Accessing the Great Idea - Why this isn't working

I simply don't understand why trade magazines bury good content on-line. What on earth are they afraid of? I presume that the client of advertorial content would be delighted if the articles were reprinted, referred to, or otherwise distributed. The problem is that the on-line "readers" that these publications use are so archaic that navigation, even on a large screen, is clumsy at best. You can't clip interesting bits to share with colleagues. - yet that's exactly what an advertorial client is trying to achieve. Have you ever seen a book with navigation instructions? Of course not. So why would you even think of launching a reader that apparently needs them. This represents the last dying gasps of the print medium, especially in niche titles. It's unfindable and unsharable. So it will go.

Does Sky Arabia just want to be efficient?

Have great respect for VIZRT as an innovative graphics company. But they could be so much more effective in explaining their story. I can't believe the newly launched Sky Arabia would design a newsroom workflow around system efficiency. I think it's more like Sky Arabia deciding that TV journalists should make their own graphics from a set of house-style templates instead of asking a separate graphics department all the time. That approach is becoming standard at many stations. The graphics department can concentrate on special projects like election coverage or sports events. That's an efficient use of resources.

Great stations are built on putting the audience at the heart of everything they do. If Sky just wants to break headlines first, they'll find it very difficult to break into a saturated market where headlines are plenty, but intelligent thought and independent analysis are very scarce indeed.

Anne Geniets of Reuters Institute did an excellent job explaining how to build trust in those regions. Her report from last year is even more valid now. Note that the Oxford Research Archive seems to be offline in the UK mornings during July for some major maintenance. This link seems to be working though.