Big media – particularly online media – are in a race against time. While their brands remain venerable, their readership and revenue base are eroding.
Perhaps the biggest thorn in their side is the content aggregators – make that the “content aggravators.” Craig’s List, Google, MSN, Bloglines, Yahoo and even Apple are all moving fast down the Long Tail. Don’t believe me? Read this week’s Fortune cover story. All of these players are giving the little guys – be they blogs or small business advertisers – power they simply did not have in the old days.
At the same time, a new way of communicating is beginning to resonate with audiences. As blogging and other forms of consumer generated media surge, people will begin to expect the same tone of voice from all the sources they “consume.” What’s more, they will also expect to have a say in what media covers and the ability to give transparent feedback. The Cluetrain is going to hit big media just as hard as it hits corporate communications.
As a result, it is my belief that media companies that are heavily invested online need to consider going to an all-blog format. Social media is not an add-on. It’s not a feature. It’s a way of life that evolves journalism from monologue to dialogue.
So who’s going to be the first media outlet to go all-blog? My bet is on CNET. John Roberts (not the Supremes nominee) has his team already moving quickly in this direction. I also wouldn’t bet against the New York Times and their About.com purchase, with Jeff Jarvis consulting.
Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.
He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.
