commbasics

In the last couple of posts, I’ve focused on how the social audience is demanding trustworthy content and how the media is largely failing to meet that demand.  Today I want to focus on where they are actually starting to get it: The corporations that used to be advertisers. Yes, the very organizations that are accused of perverting journalism are actually the source of salvation for journalism, currently in the B2B tech world primarily, but it will expand.  I’ve written about this process for several years now, but here’s a recap of how it happened. The world wide web made it possible for corporations to distribute press releases and marketing material to the customer base through email and websites, bypassing traditional media.  Advertising revenue was diverted in the budgets for those purposes. The drop in revenue caused the media to start cutting editorial staff making comprehensive coverage of industries very difficult if not impossible. The audience for the media...