‘Premium news content’: What is it, who decides, and how?

I detest the phrase premium content. Like much of the poorly thought-out jargon descended from news management gurus and consultants, its definition lies in the mind of the speaker. It’s not alone: For example, product has replaced news as the reason for a journalism organization’s existence. Add repurposing to the list of agenda-hiding argot that hides a rarely disclosed intent.

I’m not sure what premium content is. But I’m dead sure I won’t be able to see it unless I’m willing to pay for it. That’s one yardstick for the premium goods: stuff you’re willing for pay for online vs. stuff that’s offered free. But that definition doesn’t tell you what you’ll get when you decide to buy.

So many questions: How will news organizations define premium content? Will the yardstick be merely popularity? Will the product be algorithmically judged as important news and thus become premium content? Will be the premium stuff be solely defined as Wall Street Journal-style information that leads to investment and profit for those who have the dough to spare? Who pins on the label based on what standards? Will news websites clearly explain what premium content is — and how they decided on the standards?

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