important to be clear what kind of community you’re trying to build. Most newspaper comment sections are crap because editors don’t take care in curating them or developing the community who comments. They let traffic drive content rather than content drive traffic, and as a result they don’t have audience they wish they had. Arts organizations fall into the same trap if they plunge into social networking without being clear what kind of community they’re trying to build. The goal can’t just be numbers. Otherwise, just make porn.<\/p>\n","protected":false},"excerpt":{"rendered":"
A movie studio exec once told me that if it were true that Hollywood was only interested in making money, the studios would have long ago ditched what they were doing and made porn. Huge money in porn, apparently. Who knew? Much as it’s easy to dismiss the moguls for chasing money, there is an […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","advanced_seo_description":"","jetpack_seo_html_title":"","jetpack_seo_noindex":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1],"tags":[],"class_list":{"0":"post-351","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized","7":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p4ePZm-5F","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":715,"url":"https:\/\/www.artsjournal.com\/diacritical\/2016\/01\/715.html","url_meta":{"origin":351,"position":0},"title":"The Virtual Arts – Have It Your Way?","author":"Douglas McLennan","date":"January 26, 2016","format":false,"excerpt":"C-NET came away from this month's Consumer Electronics Show in Las Vegas pronouncing that virtual reality is going to displace traditional porn. No surprise that the porn industry leads in technology. Because of all the money in the early days of the internet, porn invested heavily in technology and pioneered\u2026","rel":"","context":"In "audience"","block_context":{"text":"audience","link":"https:\/\/www.artsjournal.com\/diacritical\/category\/audience"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/01\/scene2vr.jpg?fit=1200%2C675&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/01\/scene2vr.jpg?fit=1200%2C675&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/01\/scene2vr.jpg?fit=1200%2C675&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/01\/scene2vr.jpg?fit=1200%2C675&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/01\/scene2vr.jpg?fit=1200%2C675&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":773,"url":"https:\/\/www.artsjournal.com\/diacritical\/2016\/02\/editors-choice-some-artsjournal-stories-you-shouldnt-miss-from-the-past-week.html","url_meta":{"origin":351,"position":1},"title":"Editors’ Choice: ArtsJournal Stories You Shouldn’t Miss From The Past Week","author":"Douglas McLennan","date":"February 14, 2016","format":false,"excerpt":"1. This week in What-Does-The-Audience-Want? Cheaper tickets, for sure. Or at least the opportunity to pay what they want. \u00a0One theatre converted its season to pay-as-you-want and saw a 50% increase in audience. But perhaps it's frustrating that people don't see more people like themselves on stages. \"One of my\u2026","rel":"","context":"In "Weekly AJ Top Stories"","block_context":{"text":"Weekly AJ Top Stories","link":"https:\/\/www.artsjournal.com\/diacritical\/category\/weekly-aj-top-stories"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/02\/Sense-and-Sensibil_2462481b.jpg?fit=620%2C387&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/02\/Sense-and-Sensibil_2462481b.jpg?fit=620%2C387&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/02\/Sense-and-Sensibil_2462481b.jpg?fit=620%2C387&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":1084,"url":"https:\/\/www.artsjournal.com\/diacritical\/2016\/09\/artists-erased-from-the-web-and-our-growing-problem-with-facts.html","url_meta":{"origin":351,"position":2},"title":"Artists Erased From The Web And Our Growing Problem With Facts","author":"Douglas McLennan","date":"September 4, 2016","format":false,"excerpt":"Are we comfortable letting shareholder-driven companies - any private company - have absolute control over infrastructure that is increasingly essential for the functioning of civil society? Deciding who is visible and who is not? What is acceptable to say and what is not? Who has access and who doesn't?","rel":"","context":"In "arts & tech"","block_context":{"text":"arts & tech","link":"https:\/\/www.artsjournal.com\/diacritical\/category\/arts-tech"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/09\/social-1157114_1280.jpg?fit=1200%2C818&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/09\/social-1157114_1280.jpg?fit=1200%2C818&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/09\/social-1157114_1280.jpg?fit=1200%2C818&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/09\/social-1157114_1280.jpg?fit=1200%2C818&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/wordpress\/wp-content\/uploads\/2016\/09\/social-1157114_1280.jpg?fit=1200%2C818&ssl=1&resize=1050%2C600 3x"},"classes":[]},{"id":133,"url":"https:\/\/www.artsjournal.com\/diacritical\/2010\/04\/how_many_true_fans_do_you_have.html","url_meta":{"origin":351,"position":3},"title":"How many True Fans do you have?","author":"Douglas McLennan","date":"April 18, 2010","format":false,"excerpt":"How do you make a living as an artist? In the old mass-culture model you needed a distribution and marketing engine that could fire up on your behalf to reach as many people as possible. Sell a million albums and if your take after the record company, agents and managers\u2026","rel":"","context":"In "culture business models"","block_context":{"text":"culture business models","link":"https:\/\/www.artsjournal.com\/diacritical\/category\/culture-business-models"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":360,"url":"https:\/\/www.artsjournal.com\/diacritical\/2009\/09\/need_your_help_lets_make_arts-2.html","url_meta":{"origin":351,"position":4},"title":"Need Your Help: Let's Make Arts Journalism Viral – UPDATES II:","author":"Douglas McLennan","date":"September 30, 2009","format":false,"excerpt":"UPDATE: The first blogs are beginning to sign up to stream: www.createquity.com, www.artsDC.com, http:\/\/gatheringnote www.seattledances, www.salvadorcastillo.wordpress.com. One blogger has already tried to embed the feed in Blogger and got back an error. Anyone familiar with embedding in Blogger? Leave a note in the comments at the end of this post\u2026","rel":"","context":"With 9 comments","block_context":{"text":"With 9 comments","link":"https:\/\/www.artsjournal.com\/diacritical\/2009\/09\/need_your_help_lets_make_arts-2.html#comments"},"img":{"alt_text":"NSAJ_logo_black.jpg","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/NSAJ_logo_black.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":26,"url":"https:\/\/www.artsjournal.com\/diacritical\/2006\/12\/doug_classic_appreciation.html","url_meta":{"origin":351,"position":5},"title":"Doug: Classic Appreciation","author":"Douglas McLennan","date":"December 22, 2006","format":false,"excerpt":"John: I wasn't at all suggesting there wasn't a place for the classics (when I was young I never appreciated all those disparaging remarks about \"old chestnuts\" as people used to call them. To me hearing them the first time, there was nothing old or tree-fruity about them). And I\u2026","rel":"","context":"In "main"","block_context":{"text":"main","link":"https:\/\/www.artsjournal.com\/diacritical\/category\/main"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/posts\/351","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/comments?post=351"}],"version-history":[{"count":1,"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/posts\/351\/revisions"}],"predecessor-version":[{"id":2667,"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/posts\/351\/revisions\/2667"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/media?parent=351"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/categories?post=351"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/diacritical\/wp-json\/wp\/v2\/tags?post=351"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"pornposter.jpg\"\/](\"https:\/\/i0.wp.com\/www.artsjournal.com\/diacritical\/pornposter.jpg\")
<\/figure>\n<\/div>\n\n\n