Print Media Still Don't Get the Web

As far as I can tell, traditional media -- and print media in particular -- still don't get the web.

The following is not new: Print media is bleeding to death from the disappearance of ad revenue and paid circulation. We all know that. Print media will scream this at the top of their lungs when they think it might encourage people to pay for content, or when they think the government or other donors might be enticed to step up with some funds.

But for all that, many outlets still can't embrace even the most fundamental ideas about interactive media. The catalyst that prompted the knotting of my knickers tonight was a job posting I saw for a prestigious magazine. I won't name names, only because my purpose here isn't to slag that magazine (I think it often does a great job, and I wish it much success; still, not hard to figure out what I'm talking about, if you follow me on Twitter).

This magazine is looking for a half-time web editor, whom they will pay $24K, with no benefits. The candidate is expected, among other things, to:

• create content
• maintain relationships with bloggers
• do both editorial and marketing content
• monitor online feedback
• have experience in print and online media
• be fluent in web analytics

And given that this is the magazine world, don't expect to actually work half-time at this job. I can easily see anyone who gives a hoot about her/his work to have unpaid overtime equivalent to the paid work.

Why does this have me so bothered? After all, magazines have a long and proud history of abusing staff (editorial staff in particular), starting with the nearly mandatory unpaid internship, and continuing on through the lousy pay scale for almost everyone in the industry.

My beef is this: taking a rookie editor, asking the world and paying them in peanuts and the occasional swag is possible in the print world because anything this person generates is likely to go through at least three editorial hands before ever seeing the light of day.

But whoever is in charge of web operations is going to have a broader reach than the most senior person at the magazine. The web editor is going to be the one in a position to build relationships with readers and possible readers on a daily basis. And, if this position is anything like the web editors I've seen at other magazines, this person will do his or her work without all the qualitative checks and safeguards that exist in print.

And for this, the magazine -- an award-winning national title with aspirations so big it's currently pitching itself as an essential service in the country's media landscape -- is ponying up $24,000 a year with no benefits.

Small wonder so many good editors are leaving the industry. And that the people left to help the industry transition to a new economic reality are so ill equipped to do the job.