Amber Smith drawing from Jeff Jarvis’ book, “What Would Google Do?” :
I read the rest of the book, using it to help me compare the newsPAPER and old way of thinking with the news ORGANIZATION and new way of thinking:
Old way of thinking: The newspaper was a product.
New way: News organizations provide a service.
Old way of thinking: Readers became known as “the audience” in the early days of the Internet, describing a one-way relationship wherein readers sat still to observe a performance.
New way: Readers/users are participatory.
Old way of thinking: Newspapers attempted to be all things to all people, serving a mass geographic audience.
New way: News organizations strive to serve a mass of niche communities that already exist, (some geographic, but most based on interests.)
Old way of thinking: Newspapers marketed themselves to a population.
New way: News organizations converse, engage and collaborate with the communities they serve; the population markets the news organization among itself.
Old way of thinking: Newspapers operated in a climate of “scarcity;” news space became tighter when ad sales diminished or the price of newsprint increased.
New way: News organizations have an abundance of space on line.
Old way of thinking: Readers accepted their newspaper because it was all they had.
New way: Readers find the news they want, regardless of where it’s located.
Old way of thinking: Newspapers that embarked on the Web sought a place to distribute their content.
New way: News organizations see the internet as a 3-D space of reciprocal links. “Every link and every click is a connection, and with every connection, a network is born or grows stronger.” (p. 28)
Old way of thinking: Newspapers spent money conducting focus groups to find out what readers liked/disliked, and analyzed the findings with skepticism.
New way: Through conversation, news organizations ask readers/users what they want, so the news organization can serve the communities better.
Continue reading here.