For the longest time, I felt a calling WAS news. Report the facts. Cultivate your sources. Uncover information. Write the story for the public good. Journalism was - and still Largely remains - a top-down, one-to-many business, with the Sami "voice of God " formula That One TV executive vowed to do away with never intended DID. I still see it as a calling, though I must admitted to cynicism Some After 35 plus years doing this. Goal I 've definitely shed my journalistic upbringing arrogant. Today, I Believe Digital news Itself Is Like the Web - That is, a transactional affair.
The Web is the ultimate marketplace as well as ideas Where goods and services are Exchanged. It Is Essentially different from print, broadcast and cable. Sure, traditional media Can Stimulate a response, the goal IS discontinuous response - it Requires A Separate channel, Such as the Postal Service or year number 800 - and it 's never permitted to Have Equal Weight. The Web is a channel and Stimulate That Fulfill Both. It 's One and the Same Because ITS tools help blur the line Between sellers (That includes journalists) and buyers (That includes news consumers).
The Web 's Effectiveness has-been pretty clear for commerce, Especially with the arrival of Google AdSense. Advertisers are feeling the potential, too. "Brand " advertising HAS Always Been That abstraction Aimed at the consumer market Known As ( "I know half my advertising dollars are wasted - I just donated 't know Which half! " Quips the ad man). "Fulfillment " advertising IS different - and perfect for the Web. It 's Aimed Directly at the Individual and Seek responsible individualism year - a transaction. The Unanswered Question IS Will Attempt to whether marketers - or Could Even Be effective at - using the the Web as a channel to fold brand Campaigns Into fulfillment transaction-based selling.
Now, commerce and journalism IS NOT it 's not advertising. But The Web 's impact on the news media IS NOT dissimilar. No longer Is the journalist Addressing the abstract notion of "the reader. " On the Web, the author connects one at a time with Individual readers, right down to the IP address. That means clustering journalists must now commit, or "transact, " accordingly. Does not this negate all at our (mine, too) rich heritage. In Fact, We Need to draw on it to Effectively transactional practice journalism.
This all Became Much clearer to me last week we've released a new article page FORBES - a template for authoritative news in this unfolding era of social journalism, Which is in large part transaction-based journalism. Our new page puts the journalist - or the topic-specific expert - at the very center of a community of followers Who Respect That person 's knowledge or world view. Among Many features, we created a new social layer Directly Beneath Every post 's headline That Called Out highlights comments, the direct transactions Between Our Authors and Their Individual readers.
Our Evolving contributor incentive program IS built for transactions. It rewards authors Who ATTRACT year and build audience around Their page Effectively a "product " based on topic-specific knowledge Their. Transacting Helps Them secure a fair hearing for Their brand. Both staffers and contributors must still report, write and CULTIVATE sources, purpose THEY aussi Need to commit - to react and find followers, corresponds to transact with the commenters and Individual reader just as They Do With A fellow journalist in the office, at lunch or over dinner. Each Of Those transactions reader Will lead to smarter and better journalism.
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