“Influence is the future of media”, eh?

The Influence Landscape: click for a more details

This year, the Future of Media Summit has been replaced by the Future of Influence Summit. It’s next Tuesday 1 September, Sydney time. I’ll be going, and I can offer you a discount.

Summit-master Ross Dawson has changed the name because he reckons that influence is the future of media.

Ross writes:

We have already begun to discover this through the now-dominant concept of “social media”. In the Future of Media Strategic Framework that was launched for our Future of Media Summit 2006 we described the (symbiotic) relationship between Mainstream Media and Social Media.

Social media is all about human relationships, about how we shape our view of the world based on our peer communication. The extraordinary breadth of information and opinion that we are exposed to today, combined with the ability to converse, means our own opinions are often driven more by peers than traditional sources.

In fact this shift to the social means that media is becoming far more about peer influence than information and reporting.

This year companies globally will spend US$450 billion on advertising. The composition of advertising spend has changed dramatically over the last decade. That pace of change will rapidly accelerate in coming years. Total marketing spend is hardly set to reduce in an increasingly crowded marketplace, but it will be allocated to those activities that truly make a difference. Influence — based on conversations and aggregated opinion — will be at the centre of how companies seek to drive sales and customer engagement.

Today, people find content such as movies, music, news, books and so on primarily through aggregated channels. Instead of buying the New York Times and reading it cover to cover, people are pointed to the most relevant articles in the New York Times and elsewhere, based on what people find interesting. It is hardly new that people buy music or books because of recommendations — but now adding to their friends’ opinions and magazine reviews are a universe of influencers who provide guidance on what to buy. Influence is driving the world of content and publishing as never before, and this is just the beginning.

Last year’s Future of Media Summit was full of old media journalists and managers in denial.

It triggered my controversial essay Note to “old media” journalists: adapt, or stfu! (parts of which were even translated into French in Le Monde), a wonderful response from the MEAA’s Jonathan Este, and furthers writing from me including the essays “Trouble at t’paper” and Sunday Thoughts about Journalism.

A year later, a lot has changed — although my liveblog from Media 09 still reads as pessimistic. I’ll be interested to see what emerges, and to prepare myself I’ll be reading more of Ross’ blog over the next couple of days. Expect further posts.

Meanwhile if you want to register for the Future of Influence Summit, you’ll get 20% 25% off if you use the discount code TIESTIL.

(Si Si) Je Suis Un Blog Star!

It’s a lame excuse to link to Bill Wyman’s old song, but I am actually very happy to have been translated into French and quoted in Le Monde.

In his column Transnets, Francis Pisani‘s article Blogalaxie/4: “futur des médias” et “rumeurs” quotes my rant about journalism from last week.

Ils ont parlé de la “tension artificielle” blogueurs-journalistes qui, selon Stephen Collins occupe trop de place (voir ce qu’en ont écrit Narvic et Éliane Fiolet sur Transnets).

J’ai bien aimé cette phrase du blogueur australien Stilgherrian: “Ce qui est fatiguant dans cette fausse dichotomie c’est qu’elle compare les idéaux les plus élevés du journalisme et le degré le plus bas du blogging personnel.”

Et ce petit avis aux journalistes traditionnels: “La forme de votre métier et la forme de vos articles était déterminée par la technologie pour les distribuer.” Aujourd’hui “nous avons tous des claviers, nous avons tous des téléphones mobiles avec des caméras ou nous les aurons bientôt. Nous avons tous des outils de publication et de distribution” comme WordPress ou YouTube entre autres.

I sound much more intelligent in French… and I do like the word “blogalaxie” rather than “blogosphere”. Still, I reckon “blogueur” and “blogueuse” sound more like something you’d pump out of an asthmatic duck.

Bloggers: the biggest whingers since journalists

Crikey logo

I’m well pleased that my rant for Crikey about journalists elicited a witty response from Jonathan Este, the journos’ “union thug”. He’s kindly allowed me to republish it in full below. My comments afterwards.

He’d also like me to draw your attention to the MEAA’s own project, The Future of Journalism, done in conjunction with The Walkley Foundation.

Bloggers: the biggest whingers since journalists

Jonathan Este writes:

Your blogging correspondent, Stilgherrian, seemed like such a nice bloke at the Future of Media Summit in Sydney on Tuesday. On the way from the venue to the pub afterwards we shared a few yarns and war stories and I bought him a beer.

He could have been a real journalist.

But his piece in yesterday’s Crikey [local copy] betrayed his outsider status in his very first par:

What is the future of journalism? To judge by the discussion at this week’s Future of Media Summit… it’s endless bl–dy whingeing.

Whingeing, old son, is the past, the present and the future of journalism, as you’d know if you’d spent much time in the newsroom. It’s what we do. Journalists love whingeing and we’re pretty damn good at it.

Continue reading “Bloggers: the biggest whingers since journalists”

Note to “old media” journalists: adapt, or stfu!

Crikey logo

[I promised Crikey that I’d write something about the Future of Media Summit 2008. This rant is what emerged. You can also read it over at Crikey, where there’s a different stream of comments.]

What is the future of journalism? To judge by the discussion at this week’s Future of Media Summit held simultaneously in Sydney and Silicon Valley (and every other “new media” conference I’ve been to lately) it’s endless bloody whingeing. Whingeing about how journalism has standards and bloggers are all “just” writing whatever they think.

The panels in both cities covered the same, tired old ground. The new “participatory media” and “citizen journalism” would never be Real Journalism, because Real Journalism is an Art/Craft/Profession. Real Journalism involves research and fact-checking and sub-editing. There’s a Code of Ethics. But “these people”, as bloggers get labelled, these people just sit around in their pyjamas and write whatever comes into their heads.


Continue reading “Note to “old media” journalists: adapt, or stfu!”

Exhausted by the Future of Media

Whew! The Future of Media Summit 2008 was exhausting yesterday! I’ll be writing something this morning, but I’m not sure what yet. Stand by. Meanwhile you can get a taste of the action by reading Mark Pesce’s thoughts on the Future of Live Television (Part 1, Part 2), and Erin Moss’ notes on the Sydney Future of Journalism session and plenty more linked from the Future of Media Blog. Plus of course there’s the Summize feed of everyone’s Twitter traffic.