Mainstream media knows more than you think

BBC News: Newspapers are far from dead, despite the challenge from online news and blogs, media executives have been told. [...] The challenge now for established newspaper groups is not just to respond to changes in the consumption of electronic media, but to start profiting from the new ways that audiences access their media. I've deliberately truncated the World Association of Newspapers, as I want to highlight a point - that new-media channels like blogs are not a dire threat to established mainstream media if mainstream media embraces these new channels, and not resist them. It's become literally self-evident that blogs in particular are here to stay and those members of the mainstream media - whether print or broadcast - who embrace them will find that they will help open up new channels to build relationships with readers, viewers and listeners in new and different ways. They are evolutionary and will help mainstream media make the jump through story in USA Today, for instance, for such an example. Actually, best to see it as absolute cluelessness by the journalist and his editor, as I think the point's clear. And I also think more journalists and editors  'get it' about blogs than many bloggers think. Take a look at Reader Comments... Neville Hobson is the author of the popular Crayon. Visit Neville Hobson's blog: