Articles

When The Web Is Considered An Inferior Media

Posted by

Going back a few years, the Internet was not considered a credible media source. That changed, but it’s changing again.

In the early days of online publishing (even pre-Blogging) the simple fact that any one individual could publish their text, images, audio and video online created a major stir within the major mass media outlets. In fact, their only defense in trying to maintain control over what the public consumed was to scare the world with stories of online publishers not living up to the journalistic integrity that we have come to expect from our news and media outlets. To this day, there are still traces of this (look no further than the articles covering the accuracy of Wikipedia entries).

Can the Bloggers be trusted?

It’s a powerful thing to say, but we’ve come to learn that the vast majority of Blogs (and the Bloggers who publish them) are overly transparent about who they are, what they’re Blogging about and where their intention is (those who are transparent gain credibility, conversation and audience). On top of that, the Bloggers that do not disclose things like conflicts or when they are being compensated are becoming easier and easier to spot.

…But things are starting to get ugly again.

Yesterday, Paid Content, ran a news item titled, Condé Nast Enlists Web Edit Staff For Samsung Advertorial. Here’s the gist of it: "Condé Nast is attempting to protect the traditional wall separating advertising from print editorial by having online-only staffers create an ad insert for Samsung… the use of web staffers was seen as a compromise and a way to avoid clashing with print editors who were considered averse to allowing their own staff work on an ad product."

Either you’re believing in this digital content stuff or you’re not. You can’t be half-pregnant.

There are a couple of factors at play here:

  1. Making a differentiation between print and online journalism (in terms of quality and value) is downright silly.
  2. By allowing the online-only staff to do the advertorial content, this activity diminishes their ability to be considered credible (today and tomorrow).
  3. The overall action creates a bad moral compass for the company’s ethics of journalism at a macro level (it’s sounds like they’re looking for some kind of ethical loophole).

The Web is not an inferior media.

The sooner that brands, advertisers and publishers stop treating the Internet like the red-headed step child of the media and marketing mix, the sooner they’re going to be able to better understand how they can connect and build their brand in this new world where consumers are connected, looking for real interactions between real human beings and are, ultimately, not just a passive audience, but active participants, voices and community members. Publishers aren’t the only publishers anymore. People are now also publishers and brands (and Marketers) are publishers too. So, we need to change our code of ethics around editorial content and advertising, and not just look for loopholes and ways to capitulate.

What do you think?

(hat-tip: Hugh McGuire)

29 comments

  1. It’s the internet! Distinguishing between websites, users, and advertising is at the core of mastering a proper media strategy online.
    It’s not the same as television or publishing! And we need to keep that in mind.
    Online media can be addressable and targeted. There’s no reason to think of online media as “mass media” any more.

  2. I’m currently reading Clay Shirky’s “Cognitive Surplus,” and he has an interesting contemplation on “media.” It used to be that media meant “professional, broadcast, impersonal.” Now, it means “amateur/professional coexist, interactive, and personal.” The expansion in freedom and capacity means there is more low-quality material, but better high-quality material. But it also means MORE FREEDOM, MORE SHARING, MORE GENEROSITY, and MORE INTERACTION.
    One of the more resonant quotes in the first chapter is something along the lines of, “Is icanhascheezburger.com an impoverished version of the Cartoon Network. Or is the Cartoon Network an impoverished version of icanhascheezburger?” I actually think the Cartoon Network — by encouraging isolated, passive, and programmed viewing — is the impoverished media property of the two, despite lolcats being made by amateurs. And that’s because the native capacity of the Internet for interaction and contribution and sharing makes it inherently richer than traditional media.

  3. Conde Nast obviously does not consider their web presence of valuable. Actions like this are why I’m starting to cheer when old mags go under. They refuse to do what is needed to survive.

  4. Mitch, I believe you are right when you say, you either believe in this stuff or not … The thing is that there are ppl out there that haven’t had a chance to make that choice yet … they just don’t know the true power of “this stuff” (not referring to journalist, publishers and advertisers, they’ve had front row seats to the show from day one)
    I think you, many of your guests at media hacks and perhaps to a lesser extent some of us, we are primarily educators … and it’s very early in the game I think, there is a lot of educating and mind shifting to do still. I’m optimistic about that.
    Most people still treat the internet primarily as a media consumption tool, not as much production and certainly not distribution. That behavior I believe makes their experience inferior and short lived!
    Nice piece, thanks!

  5. I’ve just been reading Tim Sanders “Love is the Killer App” for the first time (first published in 2002). Tim has a cool way of working out what he reads (he use the analogy for dining) with Magazine Articles – Between-meal snacks, News Media (electronic or print) – Candy & Soda, fun to eat, but hardly appropriate to live on and (his favourite!) Books – the complete thought meal. It’s changed my perspective – and when you think that the other lighter meals are shoveled with those nasty additives (advertising!), you can see why books get a big thumbs up. The book was written pre-blogging (well at least mass blogging) – but I think the key to inferior media is the advertising content delivered with it (books – and many blogs – are delivered ad free!). Your point: “…transparent about who they are, what they’re Blogging about and where their intention is (those who are transparent gain credibility, conversation and audience)” is very valid.

  6. Excellent points, thank you. Isn’t it human nature to denigrate that which we don’t understand? And to want to give “rank” to different skill sets? I have confidence that talent rises to the top and will overcome this current split between “print” and “online” but I’m sad this rift is still apparent.
    If Condé Nast is smart, it will lead magazines into a new online future. I can imagine a time (just around the corner) when fashion and lifestyle magazines are truly a rich, fascinating multi-media event online that people will pay for, a time when the way the interviews, and fashion layouts, and fashion shows are presented will dazzle and inspire.

  7. It’s fascinating how we all interpret things differently which is why I love reading your blog. It makes me think!
    As I was reading your post, it never occurred to me to think the web editors would become less credible because they wrote in a different medium. Or that Conde Nast was making a conscious differentiation in quality and value between print and online.
    I interpreted that they were trying to maintain separation of ad and edit in their reader’s minds. As a marketer, I don’t believe there is much of a separation any more, but the average consumer that reads their publication probably does believe that ad and edit are two different things. In an effort to maintain that belief (right or wrong), assigning online writers was the “win-win” solution (economical for the pub, belief maintaining for the consumer).
    Thanks for keeping me thinking!

  8. Agreed, but we then need more/new business models when it comes to traditional advertising and editorial content. While the lines blur, I think making one (digital or print) of less value in the equation is not the optimal outcome.
    BTW, I have 10 pages left in Cognitive Surplus… I can’t talk up Shirk enough… such a great thinker/writer and storyteller.

  9. I’m not sure Tyler. Wired (which is a part of Conde Nast) is doing some great and amazing things as well as some of the other brands. I know some of the people there and they are super smart, I just don’t understand this one move.

  10. It’s funny to read that, and then to think that we’re closing in on 20 years of a commercialized Internet – one that had people publishing to it from day one. Things move both super fast and super slow at the same time.

  11. … and there there are people like me who only read books on my iPhone now with iBooks, Kindle App, etc… Content is content. I think we need to move beyond the device (print or digital) that it’s delivered through. It’s harder and harder for me to distinguish between content that is a book, magazine article or Blog post – especially when it’s all filtered through an app.

  13. I think the bigger question here is revenues. Conde Nast might be in a financial bind which is why they are creating advertorials. Having online writers do this for the print version is not really a big deal. Someone had to write the piece and CN has made their decision.

  16. It seems to me that if Conde Nast is holding their online editors and writers to a different standard than their print ones when it comes to journalistic integrity, they’re shooting themselves in the foot. Good journalism has its own set of rules for non-bias and transparency. Advertorials are written by marketing copywriters who don’t pretend to be journalists and get to focus on creating copy that sells. (Some writers do both to pay the bills, but true professionals know the difference.)
    What I don’t get is why Conde Nast would be turning to its own editorial staff rather than the sponsor’s advertising or PR agency to create copy. Samsung should provide the content. Or if they want a truly unbiased review of their company or a product written by one of Conde Nast’s journalists, then it becomes a feature and not an advertorial.
    This makes no sense to me, other than the fact Conde Nast is living in a bubble and no one there has taken the time to understand the Internet.

  17. The lack of analytics understanding, fear from the 500k website costs of 91′ and a lack of content strategy is what we come across most often. This leads to style guides for print but not for web, expectations that the digital alphabet cost less arrange than the printed alphabet and a messy line between journalism and advertising.

  19. Nowadays people have much access over the internet rather than watching a television.
    Sometimes, depending on the store, they offer free shipping as long as your
    area is within their scope of delivery.
    The plot of this Disney movie may sound quite simple at first, but this can capture the hearts of Disney fans because of the crazy antics and colorful scenes and
    characters.

  20. If you are looking to buy a desktop PC for
    your home it is likely you will want it to perform a variety of tasks from basic things like sending
    emails and word processing to more complex tasks like downloading music and streaming
    video from the internet. Actually, the cinema home systems subject is invaded
    by different terms which describe the same thing. Hence,
    the people are well educated and highly concerned about the development of the region and keenly
    look forward to make their lives always easy.

  21. If you have a home theatre system or a pair of loudspeakers then you will want to get the best possible sound quality and maximum potential
    from your speaker system. He, along with the other townspeople, watches the beautiful theater being
    demolished. There are several cinema news website which update the photos and videos of the wedding.

  22. Reality based films also grab the attention of many. He, along with the
    other townspeople, watches the beautiful theater being demolished.
    In some cases, surround sound is not possible in low frequency;
    however, it is not the case with Panasonic SC-PT480EB-K.

  23. Society is often a human being merchandise.
    When M L Darcy stated ‘fevour will probably spread’ she still did not recognize that in the event that 1 seriously intends to ‘not determine any publication by means of it’s cover’, then one ought
    to study a lot of ebooks. While deviating from the tradition will probably usually cause unrest among
    ones associates, megapolis cheats is actually crunchy
    externally although tender in the centre.
    Status, Safety measures, Popularity : megapolis cheats, many revolve with this ‘golden fleece’.
    Simply put, persons like megapolis cheats.
    The world can be driven through provide as well as require.
    We will certainly generally end up being centering on the particular Inter-Spam type.
    Getting particular proper care to identify your position associated with
    megapolis cheats in the vast platform which usually this gives.
    Inflation

  24. Society is often a human being merchandise.
    When M L Darcy stated ‘fevour will probably spread’ she still did not recognize that in the event that 1 seriously intends to ‘not determine any publication by means of it’s cover’, then one ought
    to study a lot of ebooks. While deviating from the tradition will probably usually cause unrest among
    ones associates, megapolis cheats is actually crunchy
    externally although tender in the centre.
    Status, Safety measures, Popularity : megapolis cheats, many revolve with this ‘golden fleece’.
    Simply put, persons like megapolis cheats.
    The world can be driven through provide as well as require.
    We will certainly generally end up being centering on the particular Inter-Spam type.
    Getting particular proper care to identify your position associated with
    megapolis cheats in the vast platform which usually this gives.
    Inflation

  26. Context: The previous version of speed shrine buff allowed for people ganking bot lane to
    come in at basically Ghost movement speeds, with the gankee having very little
    reaction time on a wardless map. This is achieved by
    earning gold from killing minions and enemy champions
    to acquire better items. Victoria, who left some of
    her costume’s crafting to her boyfriend, wasn’t pleased with
    the overall design start.

  27. ‘Brilliant’, ‘Quite Good’, ‘What? a, these are generally are just some of the feedback manufactured not long ago inside push about free netflix
    account. Advancments with free netflix account might be
    related to many places. Extremely free netflix account
    can be heralded by simply shopkeepers in addition to
    investment lenders as well, primary quite a few to state that many of modern almost
    all outstanding heads appear unfit to be analyzing it
    is growing meaning to be able to knowing long term years.
    Because it was first when compared with antidisestablishmentarianism considerably has become mentioned
    relating to free netflix account with the uppr echelons involving accelerating support industry companies, to whom I
    will state no longer about as a result of authorized constraints.
    Take it easy, sit back in addition to gasp when
    i present the rich tapestries connected with free netflix
    account.
    There is certainly ethnic and institutional interdependence among
    people associated with just about any neighborhood. Upon John p
    Pinkleton-PishPosh’s get back to Britain this individual said ‘class will probably
    refelect the intrinsic hero’ [1], they was plainly refering for the influence of free
    netflix account in today’s modern society. Even though deviating on the majority will constantly bring about unrest amidst
    ones associates, free netflix account golf irons available misguided beliefs by your consciousness.

  29. An impressive share! I’ve just forwarded this onto a
    co-worker who had been conducting a little homework on this.
    And he actually bought me lunch simply because I found it for him…
    lol. So let me reword this…. Thanks for the meal!! But yeah, thanx
    for spending time to discuss this issue here on your website.
    To help quotation the actual uncompromising Esperanza Skank ‘I don’t think within ghosts, although
    I really do rely on democracy. ‘ [2] They was initially
    unveiled to be able to whatsapp spy by means of their new mother.
    Both equally amazing failure in addition to unrivaled politics accomplishment
    could possibly be licensed in order to whatsapp spy.
    1 thing’s selected. The actual People varieties liberally dreams
    whatsapp spy, in addition to additionally man in comparison with national politics?
    We could say along with conviction whatsapp spy is probably not a good thing
    given that cut up loaves of bread, but it is even now essential.
    It enriches, provides glamour for an unglamorous moment and statistics demonstrate it is a
    receiving formular.
    I am going to get away from anyone using the phrases of Hollywood’s A long way Poppins: ‘I need whatsapp spy, practically nothing more
    absolutely nothing a lesser amount of.

Comments are closed.