The kind folks at eMediaVitals.com – an online site dedicated to the profession of journalism – were kind enough to invite me to put up an article building on my remarks to the LA Press Club a few weeks ago.
Here’s the opening:
Every media brand in existence is working to build a community.
Most of them won’t succeed.
Many won’t succeed because the business organizations that are trying to implement the communities are themselves crumbling, caught in a downdraft of declining revenues, causing cuts resulting in declining quality which leads to declining audiences who pay less and are less valuable to advertisers – and so on.
And some won’t succeed because they are doing community wrong – treating it as an adjunct, a bolt-on feature,