A couple of weeks ago we published excerpts of the New York Times thought piece by Kevin Kelly. Now, Jeff Jarvis adds to the debate in his column in the Guardian.
Today, any medium that defines itself by its medium is in trouble: newspapers, broadcasting and books must be valued for their substance over their shape. Is a book bound paper? Or is it the ideas and information within? If there are better ways to share knowledge, why should it suffer the limitations of the page?
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Some agencies think they are cool to launch their own blog, but unless they are offering an opinion, a viewpoint and are doing it regularly then its a waste and just as bad as a corporate attempt to “get into new media” with a blog of their own.
If an agency is going to do a blog they should do it because there is an idea, a theme and a point of view they want to share. And then they need to post to it regularly and with depth and something different.
It should also talk about more than their own creative work!
Otherwise why would anyone pay attention if you’re not offering up something useful?
Walk the talk.
June 8th, 2006 at 10:09 pm