Building a Mystery

The process of turning what is now just a vision in my mind into a real product that attracts customers and generates revenue is taxing, to say the least. Project Goldfish has been swimming around in my mind for some time. I’ve lived with it, fallen asleep with it and discussed it with my family ad nauseum. This is what I wrote to Medill in May, 2009 when I was asked about my professional goals:

“Through my studies at Medill, I want to learn how to create and manage an online publication that uses the written word, pictures, audio and video from professional journalists – not eyewitnesses or “citizen journalists” – to tell the news of a very specific place or area of interest … Local politics is really the heart of any city because it encompasses crime, education, traffic, development and quality of life issues such as collecting trash and trimming the trees. I think it is key to create a product that becomes integral to the lives of readers. It must be a publication that provides quality information that is not already available through traditional newspapers and broadcast outlines.”

This summer is go-time. My energy is now spent on being as specific and realistic as possible. My “grandiose” plan for an office, a dozen reporters and high-end camera equipment created its own barrier to entry. A home office and two reporters? Much more manageable and much more realistic to start. I’m halfway through putting together the financial projections on what it would cost to start and maintain such a business. I have spent hours on the Web, researching local and state permits and taxes.

Domain name? Registered.

An attorney? The search is on.

My adviser for this independent study has provided a lot of useful and supportive advice. In the area of content, there are two things he has said that I find particularly helpful in making this project feasible, making it something others can envision along with me.

1. Distinguish between political reporting and governmental reporting.

I find the political coverage in Los Angeles to be highly entertaining. This business about Mayor Antonio Villaraigosa and whether he failed to report tens of thousands of dollars worth of tickets (Lakers, Dodgers, Academy Awards, concerts) as gifts? Yes, it’s a legitimate news story – both the Los Angeles County District Attorney’s office and state Fair Political Practices Commission are investigating. But it’s also …. Just watch this video from FOX 11 and reporter John Schwada. The part where the reporters run up the stairs after the mayor? Unnecessary, silly and entertaining:

While every news outlet in Los Angeles covered the Villaraigosa story, these governmental stories happened:

· The head of the city Planning Department resigned

· The City Council changed water restrictions for residents

· DWP’s general manager declined to testify to allegations the utility tried to extort the city into approving a rate increase

· City council members approved a boycott of Arizona contractors, then approved an exemption for a company that operates red-light cameras in Los Angeles

Obviously some news outlets covered those stories (that’s how I know about the resignation, snub and votes) but the amount of ink spilled on Villaraigosa’s shenanigans compared to the actual business of the city? Unbalanced. Governmental reporting is a space Project Goldfish could dominate.

2. My adviser recommended I find news pieces that look like what Project Goldfish aspires to produce. This Los Angeles Times story – “L.A.’s Phantom Parking is a Jam for Incoming Bakery” – is a good starting point for what I would want my site to do.

Basically the piece looks at the challenge facing Magnolia Bakery, which is set to open on Third Street. The owner, a New Yorker, is used to foot-traffic coming to his store, but this is Los Angeles and things are done differently. (As an aside, can I just point out that this is about the worst location for Magnolia? I know they want to be somewhere hip and close to other restaurants and boutiques, but anyone who lives in L.A. knows how overcrowded and congested this entire area is. It’s a huge pain. Didn’t Abrams consult anyone before picking this location? Also, what is the Big Orange? Did SoCal get a new nickname?) The point of the story is that the city of Los Angeles requires restaurant owners to have a certain number of parking spots available to customers, and this is basically impossible at this location because it is already overpopulated with businesses and homes.

It’s a nice piece however, if it were a Project Goldfish story, the narrative would have taken a turn to this: If the mayor and Los Angeles City Council want Los Angeles to be transit-oriented and are going to continue to push Angelenos to take the bus, light rail, bicycle or – OMG! – walk, then why is there a requirement that businesses provide parking spaces? Doesn’t that just encourage people to continue driving?

I always say the best things in life are equal parts awesome and terrifying. Project Goldfish is fitting that to a T.