Online, news archives never die, nor do they fade away

Two state judges in Pennsylvania recently ordered newspapers to take down online stories about criminal cases after charges against the defendants were expunged. The newspapers refused, citing the First Amendment’s prohibition against the government restricting the freedom of the press. Last week, the judges relented, and the papers were allowed to keep the stories online in their public archives.

Do not for a moment believe, however, that this was a victory for journalism.

Courts routinely expunge the indictment records of defendants, especially for relatively minor offenses by first-time defendants who stay out of trouble for a specific period of time after their arrest. Prosecutors also can decide to withdraw charges before a case completes trial. However, in some communities, the local newspaper runs stories or notices about those arrests when they happen. One of the duties in my first newspaper job was to compile the nightly “police beat,” collecting and writing up arrest reports from the city, campus and state police in Bloomington, Indiana.

In the past, when old newspapers went into the local landfill and newspapers’ archives were available only through at trip to the paper’s headquarters (or maybe the local library), few people ever ran across these old arrest reports. If you wanted to run a criminal check on someone, say a job applicant or potential tenant, you called up the court and got the arrest and conviction records from there. If a record had been expunged, there’d be no report; the person would come through clean and there’d be no problem.

Today, with newspaper and many court records ubiquitous online, many employers, lenders and landlords skip the potentially expensive court records and go straight to free search engines such as Google to get the background on an applicant. And that’s where some folks are finding those old arrest stories, now often published online. A defense lawyer in one of the Pennsylvania cases told an Associated Press reporter that he’d taken calls from two people who’d complained that an employer or potential employer had discovered notices on the Internet about criminal records that had been expunged. [Link above]

It’s easy for newspapers to dismiss this problem by saying “Hey, the story was accurate when we published it.” But online, publication isn’t a finite action. It’s an ongoing status. Stories that were “published” in the old media sense years ago are “published” anew again each time a new reader calls it up in his or her Web browser.

So a story about an old arrest is not accurate when it is published to a new reader if that story fails to note that the charges have been dismissed and expunged. This is just one more way in which the Internet has changed the environment within which the news business operates. In the analog era, news archives were read rarely, and then typically by researchers looking at many articles in search of historical context. Today, the Internet makes old URLs available to all, including many looking simply for a quick-hit of information.

It’s not just an issue on the police and court beats, either. Many years ago on my theme park website, I wrote about a large local amusement park that was being shopped by its then-owners. The story went viral, and amassed a huge number of in-bound links, so many that for years afterward that URL placed highly in search engine results for the name of the park. As a result, many new readers would discover this old story, read right over the publication date and believe that the park was still up for sale. (A new ownership team soon had taken over that theme park chain and made clear that it had no intent of selling this particular park.)

The park’s PR people asked me to delete the URL, but I didn’t want to purge an article from my site’s archives simply to please a source, nor, frankly, did I want to lose the valuable search engine traffic. But the information at that URL wasn’t accurate. Continuing to publish it to new readers without new context wasn’t good journalism. So I ended up prepending an update to the post and including a link to an “evergreen” URL with the latest discussions about the park.

Ideally, journalists would develop a way to keep every old URL up-to-date with complete and currently accurate information. But given the thousands, and in some cases millions, of old URLs many news organizations keep online, that task seems incomprehensible with current technology and workflows.

Yet we can’t forget that publishing incomplete, inaccurate or misleading information isn’t good journalism. And invoking the First Amendment to avoid correcting our work isn’t a victory for the press. As a profession, we need to change our attitude, collectively, toward what constitutes “publication” and talk more about how we can cultivate more accurate, living publications that present all of our readers the most complete, truthful information.

Even those who stumble upon our old URLs.

Style point: Have you ever met a 'white' person or a 'black' person?

I am developing the new syllabus for my fall journalism course at Rutgers and I will be re-enforcing the need for telling the truth in journalism. No longer will my students refer to a “black” person or a “white” person. They will have to use their creative vocabularies to come up with a different way to describe people when writing news stories.

I have never met a “black” person and I certainly have never met a “white” person. This truth has been a part of my teaching for eight-years, but beginning in the fall students will not write stories using those terms.

To make my point, I ask a “white” student if he or she has “black” friends. If they do, I promise I will give them $100 for an introduction. With the same promise I ask a “black” student if he or she has “white” friends. Every time the answers are enthusiastically affirmative to having “black” and “white” friends. They salivate looking forward to the cash as any college student would. You should see them preparing to text their friends on their cell phones.

I then approach the very same students holding a white piece of paper and say, so your friend is the color of this paper, yes? Holding a black object to another student I state, so your friend is the color of this black object, yes? At that point the students realize what the journalism community as a whole refuses to acknowledge and that is, there are not “black” and “white” people. The students understand that they mistakenly lied because they were lied to by society and the journalism world.

As they immediately recognize this, they also sadly realize they are not getting the $100.

“Plez ignor last txt. splain latr.”

Journalism is about telling the truth. Unfortunately when it comes to describing Americans, journalists steadfastly refuse to be truthful. It’s convenient to refer to someone as “black” or “white.” It’s inconvenient to take the time to be creative and describe people in other more truthful ways. Now, that is an inconvenient truth! For instance, I have met many African-Americans, Irish-Americans, Jamaican-Americans and Polish-Americans. None were “black” or “white.”

In acknowledging this truth journalists are forced to face the rather uncomfortable fact that “black” and “white” are terms created for social-economic reasons with little regard to the true identities of people.

It was just two-years ago that the Associated Press Stylebook finally caught up with the rest of the world in using the term African-American, but it still claims that there are people who are “black.” It reads that the “term ‘black’ is acceptable for a person of the ‘black’ race.” I think one of my students not only could teach the AP editors the truth about “black” and “white” people, but they could also explain to the so-called “the journalist’s bible” that there is not a “black” race or a “white” race for that matter. There is only one race. It’s called human. That’s a simple fact that any anthropologist would support. Again, it’s about telling the truth and mainstream media have their collective heads in the sand.

I do look forward to the day when the terms “black” and “white” are not used to describe Grenadian-Americans, Kenyan-Americans, British-Americans and French-Americans. More to the point, I look forward to the day when journalists will simply refer to subjects as Americans and only use the ethnicity description when needed for journalistic reasons.

By the way, the offer still stands. I will give $100 to anyone who introduces me to a “black” or “white” person. I am just aching to meet one.

More on writing high-earning evergreen topic pages for news websites

I wanted to address some questions and reactions to my piece last week about optimizing news websites for maximum AdSense revenue.

The questions focused on my final recommendation: “Create sharply focused evergreen topic pages”

Since this is the most important of my recommendations, I felt it deserved some extra attention, especially since some folks appear to be having a tough time wrapping their heads around it. If you follow all the rest of my advice but fail to create evergreen topic pages on your website, you might notice an improvement in AdSense earnings, but you won’t earn lucrative CMPs without them.

From the comments last week, a question:

“What is a ‘sharply focused’ evergreen content page?”

And from my e-mail, another:

“I’m wondering: you mention ‘evergreening’ your site. But won’t ‘niche’ sites that are specific to a handful of closely related topics get the same result, but also be updatable with daily news without making google’s bots upset?”

One OJR reader offered an answer to the first:

“My guess it means a [frequently] updated page that contains content with a common theme. for example, only sport news”

Not quite. A true evergreen page won’t be updated frequently. Its content should be written in a way that makes it, well, evergreen – able to stand as factual information for a relevant audience for a long period of time.

The page does focus on a single theme. But neither a niche website nor a topic index on a general news website necessarily serves the function of an evergreen topic page. A optimized evergreen topic page ought to focus on a single element within a theme – not just sports, for example, but on soccer officiating in the World Cup.

I understand why this might be a tough concept for some news veterans. After all, what I’m asking you to create is in several ways the opposite of what we do on a daily basis writing for newspapers or broadcast reports. This is a different product for a news organization, but one much closely aligned with its core mission than fake front pages or coupon deals.

An evergreen page doesn’t lead with the latest increment of knowledge about a story. It won’t be superseded tomorrow by fresher information. Its content is driven by readers are searching for through Google and other search engines, and not by what sources deliver us through events, document data, news releases or tips.

These pages stand apart from daily news updates on a news website, though sharp journalists should take advantage to refer to them to help bring new readers “up to speed” on the background behind hot news topics.

Start here: Forget for a moment that you work as a journalist. Think of a place or topic that you don’t cover, but in which have some curiosity: A hobby, or a favorite vacation destination, for examples.

Imagine that you are sitting down at your computer, with Google or Bing on your Web browser. What will you type to find information about that hobby or destination? Jot down those words, phrases or questions.

Now imagine that you are an uniformed reader, doing the same about the beat or place that you cover. Remember, you’re an uninformed reader, who’s not been reading your coverage. Stay general.

Write down those words, phrases and questions. Those will be the topics of your evergreen content pages. On those pages, you’ll provide the answers to those questions, or the detail behind words and phrases, ideally in less than 1,000 words.

The title of the page should be enclosed in an H1 tag, and include the relevant word, phrase or question that you’re addressing on that page. You also should use that in the lead paragraph of the article and at least three other times in the piece.

You might think this a sop to a search engine robot. Actually, it’s a writing trick to keep you on topic. Sharp focus is essential, both for attracting traffic and targeted ads to the page, as well as fulfilling your readers’ information need.

Finally, these pages must be linked to from the front page of your website, and ideally from all relevant internal pages as well. Burying links to these pages inside individual daily news stories won’t expose them to enough readers to build any viral support for the pages. And if they’re not linked to from the front page of the site, search engines won’t consider them important anyway.

A right-side navigation rail provides a great place to spotlight topic pages such as this. In fact, a right-side rail topped by a medium rectangle ad provides also provides a great home for a lucrative ad position. (See my post last week for more on that topic.) Plus, it loads all pages of your news website with this core keywords and phrases that you’ve identified.

We first started using evergreen topic pages on OJR, with the “How-to Guides” you’ll still find linked from the right side of the page. (FYI: We introduced them back when OJR was an ad-supported website with a student writing staff. We no longer run ads nor employ students on the site.) I stumbled onto the value of evergreen content pages when I wrote my “statistics every writer should know” tutorial in 1996. I added AdSense ads to that site in 2003 and continue to earn several hundred dollars a month from those pages today.

How many of you would like to be earning several hundred bucks a month from something you wrote 14 years ago? My hand’s up. How about yours?

Now let’s multiply that income by all the writers covering all the beats maintained in a larger news organization. Sharply focused evergreen content pages can provide an additional income opportunity for news organizations of all sizes.