According to several sources Jason Calcanis, who is leading the Netscape effort at AOL, is offering $1000/mn to the top news posters at Digg and similar sites to start posting news at the new social news website Netscape.com. This is an interesting move, but there’s a few things to say about it:
You can’t build a community with money
Everyone knows its been tried before. The money is going to make some news editors move, but it won’t either guarantee quality (heck, it’ll force periodicity, which goes exactly against it), or community growth. Jason, you need to remember people participate in sites like Digg not only for the news but the huge mass of people who are already doing active editing and commenting on them.
Not that I agree with the way Digg stories are brought to the home-page – every single day there’s around 5 to 10 news stories that make me wonder why the powers that be over there haven’t changed the promotion algorithms. Still, the fact is Digg has critical mass, and its not because of the few top posters you’re trying to buy out.
Netscape.com has more problems than solutions
… and one of those problems is AOL. Jason, you know as well as I do that the image of a brand has a huge impact in the success of its child projects. And Netscape’s association with AOL stifles its potential for growth (because honestly, people couldn’t care less about it after being harassed for years with AOL offers).
And despite the AOLs brand image – that only people like you can change by giving the company a new dynamism – it is still a corporation: and social networks (the people) run away from those. Have you seen any direct impact of Fox’s ownership on MySpace? No, and the reason is people would get the hell out of there at the realization that a few select people were making all the bucks with their daily activity.
Anyway, there are more problems to Netscape – and even though AOL’s a big one, its definitely not the biggest. The main problem with the new site is the lack of information findability (even your channel navigation is between ad blocks on the right). Who is your target audience? Personally, I don’t really think you know. Because the way it works, the experience, is all about youth (with the quick votes, the loose comment-based community), but the brand (again, the brand) doesn’t scream “youth” at all.
Seriously, now
I hope I’m wrong about Netscape needing much more than paying $1000/month to a few people in order to get the community you want. Only time will tell, but here’s what I’d like you to keep in mind: Digg (and I could be using a few other examples) is the result of an untainted brand, a novelty factor (the way it works) and a specific initial target audience. Do you have any of these? This is where the money goes.
Further reading on Read/WriteWeb and Techcrunch.
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