2 Comments

  1. Gavin Heaton

    I think the greatest challenge to traditional media is not “new media” but measurement. As soon as a model emerges for measuring social media, its reach, influence and impact on business objectives, then it will really turn the world upside down.

  2. Craig Thomler

    Very well said Kate.

    It’s intriguing to observe from your post how ‘traditional’ media pundits have redefined media as ‘edited content’ when that’s clearly not how audiences perceive it.

    Editing is a useful value-adding process, but it’s the packaging not the product.

    However I can see why those in traditional media have this mindset.

    I’m regularly finding spelling mistakes in the online versions of newspapers and it annoys me substantially more than finding mistakes in blog posts.

    I have an expectation – created by these newspapers – that their work will be thoroughly edited and spellchecked. Therefore by having errors they fail to meet my expectations.

    However for blogs I have no such expectations – therefore they do not fail to meet them when they suffer from the same issues.

    People from traditional media look at blogs and judge it by their own expectations for traditional media. So when they find grammatical gaffes and spelling mistakes it fails to meet their expectations of what media delivers.

    They then transpose those expectations onto their audience.

    This is where they lose touch with their audience – who can distinguish between ‘professional’ and ‘amateur’ media and do not have the same expectations for both.

    Bottom line, traditional media owners just don’t grok the difference.

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