The start of something new

I've launched a new product that may be of interest to readers of this blog.
In recent months I've run into a lot of magazine executives and journalists who are fascinated with the blogosphere. Some of them sense that there is money to be made. Others are worried that bloggers are a threat they must respond to. Some recognize that blogging is a way to broaden the audience or to expand coverage. A tiny percentage see blogging as part of a wider and wonderful shift in media -- a move toward something more conversational and engaging, an evolution to user-driven, user-generated and user-controlled content.

And although interest in blogging has become widespread among magazine folks, expertise in blogging is rare. There are exceptions. There are good products from Variety, Wired, BusinessWeek and the now defunct CMO. But for every compelling product from a magazine, there are several that are just embarrassing.

I'll be talking about these issues at my latest venture, MagazineEnterprise360.
ME360 doesn't replace this blog. I'm going to do both.
That's because, as you'll see, although there is overlap, there are also some fundamental differences in focus and content.
Whereas this blog is a one-man show, ME360 is a product of my partnership with Hershel Sarbin, one of the most beloved and respected figures in magazine publishing.
And Hershel's expertise is part of the reason why the new blog will cover both B2B and B2C publishing, whereas this blog will maintain its focus on the great love of my career -- B2B journalism.
You'll also see ME360 and this blog have one major thing in common -- neither site accepts outside advertisers. I don't object to ads. But I don't believe they have a place in these products.

Take a look at ME360. Let me know what you think. In particular, share your thoughts on this post about what makes for a good blog by a magazine.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters, conversational media

Trouble for email newsletters

A little more than a month ago I wrote a piece saying I feared for the future of the email newsletter.
Now comes more bad news for publishers of those electronic products. AOL and Yahoo will begin charging a small fee to bulk emailers. Folks who pay will get preferential treatment. Folks that don't, won't.
Now let me be clear. I'm not suggesting that it's time for B2B publishers to abandon email newsletters. There is too much revenue attached to these things to walk away just yet. And I don't want to suggest that the AOL/Yahoo move is some sort of unmitigated horror (it's too early to tell.) But it should be clear by now to everyone that email newsletters are doomed. RSS is a vastly superior delivery system. And although it may take some time before your readers are ready to make the switch, you can be sure that they will make the switch.
So what am I suggesting?
Two things:
1) Make the only decision that you'll need to make about RSS -- full or partial feed -- and then offer RSS for all your content.
2) If any money in your budget is earmarked for doing anything with email newsletters, change your budget. Take the cash and use it for something else.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

Is your staff angry?

The feedback function on this blog requires that I approve a comment before it appears on the site. I added that extra degree of protection a few weeks ago after an influx of spam.
That seemed a reasonable measure, and one that I am glad I took.
But this week a different sort of comment appeared in my in-box, awaiting approval. And although I opted not to publish it, I'm not convinced I made the right move.

First, I should note that the comment contained some foul language. And one of my rules is that I don't publish obscenities. But even if the language in the comment had been clean, I doubt I would have published it.
It came from a former editor at a well-known B2B publisher. He wanted to tell me and the readers of this blog what he thought about his former bosses. And none of what he thought about them was good. He complained that the editorial department was underfunded. He complained about unprofessionalism, cronyism and long hours.
Most of his complaints were vague. "Management ...firmly believes that the editorial product is secondary - and it shows" and that the "editorial staff suffers at the expense of the almighty sales staff."
But some of the complaints were more specific. He gave the names of some senior staff and said that they engaged in unethical and unprofessional behavior. He also gave the names of a number of editors that he claims have left the company in outrage.

My first reaction was as a journalist. I read the comment as if it were a story. And although that may not be a fair way to judge a comment, it was clear to me that this "story" wasn't publishable. It contained a number of unsubstantiated personal attacks but not a single provable fact. And I knew that neither I nor the editor who wrote it would have published it in a magazine -- either as a story, an opinion piece or a letter to the editor -- if it had come from a source in a company we covered.

My second reaction was as an ENFJ personality type. ENFJs are teachers by nature. We have a parental style. We tend to engage in mentoring relationships. And I found myself wanting to protect the writer of the comment from himself. The comment made him look weak, foolish, overly emotional and childish. And I knew that publishing it would hurt his career.

So what's the lesson in this?
First, be cautious about what you put in writing. It's unlikely that you want to be known in your chosen profession as a bitter and nasty person...even if bitterness and nastiness are justified.
Second, if you're in management, ask yourself honestly if you know what morale is like on your staff. Have the talented people you hired become angry children on your watch? Is it your fault? What is the effect on people's feelings, not just on the balance sheet, when you make a decision? And then ask yourself if it's possible, even likely, that the comment I opted not to publish was about you.

tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media

Feedback on feedback

Almost every journalist I have ever known is incapable of being objective about his own skill level. And even the least talented journalist in a newsroom tends to think he has mastered his craft. But every once in awhile I have the distinct pleasure of meeting a reporter who wants to get better at his job.

The advice that I give such ambitious reporters is to ask their readers for help.
Putting a feedback function at the bottom a story, I tell them, is the single best way I know for a reporter to get better at what he does. Readers will tell you when you've got something wrong and when you've done something right. Readers will tell you when you've missed something important or found something interesting. Readers will tell you when you're on the right track or heading in the wrong direction.

I've been very pleased to see BusinessWeek's use of feedback functions. And in some stories, such as this one, the input from readers enhances the work of the writer. But I've been disappointed to find that while feedback functions are becoming more common in the mainstream press, they have not caught on in B2B. The message I keep hearing from B2B executives and journalists is that they expect the worst from the readers -- rants and viciousness and inaccuracies. I understand that fear. I've seen how a feedback function can turn on you. But I believe the advantages outweigh the risks. And I believe that the advantages are greater for a B2B publication than for any other product -- because a B2B audience by definition is filled with people who have the specialized knowledge to improve a story.

Rich Skrenta, the CEO of Topix.net, recently added feedback functions to the stories on his news aggregation site. He's "astonished" by the level of participation and says that many readers are posting "first-person accounts of news events from across the country" that are often "raw" and "heart-wrenching."
Read what Rich has to say. Ask yourself when was the last time you were "astonished" by anything at your publication.
Then ask yourself when you're going to let your audience help you create a better product.

ADDENDUM: A beta version of Yahoo's news service is also offering a feedback function. Take a look.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

The best among us

Today is a good day to be in B2B journalism.
The finalists for ABM's Neal Awards have been announced, and that gives us the opportunity to see just how good we can be. Take a look at the list. Pat yourself on the back if any product you work on is a finalist.
I'm thrilled to see that some of my favorite B2B publications are in the finals -- Fleet Owner, National Jeweler and IDG/CXO Media's CSO, CIO and CFO.
As you glance through the list, you'll note bittersweetly that CMO made the cut in several categories, including best single issue. It's old news now that CMO is no more....but I'm hoping the magazine can pick up a few posthumous honors.

But I have to admit that I'm perplexed by one of the finalists.
Porkmag.com is on the list for best Web site with fewer than 25,000 unique visitors a month. (Full Disclosure: I was once a senior writer at Porkmag's parent company, Vance Publishing.) But Porkmag has few of the things that make for a compelling Web site. Although there are occasional audio files from Vance's new radio property, the site is largely a collection of black text on white background. It looks like a newspaper on a computer screen. Actually, it looks worse, because a newspaper would have photos. And there is no interactivity -- no links, no feedback functions. The news section is just a news feed. The magazine material isn't repurposed and there's nothing original that I see.
I know that the journalists of Vance can do better than this. That company is full of talented people. And I expect the product will improve. But for now, I don't see why the site should be on the finalist list.
If you're willing to put up with a registration process, take a look and see if you agree.
Then compare it with some of the other finalists at E&P and CIO.

For Matt McAlister's take on one of the finalists, look here.
For David Shaw's take on the finalists, look here. (And a special thanks to David for pointing out something I missed in my first look through the list -- Hammock Publishing, owned by Rex of Rexblog, is one of the finalists.)

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

Misunderstanding all you see

Every once in awhile someone says something about the differences between magazines and the online world that I find to be shockingly out of touch. That's my reaction to a new essay by Bruce Sheiman in min online (there's no permalink for the piece, but it can be found here for at least awhile.)
Sheiman seems to be defending print magazines from some unseen enemy. And he argues that information on the Web is "fragmented, overwhelming, and unfathomable."
I first saw the piece a few days ago, when a magazine editor I know in Kansas City sent it to me. That editor said he could find no value in what Bruce wrote, and wanted to know if I could.

Here are some excerpts from the email I sent back to that editor:
"He (Sheiman) states that a "search engine is not an editor," and implies that this is some sort of shortcoming. That's silly. A search engine is a search engine. An editor is an editor. And one of a search engine's functions is, arguably, to point readers to the work of editors.
But more importantly, a search engine has some editor-like functions. And of course, there are other Web-based tools such as RSS with even stronger editor-like functions.
And most importantly, he misses the biggest point of all -- the Web allows a user to assume the editing role himself. Sure, a professional editor has some value. But that value has clearly been diminished in a world where I can create my own "magazine" on Bloglines with information from 100 sources in about 5 minutes. My "magazine" will tell me when it's updated. It will allow me to talk back to the writers. And I can share it with my friends."
and
"In a sense, Sheiman understands the branding and identity functions of magazines. But he chooses the easy and obvious examples. And that makes me think he hasn't thought this through.
I mean really, he says a business person's identity is reinforced by reading BusinessWeek in print. Sure. OK. No kidding. But has he seen what has happened to BusinessWeek in the past year? It's become the single most interactive magazine on the Web! Its print edition has become an afterthought. And most interestingly, BusinessWeek has talked about these changes in a public blog. But I'd bet that he hasn't even seen it."

Colin Crawford, vice president for business development at IDG, also came across Sheiman's piece. The essay and Colin's response can be found here.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

Global awards for B2B

If you're a talented journalist with an international flare, it's time to toot your own horn.
Trade, Association and Business Publications International, the global association of B2B publishers, is accepting nominees for its Tabbie awards.
The Tabbies, which recognize excellence in both editorial and design, are promoted by a number of trade associations, including ASBPE here in the U.S. and the Magazine Publishers Association of New Zealand.
If you believe as I do that our industry is growing increasingly global, then you'll understand that your competitors will increasingly include rivals from overseas. So the Tabbies are worth following if only to gauge just how good your new competition can be.
For information on last year's winners, take a look at this earlier post.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

Dealing with unwanted comments

The CBS blog linked to something I wrote last week. And that link led me to look at CBS' entry in the blogosphere for the first time.
And what I found concerned me.
The post that mentions me is fine. Most of the posts on the blog are fine. Things are well written. There is a degree of the inside-the-newsroom talk that I like to see in mainstream media blogs. But the comments to the post were disconcerting. Take a look.

None of the comments are about the actual post. Instead, the readers apparently used the blog's comment function to complain about CBS' coverage of the president. Now there's nothing all that unusual about off-topic comments. They happen. Just like comment spam happens. And every blogger has to develop a plan to deal with them. (Note: Comments to this blog are moderated. Nothing is posted unless I approve it. I screen out spam, crazy people, most off-topic posts and foul language. Until a few weeks ago, I didn't moderate comments, but a sudden slew of comment spam prompted me to change my mind.)
But a look around the CBS blog indicates that off-topic comments are everywhere! The blog, it appears, has become a place for CBS' many critics to dump their anger.
And although allowing for customer feedback is a function of a blog, I suspect that the folks at CBS must be disappointed to find that fury has become the norm.

Just days after I made note of CBS' comment woes, the Washington Post announced that it was closing the comment function on one of its blogs following an outpouring of inappropriate comments. It's an unfortunate move, but one that I understand. I've gone back and forth on allowing comments on this blog several times.
Nonetheless I can't help but feel that between those two major media players, it is CBS that has taken the wiser course by opting not to silence the angry customers.
More importantly, I worry that B2B publishers will use the Washington Post problem as an excuse to avoid adding comment functions. I'm convinced that would be a huge mistake. I'd rather put up with a hundred screaming fools than silence a single insightful reader.

For more on the Washington Post issue and the questions it raises about feedback functions and conversational media, look at this piece from Poynter. Then read this piece on Susan Mernit's blog and follow the links to additional conversation.

tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media

Don't blink or you'll miss it

I expect that sometime in the not-too-distant future, we won't spend as much time worrying about Web site design as we do now. Content is separating from its containers. Thus the containers are growing less important.

That's not to say that we should abandon all efforts at creating a beautiful site. I still like things that are pretty and clean. I still enjoy a site where the layout and navigation make sense to me. And a new study seems to suggest that the visual appearance of a site is more important that many writers would like to believe. Canadian researchers said that Web site visitors make "aesthetic judgments that influence the rest of their experience with an Internet site" in less than 1/20th of a second.
In other words, a first-time visitor will decide whether or not to hit the backspace key in less than the blink of an eye. "So Web designers have to make sure they're not offending users visually," one of the researchers told Reuters.

I've written about some of the uglier sites in B2B before. Take a look, and if your eyes can handle it, follow the links. And if you're some sort of visual masochist, take a look at this text-heavy monster or this cluttered mess.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

Writing and conversation

Every few weeks or so, someone writes something claiming that the blogging phenomenon is something other than what it appears to be.
The most recent of these pieces is from Ad Age's Simon Dumenco, who argues that there is "no such thing as blogging. There is no such thing as a blogger. Blogging is just writing -- writing using a particularly efficient type of publishing technology."

I understand what Dumenco is saying. And I agree with him....to a point.
When I meet with journalists and publishers who are less than enthusiastic about new media, I tend to say things much like Dumenco is saying.
"Blogging," I say, "is first and foremost about a type of software. It's about inexpensive, easy-to-use, content-management systems." Furthermore, I say, blogging software will replace the publishing software that you use now. Or, as Dumenco says, existing content-management systems "will be phased out and everyone publishing online will be using some form of what’s now commonly thought of as blogging software."

But when I speak with journalists and publishers who are more open-minded than average, I take a different approach.
"Blogging," I say, "represents a fundamental cultural shift in media. Something has changed in how people approach content. The audience has found its voice. News consumers insist upon the option of participating in the news-gathering process. And there's no going back." Furthermore, I say, the fundamental traits of blogging -- feedback functions, audience participation, citizen journalism, transparency, external links, rapid publishing -- make for better journalism. And much of what we as journalists do in the future will be similar to what is now commonly thought of as blogging.

And therein lies my concern. When someone like Dumenco says that blogging is just writing, that whether you are reporting for a mainstream publication or publishing a blog, the "underlying creative/media function remains exactly the same," I wince.
Because for every journalist I meet who is excited by the culture of blogging, I find 10 who don't have a clue what that culture is. For every reporter I meet who likes the idea of public conversation, agnostic links and mash-ups. I meet 10 who think they can say everything there is to say.

Blogging isn't just writing. It is more. It is writing and conversation. And those two things combined make for better journalism than either could alone.

For more on the difference between writing and blogging, check out this post by Steve Rubel.
For more on the lessons that blogging has for journalists, read this earlier post of mine.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters, conversational media

Ethics survey points to B2B media's failings

I'm torn.
A new survey by the American Society of Business Publication Editors says B2B journalists have "serious" concerns about how publishers handle ethics issues.
Obviously it's good news that journalists are worried about ethics issues. But just as obvious is that it's bad news that there's so much to be concerned about.
According to the survey:
-- At B2B publications that have a formal ethics policy, nearly a third of the editors said their company "only sometimes" backs them up for taking an ethical stand.
-- 40% of respondents said they were aware of sales staff engaging in unethical behavior.
And what sort of unethical stuff is happening out there? The journalists in the survey suggest that publishers blur the lines between advertising and editorial content, let advertisers review copy before publishing and force editors to make sales calls.
Yeesh.

I applaud ASBPE for its work in this area. (FULL DISCLOSURE: ASBPE is planning to issue a new ethics policy this year. The group asked for my input, and I was glad to provide it.)
I have applauded ABM, ASME and TABPI for their work on ethics too, while condemning the Newsletter and Electronic Publishers group for failing to behave ethically.
But look...the simple truth is that B2B publishing is still riddled with inappropriate behavior. And it's routine for many trade journalists to put up with behavior that mainstream journalists would never tolerate. Heck, I regularly see trade reporters do things that no newspaper reporter would ever dream of doing -- running in-house ads as editorial copy or failing to report on the parent company, for example. And in my entire career I have never heard of a mainstream publisher requiring reporters to sell advertisements. But that does happen in B2B.

Take a look at the survey results (visit the ASBPE home page and follow the links or read Folio magazine's take on the survey.) Make sure that your coworkers take a look too. Know that as you struggle to behave like a professional, there are others out there just like you.
For my advice on how to handle an ethics lapse at your publication, see this earlier post.


tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

A blog by any other word would smell as sweet

Last week I was talking with a media executive who hates the word "blog."
He doesn't hate blogs. He likes quite a few in fact.
But he's convinced that the word "blog" carries too many negative associations. The journalists and publishers he knows think "blog" is shorthand for "libelous material published by amateurs."
I've run into such people myself, and I've suggested that keeping them on staff is a mistake.

This executive says the word "blog" has such negative connotations for the media folks he knows that they can't be reasoned with. He says that it works against me if I say "blog" when discussing citizen journalism, conversational media, do-it-yourself publishing or entrepreneurial journalists. "They tune you out," he said.
I've run into such people myself, and I've said that their inability to keep an open mind makes them ill-suited for journalism.

If I have a mantra in my consulting business, it is this: B2B journalists don't need to start a blog, but they do need to become more bloglike.
But perhaps my executive friend is right; perhaps I need to find a way to say that so that even the most close-minded people can hear it.

In the meantime, I'll take some consolation in knowing that people outside of B2B media are encountering a very different problem.
My friend Amy points to a piece that suggests marketers are too much in love with the word '"blog." And Jeremiah Owyang says this blog-centered tunnel vision may be causing marketers to miss the larger picture. "Blogs are not important, they are just easy to use tools to facilitate conversation, nothing more, nothing less," Jeremiah said.
Amen.

tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media, entrepreneurial journalism, standalone journalism

More on the end of CMO

When I first heard that CMO magazine was folding, I held out hope that the Web site might survive. But that was wishful thinking. And within a few hours, it became clear that the electronic product would also close.
Consider what this means. The CMO enterprise -- print, Web site, bloggers, etc. -- was one of the best things ever produced in B2B media.
Yet it couldn't survive.

A few hours before I heard the news about CMO, I was on the phone with a new client who is revamping an online product (FULL DISCLOSURE: Sorry, this client has requested anonymity.) We talked about new competitors -- bloggers, low-cost newsletters, etc. And he suggested that his best defense was in a "flight to quality."
Now I would never suggest that quality is not important. Nor would I suggest that it does not provide a competitive advantage. But I am sometimes skittish about a publication that sees its advantage as quality. That's chiefly because such publications are often not as good as the folks who work on them think they are.
But CMO is a perfect example of a product where quality was its chief advantage. CMO was magnificent. It was as good as things get in our business. And that's why it attracted so much attention from those of us who care about quality.
Yet it couldn't survive.

So today I'm worried.
I'm worried that too many people in our industry will see the death of CMO as proof that quality doesn't matter. I'm worried that too many number crunchers will see the death of CMO as an argument against incurring the expense of good design, original content and quality staff.

Certainly CMO had some disadvantages as well.
Most obviously, it served a niche that may very well be overserved. Furthermore, CMO was based in a suburban office park in Massachusetts, but covered an industry that is based largely in New York City.
And perhaps those disadvantages can explain why CMO had to die.
But I can't stop thinking about how great a publication it was. I can't stop thinking about how many times I have pointed to it as an example of just how good B2B journalism can be. Nor can I shake the worry that CMO did everything we could ever ask a staff to do: creating a series of wonderful products across the entire spectrum of media.
Yet it couldn't survive.

tags: journalism, b2b, media, trade press, magazines, newsletters

The heartbreak of a magazine's end

My heart is broken.
What is arguably the best magazine in the B2B world is closing.
It appears that CXO Media, a unit of IDG, has decided to shutter CMO Magazine.
I've used this blog on numerous occasions to sing the praises of CMO. It is, simply, a remarkable publication. And I'm not alone in my love of CMO. The magazine did well in the Folio awards and was named magazine of the year by ASBPE.
I shall it miss it terribly.
It's unclear at this point if CMO's online publication will survive. The Web site did survive an earlier series of layoffs at CXO. So perhaps not all is lost.
FULL DISCLOSURE: IDG hired me last year to speak to its journalists, and I was lucky enough to meet some of CMO's staff on a recent visit to the company's offices in Massachusetts. Furthermore, until a few days ago, I was a consultant to Prism's Chief Marketer family of products, which competes against CMO.

tags: journalism, b2b, media, trade press, magazines, newsletters

Learning to speak with, not to, readers

I can remember the first time I stood behind a podium.
I was a college kid who found himself standing in front of another group of college kids talking about an idea I had about journalism. I was suggesting that reporters adopt the psychologists' persona of "unconditional positive regard" when interviewing sources.
I don't remember much about my speech. Nor do I remember much about how my fellow students or the teacher reacted.
Instead I remember only the sheer joy of having a captive audience. I was drunk with the happiness that comes from conversational power. I was talking. The audience was quiet. I felt like a god, an authority, a teacher, an expert, a grown-up, a celebrity, a professional.
I remember too the first time I sat in one of those classic, creative-writing workshops where the students take turns critiquing each other's work. One day it was my turn. I read my story aloud. And then the students told me what they thought.
It was excruciating. I was defensive and angry. I felt misunderstood and resentful. I couldn't hear praise, although I seem to remember that there was some. Instead I heard only criticism. And I did my best to shut it out.

I suspect that I'm not alone in this. I think that most journalists prefer giving lectures to having conversations. A traditional news story is, after all, a form of lecture. A journalist compiles information and then stands behind a podium (or a magazine, newspaper, TV station, etc.) and "delivers" his findings. That's an effective way to spread information. And, perhaps more importantly, it fits the ego needs of the sorts of people who are drawn to journalism.

But today it seems clear to me that the creative-writing class was the more valuable experience. As tough as it was, I learned more in that "conversation" than I could ever have learned in my own lecture.
And as I get older, and as media evolves, it is becoming clearer that journalism consumers are more like the students in the creative-writing class than they are like students in the lecture hall.

Our readers want to talk. And they have something valuable to say.
It's time for all of us to step from behind the podium. It's time to invite conversation. It's time to put feedback functions on our stories.
And I'm quite sure it will make all of us better journalists.

My friend Amy Gahran has become a leading advocate for the concept of conversational media. Visit her new blog, RightConversation.com, to see how content producers and content consumers can learn to speak with, rather than speak to, each other.

tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media

Stay out of my inbox

As I've said before, I try to steer clear of the "print is dead" debate. I find the whole thing sort of silly. It seems clear to me that some parts of print are dead, while other parts will survive much longer than I will.
On the other hand, I am worried about the fate of one of the more popular forms of electronic publishing -- the email newsletter.
A year ago, I subscribed to around 100 email newsletters. I didn't have the time to search every single Web page that interested me, so I asked publishers to come to me. I filled out the forms -- even the very annoying and intrusive ones that are common among controlled-circulation publishers -- and let my email in-box fill with news. But as 2006 begins, I find that I'm subscribing to only about a dozen email newsletters. And most of those are related to my clients.
In other words, I tend to subscribe to these things now only when I'm getting paid to do so.

The reason for this, of course, is RSS. Like millions of other folks around the world, I became an RSS addict in 2005. With RSS, I control the timing and appearance of my news. With RSS I don't have to worry about annoying "unsubscribe" functions that don't work properly. With RSS I'm not subjected to a never-ending stream of spam and other marketing nonsense from publishers.
For a content consumer, RSS is a vastly superior delivery mechanism. And I expect that, eventually, every consumer will demand it. Content is becoming containerless, and the publisher who doesn't understand that will lose readers.

But let me be clear: there's no need to panic. I'm not predicting the death of the email newsletter in 2006 (although I may wind up predicting it for 2007 or so.) Sure, RSS is growing like crazy. And sure, many of your customers want it now. But RSS still requires a tiny bit of technical knowledge, and users require at least a passing interest in efficiency or time management before they start thinking about RSS. So it will be awhile before the majority of your audience demands RSS, and it will be even longer before the majority of your audience refuses to subscribe to newsletters.

Given that, I tell publishers and journalists to offer RSS now (it's about the easiest thing you'll ever do) while putting a little more effort into improving the newsletters they publish. My experience has been that journalists tend to think of email products as annoying, administrative tasks. The laziest folks at any B2B company like to say that they are "print" people. And they don't put much effort into the Web site. Quite predictably, email newsletters, which are produced only once a week or so, get even less attention.
For example, lots of lazy writers copy the lead of a story and paste it into the newsletter. The result is that users read a paragraph in the email, click on the link, and then come upon the exact same piece of text they just read. A newsletter should carry a tease -- something that urges a reader to click through to the story. And a tease should never be the same as a story lead.
Want another example? I recently reviewed a year's worth of email products for a client. Much to my surprise, I found that the staff hadn't filled out the title tag in a single issue. That sort of ineptitude can do great harm to a publication's ranking in search engines. And after finding that the tags were missing, I wasn't surprised to find that the same folks had failed to include a single link, graphic, photo, audio or video file in any stories for the entire year.

RSS is the future. And smart people in media can see that.
But until the future is here, I'd advise folks to worry less about RSS and worry more about the quality of existing products.
Because a lot of them are truly awful.

For a look at one of the most overlooked features of the email newsletter, take a look at this piece about subject lines.
For a look at some interesting research on what makes someone read a newsletter, check out this piece in Chief Marketer. (FULL DISCLOSURE: Although I can't take any credit for this particular article, one of my clients has been the Chief Marketer family of products published by the newly renamed Prism. And from now on, I won't be able to take any credit, or blame, for anything at Chief Marketer. That consulting gig ended on Dec. 31. )

tags: journalism, b2b, media, trade press, magazines, newsletters

Endings and beginnings

More than two decades ago I took my first job in B2B media, working as an editor for Traffic World magazine. And I was delighted to find that the weekly magazine didn't publish between Christmas and New Year's Day.
To a guy from the newspaper world, this was quite a surprise. I had an extra week of vacation!
Even today, lots of B2B publishers close down during the holidays. Mostly this is because there are just not enough readers at this time of year to justify publishing. But there's also a sense that B2B publishing -- where the staff is often tiny and the business is often family-owed -- is just a wee bit more worker-friendly than the rest of the media world.
Nowadays I work for myself. I can take vacations whenever I please. So I'm going to keep the B2B media tradition. I won't publish this blog next week.

The other year-end tradition in publishing is to make predictions about next year. Folio magazine asked a slew of folks, including me, what 2006 would hold. You can see the predictions here.
And when you're done thinking about next year, give some thought to what was good about 2005. The deadline is near for nominations for one of the most important awards in B2B journalism. If you were fortunate enough to work with someone in 2005 worth considering for the Timothy White Award for Editorial Integrity, let ABM know.
The deadline is also approaching for the Awards of Excellence. Make sure ASBPE knows about the best work that you did in 2005.

tags: journalism, b2b, media, trade press, magazines, newsletters

Joining the Corante Network

I got an email a few weeks ago from Hylton Jolliffe, founder of Corante. Hylton asked if I would be interested in joining Corante's network of media blogs. I took a look at the proposal, and agreed to sign on.
Thus, on the right-hand column of my site, you'll see a new graphic that points to Corante's Media Hub.
Becoming part of Corante's network means that my blog posts will be aggregated along with those of some folks that I greatly admire -- including Tim Porter and Mark Hamilton.
But joining Corante doesn't mean that I'll be making any money. I decided to pass on Corante's advertising services. In fact, part of the reason I like Corante so much is that they give their contributors the option to remain advertising-free.
At some point in the future I may rethink my position about advertising on this site. But for now, I want to leave things as they are.

If you're a regular reader of this blog, but not a regular reader of Corante, take a look at some of the other folks who blog about media.
If you're a Corante reader who is new to this blog -- welcome! This is a site about business-to-business media: a specialized world of magazines, newsletters and electronic products. We talk about many of the same things that interest the rest of the media world, albeit with a different perspective. You'll find posts and comments about the shift to online publishing and the shift to whatever happens next. I think a lot about journalism education, convergence and media ethics. I like to write about writing and report on reporting. I consider what makes an online product compelling and what makes a reporter valuable. I spend a fair amount of time discussing the rise of conversational editorial. And I continue to predict a new era of entrepreneurial journalism.
Take a look around. Read. Comment. Learn. Teach. Participate.

tags: journalism, b2b, media, trade press, magazines, advertising, newsletters

More on virtual communities

Last week I posted something on my how my newfound fascination with virtual communities related to my longstanding fascination with communities in B2B media.
Today I've come across a review in "The Economist" of a new book on the business opportunities and cultural ramifications of virtual worlds (thanks to Fine Young Journalist, one of my new favorites in the blogosphere, for pointing me to the review.)
Take a look at the review. See if it does to you what it did to me ... trigger a purchase through Amazon.

tags: journalism, b2b, media, trade press, magazines, newsletters

Communities build themselves

In the past few weeks I've spent a lot of time.... a lot of time ....in the virtual world known as Second Life. It is strange, lovely and addictive. And I'll have to make an effort not to get consumed by the place.
I heard about this online world months ago, but it didn't catch my interest then. I knew it was some sort of online gaming environment where people created "avatars" that "lived" in the virtual world. And it just seemed silly to me.
Then I read about Anshe Chung, a woman who was amassing real-world riches for her work in the virtual world (a second article that mentions her can be found here.) I'm an entrepreneur, and I'm always looking for opportunities. And I found myself wondering if there was a business opportunity for me in the virtual world. I wanted to know if a newspaper or magazine existed in Second Life, or if I should launch one.
So I logged on for a free trial.
As it turns out, there is a newspaper in Second Life. And it's a pretty good paper -- full of actual news, albeit about a fictional world.
But far more interesting to me was that the world itself -- this pretend community where people can fly, this imaginary place where people talk through written messages -- was so much fun. And after a half-dozen visits, I felt somehow that I belonged in this community of possibility and conversation.

I've been thinking a lot about community of late...and how B2B media companies can foster it. Community is, in a very real sense, the goal of publishing. Or at least it should be. We create content, share it with others, and together we consider that content's meaning. To an old-media guy, community is the trade show that his B2B magazine sponsors. To a new-media guy, it's the feedback function on his blog. But put those differences aside and note the similarity -- both of those guys are in the business of fostering connections.
And that's a tough business to be in.

On a fairly regular basis, B2B media executives ask me how they can build community.
What I tell them is that doing so is nearly impossible. What I tell them is that communities build themselves.
And I tell them to read Giant Robot.
Giant Robot is the most interesting -- and most unusual -- magazine in my mailbox every month. It's a consumer magazine about "Asian Pop Culture and Beyond." But it doesn't look, feel or read like any other magazine I know.
The young guys who started GR sensed there was a group of people that needed a place to be. In other words, they believed a community would exist as soon as it had a "place" to gather.
And the founders of the magazine were right. There was a community of young, hip people, most of them Asian and Asian American, who related to the wider culture in a way specific to them. It wasn't that this group of people had shared interests. That's commonplace. Lots of people share interests with lots of other people. What was important was that this particular group had a shared sensibility. People don't join a community in order to belong. They join because they belong.

When communities have blossomed in the B2B world, they have followed a similar pattern. The community exists -- united by emotions more than by interests --but has no central location at which to interact. Then a B2B publication creates a "space" in which conversation can occur. Web sites seem to work best for this. Trade shows are still good at this too. Print magazines seem to be very poor choices (one of the many miracles of GR is that a community made up almost entirely of kids from the Internet generation formed around a print magazine. The key to that success seems to be that the community is also linked through GR's retail outlets and the products of the magazine's advertisers. When I walk around in lower Manhattan, I can spot a Giant Robot reader. They wear their sensibility -- a hip, anime-flavored, pan-Asian and all-American, anti-Orientalism sensibility -- on their shirt sleeves. )

I've come to believe that community is most likely to occur in B2B media that serve industries where strongly held emotions are the norm. People who work in such industries do more than share interests, they share a belief system. And when people work at something that is more than a job, then they tend to think of the B2B publication they read as something more than a magazine.
Thus it's not in the least bit surprising that a vibrant online community has grown around Cygnus' Firehouse.com.
Community also seems more likely to form among people trying to enter an industry than among those already working in it. Job seekers are united by a single common sensibility -- the belief that they are in the wrong place in life.
Thus I'm not surprised that MediaBistro attracts dozens of people nearly every weeknight to its classes, seminars and social gatherings. Whereas I can't imagine that Folio or Editor and Publisher would have similar luck attracting working journalists.

So is there anything a B2B journalist can do to help foster community?
Yes.
The great lesson of the blogging phenomenon is that there is someone who feels passionately about any subject you can think of. And if that person starts a blog, there are always a few people who feel strongly enough to post comments.
Any B2B journalist can tap into that power. You don't need to start a blog, but you do need to become more bloglike. If you allow readers to speak to you and each other, then you have created a place where community might arise. If you let people speak, you may find that they will listen. And together you may find the sense of emotional connection that is the basis of community.
And let me be clear, I'm not suggesting that anyone start another talk-among-yourselves service on their Web site. I don't think a discussion group, live chat or online forum is the best way to connect your readers.
Rather, what I am urging is that you allow your readers to talk to you and each other in public about your work. I'm talking about feedback functions. I'm suggesting that allowing comments on your stories will do more to foster community than any other thing you can do.
Feedback functions are the single best way to find out if there are any readers who share your sensibility -- the strongly held emotional belief that your product is important.

tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media, entrepreneurial journalism, standalone journalism

Why are so many products so bad?

Sometimes I wonder what people in B2B media are thinking. Much of what we do in this industry seems to be so ... crappy.
Certainly those of us on the editorial side of the game tend to blame the folks on the business side when our products are less than compelling. We complain that we are underfunded and understaffed. But I'm coming to believe that most of our problems aren't caused by slim budgets and greedy bosses. Our problems are caused by unambitious and unskilled journalists.

Time and again I've seen this same dynamic: A B2B magazine decided to do "something" online. It chose someone from the existing staff to create and manage the new product. However, the existing staff member had never expressed any interest in online products, multimedia reporting or conversational editorial. Heck, the staff member is often just plain lousy in print too. But at least they are familiar with that medium, whereas they don't know a thing about the Web and don't care to know.
Or, even worse, they don't know anything about the Web, but think that they do.

Most distressing is that some of these folks have been running online products for years now, and yet they haven't taken the time to learn anything about the medium. Week after week they drop a print story on to a Web page. Week after week passes and they never take the time to learn how to upload a photo, record an audio file or do some search-engine optimization. They have never read the EyeTrack study. They have never read a blog.

As a result, their sites are ugly and often quite strange.
Look around.
Ask yourself, how is it possible to have an online magazine about the recording industry where the reporters don't do audio?
How is it that the Web site of a magazine that covers videography doesn't have video? Heck, why don't the news stories have photos?
Imagine that you had a pretty good content-management system that surrounded your copy with crisp graphics and white space. Would you cram your stories into unreadable, flush-left squares of multisentence paragraphs?
Want to see something sillier? In an era of conversation, links and targeted ads, imagine a Web site that wants you to pay for the right to tell your friends to read one of their articles. (NOTE: I assume this ridiculous idea came from the business side and not from editorial. But it's the sort of thing that the editorial staff should find a way to stop.)

It seems to me that people should be making more of an effort to at least master the basics. For example, here is a story from a Cygnus publication about digital photography. It has a simple and elegant look. And, most importantly, it has digital photos. I spoke at Cygnus earlier this year and I met the staff of that magazine. And they are as overworked as anyone else in B2B publishing. But they have taken the time to understand a few simple concepts: Web sites should look like Web sites. Stories about photography should have photos, etc.
Or consider what is happening at CMO. I spoke at IDG a few weeks ago and met a few folks from that product. And they too work long hours for inadequate pay. But I think their product is superb.

Look -- this is journalism. We will never have enough resources. We will never be paid enough. We will never have enough time.
But the lack of resources has never been the determining factor in what makes for fantastic reporting or beautiful storytelling. Great journalism is born of talent and ambition. And nothing can be more illuminating...or more difficult...than to look at yourself and your staff and ask if there is enough of either trait at your company.

tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media

Battelle welcomes publishers to new era

I wish I could have been at the Magazine Publishers of America conference this week. It sounds as if a few of the speakers were interesting...even if what they had to say isn't, or at least shouldn't be, surprising.
First, John Battelle, co-founder of Wired, told attendees what they most need to hear: “Magazines don’t need to be equated with print.”
Battelle called for publishers to recognize that their most important products -- the ones that will define their futures -- are their Web sites, not their magazines.
At the same show, Jack Kliger, MPA's chairman as well as president and CEO of Hachette Filipacchi Media, blasted the industry for risking the loss of readers' trust by accepting product placement in editorial copy. "Nothing will be more damaging to that trust and to our credibility than blurring the boundaries so that readers have difficulty distinguishing between editorial and commercial messages," he said. (His full remarks are published here.)

tags: journalism, b2b, media, trade press, magazines, newsletters

Speaking to sources via instant messenger

If you've been reading this blog for awhile, you may remember my post about using instant messaging as a reporting tool.
That post led to a mention on the Poynter site, which led to a call from Kim Hart, who was writing a story about electronic communications for the American Journalism Review.
Kim's story is now available online, and it's worth a read.
The article also quotes noted journalism blogger Amy Gahran. Take a look here for more of Amy's thoughts on this subject.
Or for information on using email as an interviewing tool, check out this piece from Folio.

tags: journalism, b2b, media, trade press, magazines, newsletters

Required reading vs. required interaction

Back when I first studied journalism a million years ago, one of my teachers announced on the first day of class that students were required to subscribe to the Wall Street Journal. Getting a copy from the library would not suffice. Nor could we share a subscription. We each had to have our own copy. We had to read it cover to cover every day.
We would, of course, be tested on the material.
It only took about a week of reading that paper for me to see the value in the assignment. Much to my surprise -- for I was an obsessive consumer of news -- there was an entire part of the world that other papers had failed to teach me about: business. And the Journal served as my guidebook. More importantly, I found in the Journal a set of writing tools that would serve me well throughout my career. Chief among those was the news feature -- an easily understood template that featured an anecdotal lead and a "nut graf."

As the years passed, I took to demanding a similar commitment from any young journalist who worked for me. "If you have time to read only one thing a day," I'd say, "read the Journal. If you don't have time to read anything, learn to sleep less and read the Journal."
But not anymore.
In recent weeks I've found myself saying something like this: "If you look at only one thing a day, make sure it's BusinessWeek's site."
The simple truth is that although I continue to love the Journal, I find far more material of value to journalists in BusinessWeek.
While much of the mainstream press has learned to adopt the tools of new media, only BusinessWeek has mastered them. As others struggle with understanding what conversational editorial is, BusinessWeek has adopted it.
No one is doing a better job with blogs and feedback functions. Heck, no one is doing a better job with podcasts, slideshows and video. BusinessWeek has become the best single source for thoughtful and compelling multimedia news.
I know I'm not alone in this. "BusinessWeek is one of the few old school magazine/online "brands" that is not running from, but is embracing new forms of social and conversational media," according to Rex of Rexblog.

I'm not suggesting that anyone cancel their subscription to the Journal. This is particularly true for people who work in print. Because I still believe the best print product in the world every Monday through Friday is the front page feature in the Journal.
But if you want to understand what is possible in the post-print era, then you need to start each working day with a visit to BusinessWeek.

If you're a media guy who continues to struggle with the concepts of conversational editorial, you may recognize yourself in this post from Jon Fine's blog at BusinessWeek.
And if you're a journalism teacher looking for something to assign in addition to a daily dose of BusinessWeek, consider requiring your students to start a blog.

tags: journalism, b2b, media, trade press, magazines, newsletters

The death of City News, the birth of something else

I suppose we'll see lots more of this type of thing -- a venerable institution of the old media falls, and journalists of a certain generation will write grandiose obits for the lost days of the hard-bitten reporter.
And today's Chicago Tribune has the perfect example -- a pompous ode to the soon-to-be-defunct City News Service.
Look -- I remember the good, old days of City News too. I lived, worked and reported in Chicago. A good portion of my teachers and bosses over the years were graduates of City News. I've listened to long-winded men repeat the myths of the place for my entire career.

I'm not saying that there wasn't value in City News. There was. And that value was that City News was more interested in producing great reporters than it was in producing great writers. That's a worthy endeavor, and one that is pursued less often than it should be.
But I am saying that the value of City News ...or more correctly, the values of City News, are outdated.

If you've been around journalism for more than a week or so, then you've heard the mantra of City News -- "If your mother says she loves you, check it out." That's a fine sentiment for a reporter to learn. Skepticism is part of who we are.
And if you've been around journalism for more than a month or so, then you've been exposed to the cultural myth of City News -- you need to pay your dues.
But that, I'm afraid, is nonsense.

Every newsroom that I have ever worked in has at least a few senior staffers who pray at the church of City News. They were comfortable with a slow, steady climb to positions of power. They are uncomfortable with ambitious young people, suspicious of new ideas, and dismissive of new media. They adopted the persona of a curmudgeon -- often while still in their 30s -- because that's what their first managing editor was like. And they spend too much energy trying to keep things from changing too fast.
For years, that style of journalism manager was fairly harmless. Because although they could make it difficult for a talented young person to try something new, the simple truth was that the businesses wasn't changing very much at all. Old media was the only media. And the only way to prosper was to adhere to the values of old managers.

But in the past few years, these old-timers -- these devotees of City News -- have become very dangerous people to have at the top of the masthead. Because as the world has changed, as new competitors have emerged and new technologies provided both threat and opportunity, the City News faithful have grown more insular.
And in any religion, insularity leads to a misunderstanding of the teachings.
So we've found ourselves in a world where far too many publications are run by people who have been blinded, not enlightened, by the doctrines of their faith. They have moved from skeptic to curmudgeon to cynic and ultimately to crackpot.

Like I said earlier, skepticism is a fine sentiment for a young reporter to learn. But it seems to be an unwieldy weapon for people my age and older. We seem too quick to use it on others, and far to slow to use it on ourselves and our beloved institutions.
Might I suggest the following? Let's try to apply a little skepticism in those places where it is hardest. Let's ask:
Is a you-don't-know-anything-yet system the best way to train a new journalist?
Do we really still need a print product?
Have I been standing in the way of better journalism?
What if the teenagers are right, and newspapers are boring?

Then let's try a little less skepticism and a little more optimism. Let's listen to the kid who doesn't know anything. Let's consider the possibility that everything is changing for the better. Let's ask:
What if I could start my own business? or help some young reporter start one of his own?
What if something new and wonderful is coming, something that will replace print and the Web and email and everything else? What if I embraced this coming change?
What if I altered my religion? What if I no longer revered the past and feared the future? What if I believed that death was always followed by birth?

For more on rethinking journalism training, read this essay, titled "If your journalism school says it knows what's best for you, check it out. "

For more on what happens next in journalism, read this essay on Slashdot called "A recipe for newspaper survival." (Thanks to my fellow B2B blogger David Shaw for pointing me to that piece.

tags: journalism, b2b, media, trade press, magazines, newsletters

A slew of product launches

Is it me, or has there been an unusually large number of new B2B products announced in the past few days?
Pennwell has a new aerospace magazine for the European market.
Crain has announced its new offering for the finance community.
Law.com has added three new blogs -- including one about media law, which may be of some interest to B2B journalists and publishers.
There's also a new collection of blogs coming from Corante.
And eRepublic has launched a technology magazine for Texas government workers.
Perhaps...just perhaps...these announcements are what I hope they are -- early signs of a coming boom in B2B media output. Maybe... just maybe...folks are deciding the time is right to invest a little in the future.

tags: journalism, b2b, media, trade press, magazines, newsletters

The future of distribution

I've had a number of conversations in the past few weeks with a client who wants an eye-popping Web page. He doesn't want a lot of Flash -- and thank God he doesn't -- but he wants something with visual pull.
Now I'm not a designer. I'm a journalist. And my consulting services revolve around editorial issues. But online design is part of many conversations I have. And I'm getting less comfortable with those conversations, because I think design is getting less important.
In other words, I would prefer that publishers spend less time thinking about electronic design and spend more time thinking about electronic distribution.
I've written before that I think content is becoming containerless -- freed of the confines of your magazine and of your Web site -- and that trying to control the context of your material is a loser's game in an era of re-mixes and RSS feeds.
There's a fascinating piece on Matt McAlister's blog in which he talks about Dick Costolo's recent post about the future of RSS. Read them both. But pay particular attention to Matt's "strategic and operational recommendations for today's publisher." Matt suggests that journalists shoot for quality not quantity, by producing more enterprise stories and fewer pieces about the same topics everyone else covers. In other words, publishers should give up any illusions about being the sole source of news in an industry.
Matt also urges publishers and journalists begin to engage the mash-up community. And he suggests that we create our own mash-ups, just as the Washington Post has begun doing. But truth be told, I can't imagine that any B2B publishers will be able to do such things for several years. Heck, I can't convince many of the folks I work with to link outside their own Web sites! Many journalists aren't ready for the present, let alone for the future.
For more on RSS, check out Dave Newcorn's blog. He's less nervous than I, and thinks we have about five years until RSS becomes mainstream.

tags: journalism, b2b, media, trade press, magazines, newsletters

Why we became journalists

Just the other day I suggested that the Web browser was growing obsolete, and would likely be replaced by something akin to a Wall Street trader's workstation -- but with the addition of content-creating capabilities. In other words, something like a Bloomberg terminal.
Now my fellow B2B blogger David Shaw suggests that the way we consume content in the future may be closer to the way we -- and by "we," I actually mean people both younger and hipper than I -- create content. In other words, by using something like Microsoft's new Xbox.

And that, in a nutshell, is what I love about media today. Our industry is shifting. Everything is subject to change. And the only thing I know for sure is that the future won't look like the present.

Consider, for example, these two stories from today:
1) Craig Newmark, the founder of Craigslist, says he'll launch a new venture within three months to alter the world of journalism by tapping into the "power of the masses."
2) Bram Cohen, inventor of BitTorrent, has signed a peace treaty with Hollywood. That opens the way for media companies to use Cohen's peer-to-peer software, which already moves roughly one-third of the traffic on the Internet, to provide video-rich files to consumers.

Imagine the potential in just those two pieces of news -- journalism produced by both users and professionals, morphed and added to as it moves across the Internet, filled with memory-intensive multimedia and distributed at unimagined speeds via P2P software.
Everything is exciting and new and unpredictable. And only an absolute imbecile isn't absolutely thrilled.
Because isn't that why we became journalists in the first place -- so that we could have lives of excitement, lives that were less routine and predictable than those of people in other professions?

tags: journalism, b2b, media, trade press, magazines, newsletters

How will we consume/create content in the future?

Sometimes I miss my Bloomberg terminal.
Have you ever seen one those things? Have you ever worked with one?
I used to be an editor at Bloomberg. And it was an exceedingly unpleasant job in an exceedingly unpleasant place. But God how I loved the terminal.
I had two flat-panel displays on my desk that tied the limitless databases of the company to state-of-the-art analytics software. I could crunch numbers, generate charts, research companies and find sources with a few keystrokes. Stock and bond prices updated in real time, and the system could warn me when something significant was happening in an area I cared about. It was wonderful. (That's not to say that the terminal didn't have flaws. Bloomberg is an anti-Web company, the sort of place that tries to block employees from using personal email accounts. As a result, the terminal was riddled with lame, Bloomberg-built versions of things from the rest of the Web -- notably an instant-messaging system that arrived years after IM had swept the Web and a strange, VoIP-style phone that doubled as a fingerprint reader.)

I thought of the Bloomberg terminal earlier today as I read Doc Searls' piece on Geoff Moore's call for a new user interface for the Web.
In brief, Moore wants something less like a Web browser and more like a Wall Street trader's workstation. In other words, he wants a user interface that is more like a Bloomberg terminal, "with many concurrent feeds that enable traders to scan for information, detect trends, and transact, all very rapidly. Switching between states, foregrounding one without losing the context of the others in background, is the technical requirement."
It's a lovely picture. And I agree that the typical trader works with a more compelling information-delivery system than does your typical Web user.

Doc suggests that a Wall-Street-style terminal isn't exactly what we need -- it would still be too much about experiencing content and too little about producing it, too much about receiving and too little about creating. But the easiest system I ever used for creating multimedia content was the Bloomberg terminal. For Bloomberg customers, the terminal was about receiving and acting on information. But for Bloomberg journalists, the terminal was about production -- prose, audio, video and real-time graphics. When we asked the terminal to create a chart, we had the option to "share" it by publishing it with our story. And doing so was no more complicated than pressing a button. And therein may be the key to the next generation of user interfaces -- a system in which producing multimedia content requires no more than an additional keystroke or two. No extra software, no uploading, no FTP, no hassles.

For another vision of the future, check out Dave Newcorn's post on e-paper (I'm far less enthused about e-paper than Dave is. I don't think the audience wants a new way to read content as much as they want a new way to interact with it.)
And for some disconcerting news about today's delivery systems, look at this piece on how few readers open B2B email newsletters.

tags: journalism, b2b, media, trade press, magazines, newsletters

Learn to survive

For many journalists, time is running out.
Even some of the more talented people in newsrooms have become deadweight. A lack of new-media skills and an unwillingness to change work habits and writing style to fit the era of conversational editorial have turned former assets into liabilities.
Our industry is changing at a dramatic pace. But in every newsroom I know, there are still people longing for the past. They are angry. They are argumentative. And they are becoming unemployable.

Certainly I'm not alone in this belief. Take a look at what Jeffrey Klein, who runs 101communications, said in Folio magazine. "At our company, when we consider editors for promotion, we select those who live and breathe the Internet ...What I call 'legacy editors,' those who still think print is the only worthy endeavor, are quickly becoming dinosaurs, who we gladly let go to work for our competitors."
Just a few months ago, I was still urging publishers to be patient. I suggested that while all new hires should be journalists with multimedia skills, companies should offer more training in new media for existing staff.
But I don't say that anymore.
At this point, I don't think someone can work in journalism without an understanding of at least the basics of interactive, conversational storytelling. And at this point, you can't blame the boss for not teaching these things. The difficult truth is that people who can't insert a hyperlink, who won't read a blog, who don't know how to work with Photoshop and can't upload a video file just aren't worth having around anymore.

Look: if one of these "legacy" editors is in your newsroom and you would like to protect them from the inevitable layoff, then do something to help them ... and do it quickly.
One place to start is with the University of Maryland's J-learning program. It's a free program that provides entry-level training in new media. Urge your "legacy" friend to give it a try.
Or try to convince your friend to attend a continuing-education course for journalists. Community colleges offer loads of programs. Or if they live in a major city, they can attend one of the dozens of courses offered by Mediabistro. In fact, I may be at this session on multimedia reporting next month, because I like some of the work done by the teacher, Erik Olsen.

And if you're looking for something to help convince your friend that the world really has changed -- that a whole new generation is coming that wants his job -- tell him to take a look at this special report from CNET on the "millennials," the group of tech-savvy kids enamored of remixing and instant messaging.

tags: journalism, b2b, media, trade press, magazines, newsletters

Asking journalists about bloggers

I like to ask B2B journalists about the bloggers on their beat. It's the sort of question that gives me information that the person answering doesn't realize he's providing.
For example, I still run into folks who say things like "I don't really get blogging" and "my teenaged nephew has a blog" and "I don't read those things." And that tells me that the person giving the answer is slow to sense change and lacking in curiosity.
And people without an inquisitive nature shouldn't be journalists.

Then there are the folks who spew venom and confusion when they answer the question. They often don't know anyone who blogs about the industry they cover. But they do have a vague notion of someone who once wrote something terrible about someone on a blog. They are still very upset by this. They are also usually still very upset by talk radio. And they will link them in their answer to my question. They often launch into a tirade about the state of journalism. They take a very long time to answer my very simple question and will eventually use the word "amateurs" to describe bloggers and use the word "objectivity" to describe their own work.
What they tell me with their answers is that they are overly emotional and have difficulty with reason. In other words, they cannot be objective.
And people who aren't self-aware shouldn't be journalists.

Then there is everyone else. They give clear and concise answers to my question. They know a few folks who blog on their beats. They like some of them. They dislike others. Sometimes they are jealous of a blogger's "freedom" in writing style, use of anonymous sources, etc. Sometimes they have blogs of their own. Sometimes they post comments on the blogs on their beats. Sometimes they link to the blogs on their beat. Always they are aware of what the bloggers are doing because they try to be aware of everything on their beats.
And what these people tell me with their answers is this: We are journalists.
And I love those people.
The Wall Street Journal has a piece today on the most influential bloggers in a number of U.S. industries. Take a look. Is there anyone on the list that you should be reading but aren't? A few of my regular reads are on the list -- Curbed (because I'm a New Yorker who is looking for a new apartment) and Adrants.

tags: journalism, b2b, media, trade press, magazines, newsletters