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しんぶん伊勢丹化計画

本当は郵貯ネタのフォローアップを書こうと思ったのだが、ちょっとそれほどの時間は取れそうにない(それだけの体力もない)ので、ちょっと軽く与太を飛ばしたい。このネタ自体は筆者が数年前から言い続けているもので、一度酔った勢いで朝日新聞の記者に披露したら大層いやな顔をされたという代物だ。

今までも何度か新聞記事の質についてこのブログでくさしてきたし、新聞記事の質が上がらないメカニズムについても書いてきた(こちらこちら、それとこちらを参照。今回のエントリーはこれらのエントリーを下敷きにしています)。そこで、今回はどうすれば質が上がるのかということを考えて見たい。

新聞に記者は要らない

前々から思っているのだが、新聞社に記者は本当に必要なのだろうか。今までも書いてきたように、新聞記者というのは一部の例外を除けば本質的に素人だ。「ニュースの現場」を外から眺め、付け焼刃の知識で肉付けして記事を書く以外にどうしようもない。それでも新聞記事が数百万の読者を獲得しているのは「他のみんなが何を知っているのかを知りたい」という動機からであって、この観点からは記事の質よりも発行部数のほうが重要視される、ということも書いた

つまり新聞の記事は誰が書いても構わないと言うことになる。それなら、大量の記者を社内に抱え、全ての記事を内製する理由がどこにあるのだろうか。通常、企業が製品なり部品なりを内製するメリットは限られている。まず機密性の保持。自社のニーズが特殊で他社は生産してくれない。コスト的に自社で生産した方が安上がり。大雑把にはこんなところではないだろうか。では新聞記事はこれらの要素に当てはまるだろうか?機密などもとよりありえない。自社の求める記事は他では手に入らない?記者クラブに仲良く雁首そろえていてそれはないだろう。コストについては新聞業界内で記者の賃金に結構差があるので一概には言えないが、朝日や読売では「自社の記者に書かせた方が安上がり」ということもないだろう。

内製するメリットがない一方で、内製する弊害はある。まず記事の傾向が固定化すること。朝日新聞のように左寄りな記事が読者に受けなくなっても、終身雇用を維持する限りは同じ記者が似たような記事を書き続けるわけで、記事の傾向を読者の望む方向に修正するまでに下手をすると10年単位の時間を要する。同様に、国際紛争が多発して国際欄を大幅拡充しようとしても、記者の数を増やせない以上はそう簡単にはいかない。もちろん、記事を内製する以上、ほぼ全ての記事が「当事者ないしは専門家から聞いてきた情報を素人が素人なりに咀嚼した文章」にならざるをえないというのも大きな問題だ。

つまり、新聞社は自前で記者を抱える必要がない。全ての記事は他所から買ってくればよいのだ。


新聞伊勢丹化計画

百貨店経営を考える上で外せないのが「場所貸し」という営業スタイルだ。百貨店は店舗内に大量の専門店を誘致し、実際の商売は彼らにやらせて自らは好立地を生かした場所貸しに徹する。微妙に消極的な経営戦略なので批判と共に語られることが多いが、うまくやれば伊勢丹のように、この百貨店冬の時代にかなりの利益を叩き出すことも出来る。

この例で行けば、読売や朝日は銀座の一等地に店舗を構えながら出来のイマイチなプライベートブランドばかりを売っているようなものだ。読売や朝日にとっての「好立地」とは、その販売力に他ならない。結局のところ、読者は記事の質で新聞を選んでいるわけではないから、巨人のチケットとか、甲子園のチケットとか、そういう目玉商品と多くの販売員とを用意しておけば、新聞は売れる。その点、読売と朝日の販売戦略は間違いなく成功している。であれば、後は大多数の読者に不快感を抱かせないような中庸の記事を、極力低コストで書いていくのが合理的だろう。そうでなければ、折角の「好立地」を生かせない。


まず国際欄だ。海外のニュースは海外の新聞から買ってきた方が早い。現地向けの記事が日本人には分かりづらいと言うなら少し金を払って日本人向けの記事を書いてもらってもいいだろう。特派員を常駐させたところで、現地の生の雰囲気をつかむことは結構難しい。証券会社のレポートに目を通している人なら分かるだろうが、海外のアナリストが日本について書いたレポートと言うのは大概使い物にならないのと同じことだ。第一、特派員を各国に常駐させておくのはコストがかかりすぎる。

社会欄は警察発表をそのまま引き写しておけばいいし(どうせ今だって大して変わりはない)、それがいやなら全ての新聞社がどこかの通信社に一括で警察の番記者を委託してしまえばよい。そうすれば殺人の被害者宅に押しかけて被害者の顔写真をねだるような醜悪な慣行も少しは減るだろう(あれは読者が被害者の顔を知りたいからではなく、新聞社の内輪の競争のためだけにやっているとしか思えない)。

金融・産業欄も同様。各市場に専門紙があるのだから、それを分かりやすく書き直してもらってそれを買ってくればよい。それだと速報性が劣る?どうせ今でも1日2日は専門紙よりも遅れているのだから、大して問題はない。

社説だって内製の必要など全くない。それこそ、専門家に原稿を依頼して書いてもらえばよい。

外注だけでは40ページもある紙面を埋めきれないと言う反論もあるかもしれないが、外注してコストを減らせば新聞紙面も削減できる(新聞がどんどん厚くなるのは新聞紙面に占める広告の割合が5割?までと決まっているからで、広告売り上げを増やそうと思ったら記事も増やさなければならない。日経も数年前にページ数を増やして産業面とかで愚にもつかない記事がたくさん出てきたが、これも広告収入のため)。読者としては、無駄な記事が減ってくれた方が都合がいいのは言うまでもない。


要するに、ストレートニュースは他の新聞社や通信社から、解説記事はその道の専門家から、それぞれ買ってくればいいだろうと言う話だ。記事の内製をあきらめることで、新聞社はコストの削減と柔軟な紙面づくり、そして以前よりも質の高い記事という3つのメリットを享受することが出来る。もちろん、「そんなことをしたら速報性が犠牲になる」という反論はありえるだろうが、そもそも、どうせ一日に一度しか情報をアップデートできない新聞では速報性の追及には無理がある。「権力を監視できなくなる」? 別に新聞記者だけが巨悪を監視しているわけではない。「田中角栄研究」を書いた立花隆もフリーだったはずだ。そういう人たちから新聞は記事を買えばよい。むしろ、全てを内製化した結果こういう記事を買うことが出来なくなり、文芸春秋に特ダネを奪われたという側面はなかっただろうか?


さて、当然のことながら、筆者のこの提言は現実味が乏しい。規制に守られた今の新聞業界がそんな改革をする必要性は全くないからだ。それでもこれを書いたのは他に書きたい本筋があるからなのだが、それについては次回(今度は余り日を空けずに書く予定です)。


本日のまとめ

新聞社が記事を内製しなければならない理由はない。

販売力の強い新聞は、新聞紙面を各専門家に「場所貸し」することで、低コストで高品質な記事を、柔軟に配信することが可能になる(そうすることで、販売力という経営資源を十全に活用できる)。

そうでもしなければ、雨の日も風の日も客をおだてたり脅したりして新聞の拡販に勤しむ販売員の方々に申し訳が立たないというものではないか。

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Comments

流行の「官から民へ」ってのを,「第4の権力」にも適用!(笑)

Posted by: e-fleet | September 30, 2005 at 12:02 AM

ご趣旨、大体分かります。思うところはありますが、今後の展開を踏まえ、改めてコメントを考えたいと思います。続き、楽しみにしております。

Posted by: 本石町日記 | September 30, 2005 at 01:20 AM

基本的にインターネットのポータルサイトは単に外から記事を買ってますね。
ヤフーとか。

私が、知人のA新聞の記者から聞いた話では、もう新聞というメディアは将来性がないと。どんどんインターネットに移行していく。実は私も殆ど紙の新聞読まなくなってしまいました。しかし新聞社のウェブサイトでは広告載せても全然ペイしてないんだそうです。だから新聞業界の将来は暗い、やめようかな、なんて話をしていました。

資本の圧力でもって本当に外注だらけになっていくのかもしれません。

しかし、バイアスのかかった記事をむしろ求める人がいると思うんですよね。
私も、特に興味のある記事に関しては各紙がそれぞれどう書いているか、などと比べて全然違っていたりするのを楽しんだりします。

まあ、特定のメディアに染まることで思想も染まってしまうという事の弊害の方が大きい気もしますが、いろんな(極端な)見方が併存するというとこに面白さがあると思います。特にA新聞とS新聞はバイアスかかってんなあと
いつも思います。

Posted by: のびい | September 30, 2005 at 02:33 AM

e-freetさん、コメントありがとうございます。

「それでもジャーナリストは必要だ」で間接的に書いた話ですが、マスコミと言う権力のあり方は結構デリケートなんですよね。ある意味、我々が権力だと思っているから第4の権力になっている、というトートロジカルな側面があると思います。

Posted by: 馬車馬 | September 30, 2005 at 06:44 PM

本石町日記さん、コメントありがとうございます。

今回は与太話と割り切って文章を書いたので随所に極論と言うか、いい加減な表現が入ってしまいました。もしご気分を害されたのであればお詫び致します。

今回の記事はどちらかというと「つかみ」の部分で、次回は「それでも新聞社には果たすべき役割(しかも、高度な)がある」という流れに繋がります。脳内原稿は出来ているので、週末にも書いてしまう予定です(下調べのいらないエントリーってほんと楽です・・・)。

Posted by: 馬車馬 | September 30, 2005 at 06:47 PM

のびいさん、コメントありがとうございます。

ウェブ上での広告ビジネスは大体軌道に乗ったと理解していたのですが、そうでもなかったのですね。

実は、私は単にニュースを張るだけのポータルサイト型のビジネスはうまくいかないんじゃないかと思ってます(google newsはちょっと特殊ですが)。あれにどう付加価値をつけるかが勝負で、最近ニュースに過去の関連記事へのリンクが用意されているYahooのやり方はうまいと思いますね。

付加価値をつける段階でかかるバイアスもあるでしょうし、のびいさんのおっしゃるとおりバイアスそのものが付加価値になると言う側面もありますよね。そういうバイアスは伊勢丹化が進んでも残るんじゃないかと思います。

その辺りは今週末に書こうと思います。

Posted by: 馬車馬 | September 30, 2005 at 06:54 PM

>記事の質よりも発行部数のほうが重要視される
コレ読んだ瞬間、 “視聴率によってストーリー(台本)がどんどん変わっていくTVドラマ” が
頭に浮かんだのは私だけ?・・・

新聞によって記事のバイアス掛かりは、それ自体悪いことだとは思えません。
むしろ、読み手側の教養が問われるでしょう。

今の日本人にそのバイアス部分を読み解ける見識のある人が
どれだけ居るか、多くは期待できないが。

Posted by: 茗荷谷 | October 01, 2005 at 04:01 AM

馬車馬さん、どうもです。
気分など全然害しておりません(笑)。むしろ、逆であって、思う存分に書いていただきたいと願っております。私の立位置は馬車馬さんと同じ側にあると考えていますので。これから続編を読むところです。思いつくことがあればコメントします。

Posted by: 本石町日記 | October 01, 2005 at 08:44 PM

茗荷谷さん、コメントありがとうございます。

新聞と比べるとテレビの方がそのあたりを徹底してますよね。更に突き進むと、アメリカみたいに「当たったドラマはとことんまで引き伸ばすので、打ち切り以外の形ではドラマが終わらない」というスタイルになるのだと思います(日本では受けない気もしますけど)。

そういうあり方を迎合・堕落と考える人もいるでしょうが、別にそういう新聞が出てくることは悪いことではないと思います。できれば、そうでない編集方針を持った新聞も出てきて、読者の選択肢の幅を広げて欲しいとは思いますけど。同様の理屈から、バイアスは悪いものではないと言う茗荷谷さんのご意見に私も賛成です。

Posted by: 馬車馬 | October 03, 2005 at 06:52 PM

本石町日記さん、コメントありがとうございます。

そうおっしゃっていただけるとほっとします。何か考え違いなどありましたらご指摘いただければ幸いです。素人素人と連呼しましたが、私自身もマスメディア事情については素人なわけですし。

Posted by: 馬車馬 | October 03, 2005 at 07:37 PM

>記事の質よりも発行部数のほうが重要視される

そこでアフィリエイトですよ。

記事を紹介してくれたり話題にしてくれたブロガーに報酬を支払う。

ブロガーは質の高い記事のほうが話題にしやすいので、それを求め、記者はその要求に答えようとする。

ある災害記事が稼いだ購読料の一部を、その災害の援助金として寄付したりすると新聞記事を読まない人々を新聞に呼び戻すことができるかも…

Posted by: むにゅう! | October 04, 2005 at 11:36 PM

むにゅうさん、コメントありがとうございます。

確かに、伊勢丹化が進むとブロガーとフリージャーナリストと記者との間の垣根がぐっと低くなるんでしょうね。アフィリエイトに限らず、コラムの記事をマスコミに売ってそれで食べていける時代も来るのかもしれません。

個別の記事の価値が明確になってくると、むにゅうさんのおっしゃることも含め、色々な可能性が出てきそうですね。

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