{"id":14669,"date":"2017-08-23T13:38:18","date_gmt":"2017-08-23T13:38:18","guid":{"rendered":"https:\/\/www.journalismlab.nl\/?p=14669"},"modified":"2021-07-06T14:49:46","modified_gmt":"2021-07-06T14:49:46","slug":"go-romer","status":"publish","type":"post","link":"https:\/\/www.journalismlab.nl\/en\/go-romer\/","title":{"rendered":"Go R\u00f6mer!"},"content":{"rendered":"<p><strong>Deze komkommertijd schreven de kranten opeens over <a href=\"http:\/\/m.telegraaf.nl\/binnenland\/article\/28913425\/krant-ntr-baas-paul-r%C3%B6mer%3A-%E2%80%99schaf-de-ster-af%E2%80%99\" target=\"_blank\" rel=\"noopener\">een reclamevrije publieke omroep.\u00a0<\/a><\/strong><strong>Fantastisch nieuws! <\/strong><\/p>\n<p>Voor de hele publieke omroep wellicht niet meteen haalbaar, maar waarom niet voorzichtig beginnen met de nuts-nieuwsvoorziening die primair \u201chet algemene belang\u201d van de Nederlandse burgers zou moeten dienen? De NOS dus.<\/p>\n<p>Hoeveel procent van het totale budget van de NOS komt eigenlijk precies uit reclame? Een vluchtige blik in het financi\u00eble jaarverslag, maakt dat niet meteen duidelijk. Het woordje STER staat in ieder geval niet genoemd in de <a href=\"https:\/\/over.nos.nl\/fileupload\/jaarverslagen\/NOS-Financieel_Jaarverslag_2015_proef_7.pdf\" target=\"_blank\" rel=\"noopener\">balans van 2016.<\/a><\/p>\n<p>In <a href=\"https:\/\/www.volkskrant.nl\/media\/ntr-directeur-paul-romer-wil-reclamevrije-publieke-omroep-en-stelt-sesamstraat-ter-discussie~a4510919\/\" target=\"_blank\" rel=\"noopener\">de Volkskrant <\/a>lees ik dat circa 200 miljoen van 800 miljoen van het budget van de publieke omroep komt van STER-inkomsten.<\/p>\n<p>Dat is dus ongeveer een kwart. De kans dat de NOS meer reclame-inkomsten heeft dan 25 procent van het hele budget, lijkt groot. Het achtuurjournaal en NOS Sport zullen bij adverteerders vast heel geliefd zijn. Te mooi om te weerstaan voor de stichting? Zonder reclame minder redacteuren.<\/p>\n<p>Maar hoe kwalijk zijn de gevolgen van reclame eigenlijk voor het geestelijke welzijn van de Nederlandse burger? Lees eens <a href=\"https:\/\/www.theguardian.com\/books\/2007\/jan\/27\/booksonhealth.society\" target=\"_blank\" rel=\"noopener\">het boek \u2018Affluenza\u2019 van de psycholoog James Oliver<\/a> om een idee te krijgen. Of dit <a href=\"http:\/\/online.liebertpub.com\/doi\/abs\/10.1089\/cyber.2016.0259?journalCode=cyber&amp;\" target=\"_blank\" rel=\"noopener\">wetenschappelijk onderzoek <\/a>over hoe mensen ongelukkig worden van reclamezuil Facebook.<\/p>\n<p>En als we het hebben over het bereik van de millennials \u2013 de grootste zorg van de NPO: juist deze doelgroep is overvoerd met reclame en prikt er dwars doorheen, als we Shane Smith de oprichter van Vice mogen geloven. In het <a href=\"https:\/\/www.amazon.co.uk\/Innovators-Digital-News-RISJ-Challenges\/dp\/1784534161\/ref=sr_1_1?ie=UTF8&amp;qid=1438269128&amp;sr=8-1&amp;keywords=Innovators+in+Digital+News\" target=\"_blank\" rel=\"noopener\">boek van Lucy K\u00fcng <\/a>(top-tip van collega Klaske) zegt hij dit:<\/p>\n<p><em>&#8220;Young people have been marketed to since they were babies, because cartoons were made to sell cereal. So they have the most sophisticated bullshit detectors of all time. And the only way to circumnavigate that bullshit detector, is not to bullshit.&#8221;<br \/>\n<\/em><\/p>\n<p>En, ja, Vice is groot geworden door jongeren te bereiken met branded content. Maar zij doen enkel dat. Alleen adverteerders zijn hun betalende klanten, want jongeren hebben echt geen cent over voor reclame. Aan de andere kant van het spectrum zit het <a href=\"https:\/\/membershippuzzle.org\/articles-overview\/how-can-the-press-clear-the-way-for-journalists-to-connect-with-readers\" target=\"_blank\" rel=\"noopener\">advertentievrije ledenmodel<\/a> waarvan de opkomst niet meer te stuiten lijkt.<\/p>\n<p>Mijn advies aan de NOS: kies voor 1 type model en voor 1 inkomstenbron: branded of member. STER of burger, niet beide tegelijk. Bedien niet de belastingbetaler met een journalistieke dienst, terwijl je ook de adverteerder probeert te pleasen. Zo ga je zwalken en is ook de content minder.<\/p>","protected":false},"excerpt":{"rendered":"<p>Deze komkommertijd schreven de kranten opeens over een reclamevrije publieke omroep.\u00a0Fantastisch nieuws! Voor de hele publieke omroep wellicht niet meteen haalbaar, maar waarom niet voorzichtig beginnen met de nuts-nieuwsvoorziening die primair \u201chet algemene belang\u201d van de Nederlandse burgers zou moeten dienen? De NOS dus. Hoeveel procent van het totale budget van de NOS komt eigenlijk [&hellip;]<\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[4347],"coauthors":[],"class_list":["post-14669","post","type-post","status-publish","format-standard","hentry","category-artikel","tag-overig"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Journalismlab &#8211; Go R\u00f6mer!<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.journalismlab.nl\/en\/go-romer\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Journalismlab &#8211; Go R\u00f6mer!\" \/>\n<meta property=\"og:description\" content=\"Deze komkommertijd schreven de kranten opeens over een reclamevrije publieke omroep.\u00a0Fantastisch nieuws! 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