News organizations should recognize themselves to be either a fire hose or a neighborhood block party and, if particularly robust, they should have both and discern the different strategies for each.
After joining an Aspen Institute Roundtable in D.C. back in June, I met up with NPR Project Argo’s Matt Thompson, who I teamed up with around CAT Signal a few months earlier. As we tend to do, we got lost in a long and rambling conversation that came to a philosophical point from Thompson: not enough news sites recognize what they are, simply a fire hose, spreading their audience to what is interesting and important.
First, two quick definitions in this context: (a) a fire hose site has relatively large traffic with more drive-by readers and (b) a block party site has relatively less traffic with highly focused and more loyal readers. In our conversation, Thompson introduced the ideas of fire hoses. I started thinking about block parties.