In the real estate trade, there’s an expression that goes, “Location is everything.”
It’s almost self-explanatory: The more prime the property’s location, the more likely it will fetch a higher price.
There’s a parallel, of sorts, in print journalism, although it has to do with an assignment of value devoid of money. Thus, it’s not unusual to hear newspaper people refer to space as “real estate.”
Page 1 is considered prime. Placement there gives a reporter — and his or her editor — bragging rights. Indeed, reporters will sometimes frame a copy of their first front-page story.
After Page 1 comes the section fronts — Hampton Roads, The Daily Break, Business, Sports, etc. — arguably in no special order.
Where’s all this real estate talk leading?
It’s a preface to a discussion of reader reaction to what occupies our pages, namely the stories — hard news, features, investigative pieces and photos — and the decision-making process.
For purposes of discussion, think of these elements as potential residents. Consider, too, (as our readers do) the proper neighborhood for these residents. Should a particular resident (story) occupy the front page or the front page of the Hampton Roads section? Or is it an “insider,” as we say?
More questions:
- Should a captivating human interest story or photo with no connection to Hampton Roads reside on our pages, taking up space that could house local copy?
- What’s the proper residential mix of international, national and local news?
- What’s the value of the so-called warm-and-fuzzy, feel-good story?
Newspaper editors at The Virginian-Pilot and elsewhere ask and answer such questions daily. Invariably, they make the wrong decisions, to hear some readers tell it.
Such and such a story had no business on the front page, someone will call to opine. Or the person will argue that a story on Page 4 of the Nation & World section belonged on Page 1. Or the invididual will question the paper’s judgment for running a feel-good, front page “Sunday Spotlight” instead of using that space for something “more important.”
What’s to be made of all this? Much — and much less.
There’s no question that newspaper editors across the nation need to listen to their readers and consider their wishes where possible. Increasingly, I think editors are doing just that.
But the truth is, we’re never going to satisfy everyone. Never have, never will. And any newspaper that tries to be everything to everybody will disappoint many readers.
In talks to community groups, I often use the expression, pardon my grammar, “Your paper ain’t my paper.”
Meaning what appeals to me may not appeal to you. And vice versa. Think of it in terms of placing an order at a fast food restaurant where you often hear customers request “a double order of french fries” or “hold the mayo, please.”
If they could, some Virginian-Pilot customers might double the paper’s international news, triple sports coverage, and eliminate business news. Others might heap on lots of comics and puzzles.
I often tell folks that I could put 10 individuals in different rooms with a list of possible stories for the next day’s paper, and each would likely produce a different paper. They’d choose different stories and assign them different “real estate.” One person’s banner headline would be another’s Page B-18 story. Some stories wouldn’t run, or would be briefs.
That’s because each “editor” would bring his or her own frame of reference to the selection process, and that frame of reference would be the lens through which a story’s importance and potential placement would be viewed.
If that sounds awfully subjective, it is, to a large extent. But there’s also some method to the process. Has to be, considering the number of editors and others who daily figure into the story selection/placement process.
Throughout The Pilot newsroom, there are brightly colored cards that ask: “What does it mean? Who cares? So what?”
They are key questions that reporters and editors need to answer in developing stories. In a larger sense, they’re also key questions to consider in deciding news placement.
There’s also the local lens concept to consider — a concept that takes on special significance at a time when an overabundance of media outlets slug it out to win the public’s attention. The Pilot, for example, must decide what it can provide readers that they can’t get — or get enough of — from other outlets.
The answer is local news, however defined. Which explains why stories focusing on subjects, issues and personalities unique to or of particular interest to Hampton Roads show up regularly in the best neighborhood — namely our front page.
The decision-making is seldom easy, and sometimes we decide later that we decided wrongly. If you sometimes disagree with our choices on stories and story play, that’s OK. Sometimes we disagree. too.
