On targeted coverage

The Tyee's push for reader funding of its B.C. election coverage - coupled with a choice of issues to be covered by one's donation - was an interesting enough story on its own (not to mention a worthy cause). But it's especially noteworthy that the national press has taken notice:

British Columbians who say the media is ignoring the most pressing issues in next month's provincial election now have an opportunity to put their money where their mouth is.

The Tyee, a B.C. online web magazine, is collecting pledges from its readers to fund its election reporting.

Those who donate can tell the magazine's brass what election issue - environment, housing, Olympics, for example - their money should go towards covering...

The Tyee hoped to raise $5,000, enough to hire an extra reporter for each day of the election campaign.

Donations are already nearing $7,000 with the pledge drive slated to run until April 14...

Mary Agnes Welch, president of the Canadian Association of Journalists, likened the Tyee's money-raising efforts to those of National Public Radio and the Public Broadcasting Service, which regularly ask their audiences to donate.

"Is it any worse than selling ads to big advertisers that you often write stories about? When it comes to ethical issues and readers driving coverage, this seems to be a way to actually get readers more engaged in the kind of coverage you provide," she said.

It remains to be seen whether the Tyee will be able to replicate the election coverage model at other times - not to mention whether or not other Canadian media outlets will recognize the opportunity to follow suit by directly tailoring their coverage to what viewers and readers see as most important.

But it's a huge plus to see the Tyee's efforts succeeding so far. And one can't help but figure that major media chains will have little choice but to pay attention to the fact that customized coverage may be the one area where there's some pent-up demand to be met even when the corporate world is scaling back.