La gratuidad de los contenidos es una ecuación que nunca cerró al negocio de los medios de comunicación, especialmente a los escritos.
El periodismo es un negocio costoso, especialmente cuando es de calidad; cuando partes de las salas de Redacción están abocadas al periodismo de investigación, un género lento, meticuloso y que muchas veces solo hace ganar reputación y premios, pero no dinero.
Algunos diarios estadounidenses, como el The Wall Street Journal, máxima autoridad mundial en el periodismo especializado, se ha dado el “lujo” de cobrar y seguir cobrando su contenido; es que todos saben que este periódico llena las zonas grises en el mundo de los negocios. En América Latina uno de los ejemplos de cobro de contenido virtual es el diario mexicano Reforma.
En ambos lados del continente, norte y sur, varios medios tratan de imitarlos o buscan fórmulas menos complicadas, ya que cobrar un contenido que siempre se ofreció gratuito puede producir rechazo de los lectores, y ese abandono puede incluso agravar una condición inestable, yendo en detrimento directo de la todavía escasa y esquiva publicidad on-line, donde la competencia es feroz y los precios diminutos.
The Miami Herald está probando una estrategia diferente y novedosa que ha despertado cierta burla entre los principales diarios de Estados Unidos. Muchos medios observadores tratan de hacerse los escépticos, pero de reojo miran si la fórmula generará algún resultado, para poderla imitar de inmediato.
Debajo de cada noticia on-line, el diario coloca una frase “Support ongoing news coverage on MiamiHerald.com” (Apoye la continua cobertura de noticias en MiamiHerald.com) donde los usuarios pueden cliquear y dejar una donación voluntaria de dinero a través de una tarjeta de crédito.
Una fórmula simple que el pasado domingo 20 de diciembre, en su columna habitual, el director editorial del periódico, Anders Gyllenhaal, trató de justificar. Dijo que los primeros días del experimento tuvieron éxito ya que varios lectores donaron cifras entre centavos y decenas de dólares en apoyo a un par de notas.
Tal vez la fórmula no sea la más tradicional y pueda despertar críticas por ser muy oportunista, pero es también una buena forma de medir los gustos del público y si está dispuesto a pagar por un periodismo de calidad y responsable ante su comunidad. En realidad al lector no se le pide una donación por una nota especial, sino un apoyo general que incentiva al diario a seguir adelante, ante una comunidad que está consciente de la necesidad de tener un periodismo investigativo, fiscalizador y que obliga a la función pública a rendir cuentas.
Los periódicos estadounidenses están conscientes que la independencia (y la apariencia de ella) es el valor más preciado que tiene la labor periodística frente a la democracia, y por ello, a través de la Asociación Nacional de Diarios (NAA, siglas en inglés) rechazaron los paquetes de ayuda económica gubernamental que los medios de comunicación europeos le aceptaron a sus propios gobiernos.
Una fórmula más difícil, pero más saludable y cómoda de acuerdo a estándares y valores periodísticos.
32 comentarios:
Si bien es cierto que la independencia de la labor periodística es un gran valor frente a la democracia, no menos es cierto que tal labor debe ser realmente "independiente" de intereses económicos y políticos; para nadie es un secreto que muchos medios parcializan posiciones en favor de uno o varios agentes económicos y políticos con el propósito de obtener o realizar negocios jugosos. Realmente aquí radica el problema de ética con que se enfrentan muchos periodistas y comunicadores sociales hoy en día, ya que a veces por mantener sus empleos y "el bozal de arepa", como decimos en Venezuela, escriben hasta en contradicción de sus propias ideas, de manera que tal independencia no existe. El gran dilema es trabajar con ética periodística y recuperar la inversión en equipos y maquinarias cada vez más costosos.
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