AP's asap
AP is starting a new multimedia service to appeal to 18- to 34-year-olds called asap that people in that age demographic say is pretty cool.
We are buying it. Ironically, I'm not sure how soon asap will be integrated into our site, but it will be worth the wait.
If I hadn't seen the prototype myself, this paragraph from the AP's press release defining the meaning of asap might cause me to doubt the service's hipness:
asap, pronounced "a-s-a-p" with the connotation of "as soon as possible," is a new product designed for use with every news format, including the Internet, wireless, newspapers and niche publications. asap's words, pictures, sounds, moving images, blogs and audience-participation features aim to entice the 70 million 18-to-34-year-olds in the U.S. into becoming the next generation of news consumers by drawing them to AP's member sites.
But I have sampled it and shown it around to hipper people. If the prototype is typical, it'll be popular and useful.
Just for fun, Kit Seelye in the NY Times story (reg. req.) yesterday on asap contains this interesting paragraph: A prototype also included a photo essay on vendors of street food in cities around the world, a piece that highlights The A.P.'s global reach. While bloggers often write about domestic events, rarely do they venture out to report firsthand on the outside world. The A.P.'s ability to do this could underscore for readers the strength of traditional news organizations that can afford to base reporters around the world.
The bold is mine. The statement -- which my blogging staff and many of you might contest -- is hers.
Comments (3)
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"She" needs to come to Converge and meet Hoder. And a few hundred others. BTW, does "asap" bring Friedman back to us? (hint hint)
Posted on September 15, 2005 9:21 PM
Sue: I believe there's some sort of cost/benefit analysis that media types do which tells them it's a wiser use of funds to target 18-34 year olds than to appease those of us who've graduated from that category. [wink and smile]
Posted on September 16, 2005 1:04 PM
I saw the preview version too ... I think it's up against the same block that online newspapers have been hitting for some time: News ain't sexy. I mean, it's possible that news actually is sexy and news is just keeping its sexiness on the DL, but its image is definitely not sexy. So trying to appeal to an age bracket by spicing news up seems to miss the point.
Yeah, ASAP would be cool if it works, but it seems representative of online news' previous attempts to connect with audience in meaningful ways: shallow.
Posted on September 17, 2005 3:28 PM