TWELVE LAWS THAT WILL SHAPE THE NEWS WE GET
1. In the Age of Darwinian Content, You Are Your Own Editor
The old gatekeepers are disappearing. We live in a world of endless choice on paper, podcast,Web, and television. We’ve become our own and one another’s editors.
2. The Digital Dozen Will Dominate
A dozen or so multinational, multiplatform media companies will
dominate global news and information.
3. Local: Remap and Reload
Local news companies get smaller and more local-oriented as they struggle to find survival strategies. Meanwhile, city news start-ups can now compete with the big boys.
4. The Old News World Is Gone. Get Over It
Two revolutions, one involving reader and one involving advertisers, have brought chaos to a once- stable industry.
5. The Great Gathering; or, The Fine Art of Using Other
People’s Content
The Internet news revolution is beginning to create new middlemen offering reading and advertising choices. The winners round up lots of content, and they do it quickly.
6. It’s a Pro- Am World
The audience is talking back, engaging with each other and creating “content.” News companies increasingly are embracing this new Pro- Am world.
7. Reporters Become Bloggers
We all know what a story is and what a blog is, right? We all know
what a reporter is and what a blogger is, right? Guess again.
8. Itch the Niche
“General news” is dying. Topical products from business and technology
and travel to sports, health, and even politics take their place.
9. Apply the 10 Percent Rule
It used to be man or machine. Now it’s both, as the heavy lifting of journalism can be aided and abetted by smart use of technology.
10. Media Learn How to Market, Marketers Find New Ways
to Make the Most of Media
Old marketing techniques are expensive, inefficient, and oh-so yesterday.
How viral marketing is being used by media and to sway the media.
11 : For Journalists’ Jobs, It’s Back to the Future
Journalists are taking a page from the history books, having to balance
multiple skills and multiple gigs, to keep their heads above water.
12 : Mind the Gaps
We can see the blue sky of a journalism renaissance . . . but first
we’ve got to cross a chasm of pain.
