Command-and-control, top-down, masthead mass media is dead.
It’s over, and the readers/users/viewers won.
Take Howard’s advice, young journalists:
“Blogs should be a daily routine for every dedicated journalist. They should read every blog related to their beats. They should read blogs about their own interests and hobbies. They should read blogs about their profession. To get blogging is to get how things have changed.”
Read blogs. Read everything you can get your eyes on about what you’re passionate about, whether it’s your beat or not. Are you into a concept, a game, a book, a movie, a tv show, a political candidate, a business? Really get into it.
Stop reading all those press releases in your inbox and find a slate of blogs that tell you things you need to know, everyday, to know everything about that one thing you’re passionate about.
Take Zac’s words to heart, newspaper publishers:
“Brand isn’t a name anymore. Brand is interface. Flickr is a dumb name. So is Twitter. So is Google. But we’re not looking for a name. We’re looking for usefulness. We’re looking for content. We’re looking for what we want.”
We’re looking for what we want.
Exactly. We don’t care what the name at the top of the page says, we’re your neighbors, and we’re looking for information, or entertainment, or a diversion — this isn’t new. This is why readers pick up a newspaper, in any form.
*Huh? Selling attention? What was that supposed to mean?
**Full disclosure: Howard is my new boss.