The No Cluetrain Manifesto: Getting things wrong, missing points


I was just about to write an immensely analytical piece (yeah, really) about the future of journalism. It was handed to me on a silver plate, too. Some days ago David Weinberger (Harvard researcher, co-author of The Cluetrain Manifesto, etc) was live-blogging from a Digital Riptide forum.

Tim Armstrong (AOL), Caroline Little (Newspaper Association of America) and Arthur Sulzberger Jr (The New York Times) were all on stage in a panel discussion and a no-status media fanatic like yours truly couldn’t have asked for a better opportunity to piggyback off of other people’s thoughts and ideas.

Weinberger started off his reporting with this note:

Live blogging: Getting things wrong. Missing points. Omitting key information. Introducing artificial choppiness. Over-emphasizing small matters. Paraphrasing badly. Not running a spellpchecker. Mangling other people’s ideas and words. You are warned, people.

I should use that as this blog’s official tagline. More importantly, after having read that note, nothing that followed was relevant. A little “young people don’t seem willing to pay on the web”, some pieces of “authority is about accuracy” and the obligatory “are bloggers journalists?”.

But Weinberger had already showed us what’s really the challenge for traditional media; personality. Or their lack thereof. Someone to connect to, relate to, befriend. The future of journalism doesn’t belong to media brands but to personal ones.