Churn and tech journalism
by Chris Roush
John Biggs of TechCrunch has a great read about how churning out content is affecting tech journalism.
Bigss writes, “The problem comes when that churn, that endless wave of news, crests over our abilities to manage and vet. There is a call, for example, to slow down when it comes to coverage. You don’t care that Angry Birds Star Wars is out the moment it’s released. Why not just sit on that news for a few days, really give it a good dry rub? Why not give old Mighty Eagle a call, get him on camera. Really make an event out of it. We don’t do that because that’s even worse than pasting in a press release. There is a very large percentage of people for whom the words “Hey, Angry Birds Star Wars is out. You can get it here” is far superior to a 1,000-word article on how they got birds to look like Han Solo. We’re not any company’s marketing organ, no matter how many times we post about Apple. Those who want more can always find more. Always. So slowing down isn’t the answer.
“Could we post less? Sure. I’d love it if we did. But we have a team of people who want to write. They want to get stuff up. They revel in breaking news even if that news doesn’t seem important to you, specifically. It’s like asking a gazelle to take the bus. So that’s out.
“The answer, as far as I see it, is simple: avoid PR and PR newswires and keep the conversation going naturally. If you’re a founder, either hire a marketing manager internally or do it yourself. If you made something cool, tell us directly. At this point in the game gathering a list of friendly journalists is as easy as visiting 100 or so websites. It didn’t used to be that way. To get access to a newspaper you had to send a letter to an editor that would, inevitably, end up in the trash. Now you can spam a bunch of writers who are hungry to feed that maw.”
Read more here.