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
Friday, November 18, 2005
Wednesday, November 16, 2005
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
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
Tuesday, November 15, 2005
Good content, bad conduct
If you're going to create a digital edition -- and as I've said before, the only reason to do so is "so that a print product can be sent to people who otherwise wouldn't get it in a timely fashion" -- check out the work of GIE Media.
The B2B publisher is launching a digital edition of Lawn & Landscape Magazine, even though, as the press release says in immodest fashion, L&L already "offers you a fantastic Web site, dynamic interactive message boards, an online Dealer Search feature and numerous other Web tools."
In other words, GIE is offering a digital edition in addition to its Web site, not instead of a Web site.
It's also worth noting that GIE's Web offerings really are pretty close to "fantastic." This is a company that understands the nature of conversational editorial. Heck, even the press release has a feedback function!
That's not to say that I'm completely thrilled with GIE. And here's why. The announcement of the digital edition is, as I said earlier, a press release. It's a well-written press release. It's informative, sort of fun and gets its point across well. But it is a press release.
And it offends me when a publisher runs its own press releases as editorial content. Giving editorial space to someone in marketing -- whether it's someone from your company or from some other company -- is a violation of our ethics standards. And pretending that these ethical standards don't apply to our own ads and our own marketing material is a mistake.
I mean seriously, if the world of journalism has a belief system it can be summed up in these two sentences:
Only the laziest reporter runs a press release without editing it.
Only an unethical company runs ads in the space reserved for editorial content.
I've written before about what I see as GIE's lapses in this area. And people from GIE have responded by phone and email. Some of them have agreed with me. One did not.
GIE isn't the only B2B publisher to engage in such behavior. I've lost track of the number of times I've seen promos for publisher-sponsored trade shows dropped in the middle of news pages.
In response to such practices, I have suggested that ASBPE, which is in the process of revamping its ethics guidelines, clearly state that in-house marketing material is an advertisement, and must be clearly delineated as such per the ad vs. edit guidelines.
tags: journalism, b2b, media, trade press, magazines, advertising, newsletters
The B2B publisher is launching a digital edition of Lawn & Landscape Magazine, even though, as the press release says in immodest fashion, L&L already "offers you a fantastic Web site, dynamic interactive message boards, an online Dealer Search feature and numerous other Web tools."
In other words, GIE is offering a digital edition in addition to its Web site, not instead of a Web site.
It's also worth noting that GIE's Web offerings really are pretty close to "fantastic." This is a company that understands the nature of conversational editorial. Heck, even the press release has a feedback function!
That's not to say that I'm completely thrilled with GIE. And here's why. The announcement of the digital edition is, as I said earlier, a press release. It's a well-written press release. It's informative, sort of fun and gets its point across well. But it is a press release.
And it offends me when a publisher runs its own press releases as editorial content. Giving editorial space to someone in marketing -- whether it's someone from your company or from some other company -- is a violation of our ethics standards. And pretending that these ethical standards don't apply to our own ads and our own marketing material is a mistake.
I mean seriously, if the world of journalism has a belief system it can be summed up in these two sentences:
Only the laziest reporter runs a press release without editing it.
Only an unethical company runs ads in the space reserved for editorial content.
I've written before about what I see as GIE's lapses in this area. And people from GIE have responded by phone and email. Some of them have agreed with me. One did not.
GIE isn't the only B2B publisher to engage in such behavior. I've lost track of the number of times I've seen promos for publisher-sponsored trade shows dropped in the middle of news pages.
In response to such practices, I have suggested that ASBPE, which is in the process of revamping its ethics guidelines, clearly state that in-house marketing material is an advertisement, and must be clearly delineated as such per the ad vs. edit guidelines.
tags: journalism, b2b, media, trade press, magazines, advertising, newsletters
Monday, November 14, 2005
Diverse newsrooms for a global economy
In the past few months I've met with around 300 journalists from a few dozen B2B magazines at around a half dozen publishers in several different cities.
And this is what I've seen:
White people.
Lots of them.
On occasion I've seen some Asian faces...perhaps as much as 1 or 2 percent of the editorial staff at some companies. I think I've met one editor with a South Asian name. I've run into two or three folks from the former Soviet Union (although they too were white.) I've met a few folks with Spanish-sounding last names. I don't think I've met anyone with a background from the Middle East other than some Israelis.
And, believe it or not, I've only seen two black people.
Now for the record, I'm a white guy. I am, in fact, a member of the most common demographic in publishing --I'm a middle-aged white guy.
So when someone like me winds up consistently shocked by the lack of diversity in B2B newsrooms, then we can probably assume that the situation is pretty severe.
Look -- I don't care what your politics are. And you shouldn't care about mine. Diversity should be your goal for business reasons as much as for political or ethical reasons. I've said before that given our increasingly global economy, business-to-business publishers need to hire journalists who speak languages other than English. I've suggested that ambitious journalists may want to expand their language skills. But even putting language skills aside, B2B publishers should be aiming for a more diverse workforce. Because -- and trust me on this -- it has become positively creepy to visit your newsrooms.
When I look out on a sea of all-white faces, the question that comes to mind is this:
What racist imbecile is doing the hiring here?
Now of course I realize that question is unfair. And of course I realize that there are thousands of factors other than racism that can create a monochromatic newsroom.
But that is the question that pops into my head.
And I would suggest that you should begin to wonder how often that same question enters the head of your customers, sources and advertisers.
Today's Wall Street Journal has a very interesting piece on the "business imperative" of diversity.
And if you're in New York this week, check out the Magazine Publishers of America's discussion of the multicultural audience.
tags: journalism, b2b, media, trade press, magazines, advertising, newsletters
And this is what I've seen:
White people.
Lots of them.
On occasion I've seen some Asian faces...perhaps as much as 1 or 2 percent of the editorial staff at some companies. I think I've met one editor with a South Asian name. I've run into two or three folks from the former Soviet Union (although they too were white.) I've met a few folks with Spanish-sounding last names. I don't think I've met anyone with a background from the Middle East other than some Israelis.
And, believe it or not, I've only seen two black people.
Now for the record, I'm a white guy. I am, in fact, a member of the most common demographic in publishing --I'm a middle-aged white guy.
So when someone like me winds up consistently shocked by the lack of diversity in B2B newsrooms, then we can probably assume that the situation is pretty severe.
Look -- I don't care what your politics are. And you shouldn't care about mine. Diversity should be your goal for business reasons as much as for political or ethical reasons. I've said before that given our increasingly global economy, business-to-business publishers need to hire journalists who speak languages other than English. I've suggested that ambitious journalists may want to expand their language skills. But even putting language skills aside, B2B publishers should be aiming for a more diverse workforce. Because -- and trust me on this -- it has become positively creepy to visit your newsrooms.
When I look out on a sea of all-white faces, the question that comes to mind is this:
What racist imbecile is doing the hiring here?
Now of course I realize that question is unfair. And of course I realize that there are thousands of factors other than racism that can create a monochromatic newsroom.
But that is the question that pops into my head.
And I would suggest that you should begin to wonder how often that same question enters the head of your customers, sources and advertisers.
Today's Wall Street Journal has a very interesting piece on the "business imperative" of diversity.
And if you're in New York this week, check out the Magazine Publishers of America's discussion of the multicultural audience.
tags: journalism, b2b, media, trade press, magazines, advertising, newsletters
Thursday, November 10, 2005
Shifting from print to online
Over at the Poynter Institute, Steve Outing has a post about a journalist at the New York Times making the move from print reporter to multimedia reporter. Steve warns other print reporters that similar changes are "in their (near) future."
That's exactly the message I've been trying to get across to folks in B2B journalism in posts such as this one. (But read through the comments section to get a feel for how frustrated I am in this fight.)
If you're looking for further proof that our jobs are becoming less about print and more about multimedia, then check out the latest news from Reed Business. The giant of business-to-business publishing has named Tad Smith as its new chief executive officer.
Smith, who will now oversee more than 100 B2B titles, is the former head of Internet operations at Reed. And his "top priority" in his new job is growth ... "especially in the electronic realm.”
Note: Although Smith is clearly an online advocate, I'm not very impressed with much of what he's done online. Smith's most recent gig at Reed involved overseeing the publications of the media division. That means he's the guy who ran Variety. And as much as I love what Variety has done with blogs, I find that site a cluttered mess. Furthermore, the site seems to freeze and crash more than any other site I visit. The media division also includes Multichannel News and Broadcasting and Cable. I like the look of those sites, but they are essentially print products dropped onto a Web page. Links are nearly nonexistent. There's no conversation and very little graphic material. (Multichannel News has a particular feature that annoys me -- a "feedback" function that doesn't let readers post a comment, but instead sends an email to some unnamed person.) The media group also includes Video Business, a site that does seem to understand online content. It has a few flaws, but it's generally a good Web-based product. In particular, I'm pleased by the comment function that runs with the columns.
tags: journalism, b2b, media, trade press, magazines, newsletters
That's exactly the message I've been trying to get across to folks in B2B journalism in posts such as this one. (But read through the comments section to get a feel for how frustrated I am in this fight.)
If you're looking for further proof that our jobs are becoming less about print and more about multimedia, then check out the latest news from Reed Business. The giant of business-to-business publishing has named Tad Smith as its new chief executive officer.
Smith, who will now oversee more than 100 B2B titles, is the former head of Internet operations at Reed. And his "top priority" in his new job is growth ... "especially in the electronic realm.”
Note: Although Smith is clearly an online advocate, I'm not very impressed with much of what he's done online. Smith's most recent gig at Reed involved overseeing the publications of the media division. That means he's the guy who ran Variety. And as much as I love what Variety has done with blogs, I find that site a cluttered mess. Furthermore, the site seems to freeze and crash more than any other site I visit. The media division also includes Multichannel News and Broadcasting and Cable. I like the look of those sites, but they are essentially print products dropped onto a Web page. Links are nearly nonexistent. There's no conversation and very little graphic material. (Multichannel News has a particular feature that annoys me -- a "feedback" function that doesn't let readers post a comment, but instead sends an email to some unnamed person.) The media group also includes Video Business, a site that does seem to understand online content. It has a few flaws, but it's generally a good Web-based product. In particular, I'm pleased by the comment function that runs with the columns.
tags: journalism, b2b, media, trade press, magazines, newsletters
Tuesday, November 08, 2005
Public-relations departments don't need us now
I've written before about how public-relations executives have adopted the tools of citizen journalism, turning themselves into publishers and bypassing the press to speak directly with customers.
It's a development that journalists should be worried about. One role we journalists play in the marketplace is as a filter for public relations. But now p.r. pros are learning new, more sophisticated ways to get their message across, build brand trust and keep us out of the equation.
This development should also embarrass journalists. Here's why:
Our world has changed. The media has been altered forever by blogging software and the other tools of citizen journalism. Our readers have found their own voices. Yet many "professional" journalists have reacted with disdain to the rise of the "amateurs."
Many public-relations executives, on the other hand, have done a good job of adapting to the rise of conversational media. They follow developments in the blogosphere. They engage in public discussions with their customers.
And many p.r. pros have started blogs of their own like this and this, taking their message directly to the audience they want to reach.
So it's worth noting that the godfather of the public-relations blogs is closing this week after a year of operation. That's exactly how it was planned. General Motors' launched its smallblock engine blog a year ago to celebrate the 50-year anniversary of the small-block engine. And in the past 12 months, GM product managers and mid-level executives have turned the site into a must-see destination for car enthusiasts, engineers and others.
Take a look at the blog. Take a look at what Kevin Dugan at Strategic Public Relations says about GM's efforts.
Then ask yourself if it's time you got over yourself and stopped looking down your nose at p.r. pros, bloggers and the rest of the media world.
tags: journalism, b2b, media, trade press, magazines
It's a development that journalists should be worried about. One role we journalists play in the marketplace is as a filter for public relations. But now p.r. pros are learning new, more sophisticated ways to get their message across, build brand trust and keep us out of the equation.
This development should also embarrass journalists. Here's why:
Our world has changed. The media has been altered forever by blogging software and the other tools of citizen journalism. Our readers have found their own voices. Yet many "professional" journalists have reacted with disdain to the rise of the "amateurs."
Many public-relations executives, on the other hand, have done a good job of adapting to the rise of conversational media. They follow developments in the blogosphere. They engage in public discussions with their customers.
And many p.r. pros have started blogs of their own like this and this, taking their message directly to the audience they want to reach.
So it's worth noting that the godfather of the public-relations blogs is closing this week after a year of operation. That's exactly how it was planned. General Motors' launched its smallblock engine blog a year ago to celebrate the 50-year anniversary of the small-block engine. And in the past 12 months, GM product managers and mid-level executives have turned the site into a must-see destination for car enthusiasts, engineers and others.
Take a look at the blog. Take a look at what Kevin Dugan at Strategic Public Relations says about GM's efforts.
Then ask yourself if it's time you got over yourself and stopped looking down your nose at p.r. pros, bloggers and the rest of the media world.
tags: journalism, b2b, media, trade press, magazines
When print fades
This is not a good week for news about print news.
Newspaper circulation continues to fall -- dropping another 2.6%, according to the latest figures.
MediaLife magazine is predicting that one of the three major newsweeklies will soon fail.
A giant of the daily newspaper industry -- Knight-Ridder -- is facing pressure from shareholders who want to exit the business.
And, of course, the culprit cited again and again in these tales of woe is the Internet.
I should be more sympathetic. Dozens of people I care about deeply work in print. But as I've written before, I'm having a hard time being nice anymore. I hear too much whining these days. Sure, the Internet was a confusing place a few years ago. I remember in the early 90s when all of this was new and I was a bureau chief at Knight Ridder. When I talked about online back then, everyone was confused. Hell, I was confused, and I was the one trying to convince my bosses to move some of our products to the Internet.
But this is 2005. And how the hell can anyone still be confused?
If you're a reporter or editor who bemoans the loss of the past and resents the future, here's what you need to know:
-- your publication can't survive in print alone, and nor can you.
-- your publication is becoming a multimedia operation, and you best become a multimedia operator.
-- you can not transplant much of what you believe is good about your work in print (story structure, writing style, story length) to an online environment. Having worked in print does not make you an expert in online.
-- the people you work with and for are growing less patient with you, your lack of new media skills, your glamorized vision of print, your lack of enthusiasm for new products and new storytelling techniques, your stubborn personality and your delusional belief in the value of your outdated skills.
For more on journalism's problems and how to fix them, check out this post on a blog by Will Bunch, a senior writer at the Philadelphia Daily News.
tags: journalism, b2b, media, trade press, magazines
Newspaper circulation continues to fall -- dropping another 2.6%, according to the latest figures.
MediaLife magazine is predicting that one of the three major newsweeklies will soon fail.
A giant of the daily newspaper industry -- Knight-Ridder -- is facing pressure from shareholders who want to exit the business.
And, of course, the culprit cited again and again in these tales of woe is the Internet.
I should be more sympathetic. Dozens of people I care about deeply work in print. But as I've written before, I'm having a hard time being nice anymore. I hear too much whining these days. Sure, the Internet was a confusing place a few years ago. I remember in the early 90s when all of this was new and I was a bureau chief at Knight Ridder. When I talked about online back then, everyone was confused. Hell, I was confused, and I was the one trying to convince my bosses to move some of our products to the Internet.
But this is 2005. And how the hell can anyone still be confused?
If you're a reporter or editor who bemoans the loss of the past and resents the future, here's what you need to know:
-- your publication can't survive in print alone, and nor can you.
-- your publication is becoming a multimedia operation, and you best become a multimedia operator.
-- you can not transplant much of what you believe is good about your work in print (story structure, writing style, story length) to an online environment. Having worked in print does not make you an expert in online.
-- the people you work with and for are growing less patient with you, your lack of new media skills, your glamorized vision of print, your lack of enthusiasm for new products and new storytelling techniques, your stubborn personality and your delusional belief in the value of your outdated skills.
For more on journalism's problems and how to fix them, check out this post on a blog by Will Bunch, a senior writer at the Philadelphia Daily News.
tags: journalism, b2b, media, trade press, magazines
Sunday, November 06, 2005
When online content is really offline content
I'm back at home after spending a few days talking about the future of online journalism with the folks at IDG. I had a wonderful time, met some interesting people and got to hear some of the more talented folks in publishing share where they think our industry is heading.
I gave lectures at IDG's offices in Massachusetts and in San Francisco -- jabbering on about the things that interest me for about four hours at a time.
At no point did I mention digital editions of magazines. Nor did anyone ask me about them.
And I suppose that is predictable. I don't much like digital magazines. Nor, in fact, have I ever met anyone who did. Digital editions are often what publishers do when they can't figure out what to do online. And I can't see how these things would play much of a role in journalism's future.
So I shouldn't be surprised by the negative attention given to the digital editions of Folio's tradeshow daily last week. Prescott Shibles, the smartest guy who ever worked for me, blasted the product on his blog. My fellow B2B bloggers David Shaw and Sue Pelletier agreed with Prescott.
Prescott argues that digital editions are kind of a pain to read online. Lord knows I agree. You can go blind trying to view these things on a computer screen.
And I agree that a publisher has to be crazy to use a digital edition as a substitute for a true Web product.
But I don't think that's what Folio was doing. Folio didn't produce the edition instead of a Web product. Folio opted not to produce a Web product. Folio decided instead to create a print product -- a traditional, tradeshow daily paper. It made the product available at the show. And it also sent it out via email to people like me who couldn't attend the show. And that's the only reason anyone should have a digital edition -- so that a print product can be sent to people who otherwise wouldn't get it in a timely fashion.
I mean sure, these things are sort of goofy. And sure, they don't work as well on the screen as a product created for the Web. But that's missing the point. It's soft of like complaining about a "print this" button on a Web page. Of course the printed version is less compelling than the Web version. But sometimes people have to print the thing anyway.
Prescott also argued that blogs may be better suited than print products for capturing the mood of the tradeshow floor. And that makes sense. Blogging software allows for real-time reporting -- and that, for example, gives reporters the opportunity to tell readers what is happening during a keynote speech. More importantly, blogs are conversational -- users help to create the content by posting comments, etc. And at tradeshows in particular, the converstation often is the news.
Prescott points to the work that Primedia Business did at the Supercomm tradeshow as an example of how blogs and other Web-based products can produce compelling online content.
But when I look at what the Primedia staff produced from the floor show, I'm just as disappointed as I am when I read Folio's digital edition.
The Supercomm blog doesn't have a feedback function. The stories don't have external links. Nothing seems to be written in real time. In other words, Primedia has a blog that ignores the blogging culture and has Web-based products that aren't taking advantage of the Web. (The absence of feedback functions and external links is a recurring shortcoming of blogs produced by Primedia. Look here or here or here.)
So what's the lesson?
Putting a print product on a computer screen doesn't make it an online product. Thinking like a print reporter while working online is a mistake. The end result is every bit as silly as a newspaper reporter hosting a TV newscast by sitting in front of a camera and typing.
Journalists need to change -- not just their software, not just their delivery systems, but the very nature of their work.
This is what I told the journalists at IDG last week: You don't need to launch a blog (although you may want to.) But you need to be more bloglike in everything you do. Learn to link. Accept that people interact with content, not just read it. Add a feedback function to your stories. Accept that journalism has become less of a lecture and more of a conversation. Learn multimedia. Accept that you are no longer just a writer, but are becoming a producer.
(DISCLOSURE: I do some consulting at Primedia Business these days, although not on the products mentioned above. Also, Folio magazine has launched a channel about digital magazines. I was interviewed for the section by one of the editors. My comments about RSS appear in this article. My comments about digital magazines weren't used.)
tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media
I gave lectures at IDG's offices in Massachusetts and in San Francisco -- jabbering on about the things that interest me for about four hours at a time.
At no point did I mention digital editions of magazines. Nor did anyone ask me about them.
And I suppose that is predictable. I don't much like digital magazines. Nor, in fact, have I ever met anyone who did. Digital editions are often what publishers do when they can't figure out what to do online. And I can't see how these things would play much of a role in journalism's future.
So I shouldn't be surprised by the negative attention given to the digital editions of Folio's tradeshow daily last week. Prescott Shibles, the smartest guy who ever worked for me, blasted the product on his blog. My fellow B2B bloggers David Shaw and Sue Pelletier agreed with Prescott.
Prescott argues that digital editions are kind of a pain to read online. Lord knows I agree. You can go blind trying to view these things on a computer screen.
And I agree that a publisher has to be crazy to use a digital edition as a substitute for a true Web product.
But I don't think that's what Folio was doing. Folio didn't produce the edition instead of a Web product. Folio opted not to produce a Web product. Folio decided instead to create a print product -- a traditional, tradeshow daily paper. It made the product available at the show. And it also sent it out via email to people like me who couldn't attend the show. And that's the only reason anyone should have a digital edition -- so that a print product can be sent to people who otherwise wouldn't get it in a timely fashion.
I mean sure, these things are sort of goofy. And sure, they don't work as well on the screen as a product created for the Web. But that's missing the point. It's soft of like complaining about a "print this" button on a Web page. Of course the printed version is less compelling than the Web version. But sometimes people have to print the thing anyway.
Prescott also argued that blogs may be better suited than print products for capturing the mood of the tradeshow floor. And that makes sense. Blogging software allows for real-time reporting -- and that, for example, gives reporters the opportunity to tell readers what is happening during a keynote speech. More importantly, blogs are conversational -- users help to create the content by posting comments, etc. And at tradeshows in particular, the converstation often is the news.
Prescott points to the work that Primedia Business did at the Supercomm tradeshow as an example of how blogs and other Web-based products can produce compelling online content.
But when I look at what the Primedia staff produced from the floor show, I'm just as disappointed as I am when I read Folio's digital edition.
The Supercomm blog doesn't have a feedback function. The stories don't have external links. Nothing seems to be written in real time. In other words, Primedia has a blog that ignores the blogging culture and has Web-based products that aren't taking advantage of the Web. (The absence of feedback functions and external links is a recurring shortcoming of blogs produced by Primedia. Look here or here or here.)
So what's the lesson?
Putting a print product on a computer screen doesn't make it an online product. Thinking like a print reporter while working online is a mistake. The end result is every bit as silly as a newspaper reporter hosting a TV newscast by sitting in front of a camera and typing.
Journalists need to change -- not just their software, not just their delivery systems, but the very nature of their work.
This is what I told the journalists at IDG last week: You don't need to launch a blog (although you may want to.) But you need to be more bloglike in everything you do. Learn to link. Accept that people interact with content, not just read it. Add a feedback function to your stories. Accept that journalism has become less of a lecture and more of a conversation. Learn multimedia. Accept that you are no longer just a writer, but are becoming a producer.
(DISCLOSURE: I do some consulting at Primedia Business these days, although not on the products mentioned above. Also, Folio magazine has launched a channel about digital magazines. I was interviewed for the section by one of the editors. My comments about RSS appear in this article. My comments about digital magazines weren't used.)
tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media
Friday, October 28, 2005
Offline and on the speaking circut
I'm heading out of town for nearly a week, off to speak to journalists from IDG.
I'll be in Massachusetts for awhile, then flying to San Francisco.
The whole thing is putting me in a very good mood. I love to travel and I love to talk. And I love these things even more when I'm getting paid to do them.
I don't expect to do much blogging until I return to New York...although that could change.
In the meantime, if you're so very twisted that you can't wait a week, check out the ASBPE newsletter. There's an interview with me in the latest edition.
tags: journalism, b2b, media, trade press, magazines, newsletters
I'll be in Massachusetts for awhile, then flying to San Francisco.
The whole thing is putting me in a very good mood. I love to travel and I love to talk. And I love these things even more when I'm getting paid to do them.
I don't expect to do much blogging until I return to New York...although that could change.
In the meantime, if you're so very twisted that you can't wait a week, check out the ASBPE newsletter. There's an interview with me in the latest edition.
tags: journalism, b2b, media, trade press, magazines, newsletters
Wednesday, October 26, 2005
Learning the basics of conversational editorial
A portion of my life these days involves trying to explain blogging and the world of conversational media to B2B journalists. And these journalists are divided into three distinct camps.
First, there are the bright and ambitious. Some of them have started blogs of their own. All of them are aware of the blogosphere and are participating by posting comments on other blogs. All of them have at least a passing understanding of the fundamental shifts in media.
The second group -- much larger than the first -- consists of people who don't understand a thing about conversational editorial, but think that they do. These folks tend to think only in stereotypes and to demonstrate shockingly low levels of curiosity. They don't read blogs. They often don't think anyone should read blogs. And they like to defend their ignorance with the sort of flawed logic that can give you a headache: "I practice reporting -- I do research, conduct interviews and collect facts. Bloggers don't do these things. I know this even though I have never researched, conducted interviews or collected facts about blogging."
When a publisher convinces someone from this group to create a blog, you'll get the lamest product imaginable. It will be "irreverent." It will likely use words such as "curmudgeon" or "rant" in the title. It won't be conversational. There won't be a feedback function. It won't have external links. All you'll get is a poorly written column that appears in reverse chronological order.
The third group, growing smaller every day, is completely unaware of what has happened in the past few years. They don't know what a blog is. They are still upset that the company started a Web site and they don't believe they should have to write for it. They have never heard of Jeff Jarvis, let alone Adrian Holovaty. They are print reporters, and they never miss an opportunity to tell you that. They are often quite delusional about their writing ability and their influence in the industries they cover. And each and every day they grow less valuable to the companies that employ them.
If you have people on your team from Group 1, you should celebrate.
If you have people on staff from Group 3, cut them loose.
But if your reporters and editors are stuck in Group 2, there is still hope.
Start by showing them this pdf file from a presentation by Amy Gahran to a group of science journalists. Then send them this post from Amy's blog and tell them to listen to the audio file.
After that, if you haven't noticed a new open-mindedness among these reporters, a new willingness to engage readers, then put them into Group 3 and start asking other people to take over their responsibilities.
tags: journalism, b2b, media, trade press, magazines, conversational media
First, there are the bright and ambitious. Some of them have started blogs of their own. All of them are aware of the blogosphere and are participating by posting comments on other blogs. All of them have at least a passing understanding of the fundamental shifts in media.
The second group -- much larger than the first -- consists of people who don't understand a thing about conversational editorial, but think that they do. These folks tend to think only in stereotypes and to demonstrate shockingly low levels of curiosity. They don't read blogs. They often don't think anyone should read blogs. And they like to defend their ignorance with the sort of flawed logic that can give you a headache: "I practice reporting -- I do research, conduct interviews and collect facts. Bloggers don't do these things. I know this even though I have never researched, conducted interviews or collected facts about blogging."
When a publisher convinces someone from this group to create a blog, you'll get the lamest product imaginable. It will be "irreverent." It will likely use words such as "curmudgeon" or "rant" in the title. It won't be conversational. There won't be a feedback function. It won't have external links. All you'll get is a poorly written column that appears in reverse chronological order.
The third group, growing smaller every day, is completely unaware of what has happened in the past few years. They don't know what a blog is. They are still upset that the company started a Web site and they don't believe they should have to write for it. They have never heard of Jeff Jarvis, let alone Adrian Holovaty. They are print reporters, and they never miss an opportunity to tell you that. They are often quite delusional about their writing ability and their influence in the industries they cover. And each and every day they grow less valuable to the companies that employ them.
If you have people on your team from Group 1, you should celebrate.
If you have people on staff from Group 3, cut them loose.
But if your reporters and editors are stuck in Group 2, there is still hope.
Start by showing them this pdf file from a presentation by Amy Gahran to a group of science journalists. Then send them this post from Amy's blog and tell them to listen to the audio file.
After that, if you haven't noticed a new open-mindedness among these reporters, a new willingness to engage readers, then put them into Group 3 and start asking other people to take over their responsibilities.
tags: journalism, b2b, media, trade press, magazines, conversational media
Monday, October 24, 2005
News from the micro beats
A few years ago I worked with a guy who had a thing for Altoids. He loved Altoids. He decorated his desk with the little metal boxes the mints are sold in, and he covered his cubicle walls with Altoids advertisements.
He didn't get any money for it. He just really, really enjoyed Altoids. And his personal brand was tied to the Altoids brand. Even folks at the office who had never spoken to him knew him. He was the Altoids guy.
That level of obsessive interest in a company is cherished by branding folks. They know the power of one-to-one style marketing. And they know that folks like the Altoids guy are important to their success.
But people with that sort of passion have also become important in B2B journalism -- producing and analyzing news about their obsessions.
Today's New York Times has an interesting article about bloggers who specialize in news about a single company.
I've written about this phenomenon before both here and here, and suggested that this particular form of standalone journalist poses a threat to traditional B2B publishers and an opportunity for entrepreneurial reporters.
It's time to ask yourself, if you're in this game for the money, how can you compete against someone who is in it for love?
tags: journalism, b2b, media, trade press, magazines, advertising, entrepreneurial journalism, standalone journalism
He didn't get any money for it. He just really, really enjoyed Altoids. And his personal brand was tied to the Altoids brand. Even folks at the office who had never spoken to him knew him. He was the Altoids guy.
That level of obsessive interest in a company is cherished by branding folks. They know the power of one-to-one style marketing. And they know that folks like the Altoids guy are important to their success.
But people with that sort of passion have also become important in B2B journalism -- producing and analyzing news about their obsessions.
Today's New York Times has an interesting article about bloggers who specialize in news about a single company.
I've written about this phenomenon before both here and here, and suggested that this particular form of standalone journalist poses a threat to traditional B2B publishers and an opportunity for entrepreneurial reporters.
It's time to ask yourself, if you're in this game for the money, how can you compete against someone who is in it for love?
tags: journalism, b2b, media, trade press, magazines, advertising, entrepreneurial journalism, standalone journalism
Friday, October 21, 2005
Starting a blog with or without your company
Sometimes your boss is a knucklehead.
And perhaps that's what's going on with the editor mentioned in this post on Businessweek's blogspotting. The editor says his team wants to start a blog ... but the publisher will only back it if the blog supports itself with advertising.
Now just think about that for a second, and put yourself in that publisher's shoes.
Imagine your staff came to you and said they wanted to do more work and create a new product. Imagine they said there was no cost.
Can you imagine saying no? Can you imagine telling them to "sell" the thing first?
Look -- I run into this stuff fairly often. And it's these same publishers -- fearful of change and quick to crush an initiative -- who complain the loudest that their editorial staff isn't ambitious.
And I'm coming to believe that the best move is to just ignore such publishers.
The media word is changing. Someone is going to be left behind. And perhaps it should be your boss.
If you're an editor with a good idea and an entrepreneurial personality, then you don't need your publisher anymore. Heck -- that's the great lesson of citizen journalism. Anyone can be a publisher now. And if you have a few bucks saved, or if you're young and/or brave enough to risk the loss of stability, then you don't need anyone's approval to create a product.
Launch the product. You already have the editorial skills.
Monetize it. Here's a guide. (Or don't monetize it. Just do it for the potential it has for your career. Do it to prove that you're right. Do it because you can.)
You can do it on the side and still collect a paycheck. If you don't get caught first, tell your publisher what you've done after you've succeeded.
Or just quit now, and call the knucklehead in a few months and tell him he can buy your business.
tags: journalism, b2b, media, trade press, magazines, advertising
And perhaps that's what's going on with the editor mentioned in this post on Businessweek's blogspotting. The editor says his team wants to start a blog ... but the publisher will only back it if the blog supports itself with advertising.
Now just think about that for a second, and put yourself in that publisher's shoes.
Imagine your staff came to you and said they wanted to do more work and create a new product. Imagine they said there was no cost.
Can you imagine saying no? Can you imagine telling them to "sell" the thing first?
Look -- I run into this stuff fairly often. And it's these same publishers -- fearful of change and quick to crush an initiative -- who complain the loudest that their editorial staff isn't ambitious.
And I'm coming to believe that the best move is to just ignore such publishers.
The media word is changing. Someone is going to be left behind. And perhaps it should be your boss.
If you're an editor with a good idea and an entrepreneurial personality, then you don't need your publisher anymore. Heck -- that's the great lesson of citizen journalism. Anyone can be a publisher now. And if you have a few bucks saved, or if you're young and/or brave enough to risk the loss of stability, then you don't need anyone's approval to create a product.
Launch the product. You already have the editorial skills.
Monetize it. Here's a guide. (Or don't monetize it. Just do it for the potential it has for your career. Do it to prove that you're right. Do it because you can.)
You can do it on the side and still collect a paycheck. If you don't get caught first, tell your publisher what you've done after you've succeeded.
Or just quit now, and call the knucklehead in a few months and tell him he can buy your business.
tags: journalism, b2b, media, trade press, magazines, advertising
Wednesday, October 19, 2005
Transparency in the B2B media business model
A few months ago I wrote about Education Week's plan to revamp its business model.
I'm glad to hear that things are going well, and I'm even happier to see that Education Week is being transparent about its progress.
Check out this piece on API's site in which a producer from the Education Week site fills us in on some of the details.
I'm sure that many folks on the business side of publishing find such disclosures inappropriate -- even when the news is good.
But I expect to see more of this sort of thing.
The citizen-journalism movement is forcing editorial to be more transparent about how it does its job. And that new spirit of openness is spreading to marketing, advertising and beyond the media world.
Don't believe me? Look at this story about a guy who has the courage to blog about the failure of his business.
tags: journalism, b2b, media, trade press, magazines, advertising
I'm glad to hear that things are going well, and I'm even happier to see that Education Week is being transparent about its progress.
Check out this piece on API's site in which a producer from the Education Week site fills us in on some of the details.
I'm sure that many folks on the business side of publishing find such disclosures inappropriate -- even when the news is good.
But I expect to see more of this sort of thing.
The citizen-journalism movement is forcing editorial to be more transparent about how it does its job. And that new spirit of openness is spreading to marketing, advertising and beyond the media world.
Don't believe me? Look at this story about a guy who has the courage to blog about the failure of his business.
tags: journalism, b2b, media, trade press, magazines, advertising
Tuesday, October 18, 2005
The new ASME guidelines
As discussed yesterday, ASME has released its new set of editorial guidelines.
I've taken a quick look through them, and I like what I see.
Among the notable items are:
-- Clear rules on the inappropriateness of running ads on the cover of a magazine: "The front cover and spine are editorial space. Companies and products should appear on covers only in an editorial context and not in a way that suggests advertisement. (This includes use of cover “stickers.”)
-- Clear rules banning product placement and product guides: "Advertisers should not pay to place their products in editorial pages nor should they demand placement in return for advertising. Editorial pages may display and credit products and tell readers where to buy them, as long as those pages are solely under editorial control."
Thanks to everyone at ASME for their work on this!
Folio magazine has posted a pdf of the guidelines. Learn them. Live by them.
tags: journalism, b2b, media, trade press, magazines, advertising
I've taken a quick look through them, and I like what I see.
Among the notable items are:
-- Clear rules on the inappropriateness of running ads on the cover of a magazine: "The front cover and spine are editorial space. Companies and products should appear on covers only in an editorial context and not in a way that suggests advertisement. (This includes use of cover “stickers.”)
-- Clear rules banning product placement and product guides: "Advertisers should not pay to place their products in editorial pages nor should they demand placement in return for advertising. Editorial pages may display and credit products and tell readers where to buy them, as long as those pages are solely under editorial control."
Thanks to everyone at ASME for their work on this!
Folio magazine has posted a pdf of the guidelines. Learn them. Live by them.
tags: journalism, b2b, media, trade press, magazines, advertising
Winning awards, searching for bloggers
The American Society of Magazine Editors has announced what it says are the 40 best magazine covers of the past 40 years. The Annie Liebovitz photo of a naked John Lennon wrapped around Yoko Ono -- taken just hours before his death -- won the top prize.
But it's No. 7 on the list -- the "If you don't buy this magazine, we'll kill this dog" cover from National Lampoon in 1973 -- that is my personal favorite. That issue swept the halls of my high school like nothing I had ever seen. Within minutes we had all seen it. And within hours we had all adopted the poses of world-weary cynics and intellectual humorists.
Check out the winners here, and read about the awards here.
As I perused the winning covers today, I found myself wondering -- why haven't I come across any blogs by magazine designers or art directors? Does anyone know of such a site? Lord knows there's a lot of great stuff being written about online design. But is anyone from the magazine world participating in the blogging discussion? If not, maybe one of the nominees for the Ozzie Awards could be convinced to start a blog.
For a look at what such a site could be, take a look at newsdesigner.com, a blog about newspaper design (thanks to Cyberjournalist for pointing me to the site.) Mark Friesen, a designer at The Oregonian, has created the exact sort of blog that I love -- a passionate and informative product aimed at a small niche. I'd love to see something similar for the magazine world -- ideally by someone who knows both print and online design for our industry.
Or how about a blog about magazine circulation? Is there anyone out there writing about inserts and opt-in lists and such?
If you know of such blogs -- or of others that may be of interest to the world of B2B media -- let me know.
Or, if you're considering starting one, drop me a line. I'll do all that I can to encourage you to join us in the blogosphere.
ADDENDUM 10/21/05:
Yesterday, I received two emails from readers noting that the link I had provided to the photos of the covers was broken.
At first I thought I had made an error. But when I checked my work, I realized that ASME had removed the page with the photos from its site.
I sent an email to ASME asking for an explanation.
What I got back was an email with links to two other sites that have the photos. One of those pages is hosted by a company called Doceus, which sells Web site "solutions" software for trade associations.
The other page is hosted by the Desert Sun newspaper.
No explanation was given for what happened to the ASME page. Nor was there an apology. Heck, there wasn't even a simple greeting in the email. No "hi," no "hello" no "Dear Sir," no nothing. I was disappointed by the entire experience, because I expect a better sense of public relations from a media association.
So I have no idea what ASME was thinking ... because ASME apparently didn't think it was worth telling me what it was thinking.
At any rate, I have changed the link in the original post so that it now points to the Doceus site.
tags: journalism, b2b, media, trade press, magazines
But it's No. 7 on the list -- the "If you don't buy this magazine, we'll kill this dog" cover from National Lampoon in 1973 -- that is my personal favorite. That issue swept the halls of my high school like nothing I had ever seen. Within minutes we had all seen it. And within hours we had all adopted the poses of world-weary cynics and intellectual humorists.
Check out the winners here, and read about the awards here.
As I perused the winning covers today, I found myself wondering -- why haven't I come across any blogs by magazine designers or art directors? Does anyone know of such a site? Lord knows there's a lot of great stuff being written about online design. But is anyone from the magazine world participating in the blogging discussion? If not, maybe one of the nominees for the Ozzie Awards could be convinced to start a blog.
For a look at what such a site could be, take a look at newsdesigner.com, a blog about newspaper design (thanks to Cyberjournalist for pointing me to the site.) Mark Friesen, a designer at The Oregonian, has created the exact sort of blog that I love -- a passionate and informative product aimed at a small niche. I'd love to see something similar for the magazine world -- ideally by someone who knows both print and online design for our industry.
Or how about a blog about magazine circulation? Is there anyone out there writing about inserts and opt-in lists and such?
If you know of such blogs -- or of others that may be of interest to the world of B2B media -- let me know.
Or, if you're considering starting one, drop me a line. I'll do all that I can to encourage you to join us in the blogosphere.
ADDENDUM 10/21/05:
Yesterday, I received two emails from readers noting that the link I had provided to the photos of the covers was broken.
At first I thought I had made an error. But when I checked my work, I realized that ASME had removed the page with the photos from its site.
I sent an email to ASME asking for an explanation.
What I got back was an email with links to two other sites that have the photos. One of those pages is hosted by a company called Doceus, which sells Web site "solutions" software for trade associations.
The other page is hosted by the Desert Sun newspaper.
No explanation was given for what happened to the ASME page. Nor was there an apology. Heck, there wasn't even a simple greeting in the email. No "hi," no "hello" no "Dear Sir," no nothing. I was disappointed by the entire experience, because I expect a better sense of public relations from a media association.
So I have no idea what ASME was thinking ... because ASME apparently didn't think it was worth telling me what it was thinking.
At any rate, I have changed the link in the original post so that it now points to the Doceus site.
tags: journalism, b2b, media, trade press, magazines
Monday, October 17, 2005
More on ethics guidelines
Later today, the American Society of Magazine Editors will release an update of its ethics guidelines. I'm looking forward to it, because I expect ASME will state its opposition to calls from some advertisers for looser rules on product placement.
The American Society of Business Publication Editors is also revamping its guidelines. That group was kind enough to ask for my input. And just this morning I got around to sending my suggestions.
I'm a big fan of ethics guidelines...because I've seen far too much unethical activity in B2B publishing. I've seen shocking behavior by publishers and I've seen shocking behavior by trade associations. And I think ethics guidelines are a powerful tool in the fight against the dark side.
Not everyone agrees. Rex is more cynical about the usefulness of guidelines. And he urges that trade associations "call for transparency and accountability in revealing all relationships between marketers and media, rather than playing Church Lady and issuing "commandments" to define specific sins."
I've written before about some of the issues that I'm hoping ASBPE will address, and I too have suggested that the answer to our problems may be transparency.
And in keeping with that call for transparency, here are a few of the less traditional suggestions that I made to ASBPE:
1) In-house ads -- B2B publishers tend to cut corners for themselves that they might not cut for others. In particular, B2B media companies treat their own ads -- for trade shows, new products, etc. -- as news, not as advertisements.
I'd urge ASBPE to clearly state that in-house marketing material is an advertisement, and must be clearly delineated as such per the ad vs. edit guidelines.
2) Anonymous sources -- Even more so than the mainstream press, B2B writers tend to overuse anonymous sources. I would urge ASBPE to adopt the following:
The use of anonymous sources should be rare and must be justified.
Reporters should clear each and every use of an anonymous source with a senior editor. A reporter should have a compelling reason for granting anonymity -- the source would be at risk of job loss if his/her name was published, there is no other way to obtain the information, etc.
When anonymity is given, a reporter will make every effort possible to provide as much information about the anonymous source as is possible. In other words, referring to someone as "an anonymous source inside the investment bank" is better than "an anonymous source." And "according to two executives in the marketing department who wished to remain anonymous" is superior to "according to sources in the marketing department who wished to remain anonymous." It is unethical to misstate the number of sources in a story. "An anonymous source inside the company" can never be referred to as "sources."
3) Transparency -- Reporters should make every effort to make the process of journalism transparent to readers. All attempts should be made not to mislead readers. When possible, reporters should provide links to source material. When not possible, reporters should clearly explain the source of the material. For example, the phrase "'the company is doing great,' Jones said" implies that the reporter has spoken with Jones. That's fine, if it's true. Otherwise, use a phrase such as "'the company is doing great,' Jones said in a press release" or "'the company is doing great,' Jones said in a written statement."
tags: journalism, b2b, media, trade press, magazines, advertising
The American Society of Business Publication Editors is also revamping its guidelines. That group was kind enough to ask for my input. And just this morning I got around to sending my suggestions.
I'm a big fan of ethics guidelines...because I've seen far too much unethical activity in B2B publishing. I've seen shocking behavior by publishers and I've seen shocking behavior by trade associations. And I think ethics guidelines are a powerful tool in the fight against the dark side.
Not everyone agrees. Rex is more cynical about the usefulness of guidelines. And he urges that trade associations "call for transparency and accountability in revealing all relationships between marketers and media, rather than playing Church Lady and issuing "commandments" to define specific sins."
I've written before about some of the issues that I'm hoping ASBPE will address, and I too have suggested that the answer to our problems may be transparency.
And in keeping with that call for transparency, here are a few of the less traditional suggestions that I made to ASBPE:
1) In-house ads -- B2B publishers tend to cut corners for themselves that they might not cut for others. In particular, B2B media companies treat their own ads -- for trade shows, new products, etc. -- as news, not as advertisements.
I'd urge ASBPE to clearly state that in-house marketing material is an advertisement, and must be clearly delineated as such per the ad vs. edit guidelines.
2) Anonymous sources -- Even more so than the mainstream press, B2B writers tend to overuse anonymous sources. I would urge ASBPE to adopt the following:
The use of anonymous sources should be rare and must be justified.
Reporters should clear each and every use of an anonymous source with a senior editor. A reporter should have a compelling reason for granting anonymity -- the source would be at risk of job loss if his/her name was published, there is no other way to obtain the information, etc.
When anonymity is given, a reporter will make every effort possible to provide as much information about the anonymous source as is possible. In other words, referring to someone as "an anonymous source inside the investment bank" is better than "an anonymous source." And "according to two executives in the marketing department who wished to remain anonymous" is superior to "according to sources in the marketing department who wished to remain anonymous." It is unethical to misstate the number of sources in a story. "An anonymous source inside the company" can never be referred to as "sources."
3) Transparency -- Reporters should make every effort to make the process of journalism transparent to readers. All attempts should be made not to mislead readers. When possible, reporters should provide links to source material. When not possible, reporters should clearly explain the source of the material. For example, the phrase "'the company is doing great,' Jones said" implies that the reporter has spoken with Jones. That's fine, if it's true. Otherwise, use a phrase such as "'the company is doing great,' Jones said in a press release" or "'the company is doing great,' Jones said in a written statement."
tags: journalism, b2b, media, trade press, magazines, advertising
Thursday, October 13, 2005
Go East, young man
If I were young again and just starting out in journalism, I'd learn an Asian language. Heck, I'm not young anymore, and I've been in this business for a long time, but I recently decided to learn some Vietnamese. (PERSONAL DISCLOSURE: The love of my life was born in Vietnam, and although she's been a Brooklyn girl since she was a baby, she still speaks Vietnamese with her family. So my decision to learn that language has more to do with my heart than with my career.)
But regardless of who you love, you could do a lot worse than to learn a new language from the developing world -- for that's where the opportunity is in B2B journalism.
Check out the latest news from Reed Business, which is launching a new publication about the pharmaceutical industry in Asia.
Reed has made similar moves before, and it isn't the only publisher to sense that there is growth in the East. Look at what I've written about before here and here.
If you want to hear more about international opportunities in the trade press, try to attend this upcoming session at ASBPE's New England chapter. And follow developments at the blogs of my friends Paul and Hugo.
tags: journalism, b2b, media, trade press, magazines, advertising
But regardless of who you love, you could do a lot worse than to learn a new language from the developing world -- for that's where the opportunity is in B2B journalism.
Check out the latest news from Reed Business, which is launching a new publication about the pharmaceutical industry in Asia.
Reed has made similar moves before, and it isn't the only publisher to sense that there is growth in the East. Look at what I've written about before here and here.
If you want to hear more about international opportunities in the trade press, try to attend this upcoming session at ASBPE's New England chapter. And follow developments at the blogs of my friends Paul and Hugo.
tags: journalism, b2b, media, trade press, magazines, advertising
Wednesday, October 12, 2005
Vance buys Doane, expands into ag radio
I guess I got this one wrong.
I've been predicting for awhile now that Vance Publishing, where I was once a senior writer, would be sold to fellow Kansas City-based B2B publisher Ascend Media. But now comes word that Vance has acquired Doane Agricultural Services of St. Louis. The purchase doesn't mean that Vance won't be sold, but it sure doesn't make it more likely.
The Doane deal is an interesting one for Vance -- expanding the company's offerings from B2B publications into commodities analysis and advice. In addition, Vance picks up a radio program in the deal -- AgriTalk, a daily program broadcast through 74 affiliate stations.
I wish my friends at Vance well. Agriculture may be the most competitive space in today's B2B media world. I'm a fan of the changes at agriculture.com and I love such non-traditional publishers as agwired. And I've said before that agriculture seems particularly well-suited to coverage by standalone journalists (take a look at just such a site by Matt Mullen, a regular contributor to this blog.)
The Doane deal may prove to be a first step in exactly the sort of expansion beyond traditional publishing that Vance needs in this new environment. Most importantly, the deal gives Vance its first true multimedia holding -- pushing it into the big leagues of ag journalism alongside Farm Journal and DTN.
tags: journalism, b2b, media, trade press, magazines, advertising , entrepreneurial journalism, standalone journalism
I've been predicting for awhile now that Vance Publishing, where I was once a senior writer, would be sold to fellow Kansas City-based B2B publisher Ascend Media. But now comes word that Vance has acquired Doane Agricultural Services of St. Louis. The purchase doesn't mean that Vance won't be sold, but it sure doesn't make it more likely.
The Doane deal is an interesting one for Vance -- expanding the company's offerings from B2B publications into commodities analysis and advice. In addition, Vance picks up a radio program in the deal -- AgriTalk, a daily program broadcast through 74 affiliate stations.
I wish my friends at Vance well. Agriculture may be the most competitive space in today's B2B media world. I'm a fan of the changes at agriculture.com and I love such non-traditional publishers as agwired. And I've said before that agriculture seems particularly well-suited to coverage by standalone journalists (take a look at just such a site by Matt Mullen, a regular contributor to this blog.)
The Doane deal may prove to be a first step in exactly the sort of expansion beyond traditional publishing that Vance needs in this new environment. Most importantly, the deal gives Vance its first true multimedia holding -- pushing it into the big leagues of ag journalism alongside Farm Journal and DTN.
tags: journalism, b2b, media, trade press, magazines, advertising , entrepreneurial journalism, standalone journalism
Tuesday, October 11, 2005
Brace for change; protect yourself by changing
I've been laid off a few times in my career. It's an unpleasant feeling.
At its core, a layoff tells you two things.
First, your bosses have screwed up. What was once a successful business (or at least an optimistic business plan) has turned sour. Profit has turned to loss. Opportunities have been missed. Investments have been squandered. And the people at the top are the ones who are responsible.
But second, and far more important, getting laid off means that you have screwed up too.
If your boss was a fool, you should have seen it a long time ago and began looking for another job. If the company was being mismanaged into the ground, you should have quit and gone with a smarter bunch of people.
Or, as I see time and time again, if the industry itself was changing, than you needed to change even faster.
The Los Angeles Times has a piece today about the growing number of layoffs in the newspaper industry. And I read it with what I found to be a surprising lack of sympathy. The article is filled with phrases such as "collective funk," "dispirited" and "falling morale." But the article doesn't even mention what has caused the "problems" in the print industry -- a remarkable and fascinating shift in which new forms of storytelling have emerged and where the audience has become part of the news-gathering process. The news business has become a conversation -- and that may be the most exciting thing that has ever happened to us. But the L.A. Times piece has nothing to contribute to this conversation other than whining and self pity.
If you want to work in editorial, then you're going to have to accept that change is here. Learn to be one of those journalists that your publisher needs to help navigate the new world. If you haven't mastered multimedia skills, do so. If you're not participating in the conversation about conversational media, do so.
If you're not interested in changing, then get ready for that pink slip.
tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media
At its core, a layoff tells you two things.
First, your bosses have screwed up. What was once a successful business (or at least an optimistic business plan) has turned sour. Profit has turned to loss. Opportunities have been missed. Investments have been squandered. And the people at the top are the ones who are responsible.
But second, and far more important, getting laid off means that you have screwed up too.
If your boss was a fool, you should have seen it a long time ago and began looking for another job. If the company was being mismanaged into the ground, you should have quit and gone with a smarter bunch of people.
Or, as I see time and time again, if the industry itself was changing, than you needed to change even faster.
The Los Angeles Times has a piece today about the growing number of layoffs in the newspaper industry. And I read it with what I found to be a surprising lack of sympathy. The article is filled with phrases such as "collective funk," "dispirited" and "falling morale." But the article doesn't even mention what has caused the "problems" in the print industry -- a remarkable and fascinating shift in which new forms of storytelling have emerged and where the audience has become part of the news-gathering process. The news business has become a conversation -- and that may be the most exciting thing that has ever happened to us. But the L.A. Times piece has nothing to contribute to this conversation other than whining and self pity.
If you want to work in editorial, then you're going to have to accept that change is here. Learn to be one of those journalists that your publisher needs to help navigate the new world. If you haven't mastered multimedia skills, do so. If you're not participating in the conversation about conversational media, do so.
If you're not interested in changing, then get ready for that pink slip.
tags: journalism, b2b, media, trade press, magazines, newsletters, conversational media
Monday, October 10, 2005
Instablogs stumbles, but the threat remains
Longtime readers of this blog know I like to warn B2B publishers that they face a competitive threat from standalone journalists -- sources, ex-employees and others who use the tools of citizen journalism to bring their work directly to users.
If you're a B2B journalist, you should be aware of the new opportunities you have now.
If you're a B2B publisher, you should be worried about these new standalone competitors taking away your business.
But whoever you are, it doesn't look like you have to worry about Instablogs.
Instablogs is a new collection of single-topic blogs -- some of which cover the business world. Among them are sites about the advertising and outsourcing industries.
But the network has stumbled badly in its opening days...and I'm just not seeing anything that would indicate the blogs have enough professionalism or passion to make a go of it.
First, I agree with Steve Outing at Poynter that publishing the blogs anonymously is a bad idea. I'm sure Instablogs has the same concern that I think B2B publishers should have -- letting a single person become the voice of your product leaves you vulnerable to the whims of that same single person. But running a blog that doesn't conform to the culture of the blogging world -- personal and transparent -- is a bigger mistake.
More importantly, whoever these anonymous bloggers are, it appears they aren't the most professional bunch around. Instablogs has already issued an apology for plagiarizing other writers. But in what I've already come to think of as Instablogs' flawed style, the apology itself is not transparent. In other words, it doesn't tell me what happened. It doesn't tell me why it happened. It doesn't even tell me what the offensive blog was.
Instablogs is getting crucified in the blogging world. I'll be surprised if this experiment lasts much longer.
But that doesn't mean that B2B publishers are off the hook. The threat from a new generation of entrepreneurial journalists -- many of whom already have name recognition in the industry you cover -- has arrived.
(ADDENDUM -- About two hours after I wrote this post, Instablogs responded to my complaint about the lack of transparency in the apology on their site. You can see their response here or by following the link in the comment section below. I'd like to give Instablogs credit for a rapid and professional response. Thanks folks.)
tags: journalism, b2b, media, trade press, magazines, advertising, entrepreneurial journalism, standalone journalism
If you're a B2B journalist, you should be aware of the new opportunities you have now.
If you're a B2B publisher, you should be worried about these new standalone competitors taking away your business.
But whoever you are, it doesn't look like you have to worry about Instablogs.
Instablogs is a new collection of single-topic blogs -- some of which cover the business world. Among them are sites about the advertising and outsourcing industries.
But the network has stumbled badly in its opening days...and I'm just not seeing anything that would indicate the blogs have enough professionalism or passion to make a go of it.
First, I agree with Steve Outing at Poynter that publishing the blogs anonymously is a bad idea. I'm sure Instablogs has the same concern that I think B2B publishers should have -- letting a single person become the voice of your product leaves you vulnerable to the whims of that same single person. But running a blog that doesn't conform to the culture of the blogging world -- personal and transparent -- is a bigger mistake.
More importantly, whoever these anonymous bloggers are, it appears they aren't the most professional bunch around. Instablogs has already issued an apology for plagiarizing other writers. But in what I've already come to think of as Instablogs' flawed style, the apology itself is not transparent. In other words, it doesn't tell me what happened. It doesn't tell me why it happened. It doesn't even tell me what the offensive blog was.
Instablogs is getting crucified in the blogging world. I'll be surprised if this experiment lasts much longer.
But that doesn't mean that B2B publishers are off the hook. The threat from a new generation of entrepreneurial journalists -- many of whom already have name recognition in the industry you cover -- has arrived.
(ADDENDUM -- About two hours after I wrote this post, Instablogs responded to my complaint about the lack of transparency in the apology on their site. You can see their response here or by following the link in the comment section below. I'd like to give Instablogs credit for a rapid and professional response. Thanks folks.)
tags: journalism, b2b, media, trade press, magazines, advertising, entrepreneurial journalism, standalone journalism
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