I was skimming twitter this morning when I saw a link to an article/blog post in HS site about how they plan to "revolutionize" the way people interact/work with HS today.
First let me get this out of my chest: whoever was tasked with creating this project is either a complete noob in this thing we call the internet or their task was to create a good video for a concept that has no chance in hell to succeed! What a large #FAIL!
Now for the actual content. HS misses the whole internet thing completely.
- First, they created this video which is about creating a platform that transfers their "paper" product to your screen. Really? Don't you have a little bit of imagination? Or at least look around to see what is happening! People don't want the "old" media in a new format. They want and need a new media, that is a more integral part of their life, not another format to learn!
- Second, they completely ignore that in the age of the internet when the competition is just a click away the media business model has to be about producing good content first and only later about the medium to deliver it. The medium will evolve forever! (remeber sites from 1999? not so successful if launched today!) Having a concept that revolves around the way that media is organized *on the screen* is like trying to build a car by 1800's standards: you know with a 1000 bhp engine on a model T. Totally clueless if you ask me
- Third, the video seems to show that they want to use all kinds of media formats in their content: videos, more photos, more ads, etc. Well, I don't see how a decreasing revenue ecosystem (print media) can really work with a future model that will exponentially increase their production costs (more video report teams, more photographers and photo editors, more expensive content handling and management systems, etc.) I mean, look at Huffingtonpost.com. They are competing for attention with the big guys with a much smaller work-force!
- Fourth (and last - although I could continue for ever), they completely forget that in the age of the Internet, access to content is the commodity, what they should be focusing on is either a content-niche (opinion, creating social dialogue, etc. -- where they have no competition) or then try to create a dialogue with their customers that cannot be replicated elsewhere (like user engagement through social media, etc.). Trying to just create another "way" to access their content, which is closed, limited and will be out-dated 6 months after they spend millions implementing it is not just dumb, it should be considered neglect by WSOY board!
Helsingin Sanomat: please wise up and truly innovate! Look around, there's lots of people in Finland with great ideas. Take a risk, listen to them. After all Finland is one of the most advanced countries in online/mobile services. Surely we must have people in this country who can give you great ideas!
Here's the sad, sad video. Well produced, but with the wrong content...
Photo credit: fireflythegreat @ flickr