I was reminded this week of the scene in Miracle on 34th Street (1947) when Kris Kringle, the store Santa at Macy’s Department Store, tells a shopper she can find the toy her child wants –and Macy’s is out of– at Gimble’s, a competing New York store. Kris put the needs of the customer ahead of Macy’s and is rewarded by none other than Mr. Macy himself. You’ve seen the movie about a thousand times.

Where was I? Oh yeah.

Last Friday, police and the FBI found a 13-year old boy who had been missing for four days, and a 15-year old boy who had been missing for four years in a suburb of St. Louis.

I clicked over to Missourinet.com to see what we had on the story and found a couple of grafs with some sound contributed by a radio station stringer in St. Louis.

I should explain that I am not a journalist and don’t mess with the stories written by our reporters. I do, however, add photos when we have them (as in this instance). But because I knew there was a lot more on the story than we had, I added links to Yahoo! News, the St. Louis Post-Dispatch and NPR. Something I almost never do. I was definitely off the reservation.

Our reporter later pulled the link to NPR and explained: “We don’t want to send people to a competing news organization.”

I confess I hadn’t thought of NPR as a competitor to our state news network but –again– it wasn’t my call to make. I found myself using the Miracle on 34th Street defense:

“I thought I was putting the needs of those visiting our site ahead of any competitive concerns. They’ll appreciate the links and come back to us next time.”

I got off with hardly a slap on the wrist but came away thinking about how much blogging has changed my thinking. A lifetime ago I wouldn’t have dreamed of telling a listener to our radio station they could get what they wanted/needed at the cross-town competitor. But these day, I’m all about the links.

I think I was right in this instance but a) it really wasn’t my call and b) I wouldn’t know where to begin to convince our hard-working reporter. Somewhere on 34th Street?

Graeme Newell –the president and founder of 602 communications– is a consultant “who shows cable and broadcast teams how to effectively market and tease their shows.” We’re talking TV here but his ideas for increasing revenue from news websites apply equally well to all media.

Most broadcast web sites are money pits. Still, there are a lot of companies making serious money on the web. These are entrepreneurial pirates who have a bloodhound’s ability to sniff out revenue models that actually work. All of these moneymaking sites share some common traits and business characteristics.

Lesson #1 – Web moneymakers are entrepreneurs, not businessmen.
Lesson #2 – Businesses making money on the web are typically small.
Lesson #3 – A 30 year old is considered ancient.
Lesson #4 – Moneymaking web sites focus on niche content.

If one of the Learfield Grownups called me in tomorrow and asked me for a strategy to make money with our news websites… I would point them to Mr. Newell’s lesson plan.

I searched (in vein) for his article on the 602 COMMUNICATIONS website. I hope Mr. Newell doesn’t mind me posting it (after the jump). Emphasis (bold) is mine. [Thanks, Bob Priddy]

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A few nuggets from Lost Remote Managing Editor Steve Safran’s Newsroom New Year’s resolutions for 2007:

Start thinking of the web as more than our newscast online
Your website is a new channel, not just a new way of repurposing your news. If you were magically given a new TV channel, you wouldn’t populate it with your newscast over and over, would you? So why are you doing that online? … Think of the website as a new channel instead of a news site.

Integrate blogging into our newsroom
I know, change is painful. It’s additional work, yes. Not a ton, but some. Get over it. Workflows change.

Prepare my site for the 2008 elections
Now’s your chance. There will be a lot of money going into online advertising for the election. And you can get it. But only if you can make a compelling case that your site deserves it.

Never allow the words “added value” in my shop again
As long as you are training your advertisers that the web is added value, you are telling them it is NO value.

Existing newsies need to know the painful truth: we have to work on more platforms as part of our jobs now. If we don’t want to, that’s fine. Younger people who will work for less will be graduating this June. And next June. And the following June…

I started flogging this mule almost ten years ago. And I couldn’t fill a teacup with the progress I’ve made. But then, June is just around the corner.