A Few Thoughts on Billy Penn and the 'Reinvention' of Local News
I was but a fresh-faced undergrad living in Washington, D.C. when TBD, a since-shuttered website then hailed as the future of local journalism, went online and got everybody talking.
The idea behind the site moved me for its novelty and simplicity: Along with a staff of regular reporters and editors, TBD would also partner with already-successful news outlets in the D.C. area, capitalizing on their local knowledge and influence while delivering their work to a wider audience. These outlets included both established, “professional” news sources as well as neighborhood blogs run by ordinary people with an interest in keeping their communities informed. TBD staffers would run original reporting and aggregate key stories from these partner sites, pointing to a bright future where journalists respect both the traditional values of the job and evolving consumer trends that theretofore had threatened their careers. The concept, so democratic and Internet-friendly -- so 21st century -- excited J-school people like me. Once I even asked, via Twitter, about internships. (I didn’t get one.)
Two years later, TBD was dead. Many blamed its owner, Allbritton Communications, for pulling the plug too early. Others took aim at the quality of the work itself. Whatever the reason, TBD didn’t take.
Fast forward to 2012. I’m working at a certain Philly-based web magazine when Louisville's Neil Budde called a meeting at the Pen & Pencil Club to announce AxisPhilly, a website that would rely on both original and aggregated reporting to deliver local news to Philadelphians. I couldn’t help but remember TBD. If the idea didn’t work in D.C., by far a more media-minded town than Philly, why would it work here? Still, I withheld judgment. After all, AxisPhilly had snagged great reporters like Isaiah Thompson. Maybe it would pull off what TBD, for whatever reason, couldn’t. Alas, AxisPhilly floundered and shut down this past June.
One month after that, yet another middle-aged white man from out of town called yet another meeting at the Pen & Pencil to announce yet another ambitious website that aims to change local news forever by marrying -- you guessed it -- original reporting with vigorous aggregation. Jim Brady, the man behind TBD, has turned his attention to Philly in the hopes that a similar site, this time called Billy Penn, will succeed where past ventures have failed.
Billy Penn shows more promise than AxisPhilly ever did. But I’m not holding my breath for a number of reasons.
As Simon van Zuylen-Wood lays out in a well-reported and reasonably skeptical profile of Brady in the October issue of Philadelphia magazine, a few things distinguish Billy Penn from its predecessors. One, it’s for-profit and won’t have to rely on volatile grants from philanthropic organizations for funding. Two, it won’t have for an owner the same dude who owns Politico. Three, the people behind it, proponents will tell you, are more modern-minded than others who have made a go at Internet-based local journalism. “Jim Brady is precisely the opposite of someone who ‘grew up in the old world,’ ” Zuylen-Wood writes. He goes on to quote an anonymous D.C. journalist who testifies to Brady’s Internet savvy and argues that “old-fashioned legacy media” is what has held back web-based journalism so far.
Beyond web design, however, I don’t yet see what will set Billy Penn apart from its more entrenched peers. A cursory look at its beta site reveals headlines that don’t seem all that different from what I see on, say, philly.com. I mean, Billy Penn looks way better. But good design isn’t the only thing readers want. What about the meat of the endeavor? What sets apart the reporting and the editing? The framing and presentation of news? Here’s a sample of what I see on Billy Penn’s home page right now:
PENN STUDENT DEATH: SIGNS OF SUICIDE, BUT HOMICIDE DETECTIVES ON THE CASE
FORMER SPORTSCASTER DON TOLLEFSON PLEADS GUILTY IN CHARITY SCAM
VOLUNTEERS PULLED 116 SHOPPING CARTS FROM THE SCHUYLKILL
Below each headline are links to posts on other websites. I also see links to PlanPhilly, a local urban planning and development website, and a New Republic piece about Philadelphia Public Schools. It’s not exactly the kind of stuff that turns heads (or earns clicks) and makes one think, “Now here’s a 21st-century newsroom.” One trap on the horizon is that the aggregated work will prove better than the site’s original work. With any number of ways (RSS, Twitter, Facebook) to access PlanPhilly posts already, why would readers feel the need to go through Billy Penn?
Then there’s the notion that, well, Billy Penn will fail to connect with its intended audience. I don’t mean to play the asshole, but at times the effort comes off as Dads Trying to Be Hip. Take this cringe-y paragraph from the Philly Mag story:
The website, Brady told the crowd at the P&P, will be geared toward the city’s growing millennial population. Its underlying mission will be civic improvement, and it will be calibrated for your iPhone. During a big story — like the 2013 building collapse — it will morph into a throbbing, constantly updated local news hub stuffed with both aggregated and original content. On a slower day, Krewson added, Billy Penn might be “reporting out a great hashtag” or treating you to the “five best Vines” related to Philadelphia.
Stuff like this doesn’t inspire much confidence that Brady, a 46-year-old from the D.C.-area suburbs, is in touch with your average Philadelphia millennial (or, at least, your average civically engaged Philadelphia millennial). The right words are there: Hashtags! Vines! Content! But “The Five Best Philly Vines” sounds a little too much like a newspaper site taking a page from the BuzzFeed playbook and not, you know, a reinvention of online media.
Look at the fracas over Billy Penn’s initial name: Brother.ly. Zuylen-Wood writes that this proposal “was scuttled after a small band of critics deemed it too sexist and/or lame.” But someone who wants to market to twenty- and thirty-somethings, in 2014, ought to have a hair trigger for things that could potentially come off as “sexist and/or lame.” Social justice issues are becoming more and more important to readers, especially younger readers. Successful websites (from Slate to nymag.com to Upworthy) have figured this out. You can’t afford to remain tone-deaf about it and risk the very name of your endeavor sounding the least bit exclusionary.
The mere fact that Brady chose the Pen & Pencil Club, billed as "the nation's oldest press club," for his Philadelphia debut speaks volumes. I like Pen & Pencil -- I’m not a member, but I’ve been there as a guest four or five times and enjoyed posting up inside to watch the 2012 presidential elections. You have to admit, though, that the place is stodgy. To get in, you must prove yourself as a member (initiation fee: $40), or be the guest of a member, and then someone buzzes you in. Talk about exclusive. Once you do get in, the room is dark and smoky, but not in a super-cool Ray’s Happy Birthday Bar sort of way. It’s more of an older-men-chomping-cigars thing.
Brady and his cohort spend a lot of time touting the merits of “digital-first” newsrooms. Aside from his unwavering belief in the Internet, however, I don’t see much to prove that he’s ready to deliver modern journalism to modern readers who would like to see a break from the past.
Zuylen-Wood compares Brady’s fervor with Silicon Valley idealism. Brady himself backs this up when he talks about making local news “scalable.” In a post on his personal blog, tech and media writer Simon Owens challenges the idea that local reporting needs to be “scalable” -- that it needs to have these grand ambitions of uniting citizen bloggers with professional journalists to become profitable enough to appeal to big advertisers. Owens points to the “hundreds of examples of niche, local bloggers who have figured out ways to sustain themselves financially” and chides observers who focus “on only corporate or VC-backed entities that try to simply mimic large-scale institutions.” He’s saying that people have made local reporting work without the help of anyone trying to revolutionize the digital landscape. And that’s what ultimately puts me off about big-name publishers who say they want to shake up the media game for good.
None of this is to put down a new start-up in the city. If Billy Penn works, more power to Brady. I’m just wary of the idea that decent, Internet-based local journalism will come from people who want to disrupt more than they want to inform.