Thursday, April 14, 2005
BuzzMachine... by Jeff Jarvis
BuzzMachine... by Jeff Jarvis: "The bigger point was trust - and that there's someone 'out there' who has built a business at the expense of newspapers not by trying to compete *against* anyone, but by trying to help others.
The business followed Craig's authentic devotion to helping people find each other in a trusted environment.
We contrasted this with the recent Carnegie Corporation survey data that found just 4 percent of Americans age 18-34 trust newspapers.
My message to editors is not that they need to fully appreciate every nuance of how their traditional business is crumbling. It's that they need to appreciate how people's lives and their relationships to media in all forms are changing, and that trust isn't a slogan, it's earned.
Journalists who seek to build a trust relationship with ordinary people need to pay attention to ordinary people and how they live their lives. The imperative is not to save the ship, save the business - it's to serve society, create a better world. Seriously. Trust, and the business, will follow.
Don't worry about competing against Craig. Think of something else, something new. Be the next Craig."
The business followed Craig's authentic devotion to helping people find each other in a trusted environment.
We contrasted this with the recent Carnegie Corporation survey data that found just 4 percent of Americans age 18-34 trust newspapers.
My message to editors is not that they need to fully appreciate every nuance of how their traditional business is crumbling. It's that they need to appreciate how people's lives and their relationships to media in all forms are changing, and that trust isn't a slogan, it's earned.
Journalists who seek to build a trust relationship with ordinary people need to pay attention to ordinary people and how they live their lives. The imperative is not to save the ship, save the business - it's to serve society, create a better world. Seriously. Trust, and the business, will follow.
Don't worry about competing against Craig. Think of something else, something new. Be the next Craig."
