Scott Rosenberg recently wrote a piece titled:\u00a0\u00a0no more bouncers at the journalism club door.\u00a0 It\u2019s a good read and Scott makes quite a logical case that anyone can now do journalism.\u00a0 I agree, it\u2019s no longer a special skill set unique to a select few.\u00a0 When every company is a media company and anyone can do journalism, the strategies of pure media companies and pure content creators needs to change.<\/p>\n
The whole article linked above is worth reading, but one bit from it stood out as worth reiterating, which highlights why much modern reporting tends to bother us:<\/p>\n
The phenomenon is this: There\u2019s an inverse relationship between the amount of knowledge you have on a given topic and your level of satisfaction with the media coverage of that topic.<\/p>\n
More simply: the better you know a subject the more you think its coverage stinks.<\/p><\/blockquote>\n
And that\u2019s one of the (many) reasons traditional media outlets have been disrupted.\u00a0 In essence, those of us with the most passion about a subject can cover it in a way that is more meaningful to industry insiders than any outsider can.<\/p>\n
If you\u2019re versed in a subject, immersed in niche digital channels where deep discussions happen surrounding the subject and see mainstream media covering it at the shallow level, it tends to bother you.<\/p>\n
Has this happened to you?\u00a0 Have you read an article on a subject you have knowledge in and thought the reporting was lacking?\u00a0 If so, why haven\u2019t you decided to do something about this and engage in journalism yourself?<\/p>\n
This applies to companies as much as individuals, and this frustration marks an opportunity for the intrepid few willing to go deeper into subjects than most who merely flirt with the surface.<\/p>\n
That\u2019s the strategy:\u00a0 go deeper, cover in more depth and provide sharper analysis than anyone else can.\u00a0 Sustain this over long periods of time and become the go-to source within the industry.\u00a0\u00a0Both<\/em>\u00a0pure media companies and companies with something to sell (whether services or products) can do this.\u00a0 In time, they\u2019ll even attract other media, looking for glimpses into the inner workings of the industry (they\u2019ll quote you, interview you or link to you \u2013 transferring authority to you).<\/p>\n
If your media is the variety that scratches an itch no one else can find, you\u2019ll influence a niche more than the shallow reporting that now just tends to bother us.<\/p>\n","protected":false},"excerpt":{"rendered":"
Scott Rosenberg recently wrote a piece titled:\u00a0\u00a0no more bouncers at the journalism club door.\u00a0 It\u2019s a good read and Scott … <\/p>\n