Old Media. New Tricks.

Walk Before You Run

Posted on: November 7, 2008

Let’s build more on the last entry about link love.

Jeff Jarvis is a big proponent of the link economy.

All content must be transparent: open on the web with permanent links so it can receive links. It’s not content until it’s linked.

[BuzzMachine]

He’s campaigning for old media to tear down it’s walled garden of content, and participate in the global market of crediting sources, linking to deeper coverage and providing some sort of path for readers to follow a story.

The problem is, old media is very protective of it’s content.  They spend the resources to dig the stories and they don’t want to provide any means for people to leave.

Okay, I “kind of” understand why they would be protective of their content. I think it’s silly, but I “get” why they might think it is prudent behaviour.

The thing I can’t understand, however, is why an old media site wouldn’t want to link within itself.

I subscribe to a few feeds from The Vancouver Sun.  One of them lists news stories they will be following throughout the day and points to links within their site where more information can be found.  I say “points to links” but it doesnt actually activate those links.  Here’s an entry from earlier this week.

See the trailer for one day only at vancouversun.com under Editor’s Picks

[Vancouver Sun]

That is on the VancouverSun.com webpage, but it is merely a word-for-word transcription of what appears in the print edition, complete with lack of active linking.

Kirk Lapointe, Managing Editor of the Vancouver Sun acknowledges they have challenges in moving to the link economy.

“Part of our challenge is the automated nature of our own feeds from our services,” he said in a Twitter message. “We’re asserting more local control in a few weeks.”

Babies roll over before they crawl.  Crawl before they walk.  Walk before they run.

Old media is online.  I guess that would be the equivalent of rolling over.  They still have a long way to go before they’re running with the rest of the pack.

catch the buzz… pass it on.

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